Website localization is essential for global businesses looking to market their products and services to new international audiences.
Localizing a website involves changing the design, text, images, color scheme, and layout to attract the intended audience with culturally appropriate content and design.
Not only does it help target a large audience, but website localization also improves SEO and boosts SERP rankings.
It increases web traffic and makes the site more accessible to improve engagement and conversion rates.
Let’s take a look at some ways to localize website content and design to target a specific community or regional demographics.
A Picture is Worth a Thousand Words
The images and pictures on your website need to be culturally appropriate and sensitive. This will help you connect with the customers that visit your website and foster good relations with potential clients.
Don’t forget that what may work for a Western audience may not necessarily work for a Chinese community in Asia or an Arab community in the Middle East.
A picture of a woman in shorts enjoying a hike up the mountains is perfect for a Western audience but is inappropriate for the localized Arab website.
Similarly, the government of China has imposed advertising laws that forbid the use of State and military flags on websites and marketing campaigns.
Moreover, Chinese culture is deeply rooted in folklore and traditions. Avoid the use of religious deities and their illustrations to keep your content neutral and culturally sensitive.
Content in Website Localization
Make sure that the tone and writing style of the content is consistent. The Chinese language uses a more indirect approach to writing with more proverbial mentions.
Moreover, the local Chinese websites have a lot of content on their pages. It’s more busy, colorful, and filled with hyperlinks to product descriptions and reviews.
To Translate or Not to Translate, That Is the Question
Brand taglines are their identity and people recognize and remember global enterprises through their catchy slogans.
McDonald’s tagline, “I’m lovin’ it” is globally famous. When marketing to Chinese audiences, the McDonald’s tagline “我就喜欢”( wo jiu xihuan ) translates to “I just like it.”
Translating word for word can sometimes work against a brand. McDonald’s could use a new tagline with a positive connotation by simply changing a few characters, something along the lines of “我很喜欢” (wo hen xihuan) which means “I really like it.”
However, to keep up with the brand’s authenticity, McDonald’s now has the English version of the tagline on its Chinese website. They chose not to translate it, which works for them just fine.
Down to the Last Detail
Research thoroughly the country you wish to expand to and look up how they write the date, time and address. Tiny details like this matter when localizing websites for culturally diverse audiences.
In the US, it’s common to mention the day first while writing the date. However, according to the Chinese format, the year comes first, followed by the month and then the day.
Color also plays a huge role in website design. Research proves that colors carry deep cultural meanings and sentimental values that affect our psyche and perceptions.
Some colors induce strong emotions of happiness, sadness, joy, excitement, etc. There’s a huge symbolism of color in the Chinese culture. Red is the most commonly used color for marketing, advertisements, and website design. It’s associated with happiness, success, and good luck.
Chinese Website Localization
If you’re looking to market your brand to Chinese customers, get in touch with LIMPID for online marketing services.
From designing websites to translating content in Mandarin, we provide excellent translation and digital marketing services to Western brands.
Our web developers are experienced with SEO and copywriting and offer English to Chinese translation and mobile app localization services as well.