Victoria Bloyer's avatar

Victoria Bloyer

September 14, 2017

The Hidden Dangers of Price-Per-Word Translation Pricing


Expect unseen costs, effort and delays when vendors offer ‘bargain basement’ translation pricing.

Victoria Bloyer's avatar

Victoria Bloyer

September 14, 2017

In the website translation industry, vendors often use a “price-per-word” pricing model as a cornerstone for estimating project costs. At first glance, this makes a lot of sense. Assigning the price of translating a word should absolutely hinge on the availability of translators who are fluent in the translated language. Right?

It might, if website translation vendors offered similar price-per-word prices. But they don’t. Most offer too-good-to-be-true prices, which leads to low project cost estimates—something most growing companies like yours are looking for.

It’s important to learn the truths about low translation costs—and what they can reveal about a vendor.

But here be dragons. Many price-hiking “gotchas” await those who don’t understand the nuances of website translation, or the importance of translation quality. Further, website translation projects aren’t just about translation. They’re about using efficient technologies to maximize your in-market impact, and minimize your translation spend.

As you examine the available website translation solutions on the market, it’s critical to learn the truth about bargain-bin price-per-word costs, and what they often reveal about a vendor.

Website Translation is Unique

The scope (and eventual cost) of a translation project is usually defined by word count—the total number of words to be translated by the vendor. Determining word count for offline content such as documents is easy. But it’s much harder for websites.

Why? Translatable text is often easy to detect on webpages. But translatable digital content lives in many forms and formats, like images, videos, PDFs, on-site applications and more. These elements can be hosted on entirely different servers and databases. Website translation vendors with immature or undercooked content-detection technologies will often miss these critical customer-facing components.

Vendors with undercooked technologies often miss translatable content, leading to deceptively low cost estimates.

This means there’s lots of content that is not initially identified for translation. This leads to deceptively low word counts. This, when combined with price-per-word pricing, leads to wildly inaccurate cost estimates.

This missing content is usually discovered as the website is translated, leading to unexpected, skyrocketing translation costs. And in the meantime, your partially-translated website drives customers away.

Low Prices and Cutting Corners

Website translation vendors often compete on price, thanks to low price-per-word pricing. These apparent bargains can woo prospective customers, but hidden costs usually appear later on. (These costs offset the losses the vendors incur with those low price-per-word rates.)

Cheap per-word pricing comes with risks:

  • Inflated costs for proofreading and editing, which appear as separate line items
  • Paying to translate identical content more than once, or paying anything at all to republish previously-translated content
  • Poor translation quality from lack of oversight or use of translation software
  • Slow translation turnaround times, which can’t keep up with the pace of your business

The Total Number of Words Is Irrelevant

Price-per-word works well as a pricing unit for document translation, but for website translation? Not so much.

Great vendors use superior technology that goes beyond detecting all translatable words and instead identifies the proper number of words to translate, which are two separate things.

There’s a big difference between detecting all translatable words and identifying the proper number of words to translate.

Websites contain a high amount of repeated content. This is content that appears on dozens (or hundreds, or even thousands) of times over many pages, such as footers, headers, elements of product descriptions and more. Smart website translation technologies identify these phrases as units called “segments,” and automatically populate the translated phrase everywhere it appears on the translated site, at no additional cost. Translate once, pay once, re-use forever.

Some translation vendors charge to re-translate or re-populate that content, which drives up costs.

Great website translation vendors also have superior content-parsing technology, which can identify translatable content across many on-site media (and dynamically-loaded offsite content, too). Almost every website vendor has content-parsing software, but the best have ways to smartly reduce the number of words to translate.

You’re Not Just Paying for Translation

The secret of buying website translation: You’re not just buying website translation.

Unlike a document, your website is a living, breathing, ever-changing thing. These unique characteristics expand the total cost of a project beyond mere price-per-word. Consider the costs of technology setup, integration, project management, managing translation workflows, ensuring translation quality and more.

Vendors lean into cheap cost-per-word pricing when they can’t compete with lower costs in other aspects of the project.

Most vendors lean into cheap cost-per-word pricing when they can’t compete with lower costs in other aspects of the project, or can’t offer world-class, efficient translation technologies as part of their solutions.

In contrast, the best translation vendors incorporate editing, revisions and QA into their price-per-word rates. They also use turn-key solutions built specifically for the purpose of eliminating the operational complexity and costs of traditional website translation.

They’re also transparent with their pricing, offer fixed-priced estimates (and stick to them) and have best-in-class capabilities to reduce translation spend. They minimize the burden on IT teams to set up and maintain multilingual websites, too.

Conclusion

As you move forward with your expansion into new online markets, remember that per-word pricing is more nuanced than it appears. Low pricing estimates often come with a high price later. If a vendor offers a price that’s too good to be true, it probably is.

 

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