Are your local-language websites doing more harm than good?

A good local website can lead to more sales and boost your brand image in that area. But getting your local site right isn’t necessarily easy. The key is to balance local freedom with the right amount of centralized control. And here’s how.

Localizing your websites is something any company looking to operate in a number of countries should do. Localized content appeals more directly to local customers; it’s the (more and more) common ‘global knowledge, local presence’ concept.

It demonstrates to people that you take their region seriously, and can deliver the kind of local service they want. And you show, without having to spell it out, that you appreciate and understand those small cultural aspects that can make all the difference to business. Get it right, and you can boost your sales in that region.

But remember: your local website may be the first impression many customers get of your company. And if the site isn’t up to scratch, it may be their last impression. So it’s worth developing a strategy to get it right.

The solution? The centralization and freedom mix
Localization isn’t always easy. Even if you have a big, well-established local force on the ground, you need to make sure the web content gives them the right sales and brand support.

The answer is to use a mix of centralized control and local freedom to ensure your brand messages remain clear and consistent, while also presenting local content that appeals directly to readers in that region.

Central control
The first step is to create a design template that applies to all your websites, including your corporate, local and product sites. This will keep your brand look unified.

Then decide on what key content must be repeated on all sites – this will normally include the About us section and anything else that applies globally. Written by your central communications department, this key content should then be translated by local communications – because they are better placed to quality check the translation.

Be careful not to overdo the local references here: you may think it’s important to stress that your company was founded in Bagsværd, Denmark, for example, but not many people will know where that is – nor understand why you’re proud of it.

Local freedom
For the local site to work, you need to give local web editors the tools to write it. Every website has to have a simple, user-friendly backend that makes adding content simple. And someone in the local office should be responsible for managing content.

But giving people the tools isn’t enough. You also have to encourage local people to add content – and give them the skills to do so. So bring local editors together for training. Show them how to use the system, educate them in how to write and edit content, and give them space to share best practices among themselves. 

Tone of voice guidelines can also be a great help. These detail how your company speaks in general terms, and they also give specific examples of preferred word choice and phrasing. These guidelines help your local content editors ensure that everything said on their site matches how your company ‘speaks’.

Get help if you need it
We’ve helped a number of Denmark’s leading companies write global and local content for their sites – and we’ve given workshops on web writing and editing for editors from all over the world. So get in touch with us to make sure your local sites are really appeal to local customers.