When it comes to reaching international buyers, one of the first steps to be taken care of is translation and localisation of your company’s webpage. This is important because international buyers tend to rely heavily on digital media. Therefore your professional website has to play a new role. It is no longer just an online brochure for local buyers. It now becomes a vital marketing tool that can help boost your revenue.
By improving your website, you will benefit from improved visitors, page views, rates of inquiry and, ultimately, more closed transactions. Since international buyers do use the Web to research different markets, here are some translation-related tips for website optimisation:
Your money, my money: give your users the option to view prices in their own currencies.
You would much rather minimise any extra effort or uncertainty in the minds of your website visitors. That’s the primary justification for showing your listings in the currency of your international visitors, enabling them to convert the prices into the currency of their choice. For the non-experts, currency conversion might appear irrelevant to translation but it is actually a fairly common task within translators’ everyday projects.
It is not a black and white world: contemplate on the colours on your website.
Foreign buyers might experience the colours on your site very differently than your local users. Colours have different associations in different cultures, depending on your location in the world. Hence, you do not want to use colours which might affect your transactions and harm your interests.
Handle language with care.
If you professionally translate your website and listings, you can significantly increase the number of page views, searches and inquiries your site generates from international visitors. This is a serious endeavour that creates an on-going responsibility for you to translate new content any time you update your site. If you do not translate your site, then at least think through how it will look to those users who use machine translation tools. Machine translation can lead to various problems on your website. Text embedded in graphics cannot be translated and will remain impenetrable to your users. Moreover, design your pages to remain legible after a user machine translates the text. Translation can change the flow of text so it runs longer or shorter than the original.
In the end, your goal is to make it easier for international users to access the content on your webpage. These simple tips will get you started on marketing to this important buyer group.
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