3 benefits of a culturally adapted website
There are many ways to prepare your business to enter a new market. Once you’ve done your research and selected an attractive market, you’ll want to include local customs and culture into your marketing strategy. From product packaging through business relations to online presence – adapting to local culture will help you attract more customers in the foreign market. Below you can see three benefits of adjusting your website to a new culture and market.
1. Local presence
One standardised layout for every single language and country is not enough to capture the attention of your target users effectively. A website adapted to the local customs and traditions, for example with special promotion for local holidays such as Mother’s Day or Halloween, will create an impression that your business treats each customer group individually. Cultural adaptation will also help to gain trust and loyalty of your users and customers. You can have the advantages of a local seller or service provider and maintain your international reach at the same time.
The image presents an example of culturally adapted website with local promotions for the US market.
2. Higher conversion rates
If your website speaks the language of your customers and is tailored to the way your target users think and make decisions before buying a product, you’ll be more likely to close more sales and land new customers. For example, on some websites adjusted to certain countries you might want to add more numerical data, such as number of branches across the country, years of experience in the industry, number of employees etc. Extra bits of information on a website designed for your new market will help to convince your potential customer and increase your sales.
3. Competitive advantage
You can use your culturally adapted website to stay ahead of your competition. In times when reaching to potential customers via website or social media is a part of every marketing campaign, you can go a step further and redesign your website layout. Creating a different version for different market will help you stand out from the crowd and convey a powerful message in every single language and country.
Is your website culturally adapted or do you offer the same version for every target market? Are you planning to modify your website to fit the needs of your local audience? Share your thoughts below!
About the author: Dorota Pawlak
Dorota helps businesses, organisations and individuals to communicate successfully across cultures in the online and offline world. She is an entrepreneur and a qualified translator specialising in IT and localisation of websites, games and software.