{"id":1547,"date":"2017-10-25T00:00:00","date_gmt":"2017-10-25T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&#038;p=1547"},"modified":"2017-10-25T00:00:00","modified_gmt":"2017-10-25T00:00:00","slug":"is-a-good-agency-enough-for-website-translation","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/is-a-good-agency-enough-for-website-translation\/","title":{"rendered":"Is a Traditional Agency Good Enough for Your Website Translation Project?"},"template":"","blog_categories":[107,15],"resource_categories":[37,30,35,23,32,22,31,17,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1547","blog","type-blog","status-publish","hentry","blog_categories-translation-technology","blog_categories-website-translation","resource_categories-content-type-blog-post","resource_categories-business-goal","resource_categories-content-type","resource_categories-role-marketer","resource_categories-business-goal-optimize-performance","resource_categories-role","resource_categories-business-goal-streamline-operations","resource_categories-topic","resource_categories-topic-website-translation"],"acf":{"blog_short_description":"Old-school agencies use legacy translation workflows that are great  for documents\u2014but not websites.","news_inline_styles":"","blog_video_id":"","article_body":"<p>Due to a lack of expertise, insight and proper technologies, traditional translation agencies can\u2019t adapt to the unique demands of website translation. Those shortcomings result in:<\/p>\n<ul>\n<li>Poor presentation of on-site content, resulting in bad UX <\/li>\n<li>Inefficient or inflexible workflows that create expense effort for you and your team <\/li>\n<li>An inability to maximize the value of your translation investments <\/li>\n<\/ul>\n<p>  Read on to discover how the technologies and experience that a digital-first agency provides can mitigate these costly challenges.<\/p>\n<h2>In-Context Translations<\/h2>\n<p>  Most traditional translation agencies use aged manual processes that may be fine for offline and document translation projects, but they fall far short of what\u2019s needed for website translation.<\/p>\n<p>  For instance, document translation projects do not require a highly iterative \u201clive view\u201d QA process. Website translation projects do.<\/p>\n<blockquote>\n<p>Digital-first agencies have the right technologies to deliver great in-context translations. Legacy agencies don\u2019t.<\/p>\n<\/blockquote>\n<p>  Linguists must have full visibility into how content \u201cfits\u201d on a webpage\u2019s template. This enables them to modify lengthy translations that might break page templates. They also need to see how the content they\u2019re localizing is informed by other on-page elements such as images and dynamically-loaded content. Some of those elements, including images, may require translation, too.<\/p>\n<p>  Digital-first agencies that specialize in fully turn-key website translation solutions have the tools and visibility to handle these tasks. Legacy agencies don\u2019t.<\/p>\n<h2>Superior Flexible Process<\/h2>\n<p>  As your website translation project unfolds, you\u2019ll determine there are some localization tasks that you\u2019ll want to oversee, and many you won\u2019t. (For instance, vetting localized legal or regulatory content is important, but reviewing translated product info isn\u2019t.)<\/p>\n<p>  You need an agency that accommodates such customized workflows. Traditional agencies don\u2019t often do that. They try to squeeze translation tasks into an either\/or workflow, which is inflexible, inefficient and can cause problems. <\/p>\n<blockquote>\n<p>Focus on what\u2019s most important to your business. Reviewing endless localized content shouldn\u2019t be a part of that.<\/p>\n<\/blockquote>\n<p>  Digital-first agencies do things differently. You can tell these vendors the specific content you wish to review, and they\u2019ll provide it. They handle translating and publishing the rest, with no effort from your team. <\/p>\n<p>  This empowers you to focus on what\u2019s most important to the organization without being burdened with everlasting demands to review content. <\/p>\n<h2>Localization and Customization <\/h2>\n<p>  It\u2019s not enough to simply publish your website in a customer\u2019s preferred language. It\u2019s critical to provide culturally-authentic, highly relevant translations, too.<\/p>\n<p>  These region-specific <i>localizations<\/i>, which feature local lingo and other cultural references, can really improve on-site engagement and conversion rates.<\/p>\n<blockquote>\n<p>Customizing content and messaging is great for business. Digital-first agencies excel at creating this online content for you.<\/p>\n<\/blockquote>\n<p>  Legacy agencies might have this linguistic and cultural knowledge, but they rarely have the technical expertise to reliably publish this content on your website. The task requires an authoritative fluency in online technologies, applications and code that most linguists were never trained for, and will never have. <\/p>\n<p>  Digital-first agencies specialize in these technologies, and can easily implement these brand- and business-boosting content optimizations. <\/p>\n<h2>Confirmed Specialization <\/h2>\n<p>  Traditional agencies excel at translating printed content and other offline material. But digital-first agencies can do that, and go much further.<\/p>\n<p>  Your existing translations\u2014everything your company has ever translated that might be stored in a <i>translation memory<\/i> database\u2014can be re-used for publication on your website, and vice versa. This maximizes the value of your existing translation investment. <\/p>\n<p>  Digital-first agencies also create resources such as glossaries and style guides to ensure consistent translations and brand voice across your website and multichannel assets. <\/p>\n<h2>On-Site UX and Translation Quality<\/h2>\n<p>  The responsibility of ensuring the quality of on-site translations should fall to your agency, not you. But that\u2019s not how most legacy agencies operate.<\/p>\n<p>  Recall that these agencies don\u2019t have the \u201clive view\u201d tools needed to accurately QA how their translations visually appear, or are interpreted, on a webpage. This creates big problems that impact UX and alienate users.<\/p>\n<p>  These agencies typically require their customers\u2014that means you\u2014to assume the iterative process of finding those gaps and repeating the revision process until the agency gets it right. That\u2019s a huge drain on your time and resources. <\/p>\n<blockquote>\n<p>A technically deficient legacy agency will depend on you to make its job easier. Turn-key digital agencies eliminate your effort.<\/p>\n<\/blockquote>\n<p>  Further, legacy agencies often lack the ability to accurately parse translatable content for unique web components and experiences.<\/p>\n<p>  For instance: Your website may use a single-page AngularJS application that changes on-the-fly, depending on a user\u2019s on-site behavior. Does your traditional translation agency even know where to look for that translatable content?<\/p>\n<p>  It\u2019s unlikely. This means the cumbersome and time-consuming burden of identifying this content falls to you and your team.<\/p>\n<h2>Conclusion<\/h2>\n<p>  Website translation requires the expertise of a technology-savvy digital-first agency. As you examine the capabilities of your current translation agency, ask yourself:<\/p>\n<ul>\n<li>Do they focus on content that enhances the user experience? <\/li>\n<li>Can they customize workflows to minimize my involvement, but give me control when I need it? <\/li>\n<li>Do they have the technical expertise to customize on-site content for specific markets or regions? <\/li>\n<li>Do their technologies and processes eliminate operational complexity and effort for my team? <\/li>\n<\/ul>\n<p>  If not, consider looking for digital-first agencies that have the web-centric tools and expertise to deliver the best-in-breed localized websites you\u2019ll need for international 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