Article in partnership with Day Translations, which launched The Linguist Magazine in 2024.
Why Should Companies Make Content Available in Multiple Languages?
In the first issue of The Linguist Magazine, Day Translations highlights how important it is for companies with an international audience to consider hiring professional translators to adapt their content for different markets and increase engagement.
Providing content in various languages goes beyond simply translating text, video, image captions and sound from one language to another. There is also an essential factor that comes into play and that is localisation, i.e., the ability to create content that matches the cultural context of a specific country.
Discoverability: The Added Bonus of Multilingual Online Content
One of the perks of having a website that can provide content in multiple languages is the discoverability in new markets that a monolingual website wouldn’t normally get.
SEO content with translated keywords can perform well in searches in countries where the original content wouldn’t normally be visible or recommended in searches.
Once users land on a website that has been translated into their local language, they are more likely to engage with the content, from simply browsing to making an enquiry or a purchase. A translated website can provide useful information to potential buyers and make the whole browsing experience seamless.
When users are interested in a product and service, and they are doing some preliminary research before buying, they are more likely to trust information that is written in their local language and in a way that seems natural. In fact, websites that contain poorly translated information may generate mistrust in users and potential customers: the information may not make complete sense or cause misunderstandings. Additionally, poorly translated content dents the reputation of a company and can put off potential buyers from approaching the company.
Why Are Multilingual Websites Important?
Multilingual websites not only can help build trust with users and buyers, but also guarantee that the company’s reputation stays strong while raising its profile internationally.
If we look at the scientific world, papers are published in various languages, even though English is the most commonly used language. For example, historically a huge volume of scientific papers has been published in French, including reports of experiments by Marie Curie. Making English papers available in other languages also allows for better communication and inclusion among the scientific community.
Another example is for videogames, which rely on the user’s immersive experience to seamlessly navigate through the game. Having text and voice prompts and voiceovers in the local language allows the user to understand what’s going on and move on to more advance levels, or interact with characters within the game and/or other users.
Advantages of Multilingual Content for Business in a Nutshell
Here is a brief list of potential advantages for businesses to have multilingual content:
- improved customer service
- increased brand awareness
- enhanced trust in the business
- increased reach to new markets
- improved competitiveness
- more sales
- more growth
- more traffic to the website.