When businesses expand to new markets, website localization is one of the first things they consider before launching. The reason is simple: customers are more likely to be interested in what you offer if you speak their language.
It’s important to understand that localization is different from translation. In addition to translation skills, understanding both source and target cultures is key to the success of this process.
For instance, if an American brand that sells clothing for kids wants to open in France and Canada, the website will be localized in two different French translations for each country. Same language, different translations.
Why? First of all, retail terminology is completely different in both countries (e.g. “pull” in France becomes “chandail” in Canadian French). The second reason is that in Quebec it’s illegal to advertise to children under the age of 13. So if the translator is translating the description of a product while addressing children directly in one version (e.g. “you will appreciate the breathability of this jacket”), he/she will have to address the parents in the second one (e.g. “your boy/girl will appreciate the breathability of this jacket”). Otherwise, the business risks legal consequences.
This is just one example of why it’s important to entrust experts with localization for the success of any business.
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