How to Localize Your Website
At its simplest, website localization is the process of refining and optimizing web content through culture, language, and flow to provide the most useful and relevant experience for users. It’s not the same as translation: localizing content takes into consideration the nuances of the target region. Some words can have the same definition, but different meanings in different contexts. Similarly, there are always different dialects of a language, like Spanish in Spain, Spanish in Mexico, and Spanish in South America.
Most companies may not understand the difference between localization and translation, but effective website localization is far more nuanced than simply displaying words in a new language. Continua a leggere per avere la giusta prospettiva della localizzazione di siti web e scoprire in che modo realizzarla in modo efficace e autentico.
Globalization vs. Internationalization vs. Localizzazione
Globalization, internalization, and localization are three different concepts related to how businesses operate and expand their operations. Globalization refers to the integration of economies, cultures, and societies across the world. In business, globalization involves expanding operations into different countries and regions, establishing a global supply chain, and adapting products and services to meet the needs of diverse cultures and new markets.
Internationalization is the process of creating software or mobile apps that are then localized to target unique cultures, regions, and languages. Software developers and engineers do this to help ensure that websites are successfully localized and that the website can support other languages and cultures.
Localization refers to the process of adapting products, services, and marketing strategies to meet the specific needs and preferences of a particular local market. This can involve changes to language, design, branding, or product features to better appeal to local consumers. Website localization can help companies gain a deeper understanding of local markets and establish stronger relationships with customers.
Gli elementi di base della localizzazione
La localizzazione di un sito web richiede cinque elementi chiave
- Language and regionalisms ensure that copy, content and brand voice come through accurately and authentically—and make users feel like the site experience has been customized for them.
- Cultural elements of communication like date and time formats, units of measure and local holidays ensure that websites communicate an understanding of global nuances and make users feel at home on the site.
- Transactional elements such as currency, payment options, addresses and character sets are not only important for the local feel of the site, but for the accuracy and proper handling of transactions and on-site conversions.
- Local communication and trust elements such as phone numbers, local addresses, in-language customer support, legal notices and security banners may not seem mission-critical, but they're key to engaging with local audiences. Garantiscono inoltre che i team di vendita e marketing del mercato di destinazione dispongano delle informazioni necessarie per servire i clienti.
- Navigation and discovery for your translated site is critical to helping users select the language they need, and immediately start interacting with your site in an authentic way.
4 Benefits of Website Localization
Website localization can provide several benefits for businesses looking to expand their global reach. Here's what you can expect to gain from the right localization for website strategy:
- Increased sales and revenue: A localized website can help businesses tap into new markets and reach customers who may not have been able to engage with the brand otherwise. By providing a website that is accessible and relevant to local customers, businesses can increase sales and revenue and establish a stronger foothold in local markets.
- Improved SEO and website traffic: Localized websites that are optimized for local search engines and keywords can help improve search engine rankings, which can drive more traffic to the website. By using the right keywords and phrases in local languages, businesses can increase their visibility to local customers who are searching for their products or services online.
- Increased customer engagement: Localization allows businesses to tailor their website to the specific needs and preferences of a local market, which can increase customer engagement and satisfaction. By providing content that resonates with local audiences, businesses can create a more personalized experience that encourages customers to spend more time on the website and engage with the brand.
- Improved brand reputation: Localization can help businesses establish a stronger presence in local markets, which can improve their reputation and credibility with local customers. By showing a commitment to meeting the needs of local customers, businesses can build trust and loyalty, which can lead to long-term success and growth in new markets.
How to Begin Localizing a Website
Sei pronto a localizzare il tuo sito web? Per gettare solide basi, dovresti chiederti:
- Intendo impegnarmi per creare un sito multilingue completamente autentico per comunicare ai miei utenti il mio profondo coinvolgimento nella loro esperienza? (Troverai ulteriori informazioni in una delle prossime sezioni).
- Do I have the right professionals on my team to support my site as it scales? Un ottimo partner può contribuire a semplificare questo processo.
- I miei team di vendita del mercato di destinazione mi chiedono di garantire un'esperienza online più completa ed efficace ai loro clienti? Se esiste questo tipo di richiesta, potrebbe essere il momento di soddisfarla.
- Is my content engaging and enriching enough to attract local audiences? Hai già investito per garantire un'esperienza efficace online, e desideri massimizzare il ritorno sull'investimento.
How to Keep Your Website Relevant
Con la localizzazione, gli utenti del mercato di destinazione che vistano il tuo sito devono avere a disposizione tutti gli elementi, i concetti e i contenuti che usano nella vita quotidiana.
That means making sure your content uses the culturally relevant, preferred terminology, phrases and slang of the local customers you’re serving. Una traduzione letterale può risultare evidentemente estranea alla cultura locale e compromettere aspetti come SEO e integrità del marchio.
Questo approccio prevede anche la localizzazione dei contenuti multimediali. Assicurarsi che le immagini, i contenuti video e i PDF vengano visualizzati nella lingua locale corretta può aumentare la credibilità del marchio e incoraggiare l'interazione con i contenuti.
Come sempre, sono i dettagli che fanno la differenza. Controlla che i contenuti importanti del sito siano comprensibili e utilizzabili nella lingua dei tuoi clienti globali, localizzando elementi come la valuta, le opzioni di pagamento, le unità di misura, il formato degli indirizzi e i recapiti. Con la localizzazione di questi aspetti critici, i tuoi clienti saranno sempre aggiornati quando visiteranno il sito.
What Needs to Be Localized?
Great website localization means thinking beyond the site itself to all the digital assets, content and channels that make up your international digital presence.
Innanzitutto, pensa alle modalità con cui gli utenti locali saranno in grado di individuare il tuo sito. Assicurati che i motori di ricerca locali includano il tuo nuovo sito web localizzato, così sarà semplice trovare la tua azienda nei risultati della ricerca. Working with a website localization or translation partner that knows SEO can give you an advantage, too, by thinking beyond localized keywords and leveraging advanced technologies like Proxy. Questo strumento garantisce che la versione tradotta del tuo sito web venga visualizzata correttamente tra i risultati dei motori di ricerca locali dei clienti.
The most advanced providers can help with powerful user preference-detection technology for your site that can do things like seamlessly welcome first-time visitors in the language they’re likely to speak and help them find the localized site that best fits their needs.
Assicurati che vengano tradotti anche i contenuti omnicanale, come le campagne via e-mail, i post sui social media e le risorse offline. You need to consider things like social media handles and pop-ups, as well as how localizing affects format. For instance, Arabic reads right to left, which must be taken into consideration. Work with a partner that can help you find and localize this content and ensure that it's connected to your digital presence in all the right ways.
Perché i micrositi non bastano
As you expand to international markets with your digital presence, one thing becomes abundantly clear: local markets expect a website experience that is every bit as fantastic as the one on your flagship site.
Si potrebbe essere tentati di risolvere il problema della localizzazione con un microsito semplificato che estrae le informazioni essenziali della tua azienda, le traduce nella lingua locale e offre un'esperienza ridotta ai relativi utenti.
But users regularly abandon websites that don’t provide consistent language experiences or deliver compromised experiences in favor of taking a simplified approach.
As you extend your global reach into new markets, strike the right balance with powerful website translation that doesn’t compromise the user experience.
Website Localization Is an Investment in Your Global Business
As you consider ways to adapt your company’s website for local markets, look for solutions that deliver accurate and authentic website translations and offer engagement-boosting localizations.
Per realizzare una buona localizzazione di siti web è necessario avvalersi di traduttori di alto livello, tecnologie efficaci in grado di inviare i contenuti localizzati giusti al pubblico giusto, e una gestione efficiente dei flussi di lavoro e della traduzione per pubblicare, monitorare e aggiornare con grande facilità i contenuti personalizzati su cui hai investito.
La tua azienda globale merita la migliore presenza digitale possibile. Collabora con un partner che possa usare con eleganza sia la traduzione di siti web sia la localizzazione per garantire contenuti chiari, efficaci e con cui è possibile identificarsi per ogni mercato in cui operi.
