TL;DR
To successfully reach international customers, your website needs more than just a language translation. It requires thoughtful localisation, optimised performance, and compliance with local market standards.
Here’s how you can prepare your website for international markets and ensure it is tailored for global success.
Expanding your business internationally can be an exciting opportunity to grow your brand and reach new customers.
With the UK’s thriving digital economy and its businesses increasingly going global, it’s important to ensure that your website is prepared to serve international markets effectively.
Conduct thorough market research
Before diving into expanding your online presence internationally, you need to understand where the opportunities lie. Market research is the foundation of successful international expansion.
Begin by identifying which countries or regions are most suitable for your product or service. For instance, if you’re a UK-based company offering financial services, you might target emerging markets in Asia or Africa, where the demand for such services is growing.
Research consumer behaviour in these regions, including shopping habits, popular payment methods, and local competitors.
Understanding cultural preferences is key. For example, while UK consumers may prioritise convenience, customers in Germany might focus more on product quality and sustainability. Tailoring your approach based on these insights will ensure your website appeals to the local audience.
Make your website multilingual
While over 70% of UK-based consumers prefer to shop from websites in their native language, this trend is even more pronounced internationally.
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Did You Know? 72% of consumers spend most or all of their time on websites that offer content in their native language.
To start, translate your website’s content into the languages spoken in your target markets. But don’t stop at a direct translation – you also need to localise the content.
Localisation involves adapting your messaging, product descriptions, and even calls-to-action to fit the cultural context of the region. Use native-speaking translators to ensure that your content resonates with your new audience and avoids awkward language errors.
Adapt your website design and layout
Expanding into new markets means adapting your website design to suit a range of languages and cultural expectations. This includes technical considerations such as how different scripts may alter your website’s layout.
Key examples 🔑
- If you’re translating your website into Arabic or Hebrew, which are read from right to left, your site will need to be mirrored for proper readability.
- Additionally, you may need to adjust your typography. Some languages, like German, tend to use longer words, which could break your carefully crafted website layout.
Ensure your design is flexible enough to accommodate different character lengths and font styles. Images and graphics may also need adaptation. Avoid culturally sensitive imagery or symbols that might be misinterpreted in a different region.
Implement local currencies and payment methods
For a seamless international shopping experience, customers must be able to view prices in their local currency. Displaying product prices in pounds when you’re targeting an audience in Japan, for example, creates friction and might discourage sales. Implement currency conversion tools or, better yet, set your prices in the local currency.
Payment preferences also vary across countries. While UK consumers might favour credit cards and PayPal, many countries have their own preferred methods. Research the most popular payment methods in each country and integrate them into your website.
Optimise for international SEO
Search Engine Optimisation (international SEO & international link building) is critical when expanding into international markets. When users search in different languages and locations, your site needs to be visible in their local search engines.
🏷 Hreflang tags: These tags tell search engines which language and country each page is targeting, ensuring that the correct version of your site appears in the relevant market. For example, a website targeting Spanish-speaking customers in Spain should be differentiated from one targeting Spanish speakers in Mexico.
🔎 Local keyword research: The words and phrases people use to search for products can vary dramatically across regions, even when they speak the same language. In the US, people might search for “trainers”, but in the UK, they’re more likely to search for “sneakers”. Investing in keyword research specific to each market will help improve your search rankings and drive traffic to your site.
🌐 Domains or subdirectories: Consider using country-specific domains or subdirectories. For instance, creating a dedicated .fr domain for France or a /de/ subdirectory for Germany can help you rank better in local search results. Plus, these localised URLs boost trust among local consumers.
Ensure legal compliance with local regulations
Every market has its own regulations regarding online business. For example, the European Union’s General Data Protection Regulation (GDPR) requires companies to safeguard customer data and obtain consent for tracking cookies. This includes obtaining server side tracking consent, which is essential for businesses that rely on server-side data collection methods.Failure to comply with these rules can lead to hefty fines and damage to your reputation.
Before launching in a new market, research local laws that apply to your business, including data protection, taxes, and product labelling regulations. In some regions, you may need to adapt your terms and conditions or provide country-specific warranties and returns policies.
Optimise for speed and cross-border functionality
A slow website can be a deal-breaker for potential international customers.
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Did You Know? Studies have shown that for every second of delay in page loading, conversions drop by 7%.
When you expand internationally, factors such as the physical distance from your servers can slow down your website.
To mitigate this, consider using a Content Delivery Network (CDN). CDNs store copies of your website on multiple servers worldwide, reducing the distance between your site and its visitors, resulting in faster loading times. This is especially important in countries where internet speeds may not be as fast as in the UK.
Offer localised customer support
Customer support can make or break your brand’s reputation in international markets. Offering support in the local language is essential. In fact, according to CSA Research, 75% of consumers are more likely to purchase from a company that provides post-purchase support in their native language.
Start by offering customer support via email, live chat, or phone in the languages spoken in your target regions. Create localised FAQs and help centres to cater to common queries in each market.
Continuous monitoring and optimisation
After launching in international markets, it’s important to continuously monitor your website’s performance. Use analytics tools to track which countries are driving the most traffic and sales, and identify areas for improvement.
Pay close attention to bounce rates and conversion metrics, as they can provide valuable insights into potential issues with language, pricing, or design.
As the global market evolves, so should your website. Regularly update your content, adjust your SEO strategy, and refine your user experience based on feedback and performance data.
It’s time to go global
Expanding your website to cater to international markets is a significant step in growing your business globally. With careful preparation, from conducting market research and localising content to optimising for SEO and offering local customer support, you can ensure your website appeals to a diverse range of consumers.
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