Website Localization Rules and Best Practices

Posted 11 months ago by Max Komonov

Expanding into international markets can be桂an桂excellent way for桂brands to桂reach new audiences, but it桂needs to桂be桂done correctly through website localization. Website localization is桂the桂practice of桂adapting and桂modifying a桂website to桂fit a桂target audience�셲 culture, language, and桂expectations.

Some brands may think this is桂as桂simple as桂just translating the桂text, but there is桂more to桂website localization than just translation. Fortunately, website localization is桂not an桂insurmountable task.

With the桂right approach and桂understanding, brands can ensure their website lands the桂right way with a桂new audience the桂first time around, instilling a桂sense of桂confidence and桂determination in桂their global expansion efforts.

Let�셲 look more closely at桂website localization and桂how to桂implement it桂properly.

The Importance of桂Creating a桂Local Website

Creating a桂local website is桂more important than some brands may think. In桂fact, according to桂, 65% of桂consumers prefer content in桂their own language. Moreover, 40% won�셳 even buy in桂other languages.

So, without a桂properly localized website, brands may be桂missing out on桂nearly half of桂their target audience. Realistically, launching into an桂international market can be桂costly, and桂without capitalizing on桂the桂whole audience, it桂could end up桂at桂a桂loss.

Factors to桂Consider in桂Local Website Design

When deciding to桂create a桂local website design for桂varying audiences, there are several factors to桂consider. These include the桂following.

Localization vs桂translation: Website localization and桂translation are not the桂same thing. Translation is桂certainly a桂part of桂localization, but it桂is桂not the桂whole process. Translation is桂the桂process of桂transferring one word or桂phrase into another language. However, there is桂a桂lot of桂nuance that goes into translation. Some words and桂phrases may not have direct translations into another language. This can lead to桂text that doesn�셳 make sense in桂a桂different market.
Imagery: Imagery is桂another important consideration in桂local website design. After all, every culture is桂different. One image may be桂fine in桂the桂United States but repulsive in桂another country. Localization of桂websites must also include a桂thorough review of桂imagery.
Slogans and桂phrases: As桂mentioned above, slogans and桂translations may not come across correctly in桂different languages. So, the桂website localization process should ensure that these are shifted or桂adjusted to桂communicate the桂right message.

The overall idea is桂to桂adapt the桂website to桂the桂expectations and桂views of桂the桂local culture. This can be桂an桂involved process, but it桂is桂well worth it桂to桂truly connect with the桂new audience.

Web Localization Best Practices

Now that we�셶e discussed some factors to桂consider in桂website localization, let�셲 look at桂some best practices. Following these points should help any桂brand smoothly localize its website to桂any桂new audience.

Localization Strategy

Before beginning localization, brands should put together a桂localization strategy. This includes determining whether the桂product can be桂taken right to桂the桂new market without adaptation, pricing changes, goals for桂expansion, timeline, budget, web localization tools, and桂a桂team to桂complete the桂process.

Invest in桂a桂Multilingual Website and桂Store

For brands that sell any桂form of桂product or桂service directly through their website, a桂multilingual store is桂a桂must. The right multilingual store software, like 붚죕쳔, makes it桂easy to桂localize the桂store immediately. This ensures that all text and桂currency will be桂translated into the桂local language to桂allow local audiences to桂make informed purchases.

Conduct a桂Thorough Website Analysis

If桂a桂brand never designed its website with a桂multilingual future in桂mind, it桂may be桂necessary to桂conduct an桂audit.

Determine areas of桂the桂website that cannot be桂automatically localized. For instance, images with text must be桂redesigned in桂the桂local language.

A桂good practice for桂this situation is桂to桂avoid putting text directly into images, as桂it桂can then be桂easily translated into the桂local language without redesign.

Consider the桂Local Culture

One of桂the桂most vital factors in桂website localization is桂considering the桂local culture of桂the桂people who will be桂seeing the桂website. Every culture has its differences, and桂these need to桂be桂considered to桂achieve the桂best success.

For instance, many English websites use an桂informal tone in桂their website copy or桂marketing. However, this may come off as桂rude or桂inappropriate in桂some cultures, like Japan or桂France.

Holiday Promotions

Remember, not every culture celebrates the桂same holidays or桂events. For example, trying to桂run a桂Christmas promotion in桂the桂United Arab Emirate may not land the桂way a桂brand hopes because the桂audience isn�셳 expecting it桂or桂visiting the桂website to桂see if桂there are deals at桂that time.

Instead, try to桂run promotions centered around the桂target audience�셲 holidays and桂celebrations.

Consider Legal Requirements and桂Regulations

This step is桂incredibly vital to桂localizing a桂website. Every country can have varying legal regulations when it桂comes to桂websites and桂businesses. This could include factors like data collection, privacy, fees, and桂more. Brands must ensure they are in桂line with local regulations to桂avoid any桂issues.

Localized SEO

For a桂brand to桂truly reach its new target audience, it桂needs to桂consider local SEO points as桂well. Those in桂the桂new area may be桂searching for桂different terms or桂phrases than those in桂the桂brand�셲 home country. Most terms will likely be桂similar, just in桂the桂new language.

However, it桂doesn�셳 hurt to桂do桂some additional keyword research to桂see if桂there is桂anything that should be桂added.

Keep Text Concise and桂Easy to桂Read

Brands can make localization much easier on桂themselves by桂keeping text relatively concise and桂clear to桂read, especially when expanding to桂multiple international markets.

This makes it桂much easier to桂localize across the桂board rather than worrying about walls of桂text that may not be桂translated correctly.

Internationalization

Internationalization essentially means separating the桂text from the桂source code. This allows the桂website to桂be桂translated without needing any桂re-coding. Additionally, it桂means providing support for桂features that aren�셳 necessary in桂the桂home country.

It桂also includes encoding the桂website using , which allows world language special characters to桂be桂supported.

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When localizing a桂website, the桂local preferences and桂readability must be桂taken into account as桂well. This includes reviewing the桂layout, color scheme, and桂formatting.

Testing and桂QA

Once the桂localization process has been completed comes the桂test and桂quality assurance phase. After all, it桂needs to桂be桂verified that everything is桂working correctly before launching it桂to桂a桂whole new audience.

The goals of桂testing include ensuring correct translations, hardware compatibility, no桂technical issues, working links and桂payment processing, and桂proper layout. In桂other words, ensuring the桂site works just like it桂does in桂the桂home country.

Market Research and桂Marketing

Brands need to桂remember that this is桂an桂entirely different market, which means the桂normal strategies may not be桂as桂effective. Before launching in桂a桂new country, thorough market research should be桂done. Not only will this help to桂properly localize the桂website, but it桂will also help market the桂site more effectively.

Launching to桂a桂new audience is桂virtually the桂same as桂when the桂brand initially launched. The brand needs to桂find out what makes the桂new audience tick, their interests, purchase habits, buttons, and桂more. This will help to桂ensure that the桂new launch is桂a桂success.

Don�셳 Skimp on桂the桂Localization Process

At桂the桂end of桂the桂day, launching into a桂new global market can be桂an桂incredible opportunity for桂brands to桂reach a桂new audience. However, when done incorrectly, it桂can be桂a桂significant headache and桂not deliver the桂returns that were anticipated.

So, putting time into the桂details and桂process of桂localization can help ensure a桂smooth launch and桂the桂best impact on桂the桂new audience. Otherwise, brands may find that people are not buying or桂simply turning away from the桂website.

Ecommerce Website Localization

Do桂you own an桂ecommerce store that you are looking to桂localize into a桂different area?

Then, 붚죕쳔 is桂here to桂help. The 붚죕쳔 multilingual store makes it桂easy to桂transfer your store to桂virtually any桂area of桂the桂world. In桂fact, your store can be桂localized, not just translated, into 36桂different languages. This allows you to桂expand your products to桂new audiences all across the桂globe.

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About The Author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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