Blas Giffuni's avatar

Blas Giffuni

August 07, 2017

Pitfalls Await Marketers Who Take Website Translation In-House

For most companies, the risks of creating internal teams and workflows for website translation projects outweigh the benefits.

Blas Giffuni's avatar

Blas Giffuni

August 07, 2017

When it comes to conducting product research on the internet, customers living in international markets have the same expectations you do: they want world-class user experiences, presented in the languages they speak. Studies reveal customers bolt from websites they can’t read, and fast.

Serving global customers with translated websites is easy to understand. But if you’re considering website localization, it’s much harder to fathom the technical and operational complexity you’ll face—especially if you take on the project in-house. It’s painful, and complicated. And often very costly.

Process-Filled Pain Points

Deploying and operating multilingual websites demands a lot of people, performing lots of tasks. This leads to continuous effort and unexpected costs that go well beyond mere translation. Marketing teams rarely have the manpower, technologies or expertise to efficiently cope with the challenge.

Here are some of the responsibilities you’d shoulder if you opt to do the work in-house:

  • Thoroughly identifying and compiling all on-site content for translation (including text, images, multimedia, PDFs and more), before the multilingual site is translated
  • Acquiring the resources required to develop and manage translation workflows, quality assurance and project management
  • Overseeing the transmission of translatable content to in-house translation teams or offsite vendors
  • Owning the process of getting that material translated quickly and accurately
  • Owning the process of vetting the translated content for accuracy, authenticity and brand consistency
  • Integrating the translated content into the proper international “instance” of your multilingual CMS, to serve the right global market
  • Assuring the translated content fits seamlessly within established page templates, and doesn’t “break” page designs due to word growth and other translation-related issues
  • Managing the exponential growth of personnel and resources when adding even more languages to serve new markets

For a project like this, you need fluency in languages, workflows and online technologies. Unfortunately, the multilingual features of most CMSs fall short, and can’t handle this well on an ongoing basis.

A gap at any stage of this management process leads to delays in publishing translated content, which leads to subpar user experiences. That clobbers your brand credibility. Soaring bounce rates and plummeting conversions quickly follow.

Look for Effortless Solutions

With so much at stake, consider looking beyond your team for help. Look for a website translation solution built to handle the demands of content detection, translation, integration and coding in a timely and coordinated way.

As you evaluate your options, consider your pain points—and look for answers to these questions:

  • Is the solution built with the purpose of minimizing the operational complexity and cost you’d face with an in-house approach?
  • Is it effortless and turn-key at launch and ongoing, with all personnel, processes and technology provided by the vendor?
  • Can it handle the translation, deployment, and operation of multilingual websites while optimizing the customer experience across all channels?
  • Is it designed to handle all the under-the-hood complexities that’d otherwise make the project a burden for you and your IT team?
  • Can it identify, translate, proofread and publish new content within one business day?
  • Can it work with any CMS, website or programming language?
  • Can its translation capabilities extend to emails, product feeds, offline documents, social media and other multichannel content?

The success of your company’s global expansion depends on technologies and processes that eliminate in-house burdens, not increase them. Make sure the website translation vendor you choose has the tech and expertise to help you serve international markets—the right way.


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