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How to Optimize Your Website for Global Audiences
Sep 24, 2024 • 3 Minute Read
One of the best things about the web is that users anywhere in the world can buy what you're selling just by visiting your website. But if you don't tailor your website for international markets (i.e., internationalize), you'll have difficulty closing deals or selling to diverse audiences.
Changing the language on your site is a start. Visitors are much more likely to buy from websites in their language. However, more goes into optimizing for global audiences than just translating website content. Here's an overview with eight key considerations for demonstrating cultural sensitivity and inclusivity in your digital experience.
Design your Site for Easy Adaptation
If you know you'll adapt your website to different countries and languages, there are a few things to remember during the design.
1. Design to Accommodate Different Text Lengths
Depending on the language, text may take more or less space. European languages like German take up more room, while many character-based Asian languages like Japanese and Mandarin take less. If a website's design relies on fixed-length text areas, it may result in poor user experience (UX) when translated content doesn't fit properly. Designing with flexibility in mind will accommodate text expansion or contraction due to language differences, helping to deliver a smooth UX across different linguistic audiences.
2. Separate Images From Text
Using text embedded within images can be challenging when you're translating content. The hassle can be avoided by steering clear of using text in graphics whenever you can. When you have graphics with text, keep the source image's text layer easily accessible so it can be adapted quickly.
3. Use a CMS for Easy Adaptation
Maintaining content within a content management system (CMS) can help keep text and images separate and simplify translation. A CMS built for your translation requirements makes managing and updating them a breeze, regardless of language.
4. Design for Speed
Building your site to load quickly on any device is essential for a good UX. But it's even more critical for your website for international audiences, as internet speeds vary widely from country to country. Suppose your user experience depends on lots of graphics and flash animation that suck up bandwidth. In that case, you may turn away millions of potential customers unwilling to wait 15 or 20 seconds for each page to download because they lack broadband.
5. Design for Mobile
In many countries, the primary mode of internet access is via mobile phones or devices, making optimizing for the small screen essential. Is a responsive design the best solution, or is it a dedicated mobile site? Explore the options given your site, budget, and audience.
Consider Cultural Differences in the User Experience
There are many cultural differences to be aware of as you design a positive UX for visitors in another country. Adapting your site takes a lot of research and, ideally, input from expert web designers and potential customers.
A few key differentiations to remember are:
1. The Cultural Meaning Behind Colors Translates Differently
Colors have varying significance and emotional resonance in different cultures. Red, for example, is often used as the color of danger in the US, the color of mourning in South Africa, the color of purity in India, and the color of luck in China.
2. Symbols Must Be Translated
Symbols are not all universal. Hand symbols have different meanings in different countries. One culture's "okay!" gesture can be a vulgar insult in another country. The shopping cart symbol is easily understood in North America but may be a foreign concept in countries where one usually shops with a basket or bag. Formats change, too. Weights and measurements, calendar systems, and formats for dates, times, and numbers may vary from country to country.
3. Formality vs. Informality
Addressing users casually by their first name works well in the US. However, a screen message such as "Welcome back, Akihiro!" might be considered rudely informal in Japan. In contrast, a message like "We're grateful for your return to our website, Mr. Nakamura" might be regarded as more respectful.
4. Right-to-Left Reading Direction
All users need to interpret the information effectively. Several languages, including Arabic, Hebrew, Persian, and Urdu, have a right-to-left reading direction, which becomes important when designing and developing content for speakers in these languages for usability reasons and cultural appropriateness. Ways to support this cultural language difference is by ensuring HTML supports the direction and layout mirroring, including navigation menus, sidebar positions, text alignment, and the direction of icons and other UI elements. For example, move a navigation menu on the left side in a left-to-right layout to the right side.
Understanding these cultural nuances is essential, especially in design and marketing, to ensure that color, symbols, and formality choices resonate positively with the intended audience.
Implement a Globally Impactful Website
These considerations are just the beginning. Assuming that your potential global site visitors differ is safer and more effective. Deep research can identify those differences, and robust planning for design and UX can help prevent errors and streamline development, keeping costs, time, and resources under control.
Optimizing your website for international audiences is about understanding diverse cultures and tailoring experiences to resonate. Dig deep to truly connect and address those cultural nuances and leverage adaptable designs for your website.
If you're ready to embrace diversity and invest in research, collaborate with experts who can help you craft a genuinely inclusive web presence.
Get in touch to see how Verndale can help you start your journey towards a globally impactful website today.