Foreign-language landing pages can be a great first step for companies and organizations that are just starting to reach out to international markets or non-English-speaking minorities or want to expand those outreach efforts to their websites. Website globalization is a great way to reach new audiences, but translation and globalization of a full website can seem too expensive and complicated, especially when you are just feeling out new opportunities.
Instead of launching right into a full translation of your website, which is some cases means dealing with dozens if not hundreds of individual web pages, creating foreign language landing pages immediately gives you a foreign-language basis and provides a basis for future website development.
Purpose of a Foreign Language Landing Pages
A landing page, as most people are aware by now, is the first page that a person lands on after clicking on a hyperlink in an on-line ad, social media posting, email marketing message or other marketing copy on the web. A good landing page gives all the basic information that a person clicking on the link would expect based on the call to action of the link.
A foreign language landing page serves a similar purpose but with a particular audience rather than a particular subject in mind. A foreign language landing page is a single page that summarizes the most important information about your organization and its products or services in a language other than the language of the main site. These pages are linked to the home page of your main website so that foreign-language visitors can easily access them and can return to your main site for more information if they have a serious interest in your products.
Benefits of Foreign Language Landing Pages
Welcoming new audiences: Foreign-language visitors, even if they can read some English, are generally more comfortable using their own language. And these days, with English losing its dominance on the web, they are more likely to be able to find what they want in their own language. If your site is entirely in English, that may be enough to make them go elsewhere. With foreign language landing pages those foreign visitors can at least get an introduction to your company in a readily understandable and welcoming form.
Search Engine Optimization: Foreign visitors are also likely to be searching the web in their own language, which usually means that search engines will first serve them up results in that language. Having a well-optimized page in other languages means that foreign-language searchers are more apt to find your website in their searches. In this case, the foreign-language page becomes a literal landing page for those searchers.
Testing the Waters: Translating your entire website, when you aren’t established in a particular market, can take time and expense that may prove not to be worthwhile. This is particularly true where you want to test the waters in a variety of markets and languages. Setting up several foreign-language landing pages and tracking the sources of the traffic to those pages can help you to determine where the best opportunities lie.
Preparing a Foreign-Language Landing Page
The first step in preparing the page is choosing the information that should go on the page, preparing the English copy, and optimizing that copy for English-language web searches. Then an English version of the page is created using that copy. Finally, the page is translated into the languages you choose and linked to the home page of your website. For the best results, you should do research on the proper foreign language equivalents of the keywords that you are optimizing for and have the foreign-language copy edited to be optimized for those keywords.
MTM LinguaSoft can assist you in each step of this process: deciding what information is important to include; putting together a landing page with the same look as your English site; researching foreign-language keywords and their equivalents; translating and editing the copy in each language and working with your developer or webmaster to link to your home page.