“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”
#1: Strong connections with new customers
Isn’t that ultimately what every business is trying to do? Create a message that resonates with its target audience in such a way that they can’t live another day without that product or service? By creating a multilingual website you are not only bringing in new customers, but you are literally and figuratively speaking their language. Your content takes on a new importance in that audience and they feel a stronger connection with your company as a result.
#2: It’s a competitive edge
While many companies are going global, there are very few who commit to having a culturally relevant, multilingual website. Translation widgets on websites help address some of the basic translations, but even that can lead to harmful results. One misstep in a translation and not only is your message lost, but your credibility may have been damaged as well.
When a company sets out to differentiate themselves through a well-translated website, the results are clear. Your website is more convenient for customers to navigate which drives traffic, which in turn drives sales. A multilingual site has the ability to lower barriers of entry into new and foreign markets and give you an edge you would have never had otherwise.
84% of international consumers say they’re more likely to buy from a website with product information in their own language.*
* Why Localization Matters for Corporate Buyers,” Common Sense Advisory, July 2014, Copyright © 2014, Common Sense Advisory, Inc.