Want to double the number of people who read
your Internet sales materials?
Try translating your web site and sales letters to reach the Web's
non-English speaking majority.
In 2001, more than half the users of the Web do not speak
English as a first language. What's more, the number of
non-English speaking newcomers is growing at a much
faster rate than the number of English speaking Internet
newcomers. However, 80% of the information on the
web is in English.
Should you make your web site available in languages
other than English? If you are interested in reaching
overseas markets and doing business with persons from
other cultures, it's almost a necessity. As one expert
pointed out, they call it the World Wide Web because
it represents international audiences.
If you are considering translating your site, consider
the following:
If you have the language skills, you can translate
the web site yourself. The QWERTY keyboard
works for every language in the world. However, if
you are planning to translate to characters other than
those found in the Western alphabet, you will need a
phonetic map (a software application that maps the
keyboard input into characters). For example, if you
wanted to write "Tokyo" in Japanese, you would type
in TOKYOO then hit the space bar. The mapping
software would show you the two most likely
characters. If they were not what you were
looking for, you would hit the space bar again
and be shown all the options that are available to you.
You will need an international browser. Both Navigator
and IE Explorer are available in international versions.
Your operating system is an additional consideration.
Windows 2000 is said to support all languages using a
standard called Unicode. Apple offers language kits that
can be installed in the MAC OS. If your web site is to contain
sophisticated programming, you will also require
international developmental tools (i.e. Japanese
DreamWeaver, etc.)
If you don't want to do your translation in-house, a
localisation company can provide your translation
services. A good localisation company will be using
translators that not only speak the language fluently,
but also are familiar with the culture and customs
of the target market. In America, for example, you
would not use the same marketing language to
reach a twenty- year old as you would use to reach
a baby boomer. Nor would you use the same language
to market to a stay-at-home mom as you would use to
reach a career woman. Similar differences occur
within other cultures. Your translator must be familiar
with your target market's pop culture.
Translation software is an option and some say that
it has improved in the last couple of years. However,
remember that translation software cannot localise
to your target market the way a person familiar with
the culture can do.
Localisation companies can also support your business
services. It is not enough to simply translate your web
site. You must be able to process the orders and service
your customers in their language.
If your web site is going to be updated regularly,
discuss a maintenance package. Some companies
will monitor your English web site for changes, then
make corresponding modifications to your international
sites.
Your web server could require special enablements.
Ask your web administrator for input. Localisation
companies also assist in this area. When selecting a
localisation company, look for one that asks a lot of
questions. They must thoroughly understand your
business needs before they can provide the type of
service you need. A multicultural development
company can also offer suggestions regarding the design
of your site and how it will work in different
cultures. The company might also be able to suggest
ways of modifying site architecture to save you money.
Ask your localisation company for a weekly report on
the status of your project.
Fees will vary. Do price comparisons, but remember that
price should not be the only consideration.
About the Author
Visit June Campbell on the web for articles, a FREE ebook,
or for guides to writing business plans, business proposals,
joint venture contracts and more.
http://www.nightcats.com