Tag Archives: translation

Translating and Localizing your Website on a Budget: Where to Begin

Expanding to a global market can be an exciting time for your business. Millions of Internet users speak a language other than English, and localizing your website to some of these specific target audiences allows your company the opportunity to reach a broader scope of people. Even in countries where English use is fairly widespread, consumers still prefer to seek out information in their native language, so having access to your content in that language will give your company an edge in a competitive market. Localization, which includes translation, also entails adapting your website’s content for other markets.

Ideally, all aspects of your company’s website would be fully translated and localized for all target audiences you have decided to reach. However, it is not always within a company’s budget to localize the entire website at once. Knowing where to begin can be helpful in terms of adhering to your budget while still making your website more accommodating for your domestic or international market. We’ve prepared some ideas to help get you started.

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Choosing your initial target audience(s)

If you plan to localize your content for multiple domestic or international audiences, it may be easiest to handle a select few first. Decide which languages and markets will be most beneficial for your company to reach. Not only will you have learned from the process of localizing the content for a few select audiences first, it will also allow you to spread out the costs of localization over time, which may be more desirable for your company budget.

Deciding which pages to localize

Localizing your website’s content can also come in stages. It is important to decide which pages are critical for your business, and which have messages that are important for your domestic or international audience. If you have a local events page or careers page, for example, these would not be of high importance to translate or localize, since they would only be necessary for your original English-speaking audience.

On the other hand, pages that are specific to your company’s brand, such as your mission statement or an About Us page, would be of higher priority so that your new customers feel connected with you from the beginning. Some other pages that may be important for your company to consider up front would be forms you need the customer to fill out like requests for information or pages with news about company updates.

Ultimately, what you decide to prioritize will depend on your company’s mission and vision for your domestic or international reach. We are always happy to assist you in deciding the best path to take when it comes to expanding to new audiences. Please feel free to contact us today for more information!

If you found this article useful, you may also enjoy:

Your Website is Translated… Now What?

Should You Localize Your Smart Phone Applications?

What If I Just Use the Google Translate Button on My Website?

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Filed under Customer Service, Localization, Marketing, Translation Services

ATS Client Feature: National Church Residences

Accessible Translation Solutions is excited to kick off a new blog and social media series with you! Welcome to our ATS Client Feature, where we will share a little information about some of our favorite translation and interpreting clients. This month we’re delighted to feature National Church Residences. We love working with them and hope you will enjoy learning a bit more about what they do!

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National Church Residences is an innovative leader in support services for seniors and their families. National Church Residences serves a diverse population of seniors from many different cultures and ethnicities, which is why National Church Residences has come to us various times since 2013 to have their tenant agreements and notices translated to Spanish and Chinese.

Special thanks to National Church Residences for being our first client to feature! Stay tuned to learn about our other translation and interpreting clients. We can’t wait to share them with you! If you would like us to feature you in this series, please contact us and let us know.

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Filed under ATS News, Client Feature, Customer Service, Interpreter Services, Translation Services

Cheap Translation Services: Do You Really Get What You Pay For?

If you’ve ever been in need of translation services, or are currently looking into them for your company, chances are good that you’ve likely shopped around for what you consider to be the best deal while looking into the different options. You’ve spent a lot of money and time ensuring that your current brochure, form, website, etc. is perfectly crafted for your company and your customers. If you are looking to have the same translated for another audience, it only makes sense that you would like the best for them as well. If this is still fairly new for you, it can be a bit overwhelming and we understand wanting to find the best price for your company. However, that best price may not always come with the best quality translation, so if a pricing option seems too good to be true, it may be important to remember that you often really do get what you pay for.

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If you do decide to use cheap, often unaccredited translation services, or even accept the help of a bilingual friend who may not be truly qualified to translate your text, you will end up with an initially cheaper service. However, you might compare it to the quality/cost comparison of just about anything currently on the market. Just as a $5.00 shovel may work well for a single yard project, chances are good it won’t last the entire season, and you will end up needing to replace the shovel again anyway. If you continue to purchase the $5.00 shovel, you will likely spend more money and time replacing it than you would if you had just purchased the $30.00 shovel to begin with.

Translation is similar. If you print a subpar translation on your brochures, your customers will notice. There will be errors, and although they won’t always be critical errors, if your customers can tell that it’s a translation at all, it impacts your reputation with them. The mark of a good translation is one you do not even realize has been translated. It should read smoothly and naturally so that the reader believes it was written with him in mind in the first place.

Professional linguists do not and should not have the cheapest rates around, so if you are quoted an extremely low price compared to others, it’s likely that the linguists used are not the most qualified, or perhaps, the agency uses shortcuts to keep the price so low (using machine translation to begin with, and only using a human proofreader to review that text, for example). A reputable translation agency will have strict measures in place to ensure the quality of your product. A translation should always be handled by at least two separate qualified linguists to both translate and proofread/edit the text, and then undergo the agency’s own quality assurance measures to avoid any issues from the onset.

If you are truly interested in saving money, have the translation handled correctly the first time to avoid costly mistakes down the road. ATS is proud to say that we do not take shortcuts with your projects and always use professional translators and proofreaders who are qualified to handle the content of your project. If you would like more information on a current project you have, or would like to request a free quote, we would love to hear from you!

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Filed under Customer Service, Legal translation/interpreting, Medical translation/interpreting, Translation Industry News, Translation Services

What If I Just Use the Google Translate Button on My Website?

 

It’s not uncommon to hear someone ask about using Google Translate (or another free machine translation tool) for their translation needs. Those in the language industry probably hear this question fairly often, especially since there is a Google Translate button on many websites, both personal and professional, prompting users to translate a website into the language of their choice with just the click of a button.

Although those in the language industry will have immediate reservations about using free, automated machine translation professionally, it is not difficult to understand why many would feel this is a good option. After all, Google provides some amazing services, many of which are free. If you have grown to trust Google for these other services, it might stand to reason that you feel comfortable trusting Google for a free translation, as well. Trust us, we completely understand! However, your organization’s brand and your website’s accuracy may be at stake if you are relying on this method to translate content for your visitors.

The ability to correctly maintain both the meaning and the intended impression of your website’s subject is something, at least at this point in time, that can only be accomplished with professional human translators. These translators are able to dissect the content of the page, understand the intention of its message, and then convey that same message and intention in another language.

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Automated machine translation such as Google Translate is unable to identify all of the nuances of a language, and often makes errors involving both the grammar and vocabulary of the target language. If you have ever used the Google Translate button to translate a non-English website into English, it was likely very obvious that the translation was automated and not done professionally by a native speaker. This type of translation does not capture the true original message, even if we can make out what the proper words should have been, some of the time.

If your organization values its branding and professionalism, it is important to have your website translated professionally. A professional translation agency will ensure that a native speaker of the target language who specializes in the subject matter translates your content. The translation will also be reviewed by a proofreader or editor to ensure the quality of the final product. This helps to maintain the professionalism your company conveys through its branding, and it can also keep your company out of legal trouble in certain cases, should your information be translated incorrectly. If you are a food vendor, for example, and your website mistranslates allergy warnings, this could have major legal ramifications for you if one of your customers falls ill.

Even if there are no legal implications, native speakers of a target language will know when a website has been translated through an automated system and may look to your competition for a company that will better communicate with them. After all, good communication is a form of good service.

The process of taking your message, breaking down its intended meaning in all places, understanding the nuances of your ideas and messages, and putting it all back together in another language is complex. Although we completely understand the appeal, we urge you not to rely on a seemingly free service to do this. Just as other aspects of your business are handled by their respective professionals, we recommend doing the same for your translations to help prevent potential mistranslations and bumps down the road.

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Filed under Customer Service, Legal translation/interpreting, Marketing, Medical translation/interpreting

Translating Idioms: Why a Professional Translation is Essential

Idioms are an important part of our language, maybe even more than we actually realize. They are so ingrained in our normal language usage that we may even use them without realizing it. It is important to understand what an idiom is. According to Webster’s Dictionary, an idiom is “an expression whose meaning is not predictable from the usual meanings of its constituent elements” or “a language, dialect, or style of speaking peculiar to a people”. Basically, idioms are the expressions and sayings that people use when they speak or write that have their own unique meanings and cannot always be taken literally. There’s no use beating around the bush – we can’t turn a blind eye to them. So what do we do with them when they appear in a text that needs to be translated?

A professional translator will recognize an idiom and find the equivalent to that expression in the target language. More often than not, the expression used in the source language will not be the same as the expression’s corresponding version in the target language. However, the target language will have its own version of the expression that the translator will use instead. It is extremely important to use the target language version of the idiom. If translated word for word, an idiom will lose its intended meaning and may actually cause a complete lack of understanding for the reader in the target language.

Here are some common English idioms with their Spanish equivalents. We have included the literal translation of the Spanish versions just to show how much meaning may actually be lost if one tries to convert the Spanish idiom back into English.

English Source: “To turn a blind eye”
Spanish Target: Taparse los ojos
Literal Back Translation: “To cover one’s eyes”

English Source: “To beat around the bush”
Spanish Target:Andarse por rodeos
Literal Back Translation: “To go on detours”

English Source: “It’s 6 of 1 and half a dozen of the other.”
Spanish Target:Olivo y aceituno, todo es uno.
Literal Back Translation: “An olive and an olive tree, it’s all one.”

English Source: “On all fours”
Spanish Target:A gatas
Literal Back Translation: “Like cats”

While these are a few fun examples, you can see how literal translations can be problematic. The same is true for all of the text you need to have translated, not just for idioms. Anyone who reads the target text should believe it was written originally in his/her language. Literal translations of texts are easy to spot and they can turn customers off to your brand or products, as they are a sign that little care was put into trying to connect with the reader.

Have you come across any literal translations that caused a translation blunder? Feel free to share them below!

 

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Filed under Customer Service, Global Markets, Legal translation/interpreting, Marketing, Medical translation/interpreting, Translation Services