{"id":1995,"date":"2019-02-15T00:00:00","date_gmt":"2019-02-15T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=1995"},"modified":"2019-02-15T00:00:00","modified_gmt":"2019-02-15T00:00:00","slug":"the-opportunity-cost-of-neglecting-website-translation","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/the-opportunity-cost-of-neglecting-website-translation\/","title":{"rendered":"The Opportunity Cost of Neglecting Website Translation"},"template":"","blog_categories":[2,10,9,15],"resource_categories":[27,28,37,34,30,24,35,20,26,21,23,32,22,17,29,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1995","blog","type-blog","status-publish","hentry","blog_categories-b2b-strategy","blog_categories-marketing-strategies-customer-experience","blog_categories-marketing-strategies","blog_categories-website-translation","resource_categories-industry-b2b-manufacturing","resource_categories-industry-b2c-manufacturing","resource_categories-content-type-blog-post","resource_categories-business-goal-brand-experience","resource_categories-business-goal","resource_categories-role-business-strategist","resource_categories-content-type","resource_categories-topic-digital-marketing","resource_categories-industry","resource_categories-topic-international-marketing","resource_categories-role-marketer","resource_categories-business-goal-optimize-performance","resource_categories-role","resource_categories-topic","resource_categories-industry-travel","resource_categories-topic-website-translation"],"acf":{"blog_short_description":"Before you decide to put off website translation, consider the stakes for your business.","news_inline_styles":"","blog_video_id":"","article_body":"

The value of website localization becomes abundantly clear as more companies pivot to serve customers in global markets. But some organizations balk at the investment required to properly translate their websites and choose bargain-priced translation vendors\u2014or choose not to translate their sites at all.<\/p>\n

Unfortunately, either choice winds up costing companies far more in the long run.<\/p>\n

The truth is, companies lose more money when they ignore the needs of global customers<\/i> than they\u2019d spend to localize their websites with superior vendors. If you don\u2019t translate your website, here\u2019s what your company stands to lose:<\/p>\n

Stagnating Global Growth<\/h2>\n

Once you\u2019ve exhausted the growth within your domestic market, you\u2019ll want to branch out into new global markets. This is challenging to effectively accomplish without translating your website. <\/p>\n

Global Internet users now expect to conduct online business in the languages they prefer. If global visitors can\u2019t read your website, they won\u2019t visit it. But they\u2019ll surely visit the sites of your local or international competitors.<\/p>\n

Breaking Local Laws<\/h2>\n

Many countries have language-related laws and regulations that companies must abide by to do business in the market. <\/p>\n

For instance, businesses that sell products or services in the Canadian province of Quebec must provide French versions of their websites. These sites include localized product\/service descriptions, order forms and receipts. Failing to follow this \u201cfrancization\u201d rule can result in fines.<\/p>\n

Similar rules and penalties exist in other markets, too. <\/p>\n

Tarnished Brand Image<\/h2>\n

Trying to serve global customers without content in their language\u2014or providing them with low-quality translated content\u2014is bad for your brand\u2019s reputation. Your untranslated or amateurishly translated website may give users the impression that your company doesn\u2019t value their business.<\/p>\n

While this rep is likely at odds with your brand image and high standards for quality and customer service, international customers won\u2019t see it that way. They\u2019ll be irritated by your lack of commitment to their markets \u2026 and will probably do business elsewhere.<\/p>\n

Productivity and Progress<\/h2>\n

Even if your company does provide a localized online experience, the method you use to translate, deploy and operate it could be generating more effort and costs than you might expect. Many companies use in-house staff to translate their websites, thinking they\u2019re saving money on translation costs. <\/p>\n

The reality: in-house website translation distracts staff from core duties, delaying important tasks they should be working on instead. They also often lack the technical or linguistic expertise needed to handle the unique demands of website translation.<\/p>\n

Outsourcing the project to an industry-leading vendor ultimately costs less than the lost in-house productivity you experience from overseeing complex and iterative translation workflows, solving technical problems and keeping the localized up-to-date every day.<\/p>\n

Lost SEO Benefits<\/h2>\n

Your company\u2019s website is full of SEO-rich content that search engines crawl, index and use to help potential customers discover your brand. But if global customers are searching for solutions you provide and there\u2019s no content available in their preferred languages, they won\u2019t find it via search.<\/p>\n

Without a translated website, you miss out on the same invaluable SEO benefits that drive organic traffic and brand awareness within your domestic market.<\/p>\n

The Competition Wins<\/h2>\n

If your brand doesn\u2019t deliver the world-class localized experience that global customers expect, they\u2019ll find a competing brand in your industry that does.<\/p>\n

Even if your products or services are of better quality or more affordable, your competitors may fare better in a global market simply because they have properly localized websites. They\u2019ll have the online brand awareness, SEO ranking and in-language customer experience that your company lacks.<\/p>\n

It Hurts Your Bottom Line<\/h2>\n

Using a subpar solution to localize your website\u2014or avoiding it entirely\u2014doesn\u2019t simply impact the short-term revenue gains you\u2019d gain by using a superior solution. It also affects future gain.<\/p>\n

Here\u2019s why. The damage done to your engagement metrics, SEO and brand reputation takes more time and effort to fix after the fact<\/i> than it does to proactively serve globally customers with great localized content from the get-go.<\/p>\n

The Solution<\/h2>\n

Operating a great localized website does indeed require an initial and ongoing investment. However, if you weigh those costs against the lost opportunity of providing a subpar online experience, it\u2019s clear that there\u2019s far more to gain by translating your website for global customers. <\/p>\n

You can make your translation budget go even further by investing in an advanced website localization solution that maximizes the optimization of your multilingual website while minimizing effort and costs. Look for a translation provider that:<\/p>\n

    \n
  • Hires world-class translators to deliver high quality localization worthy of your brand <\/li>\n
  • Provides all the technology and expertise required for website translation <\/li>\n
  • Applies SEO and UX best practices to drive traffic and engagement <\/li>\n
  • Scales to let you serve customers in dozens of markets, without increasing overhead <\/li>\n
  • Eliminates distractions, so you and your teams can focus on your main tasks <\/li>\n<\/ul>\n

    Naturally, you want international customers to engage with your brand\u2019s website. But unless you make their online experiences intuitive and educational, they won\u2019t. Using the right website localization solution will generate the engagement your company needs to succeed in global markets.<\/p>\n","article_body_code":"","news_image":{"ID":21490,"id":21490,"title":"Hero_Neglecting-Website-Translation.jpg","filename":"Hero_Neglecting-Website-Translation.jpg","filesize":139342,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Hero_Neglecting-Website-Translation.jpg","link":"https:\/\/www.motionpoint.com\/blog\/guide-graphic-localization-tips-for-design-it-and-development\/hero_neglecting-website-translation\/","alt":"","author":"2","description":" \t","caption":"","name":"hero_neglecting-website-translation","status":"inherit","uploaded_to":2149,"date":"2019-07-24 00:00:00","modified":"2019-07-24 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He has a strong background in sales and data management and has nearly 10 years of executive level experience in the field. He uses his expertise in global sales, new business development, sales production, and data organization to drive MotionPoint's market expansion and new client acquisition. 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