Ideal translation of a website requires a team of skilled professionals with maximum proficiency in all parts of the large and complex undertaking. Before you attempt a website translation project, use this guide to better understand what the process involves and the resources you'll need in order to achieve your projected ROI.
Chapter 1: Before You Begin Your Website Translation Project
Chapter 2: Define Your Translation Project
Chapter 3: Website Internationalization
Chapter 4: The Website Translation Process
Chapter 5: Test Before Launching Your Translated Website
Chapter 6: Website Translation Technology
Chapter 7: Top Tips for Website Translation
Effective website translation is a very large and complex undertaking that requires high proficiency in numerous specialized roles in the process. Here's a guide to the essentials of website translation, to help you obtain a good general overview of each part of the process of a typical translation project. It will further help you identify the professionals and technical resources you will need, in order to accomplish the professional outcome necessary for translation to produce a level of ROI that makes the enormous effort worthwhile.
The World Wide Web has opened access for your business to the multitude of overseas markets. Every day, over 3.5 billion people use the internet. So, today, virtually any business with a web connection can be a global seller. Of course, with the vast new foreign opportunities for companies looking to grow internationally, there comes the large task of localizing the marketing and sales website. This includes everything from fully localized text content, video advertising, blog content etc., to sales information such as product descriptions and video demonstrations, order placement directions, customer services, warranty information, instruction guides, company profiles, and others.
After all, even the farthest east of East Asian markets may be merely a mouse click away from your business, but to non-English-speaking users who can't understand your information, you remain a world away. Succeeding in those markets requires more than just speaking their language. Basic website translation is only a part of translation, and without translation, your message cannot be expected to be effectively conveyed.
Naturally, you know that it only makes sense to have messaging in your chosen international market that is as effective as your messaging in any other market, domestic or foreign. In order to deliver a compelling message, here's more involved in localizing for a market. Your content will also need to meet the format needs, use terms for local currency, use local cultural references vs. ones that are commonly understood by people a world away but are utterly unfamiliar to locals in your target foreign market. There's much more in addition to these requirements.
translation requires research into every aspect of the foreign target market, into everything from household practices, to government rules and relations, to religious tenets, and so much more. In other words, translation must achieve everything in the presentation of the content that is necessary to provide a user experience that is the same quality as provided to users in your domestic market. To yield the ROI your aiming for in a foreign market, invest in localizing your website. to make it authentic, to make it a native and appealing resource for visitors in your target international market.
If visitors to your website can’t read the information on your website, or even if they can make out the message, but it all seems too unrelatable to their personal experience, they will exit quickly, and they won’t have a desire to come back. Your prospects are much more likely to end up buying from one of your competitors, perhaps one offering a poor value compared to your company's offering. This can be expected to happen when a competitor provides a better website experience, clearer information in their native language, and more comprehensible references to elements of their own culture and experience that make it possible for them to relate better to the competitor's offer.
So, make your website ideally relatable to your prospects in your particular target market. Make sure it's optimally clear in conveying what you're offering and how your product or service can benefit visitors to your site in the context of their lives, wherever they live.
It's much easier to build trust, when communicating with someone in their native language. People feel more at ease doing business with sellers who are speaking their own language when offering products and services and who trade in their own country's currency.
Therefore, with the ever-increasing number of businesses expanding to become global competitors, and so many conducting sales through websites localized for one or more foreign markets, it's becoming more important for people to be able to communicate effectively across language barriers, just as they must operate efficiently across physical borders in order to do business together smoothly.
So, naturally, you need to ensure that people can understand you clearly, in any language they speak, and help them make transactions with your company easily, whatever their normal purchasing conventions may be.
However, it's a major challenge to manage a full-scope website translation project. Top quality translation requires a highly skilled team, thorough market research, and meticulous project management. It's a daunting undertaking and a significant financial investment.
There are various approaches you can take to translation. For example, there are numerous online translation sites and apps, but this is generally understood as a low-quality option. For one thing, machine translation technology can be very helpful for some tasks, when integrated into a larger translation project.
But, as a stand-alone translation solution, machine translation simply cannot produce the natural speech and sound that a human translator can readily achieve. Applying dialects correctly and adding other nuances of a human translator are also far beyond the capacity of a machine language translation.
There's also the challenge of capturing the finer points of the brand voice, which means your website localizer must find the appropriate text expressions and visual images to appeal to local and regional prospective buyers, while consistently maintaining company voice across all markets, both domestic and international.
If this all seems daunting to you, that's good. That means you understand the magnitude of a website translation project and the time, work, and financial stakes in it. There are so many languages, cultures, website locations, national and international rules, protocols, laws, histories, customs, values, norms, mores, it can seem like too much to accomplish.
Add the challenge of catering to the range of buyers' preferences and of effectively communicating the unique subtleties that should be conveyed to your prospects about your product and your brand, and it can seem overwhelming to take it all on.
But, there's abundant reason to be encouraged…
Like any large project, you need to be confident going in that it will succeed and that you know exactly what's to be expected of the processes, outcomes, costs and ROI in localizing your site. From there, seek the best team of experienced professionals with a strong track record of successful translations that have enabled companies' sites to perform as hoped — encouraging increased traffic, generating leads, fostering and facilitating conversions, and realizing ROI.
Determining how much to project for ROI from website translation is not an exact science. However, for any business seeking to sell in international markets, it's abundantly clear that all necessary measures for ideal translation is the first fundamental for ensuring that you won't lose a large percentage of prospective sales due to failure to provide a properly localized web content on your sales site.
Market analysis — Before beginning preparations for your website translation project, figure out who where your appropriate target market is located. Do the necessary research to construe buyer personas for your international target market. Don't simply rely on generalized continental data to help you identify your ideal national or regional market.
Even if the majority of the people across the entire continent or throughout a large swath of it speak the same language, expect them to be using very different dialects, and practice unique regional usages for a vast array of words and phrases, and to have their own slang and local sets of references and other distinct ways of using language.
Research the available demographics, consumer data, economic reports, and other relevant data for the markets you're considering. Perform a comparative market analysis to determine which appears most likely to realize your revenue goals for the localized website.
Obtain thorough information on national, regional, and local laws. Understand the culture, including customs, taboos, generational attitudes, and other potentially limiting factors. Be sure that a sufficiently strong market actually exists for your product or service, before you choose a locale for your translation project.
Beyond the imposed restrictions and cultural influences, and varying vocabulary from region to region and even from one local area to the next, there are other differences that need to be accommodated in translation. Population centers at differing latitudes and/or altitudes live in different climates, with different seasons, and therefore have different fashions, priorities, lifestyles, daily routines and habits, foods, and so on. So, of course, you need to know if your product is a good fit with needs in the area that you're considering for your translation investment.
Tastes in all sorts of things, from pastimes to music to foods to aesthetics, manners of speech, general pace of living and attitudes about all kinds of things, among yet other specifics differ from area to area in many, if not most countries of the world, even those with the smallest total land area.
How well your localized website performs financially for you will be the result of the accuracy of your market analyses and choice of viable target and the accuracy of your website translation. Ensuring your success in these interdependent processes is the formula for achieving excellent ROI in your localized website. Start by asking yourself these basic questions to make sure you're entering an appropriate market, with real potential for success of your localized site:
Be sure to factor everything mentioned above in your calculus for market selection. Even when product demand and economic indicators strongly seem to support a rationale for entry into a particular market region, ignoring complex cultural realities, legislative obstacles and other less direct, but nevertheless inevitable impactors can undermine the financial performance of your site.
For example, research has shown that, naturally, almost all Chinese consumers shopping online prefer using websites that are in their own language. However, only a small fraction of US retailers offers websites localized for China. Why? Reportedly, from various sources, it's because legislation imposing trade protections, complex cultural factor, and low demand in various areas contribute to discouraging performance.
The nature of marketing translation is that it’s necessary to reach as many people as possible, while staying within your company's financial limits. So, include all the national, regional, and local marketing factors and the financial realities in your feasibility analysis, before deciding to undertake a translation project for a particular market.
In our China example, the national market with obviously vast potential for a wide range of US American companies, based on the total of Chinese internet users. However, such raw statistics may be irrelevant, if the government or the dominant forces in your industry there are un-receptive to your hopes to enter that market.
Game localization for Chinese market can result in substantial revenues.
translation involves much more than generic translation of a website's content into a different language. Individual countries, regions within the countries, and local areas within the regions, each present their unique arrays of challenges to translation.
Success of a project means overcoming all obstacles to adapting your site to the meet the specific needs and expectations of users in the national market, or any of its sub-markets in which you choose to make your entry. Identify the boundaries of the market you want to target, then further define the scope of your translation project.
Once you have selected the regions you want to target, set the scope of your project for all parties to the project, including project owners, liaisons, planners, legal consultants, managers, designers, researchers, writers, technicians, translators, testing teams, in-country reviewers, vendors, and others.
They need to know how many strings and words they'll be expected to translate, how to manage placeholders, how to submit their work, and so much more. Provide all translators with access to robust translation glossaries.
Translators need time to review the glossaries as well as guidelines for content culturalization, and example translations. They also should have access to web apps to be localized, to help them understand the expectations for user experience.
Developers need to provide translators with the opportunity to see strings in context, to help them achieve the most accurate translations possible as well as the nuances that make the content relatable to the audience for the translated version.
Provide a comprehensive project guide (a.k.a. a "project bible") that fully addresses all project team members' information needs for preparation and execution of their roles in the translation process.
There are multiple approaches to localizing a website. Your choice is likely to be driven by your budget, your level of site quality needs, and the extent of your applicable in-house production resources.
High-quality website translation will allow you to reach and maintain a wider audience in your targeted international market. A team of translation experts is more effective in SEO of websites, and top professionals have the cutting-edge innovativeness, breadth of experience in top-tier translation projects, and the state-of-the art tools to enable the best outcomes.
However, cost can be an issue. There are several factors in calculating cost of website translation. Of course, As with most things in the commercial world, cost determines the level of quality that the amount of resources will allow. There are various options, and with each, naturally, you can expect to get the quality of result that your budget allows for the project:
Free online instant translators are easy to test by simply cutting and pasting a block of foreign language text from a major foreign newspaper, magazine, or book into the translator tool in any one of the free translation websites. Ideally, use a text selection that you understand well from top to bottom, word for word, or that a translator has interpreted for you. Then, evaluate the quality of the outcome of the translation generated by the auto-translator. Repeat the test with several different blocks of text, to gauge the consistency of the translation quality.
The experiment works well enough even if you have no idea what the foreign language text says. The point is to examine the quality of the coherence of the translated text. Frequently, even with the most basic original text blocks, you can expect to find that the quality of the translation is typically pretty poor. After repeating the test multiple times with various text blocks, you can expect to find that the consistency of translation quality is extremely poor.
General translation services can be a good value for website owners who need only generic translation and do not require the quality of a fully modern business site.
A freelance translation specialist can offer more specialized translation, applying techniques for culturalization, capturing many of the nuances that a general translation service is not set up to perform.
A full-scope LSP has an entire team of specialists and manages all phases of translation, including in-depth cultural research, top talent translators, the complete range of state-of-the-art technologies for the most complex website translation projects, teams of QA testing experts, and the industry's most highly experience project managers.
After you have defined the scope of your project and know the size of the foreign market you want to target with your translation project, there is still a critical technical phase of pre-translation work that must be done to prepare your website structurally. This part of preparatory work is called internationalization.
Internationalization is the set of adaptations that you'll need to make in order to prepare your website for translation in a different language. After you have successfully internationalized your site, it will be your translation team will be able to make the changes needed to convert the content into the new language smoothly.
Once the internationalization work is completed, your site will be ready in advance for any future translation projects to adapt it for additional new languages for operation in other new foreign markets. Some of the key tasks involved in internationalization include:
Translating websites to English — The need for different space allowances becomes apparent, for example, when converting text from Italian or French to English. internationalization specialists will usually need to leave enough space for more words than are used in the original language in the menus, and in the CTA and Download buttons.
Hreflang tags — Coders will apply hreflang tag attributes, to indicate to Google the language being used on each page of your site, so that the search engine can produce your site in its search results to users searching in the language of your localized site.
Global gateways — With multiple localized websites, use global gateways to enable visitors direct access to their own language version of your site with just a click. This is ideal for launching your site in a country with multiple regional languages and local dialects.
An additional highly useful formatting alternative for companies seeking to build global brand recognition, is to use a global page format template. For example, a globally famous clothing designer with numerous localized sales sites, uses the same template for the page layouts throughout the sites, including for landing pages and product description pages. All audiences world-wide see the same sleek design on the websites localized for their markets.
The sites, of course, also leave enough space to accommodate all languages and the particular CTAs that are suitable for each country. The product images are the same across all markets throughout the world, although the language is changed as needed for each internationalized website.
TIP: With any page design template, above all, ensure that every language version of your site is optimized for the dominant search engine algorithm as well as for mobile access. It's estimated that around 5 billion people had become cell phone users by February of 2019. So, clearly, having a fully functioning, mobile version of your site is a fundamental for doing business online today.
You've executed all your legal agreements and other necessary documentation. You’ve completed your global market research and translation project planning. You've internationalized your website and done all other standard pre-production tasks. Now you're ready to localize your website. Whichever of the four approaches you choose to take for localizing your site, you can expect to follow these basic steps in order to achieve a high-quality website translation.
This is the central part of the translation process. It involves translating text or vocal content in a way that doesn't just generically convey the original content in a different language. translation is much more than a technically correct interpretation. It's the achievement of a much broader translation-centered mission.
The dual mission of a professional translation team is:
It is these soft messaging aspects that make translation necessary in order to present translated content in a way that enables your site visitors to identify with the universal message of your brand.
Hire translators to translate website content into their native language. That is the way to help ensure the highest possible degree of accuracy in the translation and the most natural quality of the translated material. Plus, having translators who understand the culture and shared history of their audience members. Here are some of the priorities for ensuring the most natural and accurate translation:
General rules for maintaining accuracy and clarity in translated text include keeping sentences as simple as possible while preserving the desired communication style. Simple sentences written using good grammar serve to accomplish several objectives. It maximizes overall quality of translated text, speeds up the translation process, minimizes project costs. Altogether, keeping content simple shortens the time to launch and therefore the time to begin generating revenues through the newly localized website.
Here are some good guidelines for writing for translation:
SEO content is necessary for any business website in any language, not just English. So, you’ll need an SEO strategy for your new foreign-language website versions. To start, provide your translators with a list of keywords and keyword phrases to include. The translators should work to provide translations that are natural and appealing to your localized site users and to whatever search engine they're using.
You can't expect to use the same external links that the original-language version of the site has. Each new localized version of your website also needs to have its own back-links developed within the area in local area for which you've localized the site. So, the content you offer on the localized version of your website needs to be relevant to external sites in the area in ways that encourage back-linking.
Of course, SEO for a localized site doesn't mean simply translating your list of keywords and phrases and generating some new back-links. It also means more than just learning the search terms used in different countries. It means doing the same research and acquisition of keywords, the same monitoring of your own and your competitors' keyword results, and strategizing based on those results. It also means doing the work to satisfy a number of other important SEO ranking requirements.
More than half of websites that have a top Google search ranking are at least three years old. Actually, few sites under a year-old place in the top ten of the rankings. So, if you have an older site that you've optimized using the advice provided in this guide, you have a competitive edge in that regard.
Beyond having a well-established site, here are some of the most important things you should do to increase your domain authority and elevate the SEO ranking for your localized website(s):
The best approach is likely to be working with an in-country marketing consultant or SEO specialist who is a native speaker of the language.
Depending on which country you're localizing for, you may need to optimize your site for additional search engines. Though Google is the predominant search engine in most national markets of the World Wide Web, in some countries, people may use Yahoo, Bing, Baidu, Yandex or another search engine more.
That cliché about a picture saying a thousand words is not an overstatement. When choosing images for your localized website, keep these two priorities in mind. 1) You'll need to adapt the text to the image or the image to the text. 2) The images need to be culturally and legally acceptable in the national, regional, and local area where your localized site will be accessed.
A website that takes too long to load is frustrating to internet users and risks having them click away to move on to sites that are more responsive. Internet service providers maintain different standards from one country to another. For example, what users may think of as good internet speed in a southern European country may be considered too slow or average in one of the more northern countries. Just make sure the speed of your localized website is normal for the foreign market area you're targeting.
The domain name you choose can make a difference in your search engine rankings. Google has tended toward leniency in penalizing domains in which the URL is an exact match with the target keyword. They've been known to apply that kind of ranking penalty more to sites that have thin content and that are engaging in spamming activity.
In fact, when other SEO factors for a website align well, domains with that kind of exact match can be ranked as highly relevant, high-quality sites of excellent value to users, and can realize an elevation in search engine ranking due to the matching. Still, if your website is already well established, you're not advised to start looking to make an exact match. Just prioritize having a URL that represents your business well, then optimize it.
Domain authority rules among the factors for search engine ranking. Ascending to a position of domain authority is a matter of combining excellent content and external SEO signals that your site is one that contains among the richest quantity and quality of information relevant to the user's search words.
Strong external SEO signals include organic back-links between your site and other sites highly ranked by the search engine. It also involves the existence of a relatively high number of social shares regarding your site, among other external indicators that the search engine examines.
The old cliché about first impressions was undoubtedly made for just this occasion. Once you've frustrated and disappointed a visitor to your website with an experience riddled with incoherent messaging and unusable page elements, they're just not coming back.
So, think of the initial outcome of your translation project as an exceptionally well-executed draft. Prioritize conducting thorough testing of outcomes in the linguist work performed by your translation team and in the technical functionality of your newly localized website. Proper testing is the only realistic way to ensure your project's fully polished and professional final results. Your translation testing should include work to detect and correct issues such as the following:
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- Incorrect names, addresses, dates, measurements, etc. - Untranslated strings remaining - Outdated information about upgrades - Improperly functioning entry fields - Broken strings - Inappropriate images - Poor quality translation - Spelling errors, punctuation errors, - Mistakes in word usage or grammar - Violations of cultural norms |
- Offensive text, image or symbol - Misuse or awkward use of keywords - Poor readability - Lackluster message, low appeal - Excessive load time - Inactive hyperlinks - Poor functionality in forms - Non-intuitive Shopping Cart setup - Issues with encryption algorithms - Problems due to software or hardware incompatibility |
Performing A/B testing is strongly recommended, because it enables you to understand users' reactions to different ways of presenting your content and changes in their behaviors as they utilize the alternatives.
Often, even very minor adjustments can increase a site's conversion rate and profits. So, it's important to experiment with any functions or other elements that may have room for meaningful improvement.
Leading website translation service providers use the industry's most sophisticated technologies for translation, testing processes, and project management. Here are some of the most well-recognized technologies used by top LSPs in today's complex translation processes.
Partially-automated translation technology enables integrated processes that enable website localizers good alternatives for various steps of text translation, without negatively impacting quality. For example, process management platforms, software for automated text translation, programs for QA spot-test and even full-scope QA testing.
Among the most reliable CMS technologies for professional translation companies are Drupal, WordPress and Kentico.
Translation Management Systems (TMS) are designed to replace certain previously manually executed translation steps. For example, tasks such as converting, exporting, and transferring files to be translated, reverse conversions, automatic modification recording into the version control platform, among other tasks can now be just as accurately, and more efficiently managed through TMS functionality.
Among the most reliable TMS technologies for professional translation companies are WordBee, memoQ, XTRF and XTM. Your LSP can be expected to have the full range of state-of-the-art digital tools for optimal quality of translation processes and project outcomes.
Machine translation (MT) is an indispensable tool in today's website translation industry, particularly in content driven industries such as eCommerce where product range, time to market and ROI are top priorities. NMT functions through an artificial neural network. The technology is helpful in anticipating word sequences, in order to generate models for producing sentence translations. NMT is becoming increasingly used in exceptionally complex translation projects. It is often paired with Machine translation post-editing (MTPE), a human editing process that brings the automated translation output to the quality level of a human translation, but at the fraction of the price and turnaround of a dedicated human translation. MTPE also enables translation engine re-training to advance the quality of the engine and future project output.
Currently, this sophisticated technology is used only by LSPs with advanced facilities. Despite lofty predictions by some organizations, the technology is still being further developed, and it isn't known how much the level of performance will be increased for its future users in the translation industry.
WordPress plugins are fundamentals for creating good websites using WordPress, one of the web's most popular CMS platforms. So, we'll just include a note about them here along with other essential technologies involved in website programming. WordPress plugin's such as WPML are coded in a way that allows any developer to add their coding into it. The plugins are available for creating all sorts of websites, from online stores to podcasts, and a big array of options in between.
With each new visit, WordPress makes a connection to a database and loads the software as well as your active plugins. The resulting code is then processed via your server and ultimately transmitted to the user's browser.
Surveying the vast number of considerations and tasks involved in localizing a website, you find yourself embarking on new territory across a quite large body of knowledge. It becomes immediately apparent that your project must involve high technology, professional linguistics, advanced studies in a foreign culture, and meticulous process management and rigorous quality testing.
It won't do to try to crystalize all that's important into a quick translation project hits list. But here are a few things that are often overlooked that you should be mindful of going into your translation project.
It can't really be emphasized enough that it's important to give yourself plenty of time to complete all the necessary preliminary work in order to ensure that the translation process can start and finish in time for you to meet your desired date for roll out of your newly localized version of the site. Begin gathering information, identify the LSP you want to work with, and get your pre-production work done, including your legal documentation and budget. These set up the framework for your project.
Before you proceed with plans for translation, study the data that indicates the strength or weakness of a business case for entering the foreign market you're looking to enter. Understand how well it's reasonable to expect your business to perform financially over the short-, medium-, and long-term there, and why. Examine the region's economic performance data, the consumer market data, any relevant product performance data, etc. Track the local and broader regional economic projections and performance trajectory over past accounting periods, to help you strategize for your business's growth in that market.
The website translation service provider you choose will manage project staffing, including hiring translators who can deliver the level of quality you need. Your LSP will be responsible for expert culturalization of your site, and for bringing the most skilled tech experts and best technology to the project of localizing your site. The work your LSP will do is integral to the success of your business in the international market in which you've decided to launch your localized site. So, make sure you validate their reputation for consistently top-quality results.
Follow translation industry best practices for website internationalization, translation, culturalization, SEO, and for any in-house quality testing, third-party testing, and in-country reviews. This includes the practice of beta testing your localized website in its final pre-rollout condition with sampling by your target audience. You've elected to take the calculated risk of entering a foreign market. Now, the priority is, of course, to ensure that all steps for a thorough risk assessment and for appropriate risk mitigation are taken as you look to move forward.
Doing the legal and other preparatory work for translation, internationalizing your website, performing the translation process, and testing might all together seem like an overwhelming amount of work. The number of detailed tasks in each phase of project preparation and execution can be daunting to website owners facing the challenge of translation for an international market. But, when all parts of the project are managed properly to achieve a top-quality result, the undertaking ultimately pays off very well.
Ultimately, you are most well advised to design your website the way you think it will most appeal to the kind of needs and tastes that you know that your target market can be expected to share universally with all other segments of your product's global market, in all languages.
If there can be just one takeaway message it would be to keep in mind that the benefit of translation is to make the kinds of modifications to your original website content that will afford your multicultural users the same experience as your customers and prospects receive when visiting your original-language source site. That is the experience that has well proven to support your revenue goals, and so it is the element of the formula for your international version that can be expected to facilitate your success in your new international target market, if your foreign market site is well localized.
Of course, ideally comprehensible localized content is the primary directive of website translation. But, maintain brand character is essential too. Collaborate closely with your LSP, to ensure that the team has all they need in reference materials and resources to achieve these dual purposes for your business.
Though you'll do all you can to set up the translation team for success in achieving the highest possible quality in your project, keep expectations realistic. Because mistakes are a fact of life, even for the most diligent and capable of expert teams, by all means — QA spot test, QA test full-scope, and test again in-country.
In this eBook, our goal has been to provide you with the kind of general introduction that will prepare you to ask the right questions in order to determine your best available options for localizing your website.
For more information about preparing to localize your site, internationalization, translation processes, including culturalization, best practices, translation, technologies for LSPs, QA testing, or related questions, just call us at Andovar anytime at any of our offices around the globe. We're happy to answer your questions and help ensure that you fully achieve your goals for your international website.
We are a niche translation agency, specializing in media translation. With our headquarters located in Singapore, we have offices situated worldwide. Our experts around the globe help enterprise companies localize their marketing, training, communications and eCommerce, to deliver ideally localized content to their international users.
Andovar provides customized solutions for translation in even the most complex projects. Our turnkey translation services include translation engineering, voice translation (including voice-over dubbing and/or subtitling), text translation, integration and a complete range of testing options. We serve clients across numerous industries, including TV and Entertainment, Video Games, Mobile Apps, eLearning, IT, and Travel, among others.
If you are interested in localizing your website or if you have any questions about the process, please feel free to get in touch with us here at Andovar. We are more than happy to help you determine if website translation is right for you.
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