- Posted by Stephen Whiteley
- On 18/06/2019
Website traffic. Everyone, including yours truly, wants tons of it. Online retailers, travel agents, app developers. Everyone, regardless of product or service, wants a bucketload of eyeballs on their website. And it is even better if that traffic is organic. That’s like the holy grail of online marketing.
Here’s the thing, if there are no visitors to your website, all your efforts producing valuable content go to waste. If no one discovers your eCommerce website, they won’t buy from you; even if you offer some of the best discounts online. Similarly, if your app can bring a dead man back to life – literally – but no one knows about it, all the long hours spent developing it come to nothing.
So, you see, getting massive traffic to your website is at the core of how successful you would be with your online efforts. But there is one teeny weenie challenge – driving a ton of visits to your website is hard. It’s time-consuming. It costs money. And right now, you’re either bootstrapping or cost-cutting and can’t afford to spare more time and funds to grow your website visits.
Don’t worry, here’s something simple you can do right now to increase the number of visits your website gets per month. It will only take you a couple of hours to implement: Content translation.
How many times have you googled something and a website in a foreign language comes up? And often, you’d hit the back button as fast as you entered. That’s precisely what your potential customers might be doing too. So, how do you attract visits from other people whose first language is not English?
Well, that’s where content translation comes into play. You want to communicate the value of your offerings to your potential costumers in their native language. Here’s how to use content translation to grow your site visit:
1. Understand where your traffic is coming from
The first step is to identify the locations sending you tons of traffic. This way, you are better able to target your content at them. Dig into your Google analytics to see which countries your visitors come from.
2. Prioritize the content to translate
As you will soon notice, some contributions perform better than others. Hence, it makes perfect sense to want to optimize those high-performing content to get even better results. Google analytics is an excellent tool that can provide you with the insights you need to identify your star content.
3. Finally, translate that content
Once, you’ve identified your high-performing content; it’s time to translate it into the local language of your visitors.
You might be tempted to use plugins for an automatic translation job; however, the drawback to this approach is that you often get broken and literal translations that are usually hard to read.
Automatic translation doesn’t usually capture the nuances of the original language, and effective communication becomes jeopardized.
To remedy this, we often encourage our clients to outsource their translation projects. This way, they can be sure they
- publish content in the local language that is easy to read,
- communicate their value proposition effectively, and
- encourages users to return to the website.