What Tech Companies Should Know About Translation

In today's interconnected world, it’s easier than ever to reach global markets. Even markets within the United States are linguistically diverse.

The only thing standing between you and tapping into these markets is a language barrier.

You need translation.

From your marketing to your software, translation will help you connect with more customers. So, what does translation look like?

As much as we’d like it to be a simple process of converting text, it’s more complex.

Translation Process

While every translation company has its specific processes, here’s what you can expect generally when working with a translation company:

1. 1. You’ll submit files that need translation.
2. 2. The company will review those files and the scope of your project. Your project details may include a style guide and a pre-approved terminology list. Once the whole project is reviewed, you’ll receive estimates of costs and timelines.
3. 3. Once you approve the project, the company will prepare the files and project details to send to its translators.
4. 4. Translators will complete the translation and send it back for review.
5. 5. The company will run quality assurance checks to ensure quality translation.
6. 6. Next, the company will prepare the final files to send to you.
7. 7. The company will run a final linguistic review of the translation in context.
8. 8. You’ll receive the final translation. If you have questions or concerns, you can work with the company to ensure the final product meets your needs and expectations.

Considerations for Translating Software and Technology

Translating software and websites goes beyond language. It includes making the user interface or website adaptable to your new user audience.

1. 1. Localization: Localization affects your user interface on your app and website. You’ll need to think about the user experience. Some languages are oriented right to left instead of left to right like English. When words and phrases are translated into other languages, the text length is rarely the same as the source text. This difference in text length can lead to a clunky interface and poor user experience. Using responsive design and planning for these adjustments will help you create a beautiful and easy-to-use final product.
   
   
2. 2. Technical Jargon: You may have specific technical terms you want translated a certain way. Or, you may have terms that need to remain untranslated for the best comprehension of your customers. Creating and sticking to a terminology list or glossary can help ensure clarity and customer satisfaction.
   
   
3. 3. Consistency: Just like your marketing team is consistent with your branding and company voice, you’ll want your translation to be as cohesive and strike a similar tone in the target language. Developing and following a company style guide in both the source and target languages helps ensure a consistent brand.

Beyond your user interface, you’ll also need to have supplemental documents translated, including legal notifications and support resources. You may need to provide additional or different legal notification to comply with local and regional regulations.

Translation and ROI

It’s worth paying for high quality translation because it carries a high ROI for your business. Translation expands your market reach, grows your online visibility, makes it easier to deliver a positive customer experience, helps you comply with regional regulations, and helps establish a positive brand presence in your new market.

1. 1. Market Reach: Translated marketing materials, product descriptions, and other customer communications make it easy for your target audience to connect with your brand and do business with you. Expanding market reach is a key ROI whether you are taking your business global or broadening your markets within the United States.
   
   
2. 2. SEO and Online Visibility: SEO is very competitive in the English language and is less competitive in others. There are also more users on search engines conducting searches in languages other than English. Translating your website helps you decrease the intensity of your online competition and grow your audience.
   
   
3. 3. Customer Satisfaction: Offering customer support and resources in their language improves customer satisfaction with your business and services. Afterall, no one is going to use an app that they don’t understand.
   
   
4. 4. Regulatory Compliance: Businesses operating in different countries often need to adhere to various regulations and standards. Translating legal and regulatory documents ensures compliance and prevents legal issues. Even in the United States, it’s sometimes required to offer information in languages that your employees understand.
   
   
5. 5. Positive Brand Presence: A bad translation can destroy your brand overseas because it shows a lack of preparation and a lack of interest in customers from your target region. Ensuring you have a quality translation protects the brand you’re building.

How to Find a Quality Translation Company

Getting a good translation requires context of where and how the language is being used in addition to understanding cultural norms and subtexts of a language.

Hiring your own translator can be a long, difficult process – you’ll need to verify how well they know the target language and their level of familiarity with your industry. When you’ve got a project to manage or have enough to do with writing the original language tech documents, it’s worth outsourcing that task to experts.

It’s much easier to vet translation companies and hire one. You just need to check four things:

1. 1. Expertise and Experience
2. 2. Translation Quality and Process
3. 3. Data Security and Privacy
4. 4. Reliability

Expertise and Experience

Consider how long the company has been in business, how experienced its translators are, and whether it can process the files you need accurately.

• • How experienced are the translators in the target language?
• • How knowledgeable are the translators in your industry?
• • What languages are available?
• • What types of files can the company process?

Translation Quality and Process

Learn about the company’s approach to translation and how it ensures you get a high-quality translation.

• • How does the company ensure an accurate, high-quality translation?
• • Does the company follow international standards set by the International Organization for Standardization (ISO)?
• • Does the company offer different levels of quality that can be adjusted based on your budget and timeline?

Data Security and Privacy

Whether you’re working with protected information or trying to maintain your proprietary information, you’ll need to ask how the company approaches data and privacy.

• • Does the company comply with regulatory requirements like HIPAA, FERPA, and GDPR?
• • Does the company sign non-disclosure agreements that will help protect your business?

Reliability

You’ve got a deadline, and you aim to impress. You need a reliable translation company.

• • What does the final translated product look like?
• • How does the company ensure that projects are on-budget and on-time?

Translation isn’t just an expense. It’s an investment in growing your business and being successful financially. Finding the right translation company will help you expand your market reach, improve your online presence, and reduce liability by complying with regulations.

Need help with translation? Get a quick quote or email [email protected] to ask for service and pricing details.