Wherever they are in the world, consumers prefer to buy goods and services which provide information in their own language. So, if you want to open up your business to new markets, creating a website or marketing materials in the native language of overseas customers is essential. One of the primary decisions you then need to make is how you will create that content. You have two options. You can:

• hire a translator to translate your existing website or marketing materials into the target language; or
• hire a local copywriter to create content from scratch that appeals specifically to your new target audience.

But which is the best approach? Let’s have a look.

Practical considerations

Of course, as is the case with any commercial decision, there are practical considerations that you must take into account.

• Budget

In an ideal world, you would hire a local copywriter in every overseas market you enter to produce content that is specific to those customers. That would help to ensure that your message resonates with your readers while increasing conversions. However, that approach will be expensive.

The cheaper option is to translate the content you already have. The question then is, will it read like a native website and engage your new customers? If your budget is limited but you’re worried that your existing content may not translate particularly well, transcreation could be a more affordable halfway house between copywriting and translation.

• Availability

It can be difficult to find a translator and native copywriter for certain languages or language combinations. This can be frustrating when you’re in a rush and want the content to go live as soon as possible. In that case, the availability of the language professionals you need will play a big part in your decision.

In our experience, it’s often easier to find a translator than a good native copywriter. However, with more than 200 languages catered for at Linguistica Translation and Recruitment, we can source professionally qualified and experienced translators and copywriters for any project.

• How you want to work

Everyone has preferences about how they like to work based on their previous experiences. Some of the best native language copywriters are freelancers who work from homes and offices in the countries you want to target. Therefore, if meeting a language professional in person is a priority for you, a copywriter may not be the best option.

The alternative is to contact a translation agency in your local area. You will be able to meet them face-to-face to discuss your project in person and benefit from the reassurance that it can bring. However, dealing with a local agency may cost more than a native language freelance copywriter, so that’s another consideration to factor in.

What type of content do you want to produce?

As well as the practical considerations, it’s also very important to think about the type of material you want to produce. Here’s a simple rule of thumb for guidance:

• Legal documents and business reports – If the source material is technical, legal or financial in nature, such as a manual, terms and conditions or an annual report, you should always use a certified or experienced translator. That will ensure the translation is an accurate reflection of the source material.
• Marketing documents - If you have marketing objectives to achieve, a little creativity is required and you want to make sure that your message resonates with your target market, a native language copywriter is usually your best bet. 

Our top tips

Whether you choose a translator or native language copywriter for your project, here are a few pointers to help you make it a success.

• Take the time to research your target audience so you know exactly who you’re writing for and what problems they want to solve.
• Think about the tone, voice and style of message that will appeal to your target market so you can showcase your offering in the best possible light.
• If you’re offering content in a new language, be prepared to answer customer questions and enquiries in that language, too.
• Is your budget tight? Then focus on translating the content that really matters to start with, such as the core pages of your website. You can add more over time.

Professional translation and copywriting assistance

At Linguistica Translation and Recruitment, our native translators and copywriters hold professional language qualifications and have at least five years of experience working in those languages. They are also subject matter specialists with professional experience in their field.

Call 02392 987 765 or email info@linguistica-international.com to discuss your project with our team.