Localization is a translation process that seeks to break down language barriers by considering the cultural nuances and characteristics of a particular foreign market.
Localization makes a product attractive for customers all over the world while keeping in mind all the many social and communicative differences that make each culture unique. It is a complex process whereby various professionals work together to adapt content for the relevant country, both linguistically and in terms of style and creativity.
Generally speaking, localization is mostly used to adapt software or websites for marketing purposes.
In this article we will examine the process of localizing a website and explore the various stages necessary to make sure a website works flawlessly in its target language and culture.
Who is in charge of website localization?
Website localization calls for a team effort. When localizing a website, various professionals are called upon, each one dedicated to a particular aspect. Broadly speaking, there are three key players:
- The client
- The web developer
- The language service provider (LSP)
The client is the company or professional deciding to invest in the localization of their website to make their products or services accessible to a foreign audience; their needs must be clearly understood to satisfy them properly. It is the client who sets the general guidelines in terms of style, desired tone of voice, and – if a proper SEO analysis has been carried out – a list of key words to be adapted for the target market.
The web developer or designer is responsible for building, developing and managing the website from an IT perspective. This is a key figure who serves as a point of contact between the language service provider and the website infrastructure, dealing with technical features regarding the integration and publication of translations on the website.
The language service provider,such as a translation agency or a freelance translator, is in charge of localizing the website. Translation professionals do not merely need to translate the language, but also update any cultural references and style to make the text accessible and tailored to the target culture..
The Quality Assessment
When we talk about translations for the web, they are nearly always completed using CAT tools (Computer-Assisted Translation tools) that, through translation memories, glossaries and term bases, streamline and speed up the localization process. Among the most famous programs are Trados Studio, MemoQ, Smartcat, Matecat, Memsource and many more.
To make sure a multilingual website works well, the language content must be free from mistakes and inaccuracies and the technical side must function properly. Therefore, various stages of quality control checking are carried out.
Many CAT tools already have a Quality Assessment function built into them which allows a linguistic check to determine the quality of the translation. There are also professional plug-ins that can be installed into the program you wish to use, such as Xbench.
After performing the internal Quality Assessment on the translation, a quality control process must be followed up on the website directlyto check the translation from the front-end. This is the only way to find errors such as missing or duplicate translations, invisible graphics, broken links or 404 pages.
Do you think the website localization work finishes here? There is still one more step.
The User Experience Test
The last step is the User Experience Test, which involves checking the usability of the site and the navigation quality for customers in the various localization languages. A website cannot be considered complete if content is inconsistent and unfindable by users.
Therefore, testing the User Experience means examining all those technical and graphic factors that enable users to interact with the website in an easy and convenient way. The web developer, by using special software such as LocHub, can monitor the import of translated content, avoid publishing errors and test the website functions properly.
The website is finally ready to go online and broaden the horizons of the client’s business!
Rachael is a young but talented colleague, who specializes in translations from French and English into Italian. After graduating in the UK, she moved to Italy where she taught English as a foreign language to Italian students and where she learnt the real Italian she needs to fully understand the source texts and translate them into English. She has also worked as an intern at AlfaBeta's office in Rome and is now one of our youngest freelancers.