The world we live in may feel like it’s getting smaller, but traditions and cultures are just as varied and diverse as ever they were. More businesses need to spread their wings and go international to grow and fulfil their potential, but this means being able to embrace other cultures and traditions, and to make your work and copy communicate to everyone effectively. This requires much more than just simple translation.
Localisation is so much more. Words may well translate into another language, but meanings and ideals do not always translate as easily. Phrases may well work perfectly within the culture in which you live, but as soon as it is taken out of that context and place, it may well have no meaning at all, or a completely different meaning to what you were originally trying to convey.
When you choose to localise your website, software and any documentation, you are then able to tap into lucrative foreign markets that might otherwise have been denied to you. The ability to expand your reach beyond language borders opens up a new world where the growth can be exponential. Your business can start reaching heights that would ordinarily have been beyond anything you could possibly have hoped for.
Advantages of localisation
Localisation gives you an advantage over your competition, and conversely, not benefitting from localisation could now leave you at a disadvantage, as many other businesses are. It has been proven that approximately 75% of global consumers would prefer to buy from a website that is in their own language. Even if they speak good English, seeing familiar imagery and messages is more likely to appeal to them. It increases consumer trust and makes them more likely to buy from you.
Another benefit of localisation is that it optimises your content for international search engines, which again gives you another competitive advantage. If your localised content considers culturally appropriate images and locally searched keywords, your ranking will increase.
Obviously a huge benefit from localisation is avoiding cultural taboos, where any mistake could see you finished. Certain places where businesses are big, such as the Middle East or Asia are unforgiving when it comes to certain cultural taboos. One upset there would almost certainly mean no second chance.
We have assisted large international companies in the tourism, e-commerce, iGaming and financial services sector to make this cultural leap and move onto the next level. Remember, “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”