How Localizing Your Website Content Can Increase Sales


March 5, 2020

5 minutes to read

Opinions expressed by Contractor the contributors are theirs.

Undoubtedly, the point of spending weeks and months delivering relevant content to your website is to make a profit. And if you are like other site owners, you make an effort to follow Google’s search engine optimization (SEO) techniques. But at the end of the day, you might only see a small number of these visitors driving sales. So what is the problem?

It’s time to fall back on language localization to make sure you speak a language your customers understand and that your marketing efforts are targeted on a specific basis.

Related: How to Deliver a Great Localized Customer Experience

What is web content localization?

Localization of website content is about presenting your content (text, images, multimedia, dynamic PDFs, etc.) in the native language of a visitor or potential customer. The big idea is to make sure that a visitor from the United States and another from France sees the same content but in different languages. You can also target different regions of the United States, as there are different vernaculars across the country.

In addition, an example of a festive event can be represented as “Christmas” for American visitors and “La Chandeleur” for French people. Therefore, language localization allows your visitors to better understand the content of your site and the products that you are trying to promote.

The dominant advantage of language localization is its ability to improve leads and revenue. Here are a few reasons why:

Global marketing. A recent Statistical report revealed that in 2019, only 25.2% of internet users are English-speaking. Likewise, on 4.13 billion active Internet users in 2019, China and India represented 854 million and 560 million online users, respectively, and neither of these countries is English speaking.

This means that you are leaving a lot of money on the table if your site’s language is not targeting the global market. For this reason, website content localization can present your business in the best light to the right audience. It also helps your brand reach more people who live and work in a certain region, as it targets the international and multilingual market.

More efficient sales. Having a properly localized website content also helps the sales team be more efficient. International readers have already understood the product information, website educational content, and more, and can ask helpful questions to allay their doubts.

Localized content also allows local marketing teams to better understand site information and better relay it to potential customers. Think of it as a perfect sales pitch. In addition, the sales process is faster and employee-customer interaction is improved to increase satisfaction levels.

Better visibility on search engines. Google and other leading search engines seek to deliver the best possible results and improve the user experience. This is why one way to drive massive traffic to your website is to locate the meta keywords and site tags. It all starts with SEO optimization of your website to meet different languages ​​and countries.

For starters, tools like Google Analytics can give you insight into where your visitors are coming from, helping you strategize to target those placements using white hat SEO. The result can be very rewarding in the end, as your website will rank among the top search results in those countries as well.

How to localize your website content

Now that you know what the benefits of localizing your website content are, let’s show a simple approach that will finally help you increase your sales:

Offer locally relevant content. First and foremost, you need to make your content locally relevant, which means you’re usually not going to target the country’s official language. However, you will need to do some research to determine which native speakers of that country are actually your most frequent visitors. Nevertheless, it can be a bit complicated, which is why you should fall back on the services of a professional. What do you mean ? Keep reading to find out.

Collaborate with experts. Companies specializing in language localization or translation are familiar with the language and culture of users in the target market. As such, these experts are knowledgeable about what customers want and what their spending habits are. It follows that working with these companies will help deliver localized and accurate content to your customers efficiently.

Related: The Importance of Localizing Your Franchising Approach

Localizing your website content can potentially generate sales on your platform and most importantly, increase your website’s visibility in search engines. As such, if you offer the same service in different countries, it can be very beneficial to customize your content to match their native language, even if you have to use the services of a localization company for it. translation of your site. Ultimately, quality customer engagement meets everyone’s needs.

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