How Website Translation Can Help Financial Institutions Win More Traffic?
"If you talk to a man in a
language he understands, that goes to his head. If you talk to him in his
language, that goes to his heart." (Nelson
Mandela)
As a financial entity, will translation of your web content drives more traffic to your site?
Absolutely!
If you believe in the mythical power
of English enough to ignore language barriers, then you are very mistaken, and
it will cost you.
As a bank or a credit union venturing
into new markets, you cannot afford to approach them in a blanket fashion. Yes,
they may notice you, but they will disregard you, and you will have zero impact
on their purchasing decisions. Website translation will help and is the first strategy in
customizing your online approach for international markets (or regional markets
that speak different languages like India, South Africa, Nigeria or Singapore)
Related Article: Blunders To Avoid When Translating From Spanish To English
With globalization comes the
ever-increasing need to effectively communicate with customers and potential
clients who do not speak the same language or share the same culture. That is
why financial companies need to customize how they present themselves to their
clients according to their geographical codes.
Have you ever done a google search,
and the moment you click on a site and find out you cannot read or understand
its content, you straight up left that page to look for another whose content
was most likely in your native language? Well, many internet users do that all
the time.
Since less than 30% of Internet users speak English, failure
to translate your web content to your market language means losing out on
massive traffic to your website. Today, due to the human need for convenience,
our financial lives are managed online. That has shifted brand experience to
the digital world. Financial institutions, therefore, have to re-evaluate and
prioritize on the online experience they are providing for their customers.
A simple act of translating your web content has the power to soar your traffic by up to 47%. But as crucial to business growth as website translation is, it cannot work alone. Financial Institutions, therefore, need to integrate other strategies to ensure the web translation is effective, consequently increasing eyeballs to their sites and ultimately increase their sales. These strategies include
Website Localization
The right web content goes a long way
in ensuring your financial website gains tons of traffic. One way of making
your content right and fit for your target audience is to ensure that they can
read and understand it in the first place as well as relate to it. That is what
website localization does.
To optimize your financial website,
therefore, we cannot separate website translation from its localization. That is because
translation alone will not fetch you the desired results. While it will cover
texts and words, localization will go further to adapt your website as a whole
to a particular market. It will convert the format as well as the content of
your website to make it more linguistically as well as culturally fit for the
specific audience.
Related Article: Common App Localization Mistakes
For financial institutions to
successfully localize, the following aspects need to be localized perfectly-
Product information with details about
risks, returns, and taxation
Legal documents – privacy policy, terms, and conditions, waivers
Currency and numbers
Dates
Customer support, FAQs
SEO Translation
Just because your website SEO in the
original language is working well, does not mean it will rank high when
translated. That is why SEO translation is needed.
The ease and speed at which target
clients can find the company on search engines is critical too. SEO translation
goes beyond translating texts between languages to help your website translation to
optimize for SEO in the target region, bringing you additional traffic and
driving sales.
SEO Localization
Investing in a website generally
allows a company to be more visible to the whole online world. Local SEO gives it
a more leaned to focus on the local clients and prospective customers, giving them
better experience, increasing your lead generation and expanding your bottom
line.
Related Article: How App Localization Will Help You Gain Traction
Since keywords tend to vary from
country to country, local SEO helps to optimize translated content for the
right local keywords. It involves working with human translators rather than
machines to deliver optimal marketing messages. Machine translation lacks
persuasion and quality crucial in content delivery.
Final Thoughts
How effectively a financial
institution communicates with its target audience sets the pace in determining
how well it will perform in that particular market. Website translation and further effort to
localize websites ensure that financial institutions impact on the purchasing
decisions of their target audience. A well-translated website raises consumer
awareness for your brand, gets more eyeballs on your website, presents your organization
staff as experts, and presents your brand as a solution provider.
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