Launching in new markets is one of the ways companies are taking advantage of the ever connected world. Literally anyone with an online presence can sell their products or services in new countries because your website can be accessed by literally anyone, anywhere.
But, of course language will always play a key role in whether a potential customer will actually convert. Which is why translating your website is pretty much where you’re going to want to start when it comes to website localization.
Every word on your website is a direct representation of your brand, your values and what you can ultimately offer your customers. You’ve likely spent weeks perfecting every line of copy or even thousands in outsourcing the project to a content agency. One thing’s for sure, you want every line to read just as well to your new markets as your original one.
However, there are always going to be situations where a different type of translation quality will be required (e.g. automatic or manual editing), simply because not all of your content needs the same level of attention.
So, let’s take a look at website translation, how to value your content and ultimately, what content should be translated by a professional.
Using a website translation solution
The first thing you’ll want to do is add a website translation solution like Weglot to your website so the whole of your site can be translated automatically. Your first question might be “but why would we add automatic translation to our website?”
We’ve covered this before when we’ve talked about improving the quality of your automatic translations…but to summarise it, Weglot is much more than automatic translation. In fact, that’s just a small facet of what we do when it comes to website localization and internationalization.
For one, Weglot displays the content of your website without using multiple sites, secondly we’ve ensured your multilingual SEO has been taken care of so you can actually gain visibility in your new markets and finally, we’ve given you a solution where you control the translation quality of your website, a specific page or even just a paragraph of text.
But, back to why you would want to use a translation solution that includes automatic translation (FYI, there’s no obligation to actually display any of your automatic translations – just switch off that option in your Weglot dashboard)…It simply gives you a complete way to translate the whole of your website without missing a word because Weglot detects every single word on your website and then gives you the post editing rights.
Okay, so now you’re set up with a completely translated website. Now what? How do you actually determine what you want to be professionally translated? Let’s dive in further.
What website content should be professionally translated?
We touched on it at the beginning of this article – not all the content on your website needs the same level of attention to detail. And, in fact, generally Weglot customers use a mix of automatic translation, manual editing and the use of our professional translators within the Weglot dashboard.
But essentially, you can value your website content using the following.
Web page views
High performing content that drives the most traffic to your website is well worth sending for professional translation. You can prioritize the top 20% of web pages to begin with and go from there. It’s important that these highly viewed pages get the same level of attention to detail as the words on your original website.
Popular products/ services
For those with thousands of product pages (if you’re an ecommerce store) it can make sense to leave these untouched and left to automatic translation because of the sheer volume to work through. But, for your most popular product or services pages – it’s well worth the small investment to send for professional translation to ensure they remain popular products/ services in all your markets.
New market opportunities
When you’re launching into new markets you’ve likely conducted some form of market research to understand the needs of the new countries you want to do business in. Therefore, perhaps there is content on your website that might not be attractive to your customers in your home country, but would attract new customers in new markets. Take the time to perfect these pages with professional translation to give a greater level of personalization.
Low performing content
Logically, there’s little point investing in professional translation for low performing pages or content. These might be necessary pages on your website, but they don’t attract traffic and likely don’t create any meaningful conversions.
These kinds of pages can either be kept automatically translated or manually edited by you or your team. However…
Track your page views
So, once you’ve chosen the pages you want to be professionally translated, it doesn’t mean that’s where it needs to end. As we mentioned, picking out the most important pages of your website is a great place to start, but don’t discount the fact that you may want to keep an eye on some of your other pages, that, perhaps not as important, still add value and weight to your overall brand.
A good measure is to look at your Google Analytics. Track the time spent on page and the bounce rate and compare that to those in the original language. Is the bounce rate higher? Is the time spent on the page lower?
If the answer to those questions is yes, then it might be a good indication that these pages should also be sent for professional translation.
How to order professional translations
Now you’ve determined which content you want to be reviewed by a professional translator, it’s time to actually send it for editing. Because Weglot is a full website translation solution, we’ve given you access to our vetted professional translators without you having to leave your dashboard.
Often when you think about using professional translators, the image of sending off multiple word files or excel sheets springs to mind. Juggle that with actually having to gather all the copy you want translated and you’ll soon be met with a headache.
Your content team has most likely got the content of your website saved somewhere, but how many times have they then made a change directly in your CMS which then no longer matches the original file…You can see where we’re going with this.
But, that process has been completely removed by Weglot. Because we’ve detected all the words of your website and then neatly displayed the content by URL in your translations list, you don’t need to worry about that aspect of using professional translators.
In fact, because the use of professional translators is managed directly inside your dashboard, the management side is helpfully replaced by automation and any translation you send for professional translation will be returned to your dashboard in 24-48 hours (sometimes 72 hours if you’ve sent off a particularly large order).
The translations are then automatically added to your website without you having to do anything. You’ll get an email notification when all the professional translations are ready.
So now you know the process behind ordering professional translations, let’s look at how to actually do it!
Navigate to your translations list within your Weglot dashboard and click on the language pair you want to send for professional translation.
Once inside your translation pair – click on each translation you want to send for professional translation, then click the basket icon.
Once you’ve added all the translations to your basket, click on the basket icon at the top of the page.
You’ll then be able to review your order on the next page.
It’s at the stage that you can also give some more details and context to the professional translators in the box ‘Additional details’. This could be style guidance in terms of tone of voice and how you position your company etc.
Once you’ve filled out your payment details, all you need to do is click the ‘Pay’ button and your order has been sent. You’ll receive an email once all the translations you ordered have been completed. It’s that simple!
Prefer watching videos – here’s the visual tutorial 👇
Professional translation makes sense in a number of different situations and can offer a great way to give more cultural context to the pages of your website – particularly the ones that drive the most traffic and sales.
See how Weglot can give you full control over your translations, whether you want to use automatic, manual editing or professional translation. Try Weglot for free.