Greater than 1 minutes
How to Instantly Improve Your Conversion Rate with a Translator
You’ve established your business, created a brand identity and satisfied all your customer needs.
It’s time to expand beyond national borders and serve the international market.
You’re going to conquer the world!
But wait…
Something’s wrong.
The sales figures have just come in and it’s not looking as good as you’d hoped.
Your brand isn’t generating the same positive reception as it does back home.
Let me explain.
Time and again I’ve seen companies do the same thing.
After success in one market, they take success in the next for granted.
They happen to have a bilingual employee or two and believe they can translate their own website, branding and business material in-house.
You could say that makes sense.
After all, translating is just a matter of knowing two languages right? Well, not quite.
Translation is a skill that requires meticulous honing, refinement and practice. Having a working knowledge of two languages just isn’t good enough.
By taking shortcuts here, the results invariably are a website that fails to address your target group, branding that becomes meaningless and business documents such as proposals that lack the professional touch your customers expect.
You provide a quality product or service, right? Make sure you’re demonstrating this quality in how you communicate.
Spelling mistakes, incoherent expressions and simple inconsistencies are what are preventing your website visitors and contacted leads from sending an enquiry or confirming a sale.
To increase your conversion rate in international markets, you have to communicate effectively in the local language.
Hire a professional.
Hiring a translator to localise your message, your website and your business material is an investment in your brand identity. Without a professionally localised brand, you’re just another company in a crowded marketplace. Worse, in fact, if translation errors are impairing your image.
Translators understand how you can best communicate with your target market.
And they can speak to your conversion rates and sales figures.
Nixie Adams 
Gert Van Assche 
Yuliya Kinash 
Hi Lewis, well done! You’ve touched on a hugely important aspect of our profession, especially in marketing translation, but not only. I agree on all of the above, and I am convinced that as translators we should market ourselves a lot more as global language and cultural expert, which – as you say – is not an easy thing: it requires years of learning, a true knowledge of all the aspects of a culture, and being always up-to-date not only with the language and its development, but also with marketing, technical innovations, corporate cultural, branding etc. So, not an easy task at all! I’ll share this on my social accounts and thanks for bringing this up for discussion 😉
Thanks again, Laura!
Great post Lewis, I’m totally with you an Laura! Every business’s efforts to go global will turn hopeless without a language and communication expert on their side. We have to work hard on this to help companies understand the benefits (and detriment) of communicating their products and messages. Effectively.
I’m quite confident companies are coming round to the idea that they really have to hire a translator. The value we provide makes choosing our service a no-brainer. Thanks!