Filtering by Tag: French

Website Translation - Part 1

A   good content strategy is built around understanding who your customers are. This enables you to present your message in  the best way possible.  When it comes to website  text, you’d better be speaking in the primary language of your customer.

Going global?

If your customers and clients tend to be in the same region  as you are, the idea of translating your website into different languages might  seem over the top.  A quick check of your  weekly stats will show a few visits from Poland and Saudi Arabia, but they’re  unlikely to be writing checks.  However, when you consider that America has the world’s  second largest Spanish speaking population, & in places like New Mexico, Spanish  is spoken by over 40% of the people (with California not far behind,) you  start to wonder if you’re missing an opportunity.

No ghost in the machine

Technology has come a long way and there are now several  sites and plugins that will translate your site automatically for you –  fantastic – install the plugin, hit translate and voila! – Global business here  you come.


The thing about machine translation, actually, all  translation come to think of it – is that you have no idea what your site now  reads like in the foreign language.  This  is a big problem.  The reality of machine  translation nowadays is that it tends to make you sound like a three year old  on acid. 

Fish tank handbag shandy – Buy Me!

Your website is not like you on vacation where your charm  and winning ways can get you past incorrect grammar and inappropriate noun  selection.  Your website has one  opportunity to present your case and you’d better be relying on something  better than a machine – an example from Scotland:

A fire brigade leaflet produced for Strathclyde Fire and  Rescue Service offering advice on how to escape from your home.

Written in English the text read,

“Never jump straight out of a window, lower yourself onto cushions”

This was translated into Urdu, the result was very  interesting. It read…

“Never jump out of a window straight. Put yourself on a  donkey and come down.”

(Courtesy of Le Blog)

You get what you pay for

It is better to have no translation than one that presents you  as an idiot.  If you’re thinking of  offering your site in a different language because it is cheap to do, stop.  Translation is a very human skill and as a result,  you get what you pay for.  Cultural  nuances aside, grammar and spelling are just as important regardless of what  language you present in;  are you sure  your assistant's second cousin who has been to Mexico is going to nail all that?

We recently launched a French version of a site we did for  an international US corporation who wanted to consolidate their UK, French and  Czech businesses.  Although the French site  used exactly the same architecture and code, it took several additional weeks to  deliver due to linguistically derived modifications to the page text.   Sometimes things that look good and read well  in one language just don’t, literally, translate.

Work with Professionals

We recently had the pleasure of spending some time with Nathalie  Schon, a professional translator with expertise in English, French, German and  Italian.  Originally from Metz, France,  Nath manages to move round the world, working remotely for companies like Sony  as she translates their movies from the beach in Hawaii.  Our next two posts on translation will cover  a recent interview we did with Nath on the challenges of website translation.

Make us laugh

Got any insane translation cock-ups you want to share –  leave them in the comments below.

“We want to move towards a content marketing strategy and need to integrate our UK, French and Czech payment card and applications businesses into one .EU website with a design that is easily translatable into all three languages – would you be interested in pitching for the business?”

Does Dolly Parton sleep on her back?

This was our biggest project to date and we beat out a couple of European agencies to win the business.  We're in the process of translating the site into French and Czech and will be launching them under their own country top level domains in the next month.

The only thing the client gave us was the estalished pink ABnote logo and a confirmation that pink was actually a key color for them!  Working closely with the client side project manager we produced a loose mood board, site plan and ultimately a series of wireframes to arrive at a functional layout which we then turned into photoshop mock ups which were eventually approved by the clent technical executive.  Then it was a matter of installing WordPress and getting to work; in a nutshell:

  • Custom icon set, driving the design feel of the entire site
  • Heavily customised Thesis framework
  • Frontpage Slidedeck
  • Pop up contact forms
  • Easily inserted call to action buttons for end user
  • Client branded and customized WP login and dashboard

This is the fourth project we have delivered for the ABnote group in the last 6 months; after wining the project we also won pitches to provide an analysis of their global digital footprint, re-skin of a credit card customization and tracking portal as well as some nice graphic work that Alex knocked out of the park.

You can see more examples of Kilted Chaos work here.

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