You may have heard the term localisation when talking to a translation company. So what does this term actually mean within translation services?
Well, put simply, translation focuses on the words, the grammar and the tone of voice within a piece of content, whether it is a document translation or translating a phrase from English into Hebrew.
Localisation, on the other hand, is where the linguist goes one-step further than a direct language translation and starts to take into account other factors that will influence the target audience, such as style, colour and imagery. One of the most requested forms of localisation is website localisation, or website translation as is it sometimes referred to.
This might seem like an unnecessary step, but imagine you made a similar mistake to baby food manufacturer Gerber, where a baby is featured on the label. This was fine in countries with high literacy rates but in some small African countries, where labels on food packaging depict exactly what is inside the tin, this caused a lot of confusion!
Other things that need to be considered are slogan translations where suggestive wording might be too subtle or in fact cause major offence. Using in-country, native speaking linguists means that words, phrases, images and slogans that will not work in the target language and may even cause offence will be picked out and a sensible alternative will be recommended. This would have been useful when Pepsi’s “Come alive with the Pepsi generation” was translated as, “Pepsi will bring your ancestors back from the dead”.
Your website is one of the first ways new customers in the global market place will reach and evaluate you. A localised website can make or break a deal for a potential customer from abroad.
Localisation is not just about translating web copy – the process goes one step further, by altering as many features of the website as necessary to conform to the needs of the target audience’s culture and engagement with the internet.
A professional website localisation strategy calls for not only an accurate translation of all the content into the target language, but also the adjustment of certain elements of the site, such as time, date and currency formats, as well as reversal of page layouts for right-to-left reading for languages such as Hebrew and Arabic.
Capita TI provides a professional and comprehensive website translation and localisation service for companies who want to showcase their website in any language. Whether your website is modest or multifaceted, Capita TI will work closely with your teams to deliver a website that adds value to your international marketing strategy. Capita TI will ensure that your website presence is consistent and fully optimised across your global operations, and that it is fit for purpose for any market in the world you choose.
Furthermore, we understand that as online trends develop and business strategies change, website localisation will need to remain as part of your long term thinking and investment requirements. Capita TI is set up to guide you through each part of this process and ensure you stay ahead of the curve.
Capita TI has the knowledge and experience for the strategy, growth and deployment of your multilingual website. We can work with you to ensure that the multi-language versions of your website are produced on-time, to budget, and are culturally accurate for your target markets.
To deliver a fully localised website to our customers we will:
At Capita TI we have extensive experience in completing successful website localisation projects, and our case-studies represent just a small sample of our quality work.
Our current customers include:
Capita TI takes into consideration all teams, tasks and timelines, and based on this can put together bespoke quotations on a client by client basis.
Website translation timelines and costs are based on:
“Software localisation: Process of translating and adapting computer software from one language and culture into another”
Testing is recommended for products that have already gone through software localisation. Capita Translation and Interpreting can provide you with a dedicated testing service, which can either take place on-site at your organisation, or off-site, depending on your requirements. This service provides high end quality assurance of a product that we have localised or translated for you. More can be read about the initial software localisation process here
Localisation testing can be priced in two different ways. The service can either be on a fixed price basis with a very specific scope, or alternatively we can arrange a fee based on Time and Materials
Off site testing can be undertaken to potentially reduce costs but unless it can be done in a virtual real-time environment with remote developers some of the synergies will be lost. Testers would have to be linked to fault logging and tracking systems so on-site testing provision is definitely the better option for most companies