What is the Best Way to Translate the Content on Your Website for a New Market?

December 8, 2023

Translating content for new markets is no simple feat: it requires a specialist team focused on marketing and multilingual SEO to carry out such a strategy. This allows businesses to expand into other geographic regions, targeting new audiences that speak other languages.

What Should a Business Do When Targeting a New Market?

Any company looking to expand its sales into new target audiences to widen its market must follow specific steps:

Reach a New Audience

Translating the content into a new market audience is vital for those looking forward to more sales. By doing so, the company can reach new targets who may not speak the same original language, create new leads, and expand the customer base.

Improve User Experience

The proper translation of a website’s content can significantly improve the user experience of visitors currently visiting the page. This also increases the likelihood of engaging with your content, staying in the place for longer, and eventually becoming customers.

Increase Brand Awareness

When content is translated into other languages, specialists can increase a site’s brand awareness. This paves the way for establishing a proper business as a global brand in the future.

Enhance SEO

Following the steps can attract new audiences thanks to translating into new languages and enhancing SEO efforts. This can occur because many search engines like Google prioritize multilingual content for users using a particular language.

Stay Ahead of Competitors

The proper translation of content for a website can give any business a clear advantage over other companies not targeting the same international markets.

Every piece of translation can be crucial for expanding the reach of business while staying competitive. This is mandatory in increasingly more globalized marketplaces, where the barriers are slowly being left behind.

Still, the translation process can be complex and requires a global effort between the company and marketing agencies to succeed.

Why Should You Have Your Site in Different Languages?

There are many reasons why a site should want to translate its pages into different languages. The potential that businesses have to be able to reach more people from other languages is massive.

Besides the apparent reach to wider audiences, having more languages reduces bouncing rates. With an adequate translation not made by software, businesses can reduce their bounce rate because users will see that the text is well-written.

In addition, it greatly helps to improve a company’s brand image. Multilingual sites impress users more than those who don’t. In the case of running a global business, having content translated means that there’s complexity, sophistication, and elaboration behind it.

Different Ways to Translate a Site

Any company willing to translate its content must get the help of specialists to do so. Hiring a marketing agency to carry out such tasks is vital to ensure a proper translation, which can be done differently. These are some of those methods:

Google Translate

Perhaps the most simple and affordable yet least accurate way, Google Translate and other similar raw machine translators are always an option. This method involves using software that simply copies a text into another language quickly and straightforwardly.

While it can be done for free and with incredible speed, it’s vital to acknowledge that these methods aren’t effective. The software neural networks process much language data but are nowhere near accurate in human translation.

Even if it can help to reduce time and effort, specialists are never recommended to use this method. It can negatively impact advertising, brand identity, and engagement due to the possible writing inconsistencies and issues it generates for visible pages.

Native Speakers

Known as the most accurate form of translation, it’s also the most expensive and time-consuming one. Most marketing agencies offer this service, which is handled by a professional who is a native speaker and, ideally, also an expert on the subject.

Human translation is always the best option to go for when it comes to high-visibility sites, such as homepages, landing sites, or first impression sites.

Translation Proxy

Translation proxies are automated web-based solutions that can translate websites on the fly. This method is beneficial for agencies because it allows users to see a translated version while experts keep working on updating other versions.

Proxies work as layers, intercepting visitors worldwide and giving them a translated version of the site they’re looking at. This is done in real-time, working as a linguistic mirror because it can effortlessly reflect many languages.


Machine translation post-editing, or MTPE, is a more accurate version of translation software that gained popularity. The process involves a program that does all the work (like Google Translate), which is then revised and polished by a human.

The MTPE method can be helpful for websites of medium visibility that do not necessarily need to be perfect, such as product descriptions.

SEO Translation

Known as a subset of multilingual SEO, this type of translation is a mix of native and SEO copywriting. The specialist does not only translate the content itself but also optimizes it to sound natural for readers and search engines.

Still, it’s essential to acknowledge that doing keyword research isn’t the only thing that this translation is about. Other elements like user experience also affect performance and are as important as choosing the correct keywords to attract people.

The Best Translate Approach

While many methods and tips can help ease the process, the truth is that there’s only one natural, effective way: SEO translators. These professionals have the best of both language and SEO worlds, being familiar with native cultural nuances and text writing.

Other tools can significantly simplify the process and help save money, but they are imperfect. A language guide can also be implemented to follow the rules of the targeted language.

The Role of Multilingual SEO Agencies

The role of multilingual SEO agencies in content translation is vast and of vital importance. They must carry out these tasks and ensure the client’s success.

Our experts from Kala Agency can carry out these tasks perfectly, having native language specialists who can translate your content with skill.

Besides the language focus, agencies optimize the site to make it rank higher on search engines from multiple countries. This means understanding behaviors, cultural nuances, and specific country questions is necessary to do well.

Strategies to Gauge Product Demand in Markets

While translation is a vital process of the “attracting customers scheme,” specialists must also gauge the markets to sell products correctly. Market demand investigations must be done carefully to avoid spending money on expanding to audiences that don’t need it.

Specific specialists can also follow to ensure that the correct language and audiences are targeted for products:

Identifying Target Users

Understanding the needs of the customers that are going to be targeted is vital to providing a good service and ensuring spending the money correctly. This is the very first step to scope and research about demographics and infographics for future market demand searches.

Age, gender, interests, language, or lifestyle are all equally important. The outcomes specialists will shape the product, features, and solutions they seek.

Analyzing Markets

Proper market research helps multilingual SEO experts gain insights about market conditions, gaps, and competitors. Surveys, interviews, and analysis are vital to know the market conditions.

Monitoring Trends

Staying up-to-date with the trends and monitoring every possible change that would shift the product features is also a must. Following other industries’ publications, networking, and checking other professionals’ ideas can help one stay modernized.

Keeping pace also generates more market demand for the business’s product and allows new markets to emerge. User behavior, changes in technology, and emerging markets can all benefit the company.

Launch and Test

A small-scale launch of products can also give the necessary insights without spending too much money, time, and other resources. Things like free trials and beta testing of some features can let users check performance before it’s finished.

Doing so also opens up the possibility of gathering data and feedback from potential customers to provide the best user experience.


Selecting the optimal approach to translate the content on a website for a new market is a decision that requires careful consideration. Understanding the audience’s cultural nuances and language preferences is essential.

Utilizing professional human translators like our Kala specialists can ensure that the content is accurate and culturally resonated. Additionally, leveraging technology can expedite the translation process and reduce costs, but it needs to be used carefully.

Incorporating user feedback and conducting regular website performance assessments can also increase sales. Combining human expertise, technological tools, and ongoing refinement is the best approach for specialists to guarantee success.

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