With 350,000 foreign visitors per day during the Olympic period, there is no doubt that next year’s Olympics will provide excellent opportunities for UK businesses to cash in on. But many UK businesses could miss out on these opportunities simply because their communication is not geared towards a global audience.
Nowadays many businesses have websites: the question is how many of these websites are overseas visitor friendly? The ones that can communicate with the non-English speaking visitors are the ones who are likely to earn their custom.
The good news is that it will not cost you a fortune to take this step in time, and the benefits are not only limited for the 2012 Games, as your website will be out there long after the games.
Here is some advice for securing a solution which will not break the bank:
- Create a landing page in one or more foreign languages, which introduce your product or service. You can choose the language(s) to translate into depending on your product or service or depending on the likely target audience.
- The Landing Page should be a summary page where you introduce your flagship product and informing visitors how they would go about acquiring your product or service. Make sure it is clear to the visitors how they will go about acquiring your product or service.
- Prepare an FAQ page to help your visitors to make decisions.
- Once you have translated your main product’s page into a foreign language, ensure your SEO is done in order to appear in a higher position in online search engines.
- You can also consider starting a Google Adwords campaign in this language. If you have an existing campaign, it will be even simpler. Google Adwords work the same principle in any language. Establish your keywords and make sure they are translated as well.
- Like any other campaign monitor it, measure your success and make necessary changes.
- Ensure that your translation is up to scratch.
- If this strategy is working, invest in translating into more languages.
Here are three options if you decide to do so:
- The DIY approach, with automated translation tools such as Google Translate, but be aware that there are no guarantees and you may put your image and more importantly your brand at risk, with an embarrassing mistranslation
- Hire a bilingual speaker and ask them to perform the translations for you, but again be aware of the risk that the speaker may lack the expertise required to perform a translation which will appeal to your market
- Get help from professionals and engage an online marketing savvy translation company to help you with your project. Always ensure you enlist an accredited company which has professional indemnity insurance.
Depending on your business and the desired outcome, you can choose one of the above options. Take steps now to make your website overseas visitor friendly and get results!
Managing Director – TTC Language Services Ltd
Direct Dial: 01245 216 933
TTC House, 86 Broomfield Road, Chelmsford, Essex CM1 1SS
T: 01245 216930 | M: 07946 615263