First they do everything they can to get people to leave their names and e-mail addresses so they can tell them about upcoming sales, new products and so on. Consider offering a free newsletter or service that sends out updates about your products or services.

Second, they pay close attention to their catalog copy. They try to make it interesting yet concise so that it can be easily understood. Also, their pricing information is very clear.

With rise in ownership of computers and internet usage growing daily, internet is fast becoming primary port of call for information, shopping and services. In addition, those computer and internet users are increasingly from non-English speaking countries. At end of 2002, it was estimated that 32% of internet users were non-native English speakers. This figure is constantly rising. In response, businesses have quickly become aware of benefits of website localization.

Website localization is process of modifying an existing website to make it accessible, usable and culturally suitable to a target audience. Website localization is a multi-layered process needing both programming expertise and linguistic/cultural knowledge. If either is missing, chances are that a localization project will encounter problems.

In majority of cases it is lack of linguistic and cultural input that lets a website localization project down. In order to give an insight into impact culture has on website localization following examples depict areas in which a solid understanding of target culture is necessary.

Language in Website Localization

Translating a website from English into another language is not as simple as it may appear. There are numerous factors that have to be taken into consideration when translating a websites’ content. Do all words, phrases, sayings and metaphors translate directly to target language? Would it be wise to translate phrase “everyman for himself” in text describing a company or product if this is going to be read by a highly collectivist culture? Does content of your website use humour and if so will target culture appreciate or even understand it? Native alternatives should always be sought and used in any website localization.

When translating into another language carefully consider variants. If it is to be an Arabic website then is aimed at Tunisians or Iraqis, Egyptians or Yemenis? If you are targeting all Arabic speakers then ensure Modern Standard Arabic has been employed by your translator.

One must analyse style of language and target audience. If audience is foreign business personnel, vocabulary, grammar and punctuation must reflect this. If audience is informal or youth orientated then a more relaxed language must used. Just as we in UK would identify difference between a site using ‘posh English’ and ‘street English’, other cultures will have same perceptions of language. Using wrong language for wrong reader in your localization project will lead to a misunderstanding of site or company.

It is essential to assess what information is necessary to carry over into new site. Do not assume that all information on English site is automatically transferred over. One must evaluate target culture and society. Is it a culture that relies on information rich writing to fully understand a concept or product or is a culture that relies more on images or one that needs little text to grasp ideas and concepts? If your English site employs a lot of technical language then consider how best to transfer these concepts without use of language.

Pictures in Website Localization

Images carry many subtle cultural messages within them. These can speak volumes about your company or product. Pictures or images may have certain negative connotations that may repel viewers. This is now an area that thankfully is receiving attention in website localization.

For example, if a travel site in a Muslim populated country used pictures of scantily clad women in bikinis, disco dancing and beer drinking, chances are that they would not be very successful.