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The terms “translation of a website” and “localization of a website” are so often used as synonyms that people sometimes do not see any difference between them, moreover they do not even suspect that it exists. Since these terms and the processes related to them have common features, understanding the differences between them can not just increase your knowledge in this area, but it can also contribute to a more efficient and profitable globalization of your brand.
To understand this difference, let's start with simple definitions.
Website translation is the process of changing the original language version of the web content to another language by simply replacing words and phrases from one language with words and phrases from another language.
Website localization, unlike translation, is a more specialized process of adapting your web content to the specific regional, cultural and linguistic peculiarities. It goes beyond simple translation and involves changing the source language and other elements of the website to adapt them to the cultural preferences of the consumer in his own language. Sometimes, it also includes SEO (Search Engine Optimization) process, that is a translation of keywords, titles, descriptions and metadata. Certain interventions are common to both translation and localization, whereas others are specific.
During the translation process, some problems of meaning and clarity may arise if the source language is translated primitively, literally, for as in case of machine translations, after which professional editing was not carried out. However, even if the source text of the website is translated by a highly qualified linguist, it may still lack some specific cultural and technical subtleties necessary to leave a proper impression on consumers in a specific region.
Indeed, the quality and effectiveness of a multilingual website depends not only on the translation. To ensure high quality of customer service, leading global brands use a localization strategy that allows to adapt the content of websites and products to local markets. Thus, if translation of the website is just a way to break through the language barrier, the localization of the website is aimed at improving your message and adapting it to meet the cultural, functional and linguistic expectations of the target audience.
In order to successfully compete in the global market, companies have to adapt – or localize – their website to find a broad response among their international audiences. Some localization experts not only adapt web content to national or regional market preferences, but also can transcribe advertising and marketing texts to maximize cultural requirements and avoid potentially embarrassing or humiliating messages.
For example, such brands as Coca-Cola and Red Bull transcreated their entire brands to be more adapted and relevant to the target audiences around the world.
At the same time, insufficient investigation and knowledge of target market may result into insulting an entire nation. This is what Puma faced when something went wrong with creative translation efforts of this brand. Manufacturer of sports shoes and clothes Puma had to apologize to the UAE after they launched canvas, painted in the colors of the flag of this country. In the UAE, this fact was regarded as an insult, considering that people will actually trample the flag of the country. As a result, Puma had to withdraw from the market the whole lot. A little bit of basic audience research could have helped to avoid this major embarrassment.
Selection of methods of translation and localization depends on the type of content. Localization is often required to adapt highly emotional, creative advertising content to find a response among the population of a particular region.
In general, the easiest way to choose the most appropriate method is to consider the nature and focus of your audience and your content. Other parameters include the scope, update frequency, project duration and budget considerations. Depending on the capabilities of your translation service provider, there are several methods you can choose from. To make this decision, the best thing is to consult an experienced supplier who provides a wide range of translation services.

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