5 Reasons to Translate Your Website and Win Over New Customers

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Take a moment to consider the many ways people discover your company’s website. They might stumble upon it by chance, set out on a purposeful quest for a specific product, or click on an intriguing link that piqued their interest. 

Regardless of how they land on your site, what is critical is that they take the time to explore what you have to offer. As potential customers scroll through your web pages, they navigate various sections, driven by their interests and how intuitively your website is designed.

But what if I told you that implementing some straightforward changes could significantly expand your reach? Statistics show that only 25% of people worldwide can speak and read English. Yet English dominates online media, accounting for over half of all website content

Neglecting to translate your website or web app means missing out on a substantial market opportunity. In today’s global marketplace, translation isn’t just achievable — it’s crucial for business growth. Here are five reasons why.

1. Tap Into a Broader Audience

Offering content in multiple languages on your website allows you to connect with a wider customer base. For example, if your company sells shoes, translating product descriptions into Spanish can help Spanish-speaking customers make informed purchasing decisions without language barriers getting in the way.

Moreover, Spanish boasts roughly 100 million more native speakers than English and Spanish is the second most widely spoken language online! Translating your digital content or incorporating translated sections into Spanish is an excellent starting point to welcome new faces to your online community and grow your business.

2. Increase Your Web Traffic and Sales

Translating your website can increase your traffic and boost conversions. It allows international leads to fill out forms, download content, and contact your sales team.

If you’re still unsure about the importance of translation, consider this: if a potential customer can’t find your site in their native language, they are unlikely to discover you at all. When customers can’t find you, they can’t make a purchase.

3. Amplify Your Brand’s Reach

Speaking your customers’ language builds trust and strengthens your brand. Many clients prefer content tailored to their native language and cultural nuances — something free tools like ChatGPT or Google Translate often miss. That’s why we recommend relying on professional translators, like the experts at Inclusive Communication Services

Here’s an example of an AI translation gone wrong: an Amazon product listing for a straight ruler was translated from English to Spanish as “Gobernante Heterosexual.” While the error might seem humorous at first glance, it has serious implications. Not only does it undermine the product’s search engine optimization (SEO), but it could also be perceived as insensitive. The correct (and human) translation for the product is “regla recta.” 

A screenshot of a tweet by Xosé Castro, points out a poor Amazon translation. The Spanish text translates "straight ruler" as "Gobernante Heterosexual" ("Heterosexual Ruler"). The screenshot shows a product listing for a 12-inch clear plastic ruler with the incorrect Spanish translation underneath. The tweet includes the handle @XoseCastro and credits @unajazara via @UOCartshum.
A screenshot of a tweet by Xosé Castro, points out a poor Amazon translation. The Spanish text translates “straight ruler” as “Gobernante Heterosexual” (“Heterosexual Ruler”). The screenshot shows a product listing for a 12-inch clear plastic ruler with the incorrect Spanish translation underneath. The tweet includes the handle @XoseCastro and credits @unajazara via @UOCartshum.

4. Stay Ahead of Competitors

Translation gives you a chance to outshine your competitors. If they haven’t translated their content yet, it’s your opportunity to lead the way. If they have, don’t risk falling behind. Translating your website helps you build trust and brand loyalty by showing customers that you value personalized marketing. Make your customers feel understood and appreciated by speaking their language — it’s a simple way to stand out and stay competitive.

5. Offer an Unique Customer Experience

Translating your content is about more than words — it’s about creating a memorable and positive experience for your international customers. Go beyond translation by offering interpreting services during meetings to help non-English speakers fully engage and understand the nuances of discussions.

This approach is especially valuable when working with leads from diverse countries, as it can significantly enhance your chances of achieving international growth. By integrating these services, your organization builds trust, demonstrates a commitment to inclusivity, and positions itself as a leader in today’s global market.

Incorporating translated content into your website isn’t just a smart business move — it’s a meaningful way to connect with people. Breaking down language barriers is easier than you might think, and the impact of these efforts can be truly transformative.

What might feel like a small step can make a world of difference to your customers, clients, and partners, showing them that you genuinely value their experience. Offering translated content is just the beginning of creating an inclusive space for Limited English Proficient (LEP) individuals. As your business grows, your dedication to accessibility will not only be noticed but cherished by everyone you serve.

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Picture of Aitana Cuenca Espinós
Aitana Cuenca Espinós
Aitana is a versatile multilingual translator and interpreter fluent in Spanish, Catalan, and English, with proficiency in French. As our Spoken Language Coordinator at ICS, she combines her expertise in project management with a lifelong passion for languages. Aitana enjoys writing about Hispanic culture and answering your questions about the interpreting and translation field. She also provides tips on integrating Spanish into events, websites, and classrooms. For more information on our staff, visit Our Team page.

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