Do you want to improve the content of your website? Have you translated your website into several languages, before making changes in your source language, leaving you unsure if your content is the same in each of your languages? Or maybe your company performed an internal translation and would you like to check if the quality is up to scratch? We'll tell you all about web auditing and how it is used when it comes to language.
Before we begin, what is a linguistic audit of a website?
If you want your company to grow and increase its sales, it is important to launch in new markets, which involves the translation of your company website into different languages. But don't choose any old translation, as badly written and/or poorly translated texts can sow mistrust amongst potential customers and even scare them off. This can, in turn, have a negative impact on your company's brand image.
Writing the original text correctly in the source language is as important as translating it into the target language. A text translated by an automatic translator such as Google or DeepL and then corrected by an English-speaking colleague is neither professional nor will sound natural. That is because knowing a language and knowing how to translate it are not the same thing. Undoubtedly, an interpretation of a foreign text written by someone who is not a translation professional can feature many inaccuracies and even obvious cultural errors.
Companies that generate conversions and wish to attract customers through their website aim to create text and content that will inspire. These companies realise that choosing one word over another can subtly alter the meaning. Good texts reflect essential qualities: patience, reflection, quality, attention to detail, beauty in the form.
At this point, you might think: "Ok, I get it. A badly written website can harm the corporate image, but what exactly is a web audit?"
We know that the word "audit" can make the process sound like a tax inspection but, luckily, it has nothing to do with the Inland Revenue!
A team of multidisciplinary professionals (linguists, copywriters and experts in digital marketing) check the quality of the texts in the source language, the translation and localisation of your multi-lingual content, and then ensure that it matches the expectations of the markets you wish to reach.
Translation consists of translating the content of a text from one language to another, but localisation goes further and involves a cultural dimension - adapting a product or service to a particular market and thus adapting graphics, slogans, format and even colours. For example, a website intended for the UK's English-speaking public might seem strange to the Japanese market. The format, graphics and messaging need to be translated and adapted to different cultures in order to get winning results.
Benefits of content which is linguistically correct
Both the source text and the translated content must serve the same purpose to generate impact and interest. This can only be achieved with coherent, grammatically correct content and quality professional translation. Looking for more reasons? Here are a few more.
Your future customer will love it
An entrepreneur who invests time and money in internationalising the business, but then skimps on translation, is simply throwing money away. Because they won't receive the desired results. Well-written texts, coupled with great translation, are absolutely key.
Given that mediocre texts and poor quality translations can ruin your business' reputation, placing your trust in a translation company to perform a web audit and help you improve is actually great value when compared to the alternative. The money invested in ensuring the quality of your texts will help you attract new customers and, as such, increase your returns. Sounds good, right?
Google will repay you in kind
Did you know that the almighty Google penalises pages that have poor quality content and translation? So, to make sure you keep Google on side, you must ensure that your content and translations are immaculate. Google rewards websites with quality content and translations and penalises those that do not. It's that simple. When positioning the content, Google's search engine takes into account the meaning of each sentence rather than just the keywords as was previously the case.
The linguistic audit of a website can help you shine
When a linguistic audit of a website is carried out and the appropriate modifications suggested by our experts are applied, the improvements can be seen quickly, both in terms of positioning in search engines and the conversion of visits into customers.
And now it's up to you:
Do you want a linguistic audit of your website?
Contact us here so that we can help your website conquer the heart of your target audience.
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