In today’s hyperconnected world, the internet opens up tremendous opportunities for businesses to reach international markets. However, while the potential is vast, one of the biggest obstacles standing in the way of global success is language. Companies that fail to invest in translation are often met with significant challenges attracting and engaging global audiences.
If your company hasn’t yet embraced translation as part of its global strategy, this post will provide you with the tools and insights to make a compelling case. We'll show you how breaking down language barriers can fuel your company’s growth—and how to effectively present this information to your team.
Why Language Barriers Impact Global Expansion
Lost Business Opportunities
Imagine a potential French customer living in France visits your website, only to discover that your product information is only available in English. Do you think this might affect their decision making? Research shows that 75% of people prefer to buy products in their native language, and 72% of consumers spend most of their time on websites that are in their language (CSA Research). Without translation, your company risks missing out on significant business opportunities by being inaccessible to global audiences.
Customer Trust and Engagement
Language is about building relationships. The words on your website are key to creating a meaningful connection with your users.
Customers are more likely to trust and engage with brands that speak their language. Users stay on websites longer, interact more, and are more likely to convert when the content is localized. Without translation, you risk losing this connection with potential international customers.
SEO and Visibility
Translation isn’t just about user experience; it also plays a crucial role in your visibility.
Search engines like Google, Naver, and Baidu (South Korea & China’s largest search engines) rank content higher when it matches the language of local searches. By translating your content, your business will be more discoverable in international markets, helping you reach the top of the page on international search engines and bring in more traffic.
Competitive Advantage
Even if you’re not translating your website or app, there is a good chance your competitors are. As global businesses become more digitally savvy, having content in multiple languages is increasingly a minimum requirement to stay competitive. Translation can give your company the edge, allowing you to reach customers that your competitors may be overlooking.
Overcoming Common Objections to Investing in Translation
When proposing translation as part of a business strategy, you may encounter resistance. Here’s a look at common objections to translation—and strategies for overcoming them.
“It’s Too Expensive”
The initial investment in translation can seem daunting, but the potential return likely outweighs the cost. Think of translation as an investment in unlocking new revenue streams. The cost of translating key pages, or even just adding one additional language to begin your expansion, is minor compared to the potential revenue generated from entering new markets. Moreover, with the tremendous progress in AI, machine translations can be a good and cost-effective starting point. This approach allows you to quickly translate your content at an affordable rate and then refine it as your international presence grows.
“We Don’t Have the Resources”
Not every company has the resources to build an in-house translation team, and that’s okay. Full-service solutions allow businesses to manage translation seamlessly. Whether through automated tools or a combination of human expertise and technology, your company can achieve high-quality translations without needing a dedicated team.
“We Only Operate in One Region Right Now” or “Our Audience Speaks English”
Even if you’re focused on one region today, preparing for global expansion is essential and a lot easier than you think. Investing in translation early sets you up for success when you decide to enter new markets. It’s easier to expand into new regions when your website is already multilingual, allowing your company to scale without scrambling to translate everything at the last minute. It’s also worth noting that, even within the region you currently operate, today’s multicultural landscape means you could be missing out on a significant portion of the market simply because of language barriers.
“We’re Not Ready to Go Global” or “It’s Not a Priority Right Now”
Translation may not seem urgent, but it’s a strategic move that can future-proof your business… And it doesn’t have to be all or nothing. You can start small—translating your most critical pages or targeting specific regions first. By preparing content for multilingual audiences, you’ll be ready to tap into new markets quickly when the opportunity arises. Modern flexible & scalable approaches to translation enable you to build your multilingual presence gradually while still reaping the benefits.
SiteTran can help address these concerns by providing scalable, flexible, and cost-effective translation solutions, making it easier for your company to overcome common obstacles and succeed globally.
How Translation Fuels Global Success
Access to New Revenue Streams
Translation unlocks new revenue opportunities by making your products and services accessible to a broader audience. As you enter new markets, you’ll see increased traffic, leads, and conversions from customers who previously couldn’t engage with your brand due to language barriers.
Stronger Brand Identity and Trust
Translating your website helps establish a stronger brand presence in international markets. Customers appreciate when companies speak their language, and by doing so, you create a sense of inclusivity and build trust. A trusted brand is a successful brand, and translation helps you foster those valuable relationships.
Cultural Relevance
Going beyond translation and incorporating localization makes your content culturally relevant to your target audience. Localization involves adapting your website or app not only in terms of language but also in terms of cultural references, imagery, and even currency. This makes your brand feel “local” and significantly increases customer engagement and loyalty.
Legal and Compliance Benefits
Different countries have different regulations regarding language use in business. In some regions, it may be required by law to provide content in the local language. Translating your website ensures that you stay compliant with local laws, avoiding potential legal issues and demonstrating respect for the countries in which you operate.
Steps to Present a Business Case for Translation
1. Use Data to Back Your Argument
Start with statistics that show the impact of language on purchasing decisions and global engagement. For example, 56% of consumers say that the ability to obtain information in their own language is more important than price (Harvard Business Review). This type of data makes a powerful case for translation as a business priority.
2. Highlight Competitor Success Stories
Research examples of companies in your industry that have successfully expanded into new markets through translation. Show how their investment in localization paid off and how your company could benefit from a similar strategy.
3. Start Small with a Scalable Solution
Suggest starting with a manageable pilot project, such as adding 1 language first, or even just translating your top-performing product pages while postponing content heavy pages like your legal documents, help center, or low traffic/impact content. This allows you to measure and scale your investment over time.
4. Calculate the Potential ROI
Show your team the potential return on investment by calculating the cost of translation against the potential revenue from new markets. For example, let’s say the cost to translate your website into French and Spanish is $1,500. If these translations help you enter markets in France and Mexico, resulting in an estimated monthly revenue increase of $500, the initial cost would be covered in just 3 months. Beyond that, each month yields additional profit, making the investment an obvious choice. By crunching your numbers, you can demonstrate how translation can quickly pay off and fuel sustainable growth.
5. Propose Starting With Machine Translation
You can start with machine translation for quick & affordable results, then gradually include human edits for important sections as your needs grow. This way, you can localize strategically and scale up over time.
Conclusion
Convincing your company to invest in translation could be the key to unlocking global success. From opening new revenue streams to building a trusted international brand, translation is a vital part of your growth strategy. Overcoming initial objections, providing data-driven insights, and proposing a scalable solution will help you make a strong case to your team.
As you plan your company’s global expansion, consider using a powerful tool like SiteTran to simplify the translation & management process. Whether you’re starting small or ready for a full-scale internationalization effort, SiteTran will ensure your company thrives in a global marketplace.
