Though the idea of adapting your current business website to a multilingual site may seem both expensive and daunting, it’s worth understanding the many potential benefits that await you and your business through website localization. Below you will find 7 benefits that you should consider before choosing whether website localization is right for you.
1. Increase Your Slice of the “Global Pie”
Localizing your website’s content can greatly expand your global reach. As we considered in our article The Most Used Languages On The Internet & What It Means To Your Multilingual Website, in 2015 Chinese speakers made up about 30% of all internet users at roughly 509 million users, yet only 2.8% of all internet content is in Chinese. This is a huge discrepancy and a big opportunity for businesses.
As a savvy business, if any portion of your target market includes Chinese speakers, adding Chinese as a language option on your website will both allow you to better serve that market and help you stand out as a business leader in your industry.
Localizing your content will allow you to tap into target markets and make your products and services more appealing to those markets.
2. Build Credibility
One of the biggest cases for building a multilingual website is to build credibility within your target markets. By making the effort to speak to your audience in their native language, potential consumers will see that you’re serious about earning and keeping their attention while also catering to their needs as a unique group and culture.
I know what you are thinking: How exactly will this build credibility?
Credibility will be built as your site visitors have a pleasant experience interacting with your brand. The ability for your target audience to have access to content in their native language is fundamental to creating this great experience.
Visitors won’t have a good experience if they aren’t able to understand the content at hand. Before spending time on all the bells and whistles of your site, start with the fundamentals and assure that the visitors on your site understand the content that is being served to them.
3. Increase Customer Engagement
As you build credibility and users continue to have positive experiences on your website, they are more likely to further their interactions with your business in the future. The importance of making a good first impression holds true even online, so if a potential customer found what they were seeking during their first visit, they are that much more likely to return and even bring others with them through word of mouth and recommendations.
4. Consumer Brand Identity
Another benefit derived from your website localization efforts will be global brand recognition. If you show an ability to speak the language of your target market through the messaging on your website, they are much more likely to identify with your brand and more apt to rely on your business as a solution to their needs.
5. SEO Benefits
The online competition landscape is more competitive than it’s ever been and won’t be slowing up anytime soon! The need for SEO relevancy is higher than ever with businesses striving to find the perfect combination of SEO keywords that continue to drive traffic to their site.
SEO keywords are the most competitive in English, but in languages other than English, there is significantly less competition. This is natural as we’ve seen there is less content created in other languages than English. Therefore, if your site is multilingual, you open the door to rank for some of these less competitive keywords in other languages, helping to drive more traffic to your site.
If you are ranking well for keywords in other languages, you are also likely to see an increase in Domain Authority (DA), which in turn could help you better rank for a keyword in your domestic language, thus supporting your SEO efforts even more.
6. A Cost Effective Alternative For Global Business
Many businesses assume that the only way to expand globally is to open up shop in an international market. This not only isn’t true, but it’s not the best approach to penetrate global markets.
Creating a multilingual website allows businesses to “test the waters” and “dabble” in new markets without fully investing in a new team, allowing them to avoid the initial overhead cost of a physical presence in the international market.
As sales grow on your multilingual site, you will be in a better position to gauge whether further investment is worth it to your business or not.
7. New Customers and an Increase in Sales
The ultimate goal, and hopefully the inevitable results of the above benefits, are more customers and an increase in sales. The key to customer acquisition and increased sales is a good strategy with solid execution. So long as you have a solid website localization strategy and solid execution, you should be able to acquire new customers and increase sales.
Now that you know the potential benefits of website localization, it’s time to gauge whether website localization is right for you.
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