How to create an effective website localization

What is website localization?

Website localization simply means the adaptation of your website to tailor the unique cultural and language of different target markets. It's more than just direct translation of your current website — localization adapts and fine tunes your website's visual elements like images and colour schemes while also adapting minute details such as currency, date and time formats and even measurement units.

Why is website localization important today?

A research states that 79% of users prefer to buy products in their own native language, so we need to understand that effective localization isn't just about connecting with your users, it's about driving higher conversion rates and growing your business.

Creating this strategic adaption ensures that your website resonates personally with each user. The strategy includes designing the website with their specific cultural context in mind, ensuring that the design foster a sense of belonging and ultimately, enhancing user satisfaction.

What are the benefits of website localization?

Your website needs an edge over your competitors and embracing website localization gives you an advantage over them such as:

Entering new markets

A growing business who needs to penetrate a new region will need to present their website that speaks directly to the local users.

Each website that has a localized version opens new doors to a different set of demographics. You can easily connect with the local users by breaking down language barriers, cultural barriers and more.

Higher SEO Rankings

How does it improve your SEO rankings?

Well, a well-optimized localized website includes ranking for region specific keywords that are commonly used. This helps increases your website's searchability on search engine platforms like Google and Bing.

Upgrade your brand image

Let's just take a prime example of websites such as Grab or Foodpanda. These websites have a localized version for both Malaysia and Singapore.

While still maintaining their branding, each localized website differs in terms of messaging, images, videos that appeals to the local users. And users are accepting the fact that these brands do know their target demographics.

Align with local needs

Implementing this strategy puts you above your competitors who have not started this approach.

Adapting your website to specific locales' needs builds a great advantage. For example, different payment options for each locales.

Let's just take a look at how payment methods differ in certain locales, regions or countries

1. PayNow (Singapore) vs DuitNow (Malaysia) vs QRIS (Indonesia)
2. Paylah (Singapore) vs Touch N Go (Malaysia)

Most e-commerce platforms will want to be able to allow users to choose which are their preferred payment method. Let's face it, most of us Singaporeans are so accustomed to using cashless payments that we don't carry enough cash around.

How to set up website localization effectively?

Plan and plan somemore

What businesses need to know is which target region or language that they want to venture into. Once they have done that, businesses would have to thoroughly understand local compliance requirements. Certain regulations that are only within each region includes data protection and privacy. These has to be set in place first so as to avoid any potential legal risks and builds trust with the local users.

Preparing all these will make it easier for your marketing or design team to outline the project's scope, objectives and timeline. As the business owner, you have to understand that this is not just a simple translation. This whole project requires every attention to detail which includes content adaptation and technical modifications.

For example, users who are buying from the Malaysian region should see their country's currency (already converted) instead of seeing a Singaporean Dollar (this would diminish the users' experience, because then, the user would have to convert the currency themselves). A big no no for UX!

Conduct market research

Conduct a thorough market research to help you in understanding the locale target market. Getting to know their specific trends, needs and preferences is a huge plus point. At the same time, they are able to give you valuable insights on how to proceed with your website design.

Whilst doing this, you should not forget on doing competitor analysis as well. This is an integral part of market research. Get to know what your competitors are doing to close the gaps or small little holes that you are able to fill. These are called opportunities.

Perform keyword research

Identify the keywords that the locals use in their search engines.

Leverage on these terms and commonly used phrases gives you an advantage when creating content for your new localized website. These can be done within your own marketing team or you can hire a team of SEO experts. It would be a plus point to engage the SEO team within each locale. Why? They know their country/region better than you do.

Automate your localization process

Why the need to automate your localization process?

Firstly, what needs to be written off are mistakes and human errors during the process. Secondly, by doing so, you are saving time in managing multilingual content in your website. To do this, you can either use Webflow or a third party app such as Weglot or Linguana to fasten the process of translating your content in your website.

Localize the UX and UI

How can we ensure that a website stays sexy and visually stunning? It is not just about the content.

Something that appeals to the local audience might be useful. Imagine localizing for a middle eastern country or region. You will need to think of a right-to-left layout. Changing the images to suit a middle easter country or region is also appreciated.

Test and launch your website

Don't forget to test before launching your website live. We know that it is an exciting process. How do we handle feedback? Making use of A/B testing to find out which design and content resonates with the local audience. Also do check out your website's compatibility with handheld devices like your smartphones, tablets and laptops. Make sure that you leave no stones unturned during this process.

Modify your designs and content based on the locals feedback.

Conclusion

We understand that website's localization is the key to entering new markets. And when done properly, it can bring favourable results to your business.

Do not hesitate to reach out to us if you need help in your localization plans for your business. The least we can do is to give valuable advice.