In the digital era we currently live in today, the effectiveness of your website in enticing potential customers is more important than ever. An increasingly larger proportion of customers are using your website as the first point of contact with your business, so getting this right is critical when it comes to not only securing a sale, but also building a longstanding relationship with your customers and developing a high degree of brand loyalty.
Of course, when we consider our websites, an attractive and user friendly design should be at the forefront of your priorities. However, this shouldn’t be your only concern, with personalization playing an increasingly important role in enhancing the customer experience.
And when we think of personalization we may think of tailored service suggestions, targeted advertising, and things such as these. However, one often overlooked but critical consideration to make when we consider personalization is – language. Having your website and its content available in a language accessible to visitors is crucial today – especially when we consider that 88% of customers likely won’t return to your site after a bad experience.
At the same rate globalization and cross-border online interaction is moving, so too should your website. A multi-language website has the potential to transform your business and will become increasingly important from a competitive perspective. In this article, we’re going to take a closer look at how exactly a multilingual website will benefit your business today.
What are the benefits of a multi-language website?
Reaching a larger audience
First and foremost, a multi-language website will help you expand your reach and make contact with a much wider audience. With only 25% of internet users being native english speakers, it’s high time to start catering for the other 75% and being sensitive to their needs.
By providing multiple language options you’ll be opening up your business proposition to new customer segments that were previously out of reach, this in turn will help you improve your sales and profits.
While the opportunity to reach customers in new countries is highly appealing, it’s important not to forget that many languages could be widely spoken in your country, for example, French is the second most spoken language in Canada. Therefore both on a domestic and international level, going multilingual is a smart choice.
Reducing Bounce and Improving Conversion Rates
According to recent studies, 72.1% of consumers spend most or all of their time on websites in their own language. Having a multilingual site means that foreign consumers who visit your site are less likely to exit immediately upon discovering that it’s not available in their native language.
The reduction in bounce rate you’ll experience as a result of going multilingual will have an inverse effect on your conversion rate – which will improve thanks to consumers feeling confident that they fully understand all the steps in the purchasing process.
Establishing a Competitive Advantage
As we move into economically precarious times, now more than ever businesses need to differentiate themselves to gain an advantage over their competitors.
With the fallout of the current pandemic likely to cause global recession and a widespread reduction in spending, businesses need to get creative to ensure they survive the rocky period ahead.
A multi-language website will do just that and help you to boost cross-border online interaction sales which could prove key as we move towards an increasing digital environment.
International Search Engine Optimization
For those who may be unfamiliar with SEO, the online success of a company is very much dependent on its ability to rank highly on search engine result pages (SERPs). The higher up on search engine pages your website pages rank, the more likely consumers will see them, this in turn has an impact on your eventual sales and profits.
Of course, many of you may be fully aware of SEO and are killing it on a domestic level. However, how do you rank highly on these search engine result pages when you’re trying to attract foreign customers, who browse in different languages?
The key is to not only translate your site’s content, but also to have it indexed on SERPs meaning that you’ve optimized it all for international SEO. This includes having 100% of your site translated – including metadata. It also entails having unique URLs with language specific subdomains or subdirectories. Once all this is done, your website will be structured in a way that is easily scannable for search engine bots giving you a higher ranking on the result pages! Sounds like a lot or work, right? Normally, this is the case, but with innovative multilingual solutions with Ubertor, this can be easily taken care of – in a seamless, hassle-free process.
If you can provide quality content in your website visitors’ own language they’ll naturally feel acknowledged and appreciative, especially if this isn’t the norm amongst your competitors. This sense of being welcomed and appreciation they show will then translate into increased commercial success.
In the era we live in, quite often a company’s website is the focal point of it’s marketing strategy. What’s even more important to note is that your website is actually a really efficient way of marketing your offer, both in terms of cost and reach.
Content marketing on your website costs 62% less than other traditional types of marketing and generates approximately 3 times as many leads!
With this considered, having a multilingual website also makes a lot of sense when considering your international marketing strategy.
Improving brand image
Nowadays, businesses have to flex in whatever way they can to impress customers, and let’s face it – a multilingual site is kind of a flex.
A site available in many languages is proof that you’re running a global business, which implies a degree of complexity, sophistication and elaborateness – all of these things reflect highly in the eyes of the customer who’ll associate your business with quality and professionalism.
Translate your website and Grow
Nowadays, we’re operating in a global commercial landscape where cross border online interaction continues to change the way consumers spend and the way in which businesses respond to these shifts in behaviour.
Having a multilingual website, while daunting, is not the herculean task it once was and can be done seamlessly with the right solution. Take your business to the next level by translating and growing – you’re not likely to regret it.