What does Google, Wikipedia and Cisco have in common? Other than being highly recognisable brands, they all have websites that speak in many tongues. In fact, these sites offer content in over 35 languages.

As the French would say, “Incroyable!!!”.

How can you determine what language strategy you should follow for your website?

For new websites, you need to be sure who you are trying to do business with. If you are only interested in doing business within your neighbourhood — or expanded neighbourhood, then employing a single-language strategy can make sense. But when you want to sell your goods to folks in other countries, you need to make selections based on different criteria that makes sense from a business point of view.

Don’t do something for nothing

Many companies initially set up their website in their own language. Later, based on customer needs or sales strategies, they expand the language mix to fit the targeted sales (and marketing) territories. That language strategy should then be extended to the website. Once it is, however, you need to make sure you have the infrastructure to support the new languages as they come on board. This includes localised product /services information, customer support services (including telesales, if necessary) and documentation. If you don’t have the right people in place to make sure the website matches your sales and marketing strategies, it is best to concentrate on the languages where you do have that support. We’ve all seen blooper television programs where signs are mistranslated. Mistranslations and spelling errors can take your site from being a contender to being a laughing stock. I am reminded of a Chinese Airline who gave their clients models of an airplane mounted on a stand. The plaque on the stand read: “Putting the world at your foot.” They had great intentions, however errors like that make people (who read English well) LOL!!! So if you’re going to put in an effort, make sure you get your ducks in a row before you begin.

If this is Tuesday, this must be Belgium

Companies based in Europe have a tougher time than large single-language countries like the USA or Great Britain. Maybe you’re company is located in Belgium. As Belgium has two official languages (Dutch and French), a website trying to provide services beyond its local neighbourhood would need to consider a dual language approach. And as Belgium has a large English speaking population (due to a strong international presence including NATO and the European Union as well as many international corporations), English would be a great third choice.

Talking Italian

Actors do it all the time. Jean Reno and Penelope Cruz are and language switch hitters — expanding their audience with their flexible language skills. So take a lead from them. If you have the skill, use it to expand your territory.

Whatever your business or reason for being on the web, don’t overlook the power of language.

For more information on Internet World Users by Language, please see http://www.internetworldstats.com/stats7.htm

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This entry was posted on Tuesday, November 13th, 2007 at 1:36 pm and is filed under The Art of Communication. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.