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Statistics show that for people who don’t speak English as their first language, 87% are unlikely to buy products or services from an English language website. These online buyers would much rather these websites were available in their mother-tongue. Customers tend to believe things more in their own language, and put more faith in suppliers who can offer them information in this way.
Winning new customers is about gaining their trust, so it’s important that you translate your website into the language of your target markets.
The complex world of finance
Translating a retail website is one thing, but when it comes to translating a financial website, the complexities only intensify. The world of finance is highly competitive, and an area which requires absolute precision and consistency. Translating a financial website requires comprehensive linguistic and financial knowledge, as well as scrupulous attention to detail. Linguists have to use their finance knowledge to translate and adapt websites to fit specific cultures and customs of different target markets.
Having a wide range of financial experience is obviously important, but it’s equally important for any linguists working on this kind of job to have some marketing and copywriting knowledge too.
A customer facing website in the finance world is obviously intended to help try and sell financial products and services to the customer, so the language used must be persuasive and convincing and must incorporate the correct professional tone-of-voice and brand guidelines.
It’s not just your customer facing website that may need translation though. Have you thought about you affiliate companies or agencies, classified ad sites, media sharing portals, news sites, webmail or social network sites? And what about the content that sits within these; submenus, footers, navigation tags, graphics, advertising?
Growing markets for financial websites
Did you know that some of the most popular languages for financial websites are German, French, Chinese,Japanese, Arabic and Brazilian Portuguese? These countries all have growing markets and increased spending power, making them popular and important choices for financial translation.
When it comes to translating material for financial websites, there are a number of difficulties that crop up, making the job quite challenging.
Careful consideration should be given to the specialised financial material for translation, along with the specific terminology involved. It is also important to consider how numbers are to be handled within the financial content, for example.
Moreover, it is essential that financial institutions work with a trusted language service provider who has a wide range of experience working within the financial services sector, and who can prove this by offering direct client references and up-to-date case studies.
Security in the translation process
Lastly, and probably most importantly, financial documentation must be kept safe and secure, whether that’s on the clients’ side or the linguists’ side. Does the company handling your files have the necessary ISO accreditations, including ISO 27001 (information security management), and how long have they been operating?
Make sure you select a language service provider who can meet your financial website translation needs and objectives in terms of language expertise and quality, but also in terms of reputation and security.
