In the world of digital marketing, knowing your audience is crucial. It’s important to understand their preferences and needs, so you can tailor your website and content to them. One critical aspect that defines your audience is their language—the type of content they consume and value. As such, having a multilingual website can be extremely beneficial. Let’s explore some of the reasons why.
Firstly, a multilingual website expands your visibility, allowing you to reach a broader audience. For example, international brands often have multiple versions of their websites tailored to different regions and languages. But multilingual websites aren’t limited to international audiences. Some companies with non-English speaking domestic audiences create two versions of their site—one in English and the other in another language. Furthermore, language diversity can be incorporated on smaller scales. Suppose you operate in a region where a significant percentage of the population speaks a language other than English. In that case, creating content in that language can help you better connect with that audience.
Secondly, implementing multilingual pages can contribute to better website accessibility, improving user experience and understanding. A translated landing page, FAQ section, and navigational menu will help visitors navigate your website or online store with greater ease. Your content should also be easily consumed and understood. While many people can understand English as a second language, it may be more comfortable for them to consume content in their native tongue. In turn, presenting content in multiple languages can help you reach a wider audience and deepen engagement with them.
Thirdly, creating multilingual content can help boost local SEO and visibility. To connect with members of your audience, you can create blog posts and other content in the languages they speak, using relevant keywords and topics. By doing this, you can resonate with the local community’s specific needs more effectively. While this type of content might yield less website traffic, it can help you build high-quality leads and ultimately, develop better relationships with your target audience.
Creating multilingual content is not as simple as translating word-for-word. You need to ensure that your content, including CTAs, taglines, instructional materials, and blog posts, maintains the same level of quality, engagement, and clarity as your English content. Poorly written content, no matter what language it’s in, will not serve its purpose and could harm your brand. As such, if you don’t have a native speaker on your team, it’s essential to work with a professional content writer who delivers the same quality and informative content.
In conclusion, creating a multilingual website is worth the effort if you want to reach a broader audience, improve user experience, and deepen engagement with them. By understanding the languages your target audience speaks and creating targeted content for them, you can ultimately improve your brand’s visibility, reputation, and bottom line.