Marketing your products and services to international audiences requires a localized website that meets the needs of those audiences. Website translation options are scalable so it's important to know which option is right for you and which process works best with your content.

1. Corporate translation and localization services
INTERNATIONAL WEBSITE
MARKETING
Advanced Language Translation Inc. © 2014

2. English loses market share…
Source: http://www.glreach.com/globstats/
Advanced Language Translation Inc. © 2014

3. Advanced Language Translation Inc. © 2014
27%
23%
8%
5%
4%
3.8%
3.3%
3.0%
3.0%
2.0% 18%

4. And by 2012…
Advanced Language Translation Inc. © 2014

5. In the last 10 years…
• % of English users on the Internet has fallen 16%
• % of Chinese users has increased 14%
• Number of Internet users worldwide has quadrupled
• “Other languages” has exploded
Advanced Language Translation Inc. © 2014

6. Why have a multilingual website?
1. Introduce your products and services to new markets
2. Diversify your customer base
3. Test the waters in new markets at low cost
4. Find new sales channels
5. Build credibility with foreign customers
6. Competitive advantage
Advanced Language Translation Inc. © 2014

7. Excuses for inaction…
• “Localization is too expensive.”
• “It takes too long, we have to get
into the market now.”
• “Our customers are highly
educated; they all know English.”
• “We only want to do business in
English.”
Advanced Language Translation Inc. © 2014

8. Treat potential customers well…
• Knowing English doesn’t mean you do your research in English
• Localizing a website can often be completed as fast as
publishing a brochure
• For the cost of a one-time display add, you can have a
permanent presence on the Web
BSuesacrcahr
Advanced Language Translation Inc. © 2014

9. Internationalization & Localization
• Internationalization: The adaptation of a product’s structure,
functionality and appearance to enable efficient localization.
• Localization: The adaptation of a product, software or website
to meet the linguistic, cultural, and usability requirements of
another market.
Advanced Language Translation Inc. © 2014

10. What are your options?
• Internationalization
• Leveraged Localization
• Global Minisite
Any of these can be…
– Centralized - your company
publishes the site, but provides
localized versions for sales
reps, partners and customers
– Decentralized - your
in-country affiliates publish
the sites (ideally to integrate
with yours)
Advanced Language Translation Inc. © 2014

11. Internationalization
• Requires more extensive work due to redesign of:
– Site infrastructure
– Page layout
– Content handling
• Requires more robust
planning
• Will require a market-by-market
content strategy
Advanced Language Translation Inc. © 2014

12. Advanced Language Translation Inc. © 2014

13. Advanced Language Translation Inc. © 2014

14. Leveraged Localization
• Localization is simpler than internationalization
• Foreign language sites mirror the English
• Implementation proceeds quickly
• Costs are lower than for internationalized sites
• Updates are less frequent
Advanced Language Translation Inc. © 2014

15. Advanced Language Translation Inc. © 2014

16. Advanced Language Translation Inc. © 2014

17. Global Minisite
• Rapid deployment of a multilingual web-presence at low cost
• Easier integration into existing site
• Gain critical market data from live web traffic
• Scalable
Advanced Language Translation Inc. © 2014

18. Who’s visiting your website?
• Check your company’s web logs
• Be sure you are tracking visitors by geographic region
• Look at specific countries. Have any inquiries or orders
come in from other countries?
• Where is the most heat (or already some fire)?
Advanced Language Translation Inc. © 2014

19. Which development strategy is best for
your company?
• If your company uses a CMS for its website…
– Check to see if it supports localization
– Develop your multilingual content strategy
– Purchase in-country domains
– Begin preparing content
• If your company does not have a CMS…
– Consider proxy-based translation, such as ALT’s EasyLing service
• If you are just getting started…
– Consider a Global Minisite: gives your company a footprint internationally
and enables you to gather search stats by target market and language
Advanced Language Translation Inc. © 2014

20. Website Localization Cost Structure
Regardless of how much
of a site is localized, the
costs will have this
structure:
– Project Management
– Analysis & Quoting (no
charge)
– Setup
– Translation
– Editing
– Recreation of graphics
– Localization Engineering
– Proofing & Testing
– Client Review
– Update and Maintenance
Costs
Advanced Language Translation Inc. © 2014
15%
35%
Web Globalization Costs*
5%
25%
20%
Text Translation
Project Management
Testing
Design & Multimedia
Development & Tools
*Beyond Borders: Web Globalization Strategies, John Yunker, New
Riders Publishing, 2003.

21. Where to start?
• All or Nothing: Do you need to
“translate” (localize) your
whole site?
• What are your goals?
– (Direct, support, or
augmentation?)
• What’s your budget?
• How’s it going in the U.S?
– Your English-language site
– What about domestic foreign
language markets?
Advanced Language Translation Inc. © 2014

22. Marketing Coordinator
mancello@advancedlanguage.com
Advanced Language Translation
25 N. Washington St.
Rochester, NY 14614
1.800.218.9024
Thank you!
info@advancedlanguage.com
advancedlanguage.com
blog.advancedlanguage.com
Molly Ancello
Advanced Language Translation Inc. © 2014