NFIB

Should Your Web Site Contain Languages Other Than English?
03/ 27/ 2002

English is now recognized as the international language of business--and is even more dominant on the Internet. Figures vary, but it's estimated that more than 80 percent of all Web sites worldwide are written in English, or allow visitors the option of reading text in English. However, that does not mean that 80 percent of all Web users feel comfortable reading English. In today's Workshop, Jeffrey Moses offers suggestions that may help you determine if your site should offer optional additional languages and which languages you should consider.

If your site caters to specific ethnic groups or nationalities, either within the United States or worldwide, offering options for these languages is a no-brainer. The language options you provide in these circumstances will usually be straightforward. When designing a site based on two or more languages, always offer a selection of language on the home page. This will mean that you'll need to design, write and update your site in more than one language--but if it increases your business substantially, it could be worth the effort.

The same applies for Intranet-like sites, which enable corporate suppliers, dealers and out-of-the-office associates to connect with the company's main site. If your company does quite a bit of business in a certain country or region of the world, or has a high percentage of reps in a certain country, offering language choices could make it easier for them to contact you. The result could be satisfied associates and increased customer loyalty. However, offering language options can be time consuming when needing to translate catalogue information or sell sheets. Such material usually needs to be updated frequently, and the detail work of translating catalogue information often leads to numerous typographical errors that may prove frustrating or costly.

If you decide to offer language alternatives on your site, you'll need to hire reps who speak foreign languages since you will receive more letters, faxes and e-mails in foreign languages.

The vast majority of sites, of course, don't address a specific ethnic group and many function well purely in English. But you might consider offering language choices when you notice:

1. A significant number of orders are coming from one country or region.
2. Lots of hits are originating from a particular foreign search engine or link, but orders are not being made.
3. Customers or associates are asking for language options.
4. Your industry overall is doing well in specific foreign countries.
5. You would like to target a foreign country with increased market saturation.

Offering language options doesn't have to be costly and time consuming. It's possible to provide some of your most important sales or descriptive text in languages other than English, without going to the trouble of creating a complete non-English site. You can simply include descriptions of your key products or services in English, directly followed by the alternative language. For example, Canadian advertising and product labeling does this all of the time, with English followed directly by French.

Spanish, German and Japanese are the preferred languages for about 60 percent of all non-English users. If you want to offer language options without targeting a specific group, consider one of these languages. Spanish offers the added option of being the primary language of a rapidly growing number of U.S. residents. Also, the recent developments in trade links with Mexico mean that more and more Mexican residents will be going online and will be ordering from U.S.-based Web sites.

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