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What is Localization?

In this era of globalization, operating on an international level is becoming the norm due to the vast opportunities and benefits it provides. Many businesses are looking to localization in order to gain exposure through carefully adapting marketing material. Localization refers to the adaptation of a product, content, packaging, website or marketing material to meet the language, cultural and other requirements of a specific target markets locale. Localization takes the intended meaning of a concept and adjusts it to thrive just as well as the original in a different language and culture. Without localization, companies trying to expand internationally fail short in foreign markets due to the lack of minor variations or adaptations.

Why Should I Localize My Website?

Only 26% of the world’s internet population operates in English so only providing your website in English places massive limitations on who you could potentially be reaching. Common Sense Advisory surveyed 3,000 online shoppers, spanning across 10 countries to find that 60% rarely or never buy products or services from websites who only provide content in English. Website localization is an extension of your business offerings, it’s important if you’re trying to gain a diverse customer base you provide them with a website they can read and understand. When information is portrayed in an appropriate manner, customers can make purchasing decisions and begin to gain a trust and reliance in your brand, products and services.

Other Key Findings From the CSA Study:

  • 75% of online shoppers prefer to buy products in their native language.
  • 30% of the 3,000 respondents never buy at English-language only sites, and another 29% rarely do.
  • Automotive and financial services are the products that consumers are least likely to buy if the website is not in their native language.
  • Exactly half would prefer that at least the navigation elements and some content appear in their language, and another 17% strongly share that preference.

When Should I Begin My Localization Project?

Ideally, it’s encouraged you begin the process of localization during the startup of your company. Expanding into an international consumer market is not what it use to be; technology puts global expansion opportunities at your fingertips. Taking the time and investing in localization in the beginning stages allows you to have more than one avenue of revenue and means of exposure to multiple markets from the start. Undergoing the process of localization in the beginning gives your company a competitive edge and also ensures the process develops seamlessly without having to make costly adaptations to existing marketing material. Offering your marketing material in multiple languages, gives international consumers an opportunity to easily connect and fall in love with your products or services. When a customer is catered to and feels happy with the product or service they purchased they tell their friends and family members, helping you to gain even more business organically.

Who Provides Localization Services?

Localization services can be acquired through a professional language service company (LSC). Relying on the knowledge and experience provided by a LSC is the only way to ensure your localization project is completed with accuracy and awareness to the specific linguistic and cultural nuances of your target audiences region and locale. Working with professionals will help you capitalize on rapidly expanding international markets by clearly delivering your marketing message across international borders. Connecting to new consumer audiences can be achieved with the aid of a professional LSC, through targeting diverse markets and appropriately appealing to their senses in a positive and well received manner. The world is vast and with the aid of technology and localization, your companies offerings can reap the benefits of exposure to diverse consumers from countries all over the world.

Niki’s Int’l Ltd. is a WBENC-Certified Women Business Enterprise with 20 years of language service experience. A global network of highly skilled interpreters and translators are available 24 hours a day, 7 days a week for on-site, telephonic and video remote interpretation services. Our linguists are available in over 350 languages and dialects, and our network includes certified interpreters and translators. Our work is guaranteed with a $1 Million Errors & Omissions policy, so that you can be confident that your project will be completed with the highest level of quality and professionalism within the field. For more information contact us at 1-877-567-8449 or visit our website at

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