Impressions, average position, click-through rates, oh my! There are so many factors you must consider when looking at your website. The number one factor? Conversions. Your website is only as good as the number of times your target customer actually does what you want them to do. If you sell shoes, you need shoe buyers; you don’t need customers browsing, although it’s nice if they browse and eventually click to buy. If you are an immigration attorney, you need clients to call you and hire you. These actions are known as conversions.
A website conversion is the single most important success factor of your online marketing strategy and goals. Website conversions mean that your visitors – your potential customers – do what you want them to do, be it buy your product, call to register for your course, download a whitepaper, or fill out a form.
Developing a multilingual website requires the same website conversions. High quality translation and localization are essential, but getting your customers to buy your products or services is why you are in business.
Did you know? Search Engine Watch describes multilingual keywords as “the vital link between what people are searching for and what is on your website” and advises those looking to boost their global site’s visibility to employ a translation agency or local professional with cultural insight and language skills to help identify keywords that will resonate with local audiences.
- Invest in target-market Search Engine Optimization (SEO)
Successful multilingual website conversions rely on quality keyword research specific to your target market. Keyword searchability is essential so that your ideal customer finds what they are looking for in their native language when searching for your product or service. Have you ever searched for something and the web results show something completely different? Your computer will show you results based on the keywords entered by the person that placed the content onto the internet. The keywords I use to look for a new car are most likely very different than what a car buyer will use in Germany, for example. Target-market SEO researches the keyword your preferred buyer uses to search for your products and services. Keyword-specific searches for your target market are essential for understanding the mindset of your customer and essential for multilingual website conversion success.
- Follow in-country best practices
Your website is your brand; releasing your brand to the internet opens your company or organization up to the world. You owe it to yourself – and your future clients – to make sure your website, your brand, shines. This is equally as crucial for multilingual websites. You must ensure that your multilingual website follows the same standards and best practices so that your brand shines for your potential customer. Multilingual best practices include:
- Check links
- Check images
- Check downloads
- Check contact forms
- Check browser compatibility
These checks must be done before going live with your multilingual website and also should be completed on an on-going basis. Upholding best-practices ensures that your future clients and customers have a high-quality experience on your website which will lead to increased website conversions.
- Invest in high-quality translation
First and foremost, you must invest in high-quality translation completed by professional translators. The quality of the content that your future customer reads on your website determines whether or not they will continue reading about you, or move on to the next company. Have you ever opened a webpage that is ridden with spelling errors? I have, and I exit out as quickly as I can. Poor translation is even worse. Not only are there spelling errors, it just doesn’t make sense. The global marketplace is huge and your company faces more competitors than you likely realize; make it easy for your customer to buy but making it easy for they to understand what it is your are selling. Have you ever tried putting shelves together with directions that were clearly not written by a native-English speaker? If you are like me, it’s much easier to toss the directions and figure it out on your own. That’s precisely how a poorly translated website appears to your future clients. It’s easier for them to just leave and find someone else than muddle through the mess. And no, Google Translate will not work. Read more about that here. Investing in high-quality translation is key to multilingual website conversion.
Did you know? Google actually penalizes machine-based translations when it comes to SEO.
INGCO International is the leading translation, interpretation and global marketing service provider for 200+ languages worldwide. They are based in Minneapolis/Saint Paul, Minnesota and employ leading industry experts for all of their global communication services and work with organizations such as 3M, Cargill, and Buffalo Wild Wings. Reach out for more information.