Organizations have an ethical\u2014and often, legal\u2014responsibility to provide accurate information to all<\/i> of their constituents in times of crisis. Those who fail to translate (or regularly mistranslate) their content risk losing brand credibility among multilingual customers \u2026 and may face fines or more severe legal penalties.<\/p>\n
But how does a company with little, if any, experience with localization find a translation vendor that meets its needs for accuracy, professionalism and expertise? Here are some key characteristics to look for in a website \/ digital-content translation<\/a> solution.<\/p>\n Translation accuracy\u2014particularly during sustained emergencies like the COVID-19 pandemic\u2014rests largely on the shoulders of linguists. The more seasoned and versatile they are, the better their translations often tend to be.<\/p>\n Ask vendors about their hiring processes. The best companies use the highest standards to bring on, and continually train, their personnel. For instance, one industry-leading solution\u2019s linguist application exam is so thorough, only 5% of applicants pass it. Even fewer of those finalists are hired.<\/p>\n And there\u2019s more to great translations than linguistic fluency. Great vendors also provide translators who have expertise in the nuanced lingo and business practices of specific industries. Companies that offer these linguistic specialists ensure quality, accurate localizations during crises\u2014and during normal business conditions, too.<\/p>\n Linguists\u2019 abilities should also include a thorough familiarity with the preferred phrases and cultures of specific markets or geographic regions. This, combined with their industry expertise, ensures they can craft authentic translations that improve customer education, engagement and brand credibility. These are all critical to sustain, especially during a crisis like COVID-19.<\/p>\n Ideally, linguists should have other skills that help handle the truly unique aspects of website and digital translation. This includes the ability to conduct keyword research and apply culturally-relevant SEO terms to translated content. This practice increases a localized site\u2019s rank in local search results\u2014a must-have when conveying critical, accurate information in an emergency.<\/p>\n Fluency in languages and industries provide a great bedrock for great translations, but it also takes a robust system of certifications, resources and processes to help deliver accurate information.<\/p>\n Many organizations won\u2019t work with vendors that aren\u2019t using ISO-certified translation processes. And with good reason. These processes meet strict rules mandated by the International Organization for Standardization, with a keen focus on providing excellent pre-production (pre-translation), production and post-production processes. This ethos is especially important for localizing sensitive content, such as COVID-related, other healthcare or technical information.<\/p>\n Look for vendors that use processes that are ISO 9001- and ISO 17100-certified.<\/p>\n Two key resources for ensuring consistently excellent and accurate translations are:<\/p>\n These resources identify important phrases (such as industry-specific terms) and provide guidance for localizing a brand\u2019s editorial style or voice. These linguistic tools help expedite the translation process, and ensure accuracy and consistency in word choice.<\/p>\n World-class vendors provide dedicated<\/i> translation teams to their customers. This means the same linguists localize your website and digital content, day in and out. The practice ensures that the linguists become fluent in your brand and communication goals \u2026 and can accurately localize COVID-19 content in ways that match the voice (and the pace) of your business communications.<\/p>\n Look for vendors that conduct rigorous editorial reviews as they translate and publish your website content. Ask about their process. Best practices include post-translation review by an additional linguist, and another review\/approval by an editor for publication.<\/p>\n A final consideration is the maturity and quality of the technologies a vendor leverages to further ensure accuracy\u2014especially at the speed and scale needed to keep pace with a crisis.<\/p>\n Great vendors use robust content-detection technologies that quickly spot new untranslated content and route it to linguists for immediate translation. This technology and others, complemented with the right workflows, enable one industry-leading vendor to translate, edit, QA and publish content in about one business day.<\/p>\n These linguists can also translate and launch localized websites in as little as 30 days, regardless of the site\u2019s size or complexity.<\/p>\n Look for vendors that also provide software that empowers their customers to provide direct feedback to linguists\u2014or directly revise the translations themselves, if they wish. <\/p>\n Powerful tools like these enable you to:<\/p>\n In the midst of an ongoing crisis like COVID-19\u2014in which communication with all constituents is key for practical, ethical and legal reasons\u2014organizations shouldn\u2019t leave their mission-critical content in the hands of underqualified linguists, or vendors that don\u2019t use best-in-class technologies and processes.<\/p>\nWorld-Class People<\/h2>\n
Rigorous Requirements<\/h3>\n
Subject Matter Expertise<\/h3>\n
Cultural Fluency<\/h3>\n
Versatile Skillsets<\/h3>\n
World-Class Processes & Resources<\/h2>\n
ISO-Certified Translation Processes<\/h3>\n
Localized Glossaries and Style Guides<\/h3>\n
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Dedicated Teams<\/h3>\n
Rigorous Editorial Processes<\/h3>\n
World-Class Technology<\/h2>\n
Streamlined Tech and Processes<\/h3>\n
Customer Empowerment<\/h3>\n
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Conclusion<\/h2>\n
![\"Jessica](\"https:\/\/www.motionpoint.com\/wp-content\/plugins\/ultimate-member\/assets\/img\/default_avatar.jpg\"){kind=avatar}
"},{"ID":411,"user_firstname":"Jessica","user_lastname":"Rivera","nickname":"JRivera","user_nicename":"jrivera","display_name":"Jessica Rivera","user_email":"jrivera@motionpoint.com","user_url":"","user_registered":"2014-11-04 00:00:00","user_description":"Jessica Rivera brings an expert understanding of global business, executive leadership, and holistic team and culture building to her role as MotionPoint\u2019s EVP, Global Sales and Corporate Affairs. She has over 15 years of experience collaborating with C-suites at leading SaaS and fintech companies.","user_avatar":"