Article originally published on Orlando Business Journal
When it comes to creating a Spanish website, things easily can get lost in translation.
For example, health coverage enrollment under the Affordable Care Act has ended with more than 7 million people enrolled. Whether you agree or disagree with it, there were some important lessons learned about the execution of its Spanish website.
The purpose of creating a health care reform domain in Spanish — cuidadodesalud.gov — was to entice Latinos to visit the site. However, the literal translation of the site and the improper functioning of it created a lot of disappointment among Latinos in the U.S.
It contained grammatical errors, words out of context and lacked cultural relevancy. That created a challenge for the end user in being able to understand or get medical insurance. Learning the insurance jargon in English is hard enough; imagine it in Spanish without the proper translation.
One of the most common mistakes companies make when they’re trying to reach the Hispanic market is to rely on a literal translation from English.
There are more than 20 different nationalities that speak Spanish in the world, so, one way or another, we all can communicate with each other. However, depending on our country of origin, we have different language variations, typically referred to in English as slang. And that can make a huge difference in communication. Messages can get out of context easily.
Here are three helpful tips to help businesses create a more effective Spanish website experience:
Define your audience: Who is your core target? Are they Spanish dominant, bilingual or English dominant? How would they prefer to be reached?
Find the right help: Do not rely on software to translate your website. It has to be revised by humans. Ask for expert help, whether it is a Hispanic ad agency or a translation company with the right professionals on staff.
Create a pleasant experience: From design to communication tone, your site has to respect and embrace the culture of your audience. It is a good tactic to create a domain in Spanish to entice Latinos to visit your site. Also, make sure your site is mobile friendly.
While Hispanics trail other U.S. populations in overall Internet access, they are among the most avid users of mobile devices. Based on the latest Nielsen report “Digital vs. Universal: How U.S. Hispanics are Driving Growth in Digital,” nearly three out of four Hispanics own a smartphone and about half of them plan to upgrade or replace their mobile handset in the next six months, compared to just one-third of the overall consumer market. Digital is changing the way to market your business. It is a powerful tool to build the right brand perception.
Don’t let your time or money get lost in translation. Consider these steps and skip the shortcuts with this influential consumer group. Every well-thought-out, genuine effort you put forth to engage them will pay off significantly.