Website translation can help your business expand globally, reach new customers, build a strong brand, and boost engagement. Looking at examples of popular websites, it’s easy to see which translation features work well.
Do I need website translation?
Website translation converts your content into another language. Website localization services build on this, adapting the content, user experience, and website functionality so they truly suit the new language and culture. You can find out more about how website localization services work here.
But why are translation and localization so important for website owners?
- Engage visitors
Without website translation, you could be missing out on traffic and sales. Research shows that 65% of people prefer content in their own languages. Imagine a customer who arrives at your website. If it doesn’t cater to them, what’s stopping them from going to a competitor who does?
Good website translation makes your products or services look like they were created with the target audience in mind.
- Attract traffic
Search engine optimization (SEO) is an important part of website translation and localization. With the help of website localization services, your pages can start to appear in search engine results in several languages, boosting traffic.
- Build your brand
When you’ve worked hard on branding and marketing, you want it to be reflected across your business. This includes your online presence.
Visitors instantly get an idea about your brand identity and values when visiting your website. Poor website translation doesn’t just look unprofessional, customers could easily misunderstand your messaging, creating a forgettable experience at best.
Examples of great website translation and localization
- Airbnb’s login page
Airbnb’s homepage looks visually similar in many countries, but there’s one big difference when it comes to their Chinese domain. Let’s compare what happens when users click the sign-up/login buttons on their UK and Chinese sites.
On the UK site (and many other language versions), a pop-up prompts users to log in with their phone number, email, or through three major online portals.
On the Chinese site, visitors can use their phone number, WeChat ID, or log in through Weibo. This may seem like a small detail, but localizing the log-in process has had a major impact on Airbnb’s growth. In 2015, the company grew its Chinese traveler customer base by 700% simply by allowing users to log in via Weibo or WeChat in this way.
You’ll also notice that the country dialing code for both countries is automatically selected, helping customers feel as though the service was created for them.
- Adidas – region-based campaigns
Depending on the region you live in, you’ll see different content when you visit Adidas’ homepage. Some landing pages look similar, while others vary greatly.
For example, the UK homepage has neutral colors and features a campaign relevant to a British audience. There is also a localized sale banner – summer sales are popular in the UK.
In Japan, the same campaign is featured but with a different colored shoe. This is likely because the company feels this color is more relevant to the Japanese market.
Although the UK and Japanese websites use the same overall color palette, black features more heavily on the Japanese version, creating a much bolder page.
The sales banner is also different from that in the UK, here offering 20% off with multiple purchases.
Meanwhile, the Chinese version of the website is currently very different from the two examples above. The homepage is temporarily dedicated to China’s midyear shopping festival on June 18, with bold colors, local campaign materials, and wording that engages Chinese audiences.
These features localize the homepage so that it is more attractive and engaging for a local audience. Visitors see content that is relevant to them, in their language, and in a visually appealing format.
- Coca-Cola – Language features
Like Adidas, Coca-Cola doesn’t just translate its websites, it localizes them too, showing region-specific content.
Visitors in Great Britain will see information in English about campaigns and initiatives that are relevant to them. The slider includes a EURO 2020 competition and several images relating to the UK and European sustainability.
Coca-Cola’s website for Arabic-speaking visitors in the Middle East has the same color scheme, but different content. Sustainability is promoted through regional initiatives, such as the Wadi Shees irrigation system project shown above.
Importantly, to accommodate Arabic (which reads right to left), the search bar and menu appear on the opposite sides to the UK page. The slider also scrolls in the opposite way and the text is aligned to the right.
Where to find website localization services
If you’re interested in website translation or localization for your business, it’s important to choose professionals who understand the culture of the new region. That way, you can be confident in the quality of your website, even when you don’t speak the language.
At Future Trans, we have over 25 years of experience in translation. Our website team works on language, visuals, and functionality, to help you deliver the best possible content to your customers.
Please get in touch to discuss your project.