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Jul 11, 2016

What exactly is website localisation?

Web marketing services for Germany and English speaking markets to ensure your message reaches its target audience

Did you think that website localisation was nothing but a simple website translation? Don’t make this mistake! Translation is important, but when you’re trying to target a whole other country with a completely different culture, translation is just a tiny part of successful website localisation.

  • All Website Parts Must Be Localised
    Along with the text and content, all the other constituent website parts – lead conversion, sales, design, etc. – must also be localised. Every single aspect of your site must meet the target business environment’s requirements.
  • All Content Must Be Localised
    If your website is going to bring in sales and leads, you need to make sure that every web format you share – text, photo, video, audio and graphic – meets the new business environment’s requirements.
  • Localise Your Text Content Using The Same Language Content
    All text of your website – visible text, metadata, keywords, etc. – must met the target market’s requirements in terms of word choice and spelling patterns. Running your text through Google translate and hoping the result meets local standards isn’t going to cut it.

How Can I Assist You With Website Localisation?

Neglecting any one of these aspects will have a direct impact on the results you get in doing business within that country. Your company website works to support your business. This is why localisation needs to be carried out in a way that ensures your foreign website is effective and make it easy to conduct business within the new target market, whether it’s B2C, B2B or both.

I offer services that address all parts of website localisation, but I tailor this to take into consideration your specific requirements. Services I offer include:

Website Audit

An important starting point in the process of website localisation is to get an audit of the website you want to localise, either the current Irish website or the existing foreign website, should it exist. This will determine the website’s strengths and weaknesses, providing you with some clear recommendations on what needs to be done in terms of:

  • Architecture
  • Content
  • Design
  • Graphics
  • Language
  • Legalities

Web Presence Localisation Planning

After the website is complete, you need to develop a web presence localisation plan, laying out deadlines for you to meet. Resource requirements must be thoroughly analysed to see what can be carried out in-house and what might need outside assistance.

A set of priorities can then be developed and incorporated into your plan. Budget, time and resource limitations can all hinder the possibility of getting an entire website fully localised, or, in some cases, it may turn out that the market may not call for it.

Implementation of Web Presence Localisation

After a web presence localisation strategy has been developed, it’s time to implement it. This means updating and adapting the localised website, as well as putting into place the digital marketing approach for the target market.

Localisation of Website

This involves localisation of the new market for the following:

  • Content
  • Design
  • Pictures
  • Messages

Each aspect needs to be checked and amended where necessary to ensure the new website will meet the target market’s expectations and rules so that lead conversion can take place. Other things that will be dealt with under this category include:

  • Keyword research
  • General on-page SEO
  • SEO pertinent procedural issues (hosting, domain strategy, etc.)

The ultimate goal of all this work is to improve the website so that it’s viewed as favourably as possible in the target market.

Digital Marketing Localisation

While on-page SEO during the website localisation process is important in creating visibility in the target market, it’s not going to be enough on its own to generate the web traffic you’re looking for. Instead, it needs to have a specific digital marketing strategy to back it up. This digital marketing plan will need to include but isn’t limited to:

  • Search engine advertising
  • Local link building
  • Directory listing
  • Press portals
  • Content marketing
  • Price comparison websites
  • Social media

Although this all might seem like a lot, with the right approach, website localisation really pays dividends when you decide to expand into a new market. If you’ve been struggling with this aspect of your business, then I’m always happy to talk about how I can help you localise your website so your business can see the results you deserve.

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