In the current global situation, more businesses are going online. Thanks to the digital era we’re living in, selling across borders has never been easier and it’s a must for those looking to expand their reach and revenue.  However, it’s not as simple as just offering international delivery. Language plays a huge role in being able to sell to new audiences in new regions and countries. Having a multilingual website can help.

A study by CSA Research showed that 65% of consumers would prefer to have content in their own languages while shopping online. The importance of a multilingual website shouldn’t be overlooked. 

Let’s take a look at  3 benefits of having a multilingual website

  1. Reach a Larger Audience

Ultimately website translation allows you to reach a much bigger audience. Adding even just one more language can help you access a much greater pool of potential customers than your original website. Only 25% of internet users are native English speakers, meaning you’re missing out on a lot of new website visitors, if you don’t offer other languages. 

Don’t forget it’s not just new markets you’ll be able to target – what about your local markets where more than one language might be spoken? Or even countries where there’s unofficial languages you might not have considered? Take the US as an example – 41m native Spanish speakers make up this population. 

Website translation also expands further than just the words on your website. When using a solution like Weglot you’ll be happy to know your multilingual SEO is also taken care of, so you’ll appear in search results in your new target languages.   

By following Google multilingual SEO best practices on your website Weglot gives you: 

  • Unique & dedicated language URLs
  • Automatically added hreflang tags to your website source code 
  • Translated metadata 

These elements go a long way in helping you to rank in other languages. However, it’s important to understand that the results are not going to happen instantly.

Undoubtedly, website translation will increase your traffic and ultimately your customers – just check out how eyewear brand Jimmy Fairly increased its international turnover x10.   

Positive results on specific languages can also be the first greenlight to tell you to invest more resources and time on your website translation. For example you might want to fine-tune your translations by hiring  a professional translator or look into specific keywords for your new target markets – not every keyword will be a like-for-like translation. 

Some further SEO research or by hiring an SEO expert will allow you to go even further with your multilingual SEO targeting. 

Here are 3 great tools that could help your multilingual SEO:

2. A Multilingual Website Can Build Trust with Your Customers

Trust and personalization is important for your website visitors and offering a multilingual website that they can access in their own language helps do just that. 

One surefire way to increase your conversion rate is to add social proof to your website. However, don’t forget that this should also be translated. 

73% of consumers surveyed  in the “Can’t Read, Won’t Buy” study by CSA Research stated that they want product reviews in their own languages. 

Other forms of building trust include making sure you’ve fully translated your website – such as product details, shipping information, terms and conditions etc.  This ultimately can result in lower bounce rates and a higher conversion rate. Want to go a step further? Create a multilingual support team! At Weglot we have a support team fluent in Spanish, French and English. This is certainly a game changer when it comes to customer support.

3. Establish a Competitive Advantage

Doing business online isn’t easy. Yes, you may be able to target millions of people all over the world, but that also means there’s more competition. Increased competition means you need help in standing out. 

One such way is website translation. With increased competition finding new ways to stand out means you need to get creative. Translating your website might just be one thing your competitors haven’t thought about. 

Or, perhaps you’re able to enter a new market with a more competitive offering than those already established there. Speaking the local language will allow you direct access to new customers. 

Wrapping Up

To recap here are 3 reasons why you should have a multilingual website:

  • Reach a larger audience – access new customers in new markets instantly.
  • Build trust with your customers – by allowing you customers to have access to your website in their own language. 
  • Gain an advantage over your competition – stand out in a crowded market with a personalized website.

Thomas Fanchin

Thomas Fanchin is the Partnership Manager at Weglot. In his role he establishes new connections and organizes events every day.

He says he’s “Breathing, talking and dreaming about Weglot and a multilingual world. If I’m not on a call with you, I’m probably taking a picture of my cat Roxy.”

Weglot integrates seamlessly with your website, adapting to your technology, and delivering it in any language. Your multilingual website is up and running in minutes.

Be sure to say hi to Thomas and Weglot on Twitter at @thomas_fch and @weglot.

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