If your product or service is export focused, it will help if your site ‘translates’ into the languages of the countries you are targeting. Damian Scattergood, MD of STAR Translation Services, gives his advice on proper translation practices.
If you’re new to translation, it can be a bit daunting the first time around. Where do you start in finding translators and what are the pitfalls?
TIP ONE: Include translation plans at design stage
You should think about translation from day one. Whether it’s a service, software product or website you are creating – include translation as part of the design discussion.
Before you engage your English web design agency; think about questions to ask them. Here are a couple of design questions to get you started.
• Will the new site enable for translation?
• What process do you use?
• If they use plugins – can this plugin work in Japanese?
• Will we have a single website in five languages or five sites in different languages? What strategy will you take?
• Did you know German can be 30% longer than English text? So will we have plenty of whitespace in our design, brochures, layouts? How will our brochure or website look when the text gets longer.
Remember, it’s expensive to make changes after the design phase and when the site is live. A good translation company will ask questions about your products and translation during translation.
TIP TWO: Protect your brand
When you choose a translation agency to work with you are placing your brand in their hands.
Pick the right company for you – one that fits your culture, style and quality. Remember this is a partnership – so you will need to invest time with them.
Cost is not the only factor in translation. You’re effectively giving the translation agency your brand to manage
