So what's the big deal? Simply put, there is no difference between building a globally targeted web site and building an internationally targeted web site. However, many people confuse multi-lingual web sites with internationally friendly web sites and internationally targeted web sites. They are completely different types of web sites.
For starters, when targeting a web site to specific a country, one has to be concerned with not only which languages are used locally, but local spelling conventions (e.g. is it "globalization" or "globalisation") and that the content including graphics is appropriate for that specific target market. One can build web sites that are friendly to visitors from other countries, targeted to specific countries and or regions or simply build a web site that offers its content in multiple languages
Let's consider the following definitions:
- An International \ Globally Targeted Web Site:
contains content that is specifically targeted to a specific country or region (ie South America vs. Mexico). One needs to ensure that graphical content is also appropriate for the target country/region. Many common symbols and icons in one country may not be understood by someone in another country and in some case may even be offensive. - The content must reflect the cultural expectations of the country (localization), and include language specific content written in the version of the language for that region. It is not sufficient to write specific English content for the United Kingdom using American spelling. The same holds true when writing regional content in French, Spanish, German and many other languages.
- Internationally Friendly Web Site:
is friendly towards visitors from other countries. To accomplish this the web site must include items like specific currency declarations (ie USD vs. CDN dollars), specific limitations as to who the site serves (ie Shipping products world wide vs. Shipping products to North America). - If the site requires users to register, then issues such as making the registration form internationally friendly needs to also be addressed. These are just are just some of the basics that need to be addressed to make a site internationally friendly.
- A Multilingual Web Site: offers its content in multiple languages. Generally there is virtually no attention to cultural issues (ie what graphics are acceptable to French vs. English Canadians) or regional linguistic issues. Basically, the site is simply translated. At most the issue of reading left to right vs. right to left and the effect on graphics is addressed.
- In this example, an American based site might offer its content in American English and American Spanish (the one used in Puerto Rico and not Florida - Cuban Spanish). No specific attention is give to try and communicate or sell products to South America or Spain.
What Do I Do First?
One of the most frequently asked questions is, "What do I do first when I want to expand the market potential of my web site?". When it comes to answering this question, there are no quick one-line answers.
The first thing you need to do is decide if you need and can support a multilingual or a global web site. Once this decision is made, then you need to address issues of how content is going to be managed, what kind of translations are you going to use (regionally specific or general), who is responsible for translation, will content be managed centrally or regionally and many more questions. There are no right or wrong answers to these questions. The key is to know the pros and cons of each option and to make your business decision accordingly. Only then can you ensure a positive ROI from this business decision.
Where Can I Get Help
The issue of building multilingual web sites isn't that new, but building web sites that are internationally friendly and globally target is a relatively new field. Fortunately, K'nechtology Inc. has been addressing these issues since 1998, long before most corporations even gave it a second thought.
Alan K'necht has written several key articles and columns on these issues and their reading makes an excellent starting point.
If you required additional help, we would be glad to help with your assessment and even help you build and implement your multilingual or international web site. Simply contact us and we'll be ready to help.