Website Localisation Services in Ireland
Localise for international markets
If you want to build a global business, or even just tap into a couple of external markets, localisation is crucial. Localised content will make you more credible and provide a superior experience for your audience, meaning they are far more likely to engage with you and, ultimately, buy from you. Localisation is the process of adapting your brand to meet the cultural, linguistic, and technical expectations of the market.
Localisation isn’t just translation. Translating content for the 75% of the world that doesn’t speak English is obviously a good idea, but translation is only one part of a localisation strategy. It’s important to consider product, placement, price, and promotion in the context of the local market, and adjust your marketing accordingly.
Our approach to website localisation
We specialise in localisation for the UK and Irish markets, however we can manage a website localisation project for other markets too. We help clients identify the markets that should be targeted, then what kind of localisation strategy will achieve the desired results. We can find and manage local agencies to roll out your strategy in the different markets and report on ROI.
If you just want consultancy in this area, we can produce reports that look at your existing creatives and flag areas such as meaning, culture, representation, and general coherence and context in the local market (UK and Ireland).
Our localisation services
Tweaking content and creatives for British or Irish markets.
Selecting and integrating tools to support localisation.
Considering currencies, times, dates, sizes, measurements, etc.
Appraisal of campaigns and creatives for the UK and Irish markets.
Optimising website or social content for localised search.
Professional French to English translation and transcreation.
Website localisation, or L10n
Language is a major part of the localisation process. With the wordplay and subtleties that marketing content often contains, it’s important to get across the full meaning of your texts in the target language. Using transcreation (a more nuanced approach than literal translation) will allow you to convey your message without leaving people confused by a cultural reference or lack of context. That could be transcreation into another form of English, too.
To ensure your website ranks well in local search engines, we incorporate localised keywords, meta tags, and descriptions. Our SEO strategies are tailored to each target market, taking into account local search behavior and preferences.
Language aside, consider all the other little things that could put someone off your brand or leave them too confused to buy. What if they can’t understand how your sizing works, or there’s no clear way to calculate shipping. Maybe they love everything about your website but when it comes to paying, they can’t find the payment option that they always use (for example, in Indonesia, bank transfer is still a popular way to pay for online purchases). The devil is in the detail, and that’s what localisation is all about.
If you’re an international organisation looking to establish in the Irish or British markets, we can provide advice and consultancy to ensure your content hits home. We regularly provide cultural consultation for brands as diverse as Intel, Dior, and Tesco.
Why use a localisation service?
It’s not a good idea to make assumptions about what is and isn’t required or acceptable in markets you’re not familiar with. Even the world’s biggest brands have made terrible blunders introducing products or services into other countries.
In the 60s, Electrolux launched a hoover in the US with the slogan ‘Nothing sucks like an Electrolux’. What sounded like a reasonable boast here in Europe was interpreted very differently by American consumers, and yet both phrases are in English! Then there are the translation blunders, such as when Pepsi’s translated slogan claimed to ‘bring your ancestors back from the dead!’ (in China) or Coca-Cola’s vending machines inadvertently read ‘Hello, Death’ (in New Zealand).