Website localization is a key strategy for connecting with your online prospects and customers in foreign markets.
If you’re already doing business overseas, you are probably well aware of this practice and its importance. But while a large percentage of businesses do localize their online assets for global markets, far fewer conduct regular updates, nor are they employing quality assurance strategies to ensure that localized digital artifacts remain current.
Why Updates to Your Site Localization Are Necessary
For any prospect or customer who visits your site, domestic or foreign, providing an effective and responsive user experience is the key to strong sales and market positioning.
Consistency is one of the most critical aspects of the user experience, as is accuracy. When your English and foreign language sites lack consistency, both your customers and staff will suffer from the resulting confusion, and consequently, so will your sales.
Another compelling reason to update your foreign language sites involves search engine ranking. Google’s ranking algorithms rely heavily on how often your sites are updated and how dynamic your content is. Allowing any of your sites to languish for weeks or months without updates will drop your search engine rankings significantly.
When your customers can’t find you, they can’t give you their business. This axiom holds true in global markets as much as it does stateside.
Updates May Be Challenging Without a Plan
A recent study* indicates the majority of companies doing business overseas require ongoing updates to their localized websites. Despite this pressing need, more than half fail to facilitate these critical updates on a regular basis.
Many businesses employ a haphazard or ad hoc approach to updating localized digital artifacts, and content is often forced to take a back seat to technology updates. This approach can leave you fighting proverbial fires rather than taking a proactive stance to ensure quality control.
The solution to this problem is adopting a formal content management system and implementing it across the board for all of your online assets and artifacts.
Strategic Management Tips for Facilitating Updates
If you have yet to implement a formal strategy for content management, you can adopt some basic practices in the meantime to help improve your sites’ consistency.
Experts recommend maintaining a detailed log of all changes to your websites, no matter how minute, as a part of your centralized content management strategy. Depending on how often you update content, review the logs on a set schedule to identify those changes that must be mirrored across your main (English) and foreign language sites.
This way you can quickly identify necessary changes and provide that list to your localization services provider. Otherwise, you may find your staff wasting precious time comparing website versions in multiple languages.
Failure to update your digital assets regularly may expose your company to legal risk. At best, you risk alienating potential customers with a substandard user experience, or providing outdated information that can convey an unwanted message about your firm’s diligence.
Verbatim Solutions, one of the world’s premier providers of translation and localization services, can assist you in crafting and implementing a proactive strategy for content management, to ensure your business is prepared to compete on the global stage. Contact us today for more information on website localization and related service.