Do we need to spend so much on translation – can’t we get away with just using English?
Well you can try, but don’t expect to perform in most markets anywhere near to your potential when 70% of the world doesn’t speak English. There are over 7,000 languages and dialects spoken in the world. Greater than 50% of Google searches are in languages other than English. Two thirds of internet users are none-native English speakers, and this percentage share is growing. 60% say they never buy from English-only sites. While markets and sectors vary, 75% of people prefer to buy items from websites in their own language. Even in the EU, 90% of internet users choose their own language when available. And yet 57% of web sites contain English as their only language option.
The number one language spoken in the world is Chinese, with ever-growing numbers enjoying increasing levels of disposable income. Spanish is second, English is third and Hindu is fourth. Of course within all of these languages, regional variations mean specific translation can be required for each.
What Are The solutions?
While some online translation tools are free and easy to use, they can have their problems. They often cover the gist, but not the detail. While the likes of Google Translate are improving rapidly, they are an out of the box match system using automatic databases which can lead to wrong words being provided which are in the wrong order or out of context. They must also never be used for confidential information either, as what Google translates stays on the site.
Translation To Reach A Greater Number Of Clients
Consumers in overseas markets often search using different terms to those we use in our own market. The further away the market you are aiming at, the more likely the difference is. It is therefore essential that any web site is populated with the right words for Search Engine Optimisation.
There is the even more complex situation where there are no comparable words in another language. Once these words have been established, it’s important to make sure that all parties working with you are aware of these, from translators to marketing agencies.
Translation should not just involve words, but imagery too. This can be a brand logo, that means something quite different in one country compared to another, or an image that is so obviously unrelatable to the market being targeted.
How To Select A Translator?
There are over 5,000 agencies operating in the UK today. While established operators should have long-standing relationship with clients, new operators can bring new vigour as well as experience. It is therefore more down to checking qualifications and getting quality references ideally from referees you can speak to.
How they price can vary, so be mindful of a lower up-front cost, only to find additional charges being added. Make sure you get a fixed price for each piece of work. Of course a cheap price may mean cheap work, and it may be difficult to understand how much business is lost from poor translation.
In order to save ongoing costs on the repetition of translated copy, some translators will use databases to store the translated data for use on other work where the copy required is the same or similar.
Operating Efficiently With A Translation Company
A quality translator will want you to get involved. Give them adequate time to do the job properly and avoid giving them a body of work full of UK centric terminology such as puns and sentences that play on words that will need a complete redesign for international markets. This all adds to the time, cost and likelihood of frustration, so try and start from the outset with more neutral copy. Be prepared for the need to tweak after translation as language is subjective.
There are different software packages available according to the budget available that will extract data and reintegrate it into the content management system. Word Press has a package called Word Press Multi-lingual which does just this. The Search Engine Optimisation aspect of any website must not be underestimated, so it is vital that any translation agency understands these words so that they can integrate them within the translation process, while at the same time ensuring they are in context.
Also be aware of potential formatting issues, with some languages requiring more space for copy. German for instance can take up considerably more space, while Chinese, less. This could be an issue if packaging is particularly small, yet the copy, such as instructions, to be clearly visible.
Please note the information above is not legally binding and is only an opinion.