If you’re running a foreign language site designed to target a specific demographic of web users, you may want to consider running an English version of it. Even if you think your product or service is geared towards non-English-speaking users, there’s plenty of value to be derived from offering a version of your website in the language.
“But my customers don’t speak English. Why should I bother?”
If you’re running a foreign language site designed to target a specific demographic of web users, you may want to consider running an English version of it. Even if you think your product or service is geared towards non-English-speaking users, there’s plenty of value to be derived from offering a version of your website in the language.
1. English, whether you like it or not, is the de facto language of the web
Most people search the web in English, simply because majority of content available on the internet is in that language. When you have an English version of your site, it makes it easier to get links from related sites, achieve inclusion into good directories and other similar avenues of promotions.
2. Unconventional customers
While your customer base may consist entirely of a specific demographic, it’s not too far-fetched that someone who doesn’t speak the foreign vernacular may also be interested in what you have to offer. If you’re selling products in a specific country, for instance, an American vacationing there may end up needing your services. An English website gives you a way to reach out to them.
3. Non-customers
Not all people who take an interest in your site needs to be customers. Many bloggers and journalists, for instance, are regularly on the lookout for new sites they can feature in their pieces. Who knows, your product or service just might be what they’re looking for? Wouldn’t you rather make it easier for them to learn more about you instead of having to use their own translation software to figure out the details of your services? That’s free promotion
at the cost of nothing but a second website in a different language.
Regardless who you’re gearing your online marketing to, localized web content has been shown to be one of the most important factors when it comes to successfully achieving your results. As such, it isn’t uncommon to find online marketing efforts employing every trick it can muster to localize its pitch. What factors come into play when you reach out to customers this way?
1. Language. If you’re reaching out to a Spanish demographic, it pays to localize the language of your website. Should the cost of a full-fledged translation be difficult to shoulder, you can opt to get a translation software instead. Of course, we should warn you now that impeccable software-based language translation is not possible at this time. For the most part, most automated translations will be prone to error and unclear sentence formations.
What we suggest is to use the language software to localize shorter phrases, which these types of tools can handle very well. Menus, labels and headers, for instance, can easily be machine translated with no errors. Slogans and short sentences can also be translated in this way. While it may not be as good as a full website translation, the results it can get might surprise you.
2. Images. If you’re marketing to a particular ethnic demographic, doesn’t it make sense to use images that depict their ethnicity? Instead of filling your Chinese-targeted landing page with blonde and blue-eyed models, why not look for pictures of yellow-skinned Asians instead?
3. Global English. If you’re going to keep most of your copy in English, make sure to write it in such a way that it doesn’t prove too difficult for non-native speakers to understand. Use simpler constructs, avoid confusing figures of speech and write sentences in a way that sounds natural.
