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"Let's delve into the topic of website localization to learn exactly what every company needs before going global. But first, to define localization: the translation and adaptation of content for foreign markets.\u00A0Simple enough, right? \nNow, take a close look at\u00A0five\u00A0important points to remember when it comes to website localization.\u00A0\n1. A Picture is Worth a Thousand Words\nLet's assume that the images on your company website are already geared towards your intended audience. When going global, it\u2019s best to rely on images that are culturally appropriate and sensitive. Do this well and you\u2019ll boost your company\u2019s ability to connect with those visiting the site, not to mention, foster a healthy relationship with potential customers.\n\nLet\u2019s take a look at an example of good website localization. In the screenshot above, notice how\u00A0Zynga Japan, the company behind\u00A0Farmville\u00A0and\u00A0Cityville, incorporates the Japanese flag into its homepage banner. Clearly, the image is appropriate for a website intended for a Japanese audience. \nDon't forget that the way one audience perceives a particular image can differ greatly from another reacts. And then there\u2019s the fact that what\u2019s acceptable for one target market can take on an entirely different meaning for another. For example, a thumbs-up gesture in one culture is a positive affirmation, whereas in another, it could mean,\u00A0\u201CUp yours, pal!\u201D\nKeep these things in mind when localizing the company site and you\u2019ll be one step closer to connecting with your target market. Here are some other things to consider.\n\nAttention to Detail: Mistaking the\u00A0Italian and Mexican flags, for example, is bad news.\nCultural Sensitivity:\u00A0People have strong feelings\u00A0about things like colors, symbols and metaphors. Does the color white symbolize purity or death for your intended audience?\nRisk Assessment:\u00A0Aim to avoid any\u00A0unintended consequences\u00A0that could be embarrassing or potentially hazardous to your company.\n\nThe bottom line: When building trust and earning customer loyalty is the objective, images can make all the difference in the world.\n2. Adapt and Adjust\n\nMake no mistake, a one-size-fits-all approach doesn\u2019t work with website localization. People do things differently around the world; therefore, companies going global must adapt and adjust to succeed. Let\u2019s compare the English and Japanese websites of\u00A0Rakuten, the company behind the largest online shopping mall in Japan, to explain this further. \nNotice that the Rakuten USA website (above) is simple and clean when compared to the Rakuten Japan website (below). Of course, know that Japanese websites can oftentimes appear overly busy to the non-native eye. \n\nIn a blog post titled\u00A0The Puzzle of Japanese Design, Sean Hussey, former employee of Rakuten USA, offers his perspective about the Japanese company: \u201CWe tried to develop our products with clean designs and interfaces, which came in direct contrast with the home company\u2019s approach. It was understood as a cultural difference\u2026Japanese sites are full of text, images, animations, clashing colors and scroll-scroll-scrolling layout choices.\u201D\nThe bottom line: The style and design of a well-localized site means staying consistent with local norms so it looks and feels familiar and usable to your audience.\n3. One Language, Two, or a Combination of Both?\nQuestion: If a major component of the localization process is content translation, then why do some companies purposely exclude the translation of certain keywords, tabs, menus, taglines and slogans when localizing their website?\nThe short answer is\u00A0that no one ever said website translation had to be an all-or-nothing process. In fact, in some cases it can be beneficial for a company website to blur the language lines rather than opt to translate the whole thing from start to finish. If you want to see this in action then check out the\u00A0Japanese myGengo site.\nNow let\u2019s take a look at one example: Airbnb's website is used by people around the globe looking for local accommodations away from home. Specifically, Airbnb provides a platform for its users to rent from \u201Creal people in 19,732 cities in 192 countries.\u201D The tagline appears on the company website, where I\u2019d now like to draw your attention.\u00A0\nIn these two screenshots, notice the tagline used for the Chinese version is in English (not Chinese), yet the Italian version of the website has been remained in its local language. Why one and not the other? Also, check out the photograph of the happy friends at the top of the page. In both examples, the words below the image are in English, and haven\u2019t been translated into Chinese or Italian. This is because localization isn't always a science \u2014 it's an art too.\nHere are some points to keep in mind when tackling the language component of your website localization.\n\nLanguage Lengths: Some languages appear longer when written or typed. Do the words \u201CInvite Your Friends\u201D fit as nicely in Italian as they do in English?\nEmphasis: Foreign languages are cool. If you want to make your page\u00A0pop, using a non-native language might be your secret weapon. Just be careful with translation!\nInternational Appeal:\u00A0Localization is all about going global. Translating some (not all) of the content on your site into another language might be an excellent way to strengthen your international appeal.\n\nThe bottom line: When done in moderation, there\u2019s absolutely nothing wrong with mixing\u00A0languages on a localized website.\n4. To Translate or Not to Translate, That Is the Question\nA company\u2019s slogan/tagline can be one of its most important branding assets. When a memorable phrase follows a company\u2019s name, people are more inclined to remember it. That said, making a brand stick in the hearts and minds of potential customers is by no means an easy feat. This is especially true when crossing borders and languages.\nWhat is the most effective way for a company to keep its brand identity strong as it expands into new markets around the world? It all depends. Here are a few points worth mentioning.\n\nBrand Identity: Consistency plays an important role in maintaining a company\u2019s image.\nNuances: Culture systems, belief systems and worldviews shape the way we think about the words we use.\nTarget Audience: Know your audience. What may be considered funny in one language may be insulting in another.\n\nLet's take two examples.\nA. Wikipedia, The Translation Path\nWikipedia, a company with a clear and precise mission (to be the free encyclopedia of the world), has a tagline to echo its vision. In the screenshot to the left, you'll see the same tagline translated into each of Wikipedia's languages. \nIn this case, when translating the phrase \u201Cthe free encyclopedia,\u201D there isn\u2019t too much room for a mistranslation (don\u2019t hold me to that). If you believe the same holds true for your company\u2019s tagline/slogan, then perhaps opting for the translation might be a great idea.\nB. Facebook, The Non-Translation Path: Everyone knows\u00A0Facebook\u00A0has completely changed the way people communicate with the world, but how does Facebook communicate with its users? Let\u2019s compare the English with the Japanese version of the Facebook homepage to see what stands out.\nThe English page says, \"Facebook helps you connect and share with the people in your life.\" The Japanese page says, \"Using Facebook, you can connect with friends, colleagues and classmates to deepen your connections. Also access Facebook from cell phones and smartphones.\"\u00A0Notice that the Japanese page mentions users can access the site with phones, but the English page doesn\u2019t. That's probably because 95% of the Japanese population are mobile subscribers. The same study explains that Japan uses the mobile Internet more than any other country in the world. It appears Facebook crafted its Japanese homepage with this point in mind. So, what can we learn here? If you want to maximize your outreach potential, you'd better know your target market inside and out.\nThe bottom line: Having a carefully localized slogan/tagline for your company can be an effective way to foster relationships with potential customers in new markets.\n5. Down to the Last Detail\nA successfully localized website is one that appears to have been developed locally, even when it wasn\u2019t. Since localization mistakes and oversights can be awkward for website users and potentially embarrassing for the company, make sure to get it right \u2014 it's absolutely worth the time and effort. The last thing any company wants is to turn away potential customers from its website before those visitors ever have a chance to experience the product or service. Generally speaking, website localization means giving some extra attention to things like:\n\nDates: Month, day, year vs. day, month, year.\nTime: 12-hour vs. 24-hour time.\nColor: Avoid local color sensitivities.\nCurrency: Pay attention to conversions and formats.\nPhone Numbers: Formats are different around the world.\nNational Holidays: Holidays are country and region specific.\nGeographic Examples: Keep it relevant for your audience.\nWebsite Language Codes:\u00A0ISO codes are important\u00A0to know.\n\n\nLet\u2019s take a look at the two images above. The first image was taken from Apple\u2019s U.S. website, and the second from the UK website. Can you spot the differences between the two? Here\u2019s what I came up with.\n\nDate: U.S.: May 19, 2012 vs UK: 19-May-2012.\nTime: U.S.: 9:41 a.m, vs. UK: 09:41.\nColor: Look closely at the colors behind the girl.\nBonus: What\u2019s going on behind the girl\u2019s shoulder in the UK version of the photo. Is that a tail?\n\nThe bottom line: When the aim is to make it look like you've developed the website in your target market, the details are incredibly important.\nFinal Thoughts\nAnd there you have it: what every company needs to know when localizing its website. With the help of the Internet, expanding into new markets continues to become easier than ever before. Of course, going global, and doing it with style, requires a strategic game plan, a comprehensive vision. Good luck, and we\u2019ll see you out there soon!\nImage courtesy of iStockphoto, tumpikuja"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2011/12/22/website-localization/>