As Internet use in Asia, India, and the Middle East continues to grow, more and more international companies are looking to develop a culturally appropriate and culturally relevant web presence for different multicultural audiences. These multilingual audiences may also have competing needs and priorities.
So what does your international businesses need to keep in mind before you go global on the web?
First, be flexible about what you think you need. For example, when planning a website for specific international audiences, it may not be the best choice to simply produce an exact replica of your current 250-page website in a different language. If your company is launching its first product in the country, it may not be cost effective either. You may want to consider options like smaller informational websites that provide a culturally relevant web presence while also respecting your budget.
Second, partner with local experts. Localized website development should take into account much more than just the target language. Local experts like website developers, graphic designers, copywriters, translators and other IT specialists that live in your target country will be invaluable resources for your multicultural and multilingual website project.
Third, keep your website content simple. To make sure your web copy is easy to read and understand, use short sentences and paragraphs that are easy to translate.
Fourth, choose your words carefully. On the web, your choice of words plays a big part in ensuring your message translates correctly to your target audience.
A few tips for good word choice are:
- Use language that avoids slang, puns, acronyms (like ASAP, POP or FTE), sayings and idioms (“burn the midnight oil” or “pass the buck”), etc.
- Use common words instead of technical or unnecessarily specialized ones, e.g. use end instead of terminate, often instead of frequently, required instead of mandatory, etc. For a full list of word choice alternatives, visit the Plain Language Action and Information Network (PLAIN) website.
Fifth, check your numbers. It’s a good idea to use the metric system if you’re working internationally. It’s also a good idea to convert all financial amounts into your audience’s local currency. Similarly, check dates, times and phone numbers, which can be written very differently based on where you live and what language you speak. A local copywriter can review and make changes where necessary.
Since graphics and images communicate a considerable amount of information in a very small package, check icons and symbols carefully. This will ensure that everyone, regardless of culture, will interpret them the same way. For example, icons that relate to trash containers may not translate well outside of the US and some areas of Europe. Icons that include mailboxes may also look very different to an Internet user in Japan or Sweden. Test all website graphics with a local graphic designer to ensure they convey the same meaning.
Lastly, be flexible about adaptations to your current website design. Instead of maintaining the same look and feel across all of your sites in North America and abroad, your website developer should customize the site’s design so that it reflects the practices and customs of the local target audience. They should choose colours, web styles and graphics that are culturally relevant for the audiences that will be visiting your new localized website.
Have other ideas for translating website design and development across different cultures? Please share them with us in the comments!
