I just wrote this article for YNOT:
– When a company is looking to expand its website’s reach, it should consider whether or not translation is necessary. To answer this question, marketing managers need to consider which countries they already sell to and which countries they are trying to target. They also need to consider the type of products they sell. This sounds obvious, but you would be surprised at the number of companies that do not take the time to think through these questions properly before they put a business case together for website translation.
Let us look at a few examples at the extremes. First, consider a company that markets technical or specialized products and services in English and is looking to expand its client base. The type of customers who require the products or services are likely to speak English no matter where they reside. Therefore, the company can get away without translating its entire website.
The rest is here
– When a company is looking to expand its website’s reach, it should consider whether or not translation is necessary. To answer this question, marketing managers need to consider which countries they already sell to and which countries they are trying to target. They also need to consider the type of products they sell. This sounds obvious, but you would be surprised at the number of companies that do not take the time to think through these questions properly before they put a business case together for website translation.
Let us look at a few examples at the extremes. First, consider a company that markets technical or specialized products and services in English and is looking to expand its client base. The type of customers who require the products or services are likely to speak English no matter where they reside. Therefore, the company can get away without translating its entire website.
The rest is here