TOP TIPS on International Websites
We have written these TOP TIPS on international websites for companies who are considering a new or improved website aimed at an overseas audience.
They are based on years of experience and advocated by key professional and government bodies.
12 TOP TIPS on International Websites
- Bear in mind that the internet is not just about English. 50% of web users speak a native language other than English. They are 4 times more likely to purchase from a site that communicates in their own language.
- Localise your website content for target audiences. Include suitable: language (especially local terminology); colours & graphics; numerical information; date, time & field formats; international telephone & address formats.
- Translate your website for more than just practical benefits. As well as getting your message across to non-English speaking countries, a multilingual website shows you are a serious international player.
- Make your home page attractive to international visitors. Use other language options (indicated by links in the language, e.g. Deutsch, Español ) to make overseas visitors welcome. Try to capture their interest and encourage them to stay longer.
- Get it translated properly. Use professional translators (who always translate into their mother tongue). Have the completed translation checked if possible by native speakers in the target country and relevant industry.
- Make it easy on the eye. Use bullet points and plenty of illustrative graphics. Avoid too much text in heavy blocks. This makes it easier for non-native English speakers to understand. In fact this is better for everyone!
- Imagine that you are the reader. What would you want to read about? Focus on customer needs and benefits. Use “you” and “we” throughout to personalise text. Avoid bland corporate copy and boring self-congratulation!
- Make it user friendly. Navigation should be easy so it persuades people to look at other pages. Use live links within the text to other parts of the website. Clear headings which catch readers’ attention will make it easier for them to skim the text and pick out the interesting bits.
- Relevance. Add case studies and other information relating to overseas activities or prominent customers who are recognised overseas. Introduce biographies and photos of staff dealing with international trade.
- Good design is one half of the equation. The design of your website, including text, pictures, functionality and navigation, is very important. It is provided by web designers but with significant input from you as owners of the website.
- Website optimisation is the other half of the equation. This concerns promotion of the key phrases within the website to achieve high page rankings. If done properly, links to your webpages will appear within the first few (unpaid) listings on search engines (in the UK the most important is Google).
- Going international – seriously! Once you have a website effectively designed and optimised for the UK you may wish to replicate that success in another country. That could entail registering a local domain name, hosting the foreign language/local version of your website in that country and optimising it with the right key phrases used there. This may be best arranged locally by your agent or distributor.
© 2006 Transglobal Languages Limited
We have also prepared a one-page article in pdf format about UK Trade & Investment’s Export Communications Review (ECR) scheme which helps companies to overcome language and cultural barriers. The article, written originally by Jonathan Smith for Croner’s Trade International Digest, explains how ECR:
- offers companies an in-depth review of the way they converse with overseas customers
- provides unbiased advice and practical solutions to immediate problems of communication
- makes specific recommendations about developing skills, resources and procedures for improved communications
- is available to eligible companies with a generous subsidy from UK Trade & Investment
If you would like a FREE copy of the article please complete your details below and we will send it to you as an e-mail attachment.
Or you can ask Jonathan Smith by contacting him now……
Tel: +44 (0) 161 927 7588
E-mail: jonathan@ecrconsultants.org
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