To reach new global markets, it is critical to oversæt jeres hjemmeside (updated link) to communicate with new customers in their preferred languages. Website translation alone will attract customers, but you’ll need both translation and localization to create genuine connections that lead to conversions.
What is the Difference Between Translation and Localization?
People often use the terms "translation" and "localization" interchangeably. Both techniques help you communicate your website content, product, business, or services to potential clients. Uden at vide, hvordan man "taler" dit publikums sprog, både bogstaveligt og billedligt, hvordan kan du så nå rigtigt ud til det?
While translation and localization offer similar functionalities, there are essential differences between them. Understanding what distinguishes these terms, processes, and services, helps you extend the reach of your website more efficiently and profitably. To understand how website translation and localization services differ, you need to define the two concepts.
The concept of oversættelse af hjemmeside is very straightforward. Website translation is the process of adapting your website content from its original language into other languages, often word-for-word, to make it accessible to global customers. Translated content mirrors the style and tone of source content but doesn’t consider the context.
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Website localization services go beyond a word-for-word translation experience. Det involverer at forfine indholdet på webstedet gennem kultur, sprog og flow for at give brugerne den mest værdifulde og relevante oplevelse. Lokalisering tager højde for sprogdialekter, der bruges i en udvalgt region eller et land, og tilpasser alle indholdselementer til en lokal eller regional opfattelse. The localization method modifies the language and website elements to appeal to the linguistic and cultural preferences of the target customers.
Der er flere elementer i lokalisering, som er vigtige at overveje, når du skal beslutte, hvordan du udvikler et flersproget websted:
- Language and regionalism allow content to speak closely to the target audience. Antag f.eks., at der er visse sætninger eller begreber, der er specifikke for det land eller den region, hvor du ønsker at drive forretning. I så fald er det vigtigt at vise kunderne, at du forstår, hvem de er, og hvorfor de bør engagere sig i din virksomhed.
- Ease of navigation means users can immediately find the website content in their language and begin interacting with the website seamlessly.
- Kulturelle elementer enhance the user experience and create a feeling of closeness with the target audience. Nogle eksempler på kulturelt indhold omfatter:
- Farver, former, størrelser og stilarter
- Billeder, ikoner og grafik
- Samfundsmæssige koder som humor, etikette og symboler
- Samfundsværdier, relationer og overbevisninger
- Transaktionselementer include functional content that customers rely on to navigate a website, understand products and services, and ultimately, do business on a website, including:
- Dato- og tidsformater, telefonnumre og kontaktoplysninger
- Vægt, mål og geografiske referencer
- Sprog og sprogligt indhold, produktbeskrivelser og anmeldelser
- Communication elements that build trust and help the customer understand that they are valued:
- Information om lokal kundeservice
- Juridiske oplysninger
While translation is one aspect of localization, localizing website content is a fundamental next step after translation. Therefore, the two concepts are important for multilingual website development, both as standalone concepts and together.
What is Transcreation?
Transkreation is a creative way of translating a message from one language to another. It keeps the same tone, style, and context, and makes sure the original meaning is not lost. The goal of transcreation is to recreate the message in a way that resonates with the target audience and maintains cultural relevance.
Transcreation is useful in advertising, marketing, and branding to adapt campaigns and slogans to different cultures and languages. Unlike traditional translation, transcreation allows more freedom in the creative process by using cultural research and adaptation to ensure that it is appropriate and relevant.
Why is Website Translation Important?
When travelling to another country, it’s helpful to know simple phrases in the local language such as "please," "thank you," and "how much". But if you weren’t fluent in the language, you probably became frustrated by your inability to communicate in other situations.
Your target market may face a similar challenge when interacting with your business online. De har brug for et websted, der "taler deres sprog", så de nemt kan forstå, hvad du formidler. Der er ikke plads til frustration eller forvirring. Hvis de oplever ubehageligheder, forlader de som regel webstedet inden de konverterer.
Websites presented in local languages yield better market responses than those that aren't. According to Common Sense Advisory, nearly 73% of customers prefer to purchase a product or service from a site that provides information in their own language, and 56% of consumers said the ability to obtain information in their own language is more important than price.
So, why should you localize your website? In a nutshell, while translation is vital, it will only get you so far.
Dine globale kunder må ikke opleve modstand, når de besøger din hjemmeside. Hvis det sker, ser du dem ikke igen.
You can use machine translation software like Google Translate to translate your website, but it is best to use human review when possible. People are still more effective at crafting and editing translations for accuracy and nuance than computer assisted translation systems.
Machine translation software like Google Translate has its advantages. It's easy to use and can translate less critical website content at a lower cost. But machine translation software does not have interpretative or cultural knowledge of language. It can translate content word for word but will not be able to customize for culture.
Google Translate also doesn’t create searchable, indexable versions of those translated pages, which is important from an SEO standpoint.
Localization Increases Engagement
Website localization goes beyond the word-for-word linguistic conversion of conventional translation and instead uses words and phrases that resonate within specific markets.
Regionsneutrale oversættelser er meget effektive, men lokalisering er mere overbevisende for mange flersprogede kunder.
Overvej for eksempel forskellene mellem ordene "trousers" og "slacks". Ordene er identiske i mening, men et af dem resonerer langt bedre i UK end i USA.
But website localization can go beyond word choice. Dygtige markedsføringsfolk tilpasser ofte deres flersprogede websteder for at fremhæve lokale helligdage, festligheder og skikke. Dette illustrerer indgående kendskab til et lokalt markeds kultur, hvilket hurtigt genererer kundetillid.
Andre eksempler på lokalisering omfatter oprettelse af særlige kampagner for specifikke markeder eller udformning af unikke, tillidsskabende budskaber for at etablere troværdighed på helt nye markeder.
In the early days of serving a multilingual market, it was not uncommon for a company to be greeted with local skepticism. Lokale kunder overvejer ofte, hvor engageret en virksomhed er i markedet og dets behov. Når brands bruger lokaliseret indhold, virker de ikke opportunistiske – de fremstår autentiske.
Localization Considers Format
Website translation technology does not consider the nuances of your chosen language, your website, app, or marketing content may present differently. Website localization includes things like layout adjustment, reading technique, and word count.
For instance, certain romance languages like French and Spanish need about 30% more words than English to get the same message across. Conversely, Finnish actually requires 30–40% fewer words. Website translation only deals with the language, but localization makes sure copy looks right.
Translation vs. Localization: What’s Best for Your Website?
At this point you're probably asking yourself: should I invest in translation or localization for my website? Both options differ on a strategic level, so the answer may not be black and white. Enkel oversættelse kan være passende for nogle typer af indhold på specifikke markeder. Lokalisering er oftest påkrævet for at tilpasse stærkt følelsesladet kreativt marketingindhold, så det klart giver genklang på tværs af regioner.
Websites usually contain several content types, from marketing copy to legal and technical information and user-generated forum content. Af hensyn til effektiviteten og omkostningerne skal du overveje, hvilke typer indhold, der kræver lokalisering, og hvor du blot kan bede om oversættelse. Website translation and localization help you connect with your target audience and reach them on a more personal level.
Oversættelse alene kan være nyttig til at henvende sig til mange mennesker, der taler det samme sprog, selvom de oprindeligt kommer fra forskellige lande. At oversætte bredt giver læserne mulighed for at forstå beskeder, uanset deres oprindelse. Dette fænomen finder ofte sted i USA med personer, der taler det samme sprog, såsom spansk.
Når USA har spansktalende fra mange forskellige dele af verden, rummer de forskellige sæt af kulturelle nuancer, sætninger og dialekter. I det tilfælde ville en veludført bredere oversættelse bevidst undgå at bruge regionale udtryk eller ord fra et bestemt land og anerkende det bredere spanske marked på det lokale, amerikanske marked.
Oversættelse alene er en billigere mulighed. Nogle websteder eller oversættelsesopgaver er ikke så vigtige, at de kræver menneskelig oversættelse. MotionPoint kan bruge maskinoversættelse til én side og menneskelig oversættelse til andre, vigtigere sider.
Lokalisering skaber mere sammenhængskraft, men det er dyrere. Localization also requires content verbiage translation upkeep and considers web design as well. Det kan omfatte ændring af grafik eller udvikling af helt nye websteder, afhængigt af målsproget og kulturelle forskelle i forhold til det originale websted.
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When Do You Need Website Localization?
Localization would benefit you most if:
- You offer a digital service or product that you want to expand into new markets
- Your product often requires updates that need to be shared in different languages quickly and efficiently
- Your target audience’s language requires diverse formatting
- You want to cater equally to all your customers, domestic and international
- You have a dedicated customer call center in multiple languages
- Laws and regulations require you to translate content
- You have a low barrier of entry to expand into international markets
Eksempler på oversættelse af websted og lokalisering
MotionPoint ser på virksomhedens behov og kan skræddersy oversættelser af websted eller lokaliseringer (eller oftere en blanding af begge). Her er flere casestudier, der fremhæver, hvordan en virksomheds behov kan bestemme, hvordan et enkelt websted kan udvikle sig til robuste, flersprogede websteder for at henvende sig til kunder og hjælpe virksomheder med at vokse.
MotionPoint Success Stories
Localizing for Manufacturers
Master Lock, a leading U.S. manufacturer of retail and commercial security and safety products, needed both website translation and localization when they began expanding globally. Lokaliserede websteder giver en ægte strategisk værdi for Master Lock. Distributører og salgsteam bruger Master Lock-webstedet til at indsamle produktinformation til regionale kunder, og kunder kan også få adgang til Master Locks omfattende online produkt- og serviceinformation. Derudover ændres Master Locks websteder regelmæssigt, baseret på hyppige opdateringer, når et nyt produkt eller segment udrulles, så nøjagtige oversættelser er afgørende for virksomheden. Til dato har Master Lock oversat og lokaliseret websteder, der understøttes på forenklet kinesisk, hollandsk, fransk, tysk, italiensk, japansk, portugisisk og spansk.
Why Banks Need Website Translation
Rio Bank is a community bank with branches throughout the heart of Southern Texas, many of them near the Mexican border. Forretningen voksede, men Rio Bank fandt ud af, at de ikke fik tilstrækkelig kundefeedback, som var vigtig for markedsføring og kundeservice. Da en kundeundersøgelse blev udviklet på spansk, og feedback steg kraftigt, indså Rio Bank hurtigt behovet for bedre kommunikation med deres spansktalende kunder. Så Rio Bank bad MotionPoint om at oversætte deres websted og skabe en fyldestgørende tosproget oplevelse for alle kunder. Oversættelse af deres websted gav øjeblikkeligt øget kundetilfredshed, hvor mere end 90 % af deres kunder taler spansk.
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Den rette løsning for dig er inden for rækkevidde
To translate and adapt your company website for different markets, look for solutions that offer accurate translations and engaging localizations. Global succes afhænger af, hvordan du autentisk kommunikerer på dine kunders lokale sprog. If you ignore that difference, you’ll miss out on effective ways to optimize your web content for multilingual customers.
MotionPoint forstår, at markedsrelevant lokalisering på tværs af flersprogede websteder er mere udfordrende, end det lyder. It requires powerful website translation technology to customize website code to present the appropriate localized content to the right customers. Det kræver teknologier til styring af oversættelse, der nemt udgiver, sporer og opdaterer tilpasset indhold.
It also requires world-class translators who are fluent in languages, cultures, and customs. MotionPoint helps your business find the solutions you need for anywhere you want your business to be in the world.
Senest opdateret d. 19. april 2023