The Importance of Presenting Your Website in Your Audience's Language

The Importance of Presenting Your Website in Your Audience's Language

What are the chances you would use a website in a language you didn’t understand, or one that was poorly translated? Most likely, your answer is none. You wouldn’t. Why pursue information you can’t understand?

The internet has made it easier for people from all over the world to communicate, make business and connect. One issue that still needs to be addressed is the language barrier that causes friction when people are trying to communicate or do business together and it is slowing down their growth.

As a solution, businesses have turned to website translation and localization in order to better reach their audience. Below are five reasons why you need to speak to your audience in their language.

1. Increase conversions and sales

Your audience has options, and we live in a world of instant gratification. If they can’t understand the content on your site, are unsure or have doubts about it, they will simply leave. That is a new user or sales that you just lost. Therefore speaking to your audience in their language is crucial. Once the language barrier is removed and your messaging becomes more clear, communication becomes easier and doubts are removed. This in turns helps you convert more and make more sales.

2. Reach a wider audience

Up until now, you haven’t fully tapped the reach of your audience because of the language barrier. Speaking to your current audience in their language will also make it easier for you to reach new audiences because your content is now available in multiple languages.

But now, not only is your current audience happier, your brand stronger, you are also able to connect with more people that you wouldn’t have been able to.

3. Higher engagement

Your audience is more likely to engage content in their native language. Engaged users are more likely to engage in the future as you develop your brand and services. They are more likely to spend more time on your site, and this increases your dwell time or the length of time that a user spends on your website. A higher dwell time improves your SEO and according to Duane Forrester, the former manager of Bing Webmaster Tools and current vice president of Yext – in this post:

“While it may feel like you’ve poured your heart and soul into creating the content on the website, quality is in the eye of the visitor, and short page dwell times can indicate the content is not capturing the visitor’s interest. … If your content does not encourage them to remain with you, they will leave. The search engines can get a sense of this by watching the dwell time.”

The number of social media shares, page visits, and dwell time will all increase as a result. This makes it easier for you to build a community as well.

4. Deliver a world-class customer experience

Speaking to your audience in their language gives you the ability to provide custom-tailored experiences. You are able to connect on an emotional level as language is not just a technical field, but one that reflects cultural expectations and values. This can be missed with a lack of or poor translation services. This also shows that you care about them and helps build a better relationship overall.

5. Build Brand Trust

Not speaking to your audience in their language is bad for your brand’s reputation because it may give your audience the impression that you don’t value their business.

Doing so, however, makes your brand global. It increases trust with your current audience and makes it easier to increase your audience. As your audience increases, it builds upon that Brand Trust which can bring your brand growth.

Website Translation and Localization

Conclusion

In today’s world, speaking to your audience in their language is no longer a choice, it’s a must. The business has a lot more to lose by neglecting this. From a higher engagement and conversion to SEO, the benefits are countless.

Translating your website has now been made easier thanks to translation and localization platforms that integrate with your website to deliver it in any language. Translating your website has other benefits such as improved SEO and organic traffic.

Which one of the reasons above do you resonate with the most?