Blog

Speak your Customers’ Language with Localized Websites

Website localization is the process of adapting an existing website to a local language and culture in the target market (Wikipedia). This involves much more than just translation; it is about making content relevant to your target market.

By selecting a tone that fits the culture, images that speak to the audience and content that is relevant and timely, you can improve the engagement you have with prospects and customers in that target market.

The benefits of localization are real. Studies show that consumers are more likely to purchase from companies that provide relevant content in their native languages. But, beyond drawing leads into the sales funnel and driving revenue, localization provides other benefits, including greater customer relevance and engagement, improved loyalty and advocacy and greater brand affinity.

Why care? A study by Common Sense Advisory Board found that it takes 12 languages to communicate with 80% of global online audiences and that single language websites reach less than 25% of global Internet users in their preferred language. And with global consumption in emerging markets projected to reach $30 trillion by 2025 (McKinsey & Company), you can’t afford not to speak your customers’ language with localized website content.

Some of the greatest challenges to website localization are using multiple platforms to manage multiple sites, producing and managing content across multiple sites, lack of staff and budget to create content in local languages, lack of technical resources to build and maintain sites, obsolete content and ensuring brand and messaging consistency across multiple regional websites.

To tackle these challenges, you can harness the power of a Web Content Management solution to drive a successful global digital marketing initiative that improves site engagement, lead generation, and revenue.

The essential features to look for in a Web Content Management solution are:

  • Multi-site management: The ability to publish, reuse, and update content from one platform account to multiple online and mobile domains in order to ensure brand consistency, reduce the drain on staff resources and speed time to market.
  • Translation workflow capabilities: A powerful WCM makes translating multiple websites and managing content and changes as efficiently as possible. Look for workflows that help editors identify content that needs to be translated and can support a variety of character sets.
  • Multi-channel delivery: As companies expand their global footprints they also need to take into account the proliferation of smartphones and tablets in each of their local markets. In addition to being able to publish multiple regional websites, marketers need a WCM that will easily and efficiently publish to a wide range of mobile devices.
  • SaaS-based delivery: A software-as-a-service based delivery model empowers marketers to launch their global websites without depending on IT and allows teams around the world to collaborate on what is both a global and local effort. Look for a robust, easy-to-use WCM that liberates marketers to create and manage their own regional websites and content.

To learn more about how Clickability supports global publishing and localization, request a demo.

View All Resources »