Exporters: lost in translation?
If you want to sell to China, translating your website into Chinese seems like garden-variety common sense, but it’s not as common as it should be. Before attending an exporters’ conference recently, China Blueprint did some research on Australian attendees’ websites that revealed most of them – mainly tourism sector companies – had English-only websites that included strangely limited information and surprisingly dull content.
Chinese consumers are educated, savvy buyers with unprecedented spending power. Of the nation’s 1.3 billion population, about 2% speak English but their preference is for searching the internet in their mother tongue. Wouldn’t you? So if you want a piece of the Chinese market, a full Chinese-language website with engaging, culturally appropriate content has to be your first step. This sends a message to potential customers that you’re serious about them and respectful of their spending.
click Minimum requirements on a shoestring
China Blueprint promotes fully integrated online marketing strategies that are 100% Chinese language, but we also understand some exporters are on budgets so here are some ideas of what you should translate at the very least.
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Search engines in China obviously do their stuff in Chinese language, so keywords and content descriptors (the real action that goes on behind websites) should be in Chinese.
This is the landing page, the first one people normally go to. This needs a Chinese language version so people know where they are and what you offer, even if it’s in a reduced form. Who likes to buy from a shop where they don’t do service?
You’re doing this because you want to sell something or encourage people to come visit you, right? Give them a reason and make it a proposition they can’t pass by.
If your web visitors can’t pay online, you’ll need to tell them when and how they can pay in Chinese. If they can pay online, you’ll need a Chinese-language version of payment options with faultlessly clear instructions.