I’m feeling very flattered these days. Recently, HT Localization’s website underwent a “make-over” (although, we haven’t made the official announcement yet).  If any of you have ever worked on a new web experience, you will know that it can entail countless design debates, technology reviews, and word-smith iterations.  There are literally millions of design possibilities, and ever changing web features; not to mention the relatively short shelf life of current new web designs and features.  Sometimes, it can feel as if you've just launched a release, and are already planning for the next generation.

At the end of the day, the ultimate success of your new website is measured by increased recognition, conversions, and sales.

Last Spring I took a look around various websites to see what was out there, and to my chagrin; I found a few competitors’ websites that seemed strikingly similar with respect to HT Localization’s messaging.  

Yeah, they down right copied us. In one case, they actually pulled in our RSS feed to this blog series on their blog page.  They did credit me as the author, but they somehow edited out the fact that I am the co-founder of HT Localization, an international localization and translation agency based in the USA.  They even changed my biography stating that was an expat living in Italy, rather than Spain. 

I recently met up with an old friend who was visiting from out of town; he and his technical guy were talking about our new website. He said “I like your look” (yes, he recently lived in NYC), then asked me to show his guy the design elements on his mobile phone, while at a tapas bar. I was pretty relaxed about it, and answered all his questions; then I finally said to him, “Oh by the way, I noticed the latest tag-line and copy on the website of your former firm in NYC is remarkably similar to ours… how is that?” He smiled…

He then admited, “I really wish our firm could produce a half decent web experience like yours. Can you give us a few pointers?”  I took a look at his firm’s website on my mobile phone, and said “For starters, you can make the website mobile friendly.” 

I could have said so much more, but we were out on a social call.  However, my dear friend don’t despair, (I know you are reading this blog article)  I’ve decided to dust off my old tried and true “Websites Done Right” advice here for you. Listen carefully...

First, ask yourself a few questions:

Is your company a global company, a multi-national company, or a company with international presence?  
There is a difference. Your company needs to decide exactly what they want to be when they grow up. Website localization is part of the formula of international success, along with many other factors such as marketing, Social Media, product localization, software localization, etc.

Some important criteria for global websites:

• Global Reach (Languages) – top websites support an average of 50 languages.
• Global Navigation - top websites demonstrate a high degree of global design consistency across their localized websites
• Global/Mobile Architecture – companies that tend to lead in globalization have websites optimized for smartphones and mobile devices.
• Localization & Social Media – successful global companies engage users via social media across a number of languages and countries.

What markets and audiences do you want to reach?  
In today’s world many people are more tech savvy, and either know English pretty well, or have been “trained” by global products marketers and Silicon Valley.

However, when it comes to a company’s website or marketing content, it’s a different ball game. A website can also be considered the “virtual store front.”  When I’m researching a potential product or service, I always go to the company website.  I want to see the content, and its presentation in terms of copy, layout, graphics, images, etc.  

If you want more customers, then translate your materials.
It is easier to communicate with people in their own language.  Sure, I can read Spanish and French, but when I’m researching a product or service, I prefer to read about it on an English website.

According to research, localizing a website for the top 5 markets would enable a marketer to access 50% of the worldwide online sales potential. If you want to reach 80% or 90% of the global online sales potential, then you would need to localize your website for the top 20 or top 36 markets.  

What are some things to avoid?

1. Garbage in = garbage out. Poorly written copy will translate to poorly translated copy.  About 70% of the translation problems I’ve seen are due to poorly written source content.
2. Know your market. Careful with Style and Culture: Some styles just aren’t always able to transcend borders effectively. 
3. Pick your words wisely: Be sure the terms used don’t offend. Check to make sure the word or expressions used don’t imply something else; something that you don’t want associated with your product.

Finally, one little piece of advice, don’t lie or copy. It’s ok for be inspired by someone else’s work, but be very careful. While imitation is a form of flattery, there’s a professional line that should be respected (and I do believe in karma).

Oh yeah, in case you haven’t seen it yet, HT Localization has launched its fresh new look! Have a peak around and tell me what you think, more to come later… we’ll eventually do an official launch announcement. However, right now, we’re too busy localizing folks, and helping out our friends!

So there you have it... Websites Do Matter!

… Stay tuned for the next Segment of HT Localization Presents Language Translations for Real Life Series… 

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This article was written by Rachanee Thevenet, Co-Founder of HT Localization.  Rachanee is an Asian-American expat living in Spain with her family.  She loves all things international including food, art, literature, culture, languages and people.  She has years of professional product marketing expertise and global expansion experience.

HT Localization, LLC. is a worldwide translation & localization agency providing a full range of professional language translation services, including social media localization, marketing translations, website translations, software localization, eLearning materials, documentation translations, etc.  With locations in the US, Spain, France, Zambia & Thailand, and coverage across all languages and most industries, HT Localization is well positioned to provide around the globe services for all translation needs.  

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