Website translations as a marketing tool

The global penetration rate of the internet has now reached about 50%(*) of the world’s population, with peaks of up to 85% in Europe and 95% in the United States!

This is why the Internet has become the main marketing tool for many businesses wishing to expand their market internationally.

In order to reach such a mixed audience from a linguistic and cultural point of view, not only does the content of a website need to be translated, but also and above all the language must be adapted to the local culture and customs (“web localization” in technical jargon).
In this sense, market surveys(**) highlight customers’ greater propensity to complete a purchase if a website is available in their own language.

(*) Internet World Stats statistics as of 12/31/2017
(**) Common Sense Advisory Survey 2014


Website translations/localizations

The localization of a website (abbreviated as L10n in the software localization industry) is that set of operations necessary to translate and adapt the text and multimedia content of a website into a foreign language.


Promotional language and website translations

Broadly speaking, a corporate website is the equivalent of a brochure or product catalog, and as such it may have technical language on one side and more sustained promotional language on the other.

Considering these dual technical and promotional aspects, the text content must be translated by professional native translators living in their native country and specializing in the technical reference area who also have solid experience translating marketing materials.
Advertising or creative translators may be needed for some particularly promotional parts of the text (“transcreation”) (*) so that the text maintains its communicative effectiveness in the target language’s culture.

(*) See our page on advertising translations for more information


Website content management systems

At the current state of web technology, by now most websites use technology known as “dynamic websites” for their creation and management, as opposed to the previous technology known as “static websites” (HTML pages).
In short, this means that website contents (text, images, etc.) are saved in a database and not within the site’s pages itself (HTML).

In relation to CMS, we offer linguistic and technical consulting services for the WordPress platform, which now holds 60% of the CMS(*) market.

We also offer translation services for static websites (HTML pages) or other CMS platforms (Joomla, Drupal, Typo3, or others).

(*) W3Techs statistics 2018


Web localization process

The process of localizing a website basically includes three steps:

1) Content translation
  • Translation of the text present in pages, images, videos, and in any additional component (i.e. widgets)
2) Website publishing
  • Insertion of the translated text (usually via the CMS system dashboard)
  • Visual control and corrections of the translated text in the page layout where appropriate, using the most popular platforms (computers, tablets, and smartphones) through different browsers (Firefox, Chrome, Edge, and Safari)
  • Website publishing
3) Ranking and SEO optimization
  • Control/Registration of the website on the main international search engines
    (Google/Bing/Yahoo – Europe-USA)  (Yandex – Russia) (Sogou/Baidu – China) (Goo – Japan)
  • Website ranking analysis in international search engines
  • SEO optimization to improve ranking, where appropriate


What we do offer

  • 24 years experience in website translations
  • Best translators and reviewers in the industry
  • Best multilingual SEO specialists
  • Standard and Standard Plus pricing plans (including 1 or 2 levels of quality assurance checks)
  • European, Middle East and Asian languages
  • Fast turnaround times to meet your deadlines


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