Try translating your web site and sales letters to reach Web's non-English speaking majority.

In 2001, more than half users of Web do not speak English as a first language. What's more, number of non-English speaking newcomers is growing at a much faster rate than number of English speaking Internet newcomers. However, 80% of information on web is in English.

Should you make your web site available in languages other than English? If you are interested in reaching overseas markets and doing business with persons from other cultures, it's almost a necessity. As one expert pointed out, they call it World Wide Web because it represents international audiences.

If you are considering translating your site, consider following:

* If you have language skills, you can translate web site yourself. The QWERTY keyboard works for every language in world. However, if you are planning to translate to characters other than those found in Western alphabet, you will need a phonetic map (a software application that maps keyboard input into characters). For example, if you wanted to write "Tokyo" in Japanese, you would type in TOKYOO then hit space bar. The mapping software would show you two most likely characters. If they were not what you were looking for, you would hit space bar again and be shown all options that are available to you.

*You will need an international browser. Both Navigator and IE Explorer are available in international versions.

*Your operating system is an additional consideration. Windows 2000 is said to support all languages using a standard called Unicode. Apple offers language kits that can be installed in MAC OS. If your web site is to contain sophisticated programming, you will also require international developmental tools (i.e. Japanese DreamWeaver, etc.)

Left to my own devices, I'll click around aimlessly. Maybe I'll read your articles and tips. Maybe I'll take a look at your About page to find out who you are. Then, in about three minutes when I become bored, I'll hit Search button on my browser and off I'll go.

Is that what you wanted me to do?

If you're in business, you were probably hoping that I would do something that fosters your business interests. If you are selling low-cost items that people purchase on impulse, perhaps you wanted me to buy something. If you are selling higher priced items or services that people usually research before buying, perhaps you wanted me to email you for more information. Perhaps you were hoping that I would sign up for your newsletter or fill out a form. If you are selling memberships in a club or service, maybe you wanted me to join your club and become a member.

It's not likely I'll do any of those things unless you guide me along.

Your first step is to decide for yourself what it is that you most want me to do. Dr. Ken Evoy, of Make Your Site Sell fame, calls this your Most Wanted Response (MWR).

So you decide. Let's say that you want me to apply for membership in your club or service. You are also selling products on your web site, and you are encouraging people to sign up to your email newsletter. But above all else, you want me to sign up for membership.

Now if I came to your site for express purpose of taking out a membership, I will probably do just that. You will have to do something awful to make me change my mind at that point.