Website localization may seem like a huge undertaking, but the reality is that it’s the easiest way to open up new markets, and it’s almost mandatory for any company wishing to grow internationally.

What many companies don’t realize is that the process of creating and continuously updating multilingual websites can be simple and affordable.

Gengo enables thousands of companies—big and small—with fast, cost-effective professional translation services to fuel your global growth.

What is website localization?

Localization (commonly written as L10n) refers to the adaptation of the language, appearance and functionality of a website for foreign language markets. The end goal of localization is a website that:

  • Takes linguistic, cultural, and technical differences into consideration
  • Doesn’t change the original intent of the source text
  • Reads and feels like it was originally written in the target language
Why localize your website?
Increase your reach

Localizing your website’s content expands your brand’s reach globally. It makes sense—you’re potentially reaching millions of new customers by adding additional language support to your website.

Improve user experience

Making a good first impression is critical, especially when dealing with international customers. Speaking their native language will help you catch and keep their attention. Website localization will help ensure that visitors have positive experience when interacting with your brand.

Reduce your risk

Having a fully localized website helps establish your brand’s credibility in your target markets. Quality multilingual content effectively reduces any customer misunderstandings and misrepresentation of your brand overseas.

Grow global sales

The ultimate goal of website localization is to increase sales. Luckily, the ROI of website localization is huge when done right. A solid international strategy, in conjunction with a translation partner you trust, can make all the difference.

The website localization process
Phase 1: Project preparation

Your website localization strategy requires meticulous planning to ensure your project goes off without a hitch. After defining your business needs and target languages, your language service provider (LSP) will work with you to create a detailed project plan and workflow that guarantees completion according to your specifications and expectations.

Typical steps in the project preparation phase involve:

  • Extraction of all relevant translatable text
  • Estimation of word counts, costs and turnaround times
  • Term glossary and style guide development
  • Creation of a company-specific translation memory (TM) to store all translated content
Phase 2: Project execution

The actual translation piece of website localization begins once proper guidelines are established. In the execution phase, content is distributed to a group of native speakers familiar with project details. Qualified native linguists will translate your content according to your instructions and guidelines. Following the initial translation, a second group of reviewers will edit all translated text to ensure it’s contextually and culturally appropriate for its intended audience.

Phase 3: Post localization QA

Once all translated content has been approved, files should be reviewed and tested. At this stage, linguistic and functional quality assurance (QA) are essential to conduct prior to launch.

  • Linguistic quality testing involves double checking the consistency, style and fluency of your localized website. This step verifies that every aspect is translated in a linguistically and culturally appropriate manner.
  • Functional testing and verification makes sure the multilingual version of your site looks and behaves how it should.
Gengo’s website localization services

Gengo makes it easy to enter international markets quickly and at scale without breaking the bank. Whether you run an ecommerce storefront, travel booking site or multimedia publishing company, Gengo has custom-tailored solutions to quickly and easily localize your offering to fit global markets.

Professional human translation

Gengo isn’t your average translation agency. With 21,000+ translators in almost every country on earth working on our sophisticated crowd platform, you’ll get high quality human translation at just a fraction of the price. We’ll take care of the full translation of your website, as well as work with your team to ensure it works exactly as required for your target locales.

Translation management system (TMS)

A translation management system (TMS) is a tool that automates much of the translation process. This platform provides a clear overview of all of the content in your system via customizable dashboards and reports. Additionally, you’ll be able to bundle and manage orders from within the TMS, keeping track of all project statuses.

To make the website localization process as easy as possible, we work and integrate with a number of partners that provide solutions to easily translate your website using Gengo’s human translation. Depending on your CMS, it can be as simple as including a snippet of javascript in your site. Partners include: Transifex, PhraseApp, CrowdIn, Localize, Bablic, and many more.
Contact us to find out more about our partners.

Localization project management

At Gengo, our team of localization project managers work behind the scenes to guarantee every aspect of your project is completed efficiently and with high accuracy. No matter the project type, size or urgency, we’ll create custom timelines, translator teams and website localization tools to meet your exact project needs.

Translation API

Already have a translation management system and need a platform to plug into it? With over 21,000+ translators across all major languages, integrating with Gengo’s translation API puts professional human translation directly at your fingertips. Within seconds, jobs can be sent via to Gengo’s translator team, who complete work quickly and at high quality.

Trusted by global companies

I’ve been impressed with the quality and speed of the translations that Gengo delivers.
Jeff Chin, Product Manager at Google
The Huffington Post
Vestiaire Collective


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