One of the best methods of expanding your website’s reach is to obtain technically and culturally accurate translations of your already existing content. These translations often come at an affordable price and take a fairly limited amount of time to complete. Most importantly, perhaps, working with a translator does not require much of your time.
We have compiled a summary of the translations process to show the benefits as well as the limited time commitment to take an easy step toward gaining more clients.
Step 1: Text Selection
Once you reach out to a translations company, your first step will be to determine which native speakers you would like to reach. The language you choose will likely depend on your geographic location preference and the location of your ideal clients. It may also depend on how large of a net you want to cast. Spanish speakers are the second-largest population in Minnesota— you may want to take it a step further and reach the third- or the fourth-largest.
The next step is determining which content you want translated. If you are a general practitioner, you may want to prioritize which practice areas you translate. For instance, you may only want to translate your information about personal injury or family law. Or, if you focus your practice in one area only, do you translate your whole site or do you only select certain information to have translated.
If you know the answers to all of the above, this initial step will take but a few minutes of intake. If you do not know the answers, you can ask the translations company for its insight. Be sure that you contact a translations company with special focus and experience translating legal Web-based content so they can help advise you on which content will be most effective to potential non-English speaking clients.
Step 2: Translator Interview
This next step also requires only a few minutes of your time. Your translator will already know what content is up for translation. All he or she will need to know is the tone you want to express and whether you want your copy to come across as actionable or informational. With the answers to these two questions in hand, your translator will get to work creating properly tailored copy to help reach your new audience.
Step 3: Text Translation
The text translation step rests wholly in your translator’s hands. First, he or she will translate your copy directly to your preferred audience. For example, in Minnesota, the majority of the Hispanic population is from Mexico and Guatemala. Knowing this will ensure your Spanish-translated content comes across appropriately for that specific audience.
Your translator will also take into consideration SEO guidelines. As your website copy is meant to attract attention from the search engines, your translator will ensure that the same SEO principles that apply to your English copy will also apply to your translated copy.
Finally, your translator will make sure the copy he or she created is properly reviewed for any typos, grammatical errors and more. A clean draft of your translated content will then make its way to the next step.
Step 4: Site Development
Your translator can send your final content directly on to your developer to build into your website. This step requires nothing from you until it is time for final review of the developed pages prior to publication. You can also pass final review on to your translator to keep yourself out of this step altogether.
Key to this part of the process is ensuring that your Web developer builds out a Spanish- language contact form to appear on every translated page. This separate form speaks directly to your Spanish-speaking prospects. It also provides you with an easy way to track contacts that come directly from your translated content.
Your translator can create the copy for the main questions you want on the contact form. While the form should remain short, it can include one or two questions that help qualify a lead before anyone follows up.
Step 5: Lead Response
Speaking of following up, it is important to determine at the outset of the translations process the person who prospects will connect with once they reach out. Can someone from your firm respond in Spanish? If yes, does that person speak fluently enough to understand prospects’ concerns and answer questions? If not, will your firm also require an interpreter to follow up with the client and be present during client meetings?
If you think you might potentially require an interpreter along with a translator, make sure you contact a company who has local resources for you to work with – people who are trained, fluent and reliable.
All You Need to Do Is Start the Conversation
If you would like to expand your marketing reach to the Spanish-speaking community in Minnesota or any other group of native speakers that live here, the only step you need to take is to contact a translations company. From there, one conversation with a translator will spark the translations process, leaving you the time you need for client meetings, case work and other business development ventures.