Title:
Website Translation and Localization: DIY Guide
Word Count:
1093
Summary:
Surprisingly many people think that creating, say, a website in a foreign
language means just to translate the existing English version. It's not
that simple. Conveying messages to people who speak other languages and
may have cultural background other than yours is a tricky task -- but it
pays.
Keywords:
content writing, website translation, website localization, foreign
audience, other cultures, customs, traditions, e-business, communication,
conveying a message in foreign languages, copywriting,
Article Body:
Expanding businesses into other countries means that you will be
conveying your messages to people who speak other languages. What's more,
your audience may have cultural background other than yours -- and it
does matter.
Surprisingly many people think that creating, say, a website in a foreign
language means just to translate the existing English version. Good
translation by all means is very important. But what about putting your
message into the context of the particular culture, which is native to
your new audience?
This process is called "website localization". It is like "tuning" your
website (both content and design) into unison with mentality of other
people -- the prospective visitors.
Here I won't describe the part of web site localization which deals with
programming; this issue itself is complex enough. I will focus on writing
content for your website and its further translation.
What part of this work you can do yourself? Probably not all of it, but
quite a lot. Here is a step-by-step guide to help you in the process.
Step Zero: Remember: Your Website is Not for You.
It is for VISITORS. So it is logical to consider what THEY think such
websites should look like. It is their points of view that matter, not
yours. When you memorize this axiom, go to
Step One: Learn!
Self-education is useful in itself; besides, this knowledge is going to
save you money and bring profit later. Learn as much as you can about
your prospective audience. The more, the better.
It's a rather time-consuming but exciting process. I hope you will
manage, as Ancient Romans used to say, "Miscere utile dulci" (to mingle
the useful with the pleasant). You will find out plenty of interesting
things about another culture. Customs and traditions, rules of etiquette
and moral principles, stereotypes, superstitions and lots of other stuff
for you to consider when addressing people from a country other than
yours.
You can find plenty of information in the Internet. Search Groups as
well. Show your interest in other culture, and almost any native will
appreciate it and help you as an expert. In addition, you will make good
friends with great people.
Travelers' guides can be an excellent source of information; they will
help you avoid costly mistakes not only during a trip abroad. Just one
example. You must have seen websites with pictures showing people
gesticulate. Note that any gesture which is quite OK in the USA may be
misunderstood somewhere else. By the way, do you know what the "OK"
gesture means in some Asian countries? Demand for money, that's what. In
Tunisia it will be interpreted as a threat to kill; in Arab countries --
"go to h…" In France it means just "zero" or "nothing." In Denmark or
Italy it can be taken as an insult; and so is in Brazil, Guatemala and
Paraguay -- here it is considered very obscene. So, you'd better make
pictures of your website "culture-neutral".
The farther in, the deeper… What is considered rude, impudent, offensive,
or impolite in this culture? What is respected, valued, venerated? What
traits of character are appreciated most? What are the favorite colors
and what are they associated with? What are the most noticeable
differences between your culture and this one?
Don't be surprised if points of view on what is beautiful and what is
ugly will also differ from yours. When you come to the conclusion that
your text won't do and the design probably needs changing as well, go to
Step Two: Analyze!
Turn your findings into tips for writing another text. "Don'ts" here are
of much more important than "Do's"
Realize how you shouldn't write. Learn what won't work. Find out what to
avoid in graphics and website design.
When arranging content and graphics, it is very important to know whether
the audience reads left-to-right, right-to-left or vertically.
Step Three: Write for your audience.
What to begin with when writing for a person from another culture? Put on
his shoes first. Well, that's second. First, take off your own shoes. I
mean don't be a representative of your own culture -- just for a short
time you'll be writing the content.
Avoid jokes, slang, idioms, proverbs and sayings. They are YOURS, not
theirs. Allusions to books they probably haven't read, quotations,
however familiar they are to you -- all that won't work.
Be cautious with metaphors and similes (comparisons). Pretty clear
and familiar to YOU, for others they might be not so obvious.
Symbols can mean something very different in other cultures. If you
can't do without one, find out what it means THERE.
Abbreviations and acronyms are tricky, too – they may be unknown to
your audience.
You will have to explain stuff you think to be trivial. Not everybody
in the world knows what is eBay, Paypal, or Amazon. Celebrities' fame
isn't worldwide, either. Big companies and brands may be unknown on the
other side of the globe.
Step Four: Find a RIGHT translator
If you can, get a well-educated native speaker of a language you are
going to have your text translated into (it is called "target language")
The reason is that nobody can ever say: "I have learned this language" --
only "I have been learning". We all have been learning our mother tongues
since birth. That is why native speakers have an advantage. The larger
the translator's vocabulary, the better your message will be expressed.
Besides, a native speaker often has precious knowledge on the culture --
it's precisely what you need for website localization-- and will help you
in the process.
Step Five: Bring it to Perfection
How to check the end result? Ask somebody from this culture to proofread
the text before launching the website.
Encourage feedback when your website is launched. Correct mistakes, if
any, at once. Improve your website all the time.
Getting your messages understood in other languages and cultures is a
tricky task. It takes plenty of effort -- but it will pay. Not only will
you make profit and avoid bitter losses caused by misunderstanding. As a
bonus you will get deeper undestanding of people whose languages,
cultures and even ways of thinking are different. This understanding is
the key factor of your success in doing business or communicating with
these people.
Good luck to you! Success be to your efforts!