Why Content Localisation Matters - 7 Ways to Build Rapport, Connection and Trust

Feeling unsure about content localisation and whether it’s worth the investment?

While the playwright George Bernard Shaw is credited with saying, "England and America are two countries separated by a common language", contrasting spellings and lost-in-translation moments don’t end with the UK-US English divide.

In today’s world of e-commerce and international travel, the Canadian, Australian and New Zealand markets are also accessible to British businesses and hospitality providers. However, each has a distinctive history, culture and vocabulary that require localised content to build connection and trust among customers. Localising your content helps win hearts by creating a natural-sounding message tailored to that audience. It draws them down the sales funnel to hit check out or contact you.

Wondering where to begin?

This content localisation guide will highlight seven areas to consider when localising content. But first, let’s explore content localisation, how it differs from translation and the benefits of tailoring your printed materials and content marketing to geographical groups of readers.

What is Content Localisation?

Many English-speaking companies assume that they don’t need to call on content localisation services because they can appeal to multiple English speakers without having to hire a translator. However, they are forgetting to build sustainable relationships with other English-speaking consumers and guests.

Often confused with content translation, there is a key difference between localisation versus translation.

Whereas a translator will convert written content from one language to another, making sure that readers of another language can understand the brand’s original message, content localisation services focus on something else. They adapt copy or content to appeal to social, cultural and language-based localised audiences.

Here are five content types that can benefit from content localisation services:

• Blog articles

• Web page content

• Product descriptions

• Social media posts

• Brochures and flyers.

Why it Pays to Focus on Content Localisation

Although 360 million people speak English as their first language, a growth-minded company should consider localising content to successfully break into new markets or strengthen its presence overseas. Still unconvinced? Here are four potential benefits of localising your content.

Marketing that connects

Imagine visiting a new website. You’ve seen great things on social media or within an online ad. It showcases a wide range of tempting things to purchase and you’re tempted to check out or make a reservation. Then suddenly, you spot something that doesn’t apply to you or your needs as a customer. You may feel that you're not the target reader, causing hesitation.

For example, a Canadian audience might become confused if you include British phrases. An Australian may not connect emotionally with content that discusses a coat’s ability to withstand rainy weather. An American may look twice at a product description that notes the ‘grey’ colour, being familiar with the spelling ‘gray’.

They could decide to look elsewhere for a brand that aligns more closely with their pain points and requirements.

Build trust and reduce doubt

Similarly, talking to potential customers located overseas via localised content helps create trust among readers of your website or social media account. It prevents them from finding unfamiliar terms and words spelt ‘incorrectly’ (from their perspective), which might lower the brand’s standing in their mind. After all, Global Lingo found that 59% of participants would find obvious spelling errors in content a dealbreaker.

Reduced bounce rates

Once you’ve lost your customer’s trust, the chances of them exiting your site increase. However, a savvy company or accommodation provider that localises content can keep prospective customers on the site for longer. This allows them to continue consuming your compelling content and discover the benefits of buying from you. This is where informative Copywriting Services come into play.

More enquiries

Persuasive content and aspirational calls to action (CTAs) are not the only ways to drive sales. Localised content resonates with your readers and makes them feel seen. If what you write is familiar to them, it demonstrates your brand’s global outlook, showing that their purchase is appreciated. No one wants to have their order taken for granted.

How to localise content?

Effective English and English language content localisation is much more than changing the spellings on a webpage, social media post or product description. As you’ll discover, there are other best practices to follow when appealing to readers in London, New York, Sydney and Wellington.

1. Spelling

While you may not be able to hear a different English pronunciation when reading words such as tomato and potato, forgetting to localise your content or copy can be a major turn-off for people browsing your website. Equally, anyone British reading a brochure that includes the word ‘traveling’ (the American version) in place of ‘travelling’ (the British version), could feel that their market was not the primary audience. They may then look instead for competitor brands with a deeper understanding of their region.

‘Incorrect’ spelling may also cause your business to appear unprofessional. Readers could assume that your service will fail to meet their expectations due to poor standards.

Differences between British English and other branches of English include:

• The use of the letter ‘u’ (colour and color)

• Different ‘-re’ and ‘-er’ word endings (fibre and fiber)

• Contrasting ‘l’ spellings (jewellery and jewelry)

• The use of ‘s’ versus ‘z’ (customise and customize)

• Different letters within the same word (licence and license)

• ‘E’s instead of ‘a’s (grey and gray).

While readers across the anglophone world may still be able to understand what has been published, adding localised spelling can forge a better customer impression of your brand. It cements your status as an outward-looking international business.

2. Measurements

While the UK has largely adopted metric, imperial measurements are still golden in the USA. From a user experience perspective, you want the information you provide in blogs, social captions and printed texts to be helpful to the customer when they’re reading your product description or specification. It should also comply with the selling regulations for each country.

Fail to do this and internet shoppers could experience a barrier to ordering from you. Converting a measurement between centimetres and inches in a search engine takes more effort and can produce inaccurate results when millimetres or eighths of an inch matter.

As a business, you need to make the information easily accessible to create a frictionless ordering process. The same concept applies to clothing and shoe sizing, weights and liquid measurements such as for perfume.

3. Punctuation

Just when you thought it was safe to relax at your desk and write, there are the not-so-tiny punctuation differences between English-speaking populations. One of the most debated punctuation marks is the Oxford comma.

Introduced in Britain in 1905 by the senior editor at Oxford University Press, Horace Hart, an extra comma is included before the last of three or more things in a list, when the words ‘or’ or ‘and’ are present. Fans argue this avoids confusion, as shown in this example from Grammarist:

“I dedicate this book to my parents, Ayn Rand and God”.

If you add an Oxford comma after the word ‘Rand’, it makes more sense than claiming that the author’s parents are Ayn Rand and God. It shows that there are three separate things on the list, helping to avoid unintended mistakes.

Generally, British audiences will not expect to see Oxford commas in your content or copy unless it helps their understanding or avoids linguistic confusion. While American consumers may wonder where the OCs have gone if they’ve been omitted.

4. Colloquial terms and phrases

Although the worlds of English are merging due to shared films, social media and cultural references, few British English speakers would expect to see ‘apparel’ in place of ‘clothing’ or ‘bangs’ instead of ‘fringe’.

Look at any two cultures in the English-speaking world. Whether it’s America, Australia, New Zealand, Canada or elsewhere and each country has a unique way of expressing itself, shaped by heritage, customs and regional differences. Therefore it pays to research what would resonate with your new market.

5. Product names

To appeal to new audiences, some brands will change their product names to appeal to said market. Alternatively, they may decide to adopt new product numbers for easier inventory management.

Products may also be described differently, drawing on local trends to build the company’s reputation and appeal to a particular region. Equally, your packaging and printed marketing materials need to reflect any changes you make for consistency.

6. Don’t forget your keywords

In terms of search engine optimisation (aka SEO), this point echoes number four above. Consider if your American, British or other English-speaking customers are typing in the same search terms to find your service, product or hotel. You’ll want to rank for what searchers are searching for in that region.

If there’s a difference in spelling or they’re more likely to use an alternative phrase, the chances are you’ll need to conduct further keyword research. Tools such as Semrush include country-specific search filters to help with this. Optimised keywords can then be introduced to rank more strongly in the British, Australian, Canadian or English-speaking market of choice.

Still unsure if content localisation is worth the investment? Linguix notes, “Not only can poor spelling affect your business’s credibility, but it can alter your relevance in terms of SEO”. In this way, localising content becomes an exercise in tuning your search engine optimisation.

7. Key info about delivery and services

To run a successful multi-regional business you’ll need to continue the smooth customer service you’re used to offering. Specific details may vary from country to country. Not only do you need to comply with local legislation and selling regulations, but you should make it clear what the buyer can expect in terms of:

• Delivery/shipping timescales, refund policies and cost

• The currency the payment will be taken in

• The terms and conditions for that region.

For example, an extended delivery/shipping time for overseas customers may apply. This is usually not an issue if explained clearly before the point of purchase. Many companies include this on a designated webpage or website header. Specifying what the consumer can expect ensures that no one becomes confused or disappointed further down the line, strengthening your international PR.

In this way, copy and content localisation can help avoid negative reviews and boost your reputation as a customer-focused business.

With content localisation, the ‘little’ details add up

Tailoring your words to different English-speaking markets and their consumers increases your chances of being successful and resonating with new audiences.

My content localisation services save you the hassle of doing this yourself, whether you’re just starting out or want to revamp your current marketing materials, social media and website. I have experience supporting agencies with their clients’ content localisation projects, should you have a need for outsourcing during busy months.

Looking to expand internationally? Email kate@sunflowercopywriting.co.uk to adapt your content so it appeals to customers in different regions.