When expanding business abroad, the quality of a company’s website translation is key to their success in a new market. In general, people tend to be more attracted to products that are in their native language. Taking this into account, there’s a great deal of business to be gained when you translate marketing materials on the web. Providing translated marketing and customer support material builds trust and establishes a clear message that the company is serious about expanding into this market. Companies that lack proper website translation are deeply hindering their business development abroad. Companies that focus on creating a culturally tailored experience for each market will thrive abroad with the quality of their translation and localization efforts.
Businesses that suffered from lack of translation and web localization services
One of the most common faux-pas in global business is the inaccurate translation of slogans, or perhaps worse, having your brand overlap with a local one that is not in your industry. The interesting thing is, even major companies have had to rescue their brands abroad after careless translation and localization services. For instance, when Mercedes entered the Chinese market, their name was rendered as ‘Bensi’ which meant ‘Rush to die.’ Eventually, they rescued the branding by changing the translated company name to ‘Benchi’ or ‘run quickly as if flying.’ Similarly, when Colgate entered the French market, they launched a toothpaste named ‘Cue.’ They were oblivious to the fact that it was also the name of a local pornographic magazine. In contrast, companies like Airbnb are clear examples of how website translation enhances website traffic. Their sites display profiles in the local language and add an optional translate button. Additionally, they customize their offering to the local currency.
Companies that benefited from website translation services
One of the companies that has mastered the use of website translation is Innocent Drinks, founded in Cambridge, U.K. in 1998. The company’s mission is to make smoothies and juice that “tastes good does good.” They donate 10% of their profits towards the innocent foundation and supporting sustainable sourcing. Mainly, their success throughout Europe is due to their coherent communication strategy, as they maintain an approachable and casual tone throughout their website across languages. The joyful colors and humorous descriptions have led to a successful global marketing campaign that has made them a recognizable brand across countries.
Another example is Unger and Kowitt, a traffic ticket law firm based in Fort Lauderdale. In this case, by using professional website translation to target the 3.5 million people in Florida who speak Spanish, Portuguese and Creole, this company is driving business locally while also attracting international business.
About Language Connections:
Language Connections is one of the top language service companies in the US. Over the last 30 years, we’ve focused on providing the best business translation services, interpreting services, as well as interpreter training and customized language training programs. In addition to top-tier corporate language training, we offer certified corporate interpreters and professional business translation services in 200+ languages. Our network includes linguists with backgrounds in all major industries. They’re ready to meet your needs, whether they’re for technical translation services, legal translation, government translation services, international development translation services, education translation services, life sciences translation, or something else. Reach out to us today for a free quote on our cost-efficient and timely translation services, interpreters, or other linguistic services.
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