website localization

Website Localization, A Window to Gaining a Wide Range of Diverse Customers:

There are two factors at play when discussing the topic of website localization, the first being the fact that the American population is becoming more diverse by the second. It’s common to be faced with language barriers in a variety of settings and many businesses are adjusting their tactics, procedures and daily routines in order to accommodate the language demand. The other aspect to consider is the fact that many businesses are turning towards ecommerce sites in order to sell their offerings online. The link between these two thoughts is, if a company sells their products or services online and only caters towards English speakers, they are essentially cutting business off to a vast amount of people in this country who do not speak English. 

What is Website Localization?:

Website localization allows for a company to effectively cater their marketing tactics towards a linguistically diverse consumer market by adapting web content, colors, messages and images in order to be understood by a particular target audience. 

When wanting to dip your toes into any diverse consumer market, it’s important companies ensure their website has undergone the proper amount of translation and that the correct variations and adaptations are made so the overall meaning and content resonates with the market being targeted. Localizing your website allows customers who do not speak English the ability to read and understand the content on your website. Through the process of website localization all content is translated into the target language, this includes adaptations to images, colors, content, social media, multimedia, measurements, payment methods as well as downloadable .pdf files. Website localization can include the translation of search engine optimization (SEO) which includes keywords, metatags and meta descriptions as well. 

Reasons Why You Should Advance Your Marketing Efforts By Investing in Website Localization:

Common Sense Advisory surveyed 3,000 online shoppers, spanning across 10 countries to find 60% rarely or never buy products or services from websites who only provide content in English. Only 26% of the world’s internet population operates in English, this is why businesses are turning to website localization in order to expand their offerings to diverse consumer bases. 

Findings From the CSA Survey:

  • 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.

Catering to the language needs of linguistically diverse consumer markets can allow you a massive return on your investment. All the information and content on your website can be tailored to entice and attract various target markets. This increases the amount of people you’re reaching online, in turn creating more clientele and a boost in revenue. We are just at the tip of the iceberg in regards to the sheer amount of linguistic diversity that will be found in the United States. Our communities will continue to diversify and businesses should take advantage of the various languages and cultures found in their own backyard. By investing in website localization, your company can cater to the language needs of your target markets and gain multiple avenues of revenue. If you’re ready to keep up with the ever changing times and undergo the process of website localization, contact Niki’s Int’l Ltd., a professional language service company (LSC). Niki’s Int’l Ltd. will aid you in your efforts toward expanding your online offerings to a wider variety of potential clients and customers. Expansion is within your reach, allow Niki’s Int’l Ltd. to guide you towards a more lucrative future. 

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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