5 Tips to Support Clients’ Global Expansion as a Web Agency

Explore essential strategies for web agencies to support clients' global expansion, focusing on innovative website translation and localization methods.

Christian Connors's avatar
Christian Connors

May 13, 2024


Businesses are increasingly looking to expand their reach beyond local markets. Web agencies are well-equipped to support these global ambitions through innovative technological approaches, including offering website translation and localization strategies. Many marketers have not yet fully embraced the intricacies of preparing online content for global audiences, presenting agencies with an opportunity to lead and recommend unique approaches that align with business objectives. 

An essential tool in this process is a comprehensive Website Translation Scorecard and Localization Diagnostic, which can be used to measure and enhance global strategy efforts. By adopting these strategies and utilizing tools like the website translation scorecard, agencies can enhance their offerings and help ensure the success of their clients on the international stage. 

With these challenges in mind, let’s dive into five practical tips that can empower web agencies to effectively guide their clients through the journey of global expansion. 

Tip 1: Understand Different Website Translation Approaches 

Successful global expansion starts with understanding the available website translation approaches. Comprehensive market research is essential to grasp consumer behaviors, preferences, and regulatory environments. This foundational knowledge helps tailor strategies that resonate with each target market. Utilizing tools like a website translation scorecard can dramatically improve decision-making in this area. The scorecard evaluates your current website’s effectiveness across various markets, providing insights into how well your strategies align with local demands. This can guide web agencies in refining their suggestions to clients, ensuring that the ideal website translation approach is recommended based on the needs of the client.  

To shed light on the various strategies for website translation, here’s a summary of the most frequently used methods: 

  • Browser-based proxy solutions dynamically translate content as it is served to the user, preserving the original website code. This method is ideal for quick deployment with minimal disruption, but it may offer less control, lower quality, and less SEO optimization. 
  • Server-based proxies translate content at the server level before it reaches the user, allowing for better integration with web infrastructure and enhanced control over translations. This method is particularly beneficial for organizations looking for a seamless user experience and consistent translation quality across all parts of their website.  
  • Connectors and APIs link directly with systems like CMS or PIM, facilitating seamless content synchronization and efficient management. While they provide tight integration and streamlined workflows, they may require significant initial configuration and dependency on specific platforms. 
  • Finally, In-house management of translations enables maximum control over quality and processes but demands substantial investment in multilingual staff and technology. 

Given their robust capabilities and superior integration, server-based proxies are often the preferred choice for businesses aiming to maintain high translation standards and seamless global user experiences. 

Customization and Adaptation 

Website and product adaptation goes beyond translation; it involves a nuanced approach to match the local cultural context. Agencies must guide their clients in choosing the appropriate translation strategy, whether it is direct translation, localization, or transcreation, to ensure content is both linguistically and culturally appropriate. Each strategy offers a different level of engagement and connection with the audience and choosing the right one can significantly impact the success of a campaign. By analyzing the specific cultural and linguistic needs of each target market, agencies can develop content that resonates deeply with local audiences, ensuring messages are as effective globally as they are locally. 

Tip 2: Gauge the Level of Translation Quality Required 

Before you ask, “Do our clients need the best translation quality?” consider that machine translation has significantly improved. Now, you can strategically balance costs by combining human expertise with AI-driven translation. Effective website translation and localization are crucial for engaging international audiences. Agencies should emphasize their capability to integrate multilingual content seamlessly. Utilizing advanced website translation technology helps maintain consistency across markets and enhances user interactions through automated tools. By leveraging state-of-the-art translation memory systems and glossaries, agencies can deliver consistent and accurate content across different languages, reducing the need for repeated revisions and accelerating time to market. 

The choice of translation technology and partners also plays a significant role in the quality of the final output. It’s important for agencies to select tools and services that not only provide high-quality translations but also offer scalability and flexibility to adapt as clients’ needs evolve. Additionally, integrating localization workflows into existing content management systems can further streamline processes and reduce administrative overhead, making it easier to manage large-scale projects efficiently. 

Tip 3: Assess Resources and Control Needed for the Project 

Different clients will have varying resources and desired levels of control over their translation projects. As an agency, assess these factors to advise on the best balance of in-house capabilities and outsourced services, optimizing the translation process for efficiency and cost-effectiveness. Whether a client needs a fully managed service or a more hands-on approach, flexible offerings allow agencies to tailor their services to each client’s needs, ensuring optimal resource allocation and project control. 

In this assessment, it’s also crucial to consider the technical and human resources required for each project. Some clients may prefer to maintain control over certain aspects of the translation process, such as final content approval or specific branding guidelines, while relying on the agency for the bulk of the translation and localization tasks. Clear communication and well-defined roles can help ensure that all parties are aligned and that the project progresses smoothly without any misunderstandings. 

Tip 4: Ensure Compliance and Quality Control in the Client’s Target Market 

Navigate the complex regulatory landscape to ensure compliance with local laws and quality standards. Regular audits and quality checks of translated content are crucial to maintain high standards and protect the brand’s reputation internationally. A proactive compliance tracking approach helps protect clients from potential legal issues and reinforces their reputation as trustworthy and reliable businesses in every market. 

This tip not only addresses compliance but also highlights the need for ongoing quality control measures that adapt over time as market regulations change. Agencies should establish protocols for regularly updating content and systems to meet new legal requirements, ensuring that all translated materials remain current and effective. This dynamic approach to quality control and compliance will help clients avoid legal pitfalls and maintain a strong market presence. 

Tip 5: Embrace Continuous Learning and Adaptation 

Set up mechanisms to continuously collect and analyze feedback from each market. This allows for real-time adjustments to products and services, enhancing relevance and engagement. Encourage clients to remain agile, using insights to refine their strategies and operations. Leveraging analytics and market feedback systems, agencies can help clients swiftly adapt to market changes and consumer feedback. These insights enable clients to stay ahead of competitors by continuously evolving their offerings and strategies to meet the dynamic needs of global markets. 

Adaptation also involves recognizing and responding to cultural shifts and technological advancements. By staying informed about global trends and regional nuances, agencies can proactively suggest updates and innovations that keep clients’ content relevant and compelling. This foresight is particularly valuable in fast-paced markets where consumer preferences can change rapidly, requiring quick adjustments to marketing strategies and communications. 

Understanding and Measuring Client Needs with MotionPoint’s Scorecard 

Utilize MotionPoint’s Website Translation Scorecard and Localization Diagnostic tool to effectively measure and understand your client’s specific needs in website translation. This tool offers a comprehensive analysis across several key categories, providing insights and actionable recommendations to optimize global strategies. Explore how this scorecard can elevate your client’s approach by visiting MotionPoint’s scorecard page. 

Why Partner with MotionPoint? 

Ready to help your clients succeed globally? Partner with us at MotionPoint, where our expertise in global website solutions will ensure your digital strategy transcends borders. Visit our partner page to learn more about how our services can complement your offerings and streamline the translation process for your clients. 



Last updated on May 13, 2024


Christian Connors's avatar

About Christian Connors

Christian Connors is the Sr Product Marketing Manager at MotionPoint. Christian contributes to MotionPoint’s marketing team by leveraging his background in content writing and content marketing, while also bringing his passion for developing go-to-market strategies.

Christian Connors's avatar
Christian Connors

Sr Product Marketing Manager


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