In our previous article, we analysed the reasons why your website should not simply be translated, but culturally adapted and localised for your audience. In other words, we explored the reasoning for website localisation, which should be considered the first step towards expanding your borders. And now a new question arises: Which language should you translate your website into?
Your main goal is to expand your activities and increase your revenue. Initial market research will have shaped your strategy and assisted you in aiming at markets that offer a business opportunity.
It goes without saying that your website should be translated into the native languages of your target markets. This could be the best way for your target audience to get to know you and feel closer to your brand.
You should also take into account markets that you already have a presence in. Those markets have been conquered, but there is always room for improvement when it comes to customer satisfaction. Providing a website adjusted to the local culture and language enhances consumer trust, appreciation and willingness to increase the budget spent on your products/services, as they feel at ease when they are in your digital environment.
Apart from the markets that you have set your eye on, you should also consider the markets looking for you; meaning that your products/services may be browsed by customers that you were not aware of. Your website analytics could shed light on a new market segment, whose language should be among your first choices.
Your decision could also be affected by language statistics. For instance, English is the most widely spoken language in the world, however Spanish is the second most spoken native language. Therefore, translating your website into Spanish could help you reach up to 20 new markets and 442 million people, speaking to them in their own language. The most common second languages (Spanish, French, German and Italian) could also bring you closer to a bigger number of customers.
Before making any decision, always make sure that you have conducted proper market research and analysed the revenue potential of your new target markets. Include website localisation in the set-up costs for your expansion. This will help you better understand the ROI from your multilingual investment.
Nexya can guide you through this initial stage. Contact us for a free consultation and business analysis.