It’s often during a downturn that business people realise they’ve got to branch out to get more clients. One easy source of new customers that you may not have considered before is to optimise your site for international visitors. Gaining international traffic this way could land you with plenty of new customers, and prove to bring in valuable revenue.
Did you realise that there are now more non-native English speakers than there are native ones? The good news is that these people are obvious candidates to be new customers, since they should alread by able to understand your site.
But don’t be fooled into thinking that it’s enough to put your site in front of them untouched. Their ability as speakers will vary wildly and shouldn’t be taken for granted. Your sales pitch may therefore have to be cleaned up to make it more readable. For that reason, try re-writing your core sales page to lessen the effect of slang or jargon confusing your new potential audience.
Another option would be to create a ‘localised’ website – one targeted specifically at an audience (say, India) which does not use the local language but keeps the language simple. Why not include some information on your company’s involvement with the country in question, or show some kind of cultural affinity.
Alternatively, you could go the whole hog and get your entire website translated into the target language. Every page could be translated into a different language, though this is quite a costly and time-consuming exercise.
The compromise solution is to translate only part of your website. Otherwise, an email marketing campaign in another language might be a slightly easier solution to implement and could also pay dividends.
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