The Performance-Led Website Translation Guide

Two-thirds of internet users worldwide prefer to read content in their native language.

Even in 2024, global brands often consider website localization (the process of updating content to meet the language, cultural, and other requirements of a specific target language) and translation an afterthought. Yet, 40% of customers will not buy online if a website is not in their native tongue.

Companies are missing out on a significant opportunity. Despite almost 59% of websites being in English, only about 4.75% of the global population speaks English as their native language. In contrast, about 11.75% speak Chinese as a native language; however, only 1.2% of websites are in that language. Additionally, about 6.3% speak Spanish as a first language, yet only 5.9% of websites are in Spanish.

There are many business benefits to having a global-first, multilingual website:

Reach an International Audience

Almost three-quarters of the world’s internet users do not understand English at all without using a translation tool. Making your website available in multiple languages allows you to reach a massive audience.

Improve User Experience

While 67% of internet users tolerate mixed languages on websites, two-thirds use online machine translation, which is often inaccurate. A global-first website provides a much more positive user experience.

Reduce Reputational Risk

A website that isn’t translated correctly or culturally adapted might have elements that could be misunderstood or deemed offensive. A properly translated website will prevent risks to your brand reputation.

Establish Credibility

If international audiences see your effort in adapting to local cultures, your brand will be more credible and respected. You will set the foundation for establishing brand loyalty.

Increase Global Sales

As you drive more international audiences to your website and offer them a positive user experience, you are more likely to turn visitors into customers.

Adhere to Local Regulatory Standards

Different countries have unique legal and regulatory requirements for online content. Translated websites ensure compliance with these regulations for brands/firms in heavily regulated industries, reducing the risk of legal issues and enhancing a brand’s reliability and trustworthiness in new markets.

In the life sciences industry, translated content must be precise and adhere to stringent local regulatory standards. This includes ensuring that all medical information, product descriptions, and usage instructions comply with local health regulations and guidelines. Failure to meet these standards can result in severe legal consequences and damage to your reputation. Additionally, accurate translation helps build trust with healthcare professionals and patients who rely on the information for critical health decisions.

Compliance with local data privacy laws and digital regulations is crucial in the tech industry. Tech companies must ensure that their software and online services meet the specific legal requirements of each country, such as GDPR in Europe or CCPA in California. Failure to comply can lead to significant fines and loss of user trust. Moreover, translation helps make the software user-friendly and culturally relevant, which can significantly impact user adoption and satisfaction.

In the manufacturing sector, ensuring that product information meets local safety standards is essential for market entry and customer trust. This involves accurately translating and adapting product specifications, safety instructions, and compliance documentation to align with local regulations, thereby preventing legal issues and fostering consumer confidence.