Running an online business means access to a global market. And, with the e-commerce market estimated to surpass the €881 billion ($994 billion USD) mark in 2020, it’s an industry seeing an impressive growth.
But, with this increased reach also comes a number of unique challenges – one being, translating your website content to actually access that global market.
Luckily for WordPress users (and all other CMS platforms 😉), translating your site is as simple as installing a plugin.
But, it’s not always easy to relate to an audience that might live half a world away, which is where you’ll find translation and localization comes in.
By making your content more accessible to those in other countries, you’ll likely find it easier to engage and convert visitors. And, a quick look at some stats reveal 72.1% of consumers spend most or all of their time on websites in their own language – so it’s a no brainer…
In this article, we’ll explain why localization is the lynchpin in international marketing, how to achieve it with website translation and discover some great examples of businesses already getting top marks for localized content.
The differences between localization, translation, and internationalization for your website
There are three important concepts to understand if you want to run a multilingual website. Let’s go over them quickly:
- Translation: The process of converting your website’s content from one language to another.
- Localization: The practice of appealing to an audience in a specific location through the use of their native language, as well as cultural preferences.
- Internationalization: Designing a product or brand element in a way that facilitates localization.
Of course, translation is important for helping all your users understand your content, but that’s just one side of things.
Localizing your content involves taking things a step further, such as displaying prices in users’ preferred currencies, which, for the user, simplifies and streamlines the buying process (and in turn your conversion process). Or, ironing out any local nuances and colloquialisms with the add on of human translation (which can be made through the Weglot interface).
3 prime examples of localized WordPress sites
Let’s look at a few examples to get a clearer picture of localization.
With a business built in Belgium, brewery Brasserie 3F knew the importance of being based in a multilingual country, with both Dutch and French present on their site:
They take their localization further by including English and Italian as added languages – with both markets having a keen interest in Belgium beer production.
A fully translated website allows four neighbouring countries (and its local audience of course) to get to know this beer brand and where they can purchase it for themselves.
And, with a blog translated for all their markets – Brasserie 3F is spreading their message one post at a time.
Proud Welsh based baby garment business Babi Bw wanted to stay true to their roots by offering their website in Welsh. Now that’s what you call localization:
Working out of a country where around 100,000 inhabitants speak Welsh, they wanted to showcase their connection to Wales by providing a website in their home language.
Naturally, a smart move for this booming business was to also offer their site in English, so their products were easily accessible to purchase for non-Welsh speakers.
Added touch of personalisation – the language button switches place depending on the language you’ve chosen.
Puur Makelaars is a real-estate business that operates in various regions throughout the Netherlands:
There are more than 200 nationalities living in this small country, so it makes sense for Puur Makelaars to create the option for property hunters to search in English as well as Dutch.
With an easily visible language switcher at the top of the website, site users can quickly choose the language best suited to them and continue their hunt to find their new home.
Not wanting to lose their brand identify, Puur Makelaars (which translates to ‘pure estate agents’), chose to keep their company name in Dutch for their English speaking visitors, and keep their reputation under one label – smart move (pun intended).
And, bonus points for a translated blog which gives the same quality of service to both Dutch and non Dutch speakers!
How to easily localize and translate your WordPress blog (3 key tips)
When it comes to localizing your own WordPress site, there are a variety of tools and best practices to consider. Also, don’t discount the value of having a solid, translation-ready theme such as OceanWP, Uncode, and StudioPress’ Revolution Pro (Weglot is, however, compatible with all WordPress themes and plugins).
Below are the tips we think are the most vital to successfully engaging your international audience.
1. Translate Your WordPress Site With Weglot
Translation is always the first step in localization. You can’t address users’ cultural preferences if they’re struggling to comprehend your content – or worse, can’t read it at all.
While many WordPress translation plugins can be complicated or inaccurate, Weglot makes localizing your site easy:
Weglot displays and automatically translates the content of your website, whilst providing you with a unique URL in your translated language. Meaning you’ll be searchable in your new markets.
With Weglot as your translation solution, you have access to a combination of automated and human translators to help get your multilingual site up and running faster. Use automated translation for a fast first layer of translation, with the option to add human translation to localize your content further.
The Weglot dashboard includes an easy-to-use, in-context editor for translating your posts and pages.
It also provides automated multilingual Search Engine Optimization (SEO) and an auto-redirection feature that serves users content in their preferred language based on their browser settings.
2. Incorporate a language switcher
Of course, even with auto-redirection enabled, it’s always ideal to give users control over their experience with a language switcher. Usually presented as a drop-down menu or button, this feature enables your visitors to choose which available language to view your site in:
If you translate your site with Weglot, a language switcher will be automatically added to your site.
Now comes the interesting part – customizing it to meet the needs of your user. You can easily do this through your WordPress dashboard in your Weglot tab > Language button design.
We’ve even put together a blog post on some great WordPress language switchers to give you some serious inspiration.
But, not so fast. There are a few key factors to consider when designing your language switcher in terms of localization.
For starters, while many sites use country flags to indicate language options, this isn’t always advisable. Bear in mind that some countries have several national languages, plus, multiple countries use the same language.
Flags can be more confusing than helpful (unless you’re targeting countries with only one possible language). It’s also important to list all your available languages in their respective native spelling. In other words, if you offer French and German versions of your site, your language switcher should list English, Français and Deutsch as the available languages.
3. Implement additional localization techniques
While translation goes a long way to help localize your website, it’s important to consider other factors as well. For example, if you’re selling your products internationally, adding a currency switcher such as WooCommerce Multi-Currency can help your customers easily determine the price of an item for them:
What’s key here is that you’re simplifying the purchasing process for your international customers and improving your chances of landing sales all over the world.
You can also up your marketing game with location-based personalization, also known as ‘geotargeting’. This technique involves showing users specific content based on their location.
For instance, seasonal posts may not perform well in countries that are experiencing winter while you’re in the middle of summer. You can use a plugin such as GeoTargeting to send your U.S. visitors to one post, while directing Australian and South American readers elsewhere:
These changes in the way you present content to international users may seem small. However, they can significantly improve your site’s relevancy and accessibility to visitors from all over the world, potentially turning your WordPress site into a global hub.
Localization can help your users feel comfortable and welcome on your site. It can also make your products and posts more accessible and relevant to people across the globe, possibly leading to higher conversion rates (we’ve written a helpful article about increasing your e-commerce conversion rate).
You can easily localize your WordPress blog or website in just three steps:
- Translate your site with Weglot and order professional translations to iron out any nuances
- Incorporate a language switcher focusing on country names not flags 😉