As businesses expand globally, having a multilingual website has become increasingly important. But is it the right move for your company? In this article, we’ll explore the key factors to consider when deciding whether or not to build a multilingual website, and how it can impact your online presence.
A multilingual website is a website that offers content in multiple languages, making it accessible to visitors from different linguistic backgrounds. For example, if you have a retail business selling fashion online in Canada, a multilingual website in English and French can help attract more customers by providing product descriptions in both languages. Like our website.
At the top of the page you see that we have a language tab and you can switch from French to English and vice versa. We serve a multilingual market in Quebec, Canada and we want to offer our customers better access to our services and content in both languages.
This approach helps businesses serve a bigger audience and provide a more personalized experience to international visitors. By catering to different languages, you can increase your reach and build stronger connections with potential customers from all over the world.
A multilingual website is essential for businesses that operate on a global scale or target customers who speak different languages. For instance, if you run a travel agency offering international tours, providing content in languages like Spanish, French, and German will help you attract customers from those regions.
On the other hand, if your business mainly serves a local market, such as a neighborhood coffee shop or a small web design agency, the cost and effort of translating your website may not be justified unless you receive significant international traffic.
Before deciding whether to add another language to your website, it’s important to think about several factors, such as your customer base, the potential for increased visibility in search engines, and the investment required to manage multiple languages. Let’s break it down further.
Do You Have Customers Who Speak Other Languages?
One of the main parameters to know if you need to add a second language to your website is do you have customers who speak the other language and visit your website?
You can easier measure this through tools like Google Analytics and Google Search Console. Or you can see if you rank for some keywords that are from the other language.
Usually it’s the language of the neighboring country, or a big minority in your own country. Or like in many cases if you already have a local business, it’s English used internationally by people who are interested in your product.
Also if you receive more visits in the other languages, you probably also receive more requests for support in the other language, it’s a clear signal that your customers are seeking assistance in their native languages.
Addressing this need not only enhances the customer experience but also helps prevent customers from leaving your brand. Additionally, if your competitors are ahead of the game with multilingual websites, it’s important to consider how you can compete. A multilingual website can give you a competitive advantage by attracting customers who may prefer content in their native language.
Will It Help Your Website Show Up in Search Results?
Google ranks multilingual websites differently depending on the language used. By creating versions of your site in various languages, you increase the chances of appearing in search results for international audiences. You improve your SEO rating on more keywords and make your website rank better.
For example, if your website is available in both English and French, you can target customers not just in Canada but also in both the US and France, increasing your reach and potential for conversions. Proper use of hreflang tags ensures that your website content is shown to the right people in the right language.
If you have a clothing store that ships to Germany, using hreflang tags helps Google know to show the German version of your site to German-speaking users. Additionally, search habits vary across regions and cultures, meaning people from different countries may use different keywords to find the same products or services.
If you sell tech products, a person in the UK might search for “smartphone accessories” while someone in Italy might search for “accessori per smartphone”. By optimizing your content for these variations, you improve your chances of ranking well in international search results.
Will It Improve Customer Experience?
Customers feel more confident purchasing from a website in their own language. If a French-speaking user visits your site and finds everything in their language, they’re more likely to trust your brand and complete a purchase.
Simply translating your website isn’t enough to create a fully localized experience. Cultural differences can affect everything from color preferences to how your products or services are perceived.
A website selling beauty products may need to adjust its messaging in Asia to align with different cultural beauty standards. It’s crucial to adapt your content not just linguistically, but also culturally, to resonate with your target audience. Providing clear, accurate translations is essential for helping customers understand your offerings.
Inaccurate or poor-quality translations can create confusion, lead to frustration, and ultimately result in lost sales. For example, an online restaurant menu that doesn’t translate well could cause confusion about ingredients, affecting customer trust.
Can Your Website Handle It?
When implementing a multilingual website, it’s important to determine the best way to organize your content. Should you use subdomains, subdirectories, or separate websites for different languages?
If you operate an international clothing brand, you might choose subdirectories (example.com/fr for French and example.com/de for German) because it’s easier to manage and ensures better SEO than separate websites. Each option has its pros and cons in terms of SEO, user experience, and ease of maintenance.
Additionally, you need to ensure your website can handle the added content without affecting its performance. A slow website can frustrate users and lead to abandoned visits, so it’s important to optimize for speed. You also need to decide whether you’ll rely on translation tools like Google Translate or hire professional translators.
While AI tools are convenient and cost-effective, professional translators can provide higher-quality translations that are more culturally relevant and nuanced. For instance, a global marketing firm may choose to work with a native translator in each target country to ensure the tone and content resonate with local audiences.
When You Might Not Need a Multilingual Website
If your business mostly serves customers who speak one language, a multilingual website may not be necessary. For example, a small local coffee shop in New York might not need to invest in a multilingual website unless it starts attracting a significant number of international customers.
Focusing on a single language can simplify your website management, saving time and money. Similarly, if the cost of creating and maintaining a multilingual site outweighs the potential revenue from new customers, it may not be a wise investment.
A software company that primarily sells to English-speaking clients in the US may not see a significant return on investment from offering a multilingual site. In some cases, free tools like Google Translate may provide sufficient translation for your needs, especially if you’re just looking to offer basic content in other languages without a major investment.
A multilingual website can help your business expand globally, improve customer experience, and enhance SEO. However, it’s important to carefully assess your customer base, the potential return on investment, and the technical capabilities of your website before making the decision.
Whether you’re considering a full multilingual overhaul or just adding a few languages, understanding the impact it will have on your business is crucial to ensuring it’s the right move for your brand.
Conclusion
A multilingual website can help you reach more people, improve customer experience, and boost your search rankings. But it’s not always needed. If most of your customers speak one language, adding more might not be worth the time and cost.
Think about your audience, competitors, and budget before deciding. If adding another language helps your business grow, it could be a smart move. If you decide to do it, be sure to do it the proper way and have a human translator instead of AI that will keep the cultural context and really adjust your content to the full extent.
If you need help with building a multilingual website, don’t hesitate to contact us today. We have over 10 years of experience building multi-language websites (like ours), and we run the best web agency in Montreal.
