You have made a great effort and taken a trouble to make a great website for your business. You’ve carefully gone over each and every detail, image and word. You’ve made sure it is fully responsive and visible on all devices and browsers. You’re tracking the visits and pouring over analytics – and although all the results are good, you still feel you’re not getting all the attention you should.
Have you considered making your website more user-friendly and providing at least another language for your visitors? There are many benefits from having a multilingual (or at least bilingual) website – let’s name just a few:
If you’re trying to broaden your market (and which business isn’t?) – it is as simple as this: in order to reach foreign markets, you need to speak their languages.
It is a well-known fact that customers tend to trust information presented in their own language more. It’s no secret that many people are wary of anything they read online, especially if it is in the language they are not proficient in. Taking one step closer to building the trust is showing them that they can feel secure in the fact they know what they are buying, how and who from.
If one can’t understand fully what you’re selling – would they buy it? And website should be all about communication, so take a step further: don’t just translate the call-to-action. Instead, localize your website fully, with cultural references, images, colours, currencies, date formats, units of measurement and images too, as these are all important factors in the buying decision.
One size does not always fit all. When your website visitors can navigate the site easily, without getting confused with currencies or images of no relevance to them, they will have a better experience of your site, want to stay longer, and be more inclined to buy – and consequently your bounce rate will decrease and your conversions and CTR will soar.
Now that we mentioned CTR, we can’t avoid the improvement in the SEO that rises naturally from having multilingual website. It is quite logical: when you have a website optimized for key search terms in more than one local markets, and we know that search engines value local SEO a lot – it is easy to see how your ranking will increase globally at a local level.
If your direct competitors do not have their websites translated – then why don’t you gain the competitive advantage and stay ahead by translating yours? On the other hand, if they do – why are you falling behind?
Having a website that caters to your target customers demonstrates you are thinking about them. Shows that you’ve put in the effort to offer the website in their language. Even more than that: having a professionally and seamlessly localized content (which doesn’t feel like weird chunks of text thrown together) will show your audience that you’ve cared enough to invest in a quality service by a translation company, for their comfort and convenience. That kind of confidence, trust, and respect could be translated into increased sales and bigger revenues in the long run.