Traditional translation methods can be useful for quick and short content, but often prove inaccurate when dealing with longer, more specific text. Their results are mostly bland and inconsiderate of the linguistic nuances and the particularities that natives and locals are often mindful of.
Logic suggests that the most budget-friendly route is always the cheapest. However, when the cheapest provider offers services that are inaccurate, flawed and generalized rather than tailored, it can result in a lot of back and forth and a waste of time, money and resources. In most cases, and in the case of translation and transcreation in particular, logic doesn’t apply, but rather experience, as it teaches you that the most budget-friendly option is to choose the most experienced provider. That’s someone who can deliver fast and accurate results, tailored to the brand’s needs and mindful of the cultural impact on the target audience.
1. Extensive Content Analysis
The first step in our website localization process is to run a full and extensive analysis of the brand we’re working with and the content we plan to translate. We also run a complete check of the company’s sitemap and the products and services they offer, in order to get a firm grip on the content. Our aim is simply to understand the brand better, and figure out the message it conveys, as well as the nature of its field and the competition within, the target audience, the content expected to be delivered, the target language and the cultural background.
2. Selecting The Team
Upon completing the company background check, we assign the project to a team of professionals with relevant experience, consisting of at least four individuals, as follows:
Localization Project Manager
Both highly experienced and friendly, the project manager will be our client’s primary contact. They will assign the timeline and ensure the proper implementation of the client’s specific requirements, as well as manage the changes and monitor the process from beginning to end.
Subject Matter Expert (SME)
A crucial member of the team, the SME is an expert in the corresponding field and will assist the team by providing adequate terminology and inside knowledge.
With a keen attention to detail and superior writing skills, the senior copywriter will revise and fine-tune the content, checking the translated text word for word and applying the proper changes to insure the implementation of the required tone of voice and writing style.
Like the senior copywriter, the copywriters are in-country experts. They offer support by proofing and fine-tuning the content for optimal results. The number of copywriters assigned to a project depends entirely on its size.
They say it takes a village. A successful website localization process is the culmination of efforts from a number of people each undertaking a different task.
3. Project Planning
After assembling the team, the project manager will work with them to devise a proposal plan that meets the client’s requirements, which they will then submit for reviewing.
The plan will include questionnaires that will help us determine the most appropriate course of action, so we can better understand things like the target audience, the client’s level of involvement in the translation process and their ultimate expectations.
The proposal will be modified and finalized with the client before we move on to the next step.
4. Collection and Creation of Project Resources
Now that the proposal has been approved by the client, it’s time for Commanine’s team to get to work.
The key to a successful localization process is the early creation of a glossary, a translation style guide, and an SEO keyword extraction system.
A list of subject-oriented terms, the glossary will define the brand’s key words and idioms throughout the localization process. The list includes field-specific terms as well as specialized company products and services, along with descriptions and features.
Establishing the glossary prior to the localization process is a must to achieve continuity and consistency. The glossary can either be provided by the client of extracted by our SME.
Depending on the level of engagement of the client, the glossary can be used only after their approval, or should they wish to be less involved, reliant solely on our expertise.
Translation Style Guide
The brand message and tone of voice should be consistently evident regardless of the language. The translation style guide will help us define those criteria, as well as the writing style and quality expectation.
Much like the glossary, depending on the client’s level of commitment, the style guide can be entirely developed by them or trusted to our experts who will use their utmost skills and knowledge to adapt the most brand-reflective style.
Keyword Extraction for SEO (optional)
Once again, the SEO can either be provided by the client or created by our staff. Only the most searched translations will be selected in order to ensure maximum search optimization. SEO includes page titles, keywords, descriptions and tags among others.
5. Client Approval
Should the client choose not to be involved in the process, this step will be skipped and we will move directly to the writing phase. However, if they decide to be engaged in the process, we will send them all the resources gathered in Step 5 for their appraisal before we can move on to the next step.
Our graphic and multimedia experts will also suggest the best possible localization method for their work, be it subtitling, dubbing, or complete recreation.
Possible project changes will be quickly estimated at this phase and timely integrated in the process.
6. Translation and Submission
It is at this point that our word masters will come together to start the writing and translating process, making sure to apply the approved terminology, brand tone of voice and requested writing style. The drafts can be delivered in batches or all at once, in line with the client’s preference, or following other criteria should they have anything else in mind.
7. Uploading & QA Testing
Once the drafts submitted and approved by the client, the SME on the project is asked to run a QA (Quality Assurance) in order to verify the content’s quality. The localized content will be uploaded onto an early version of the website and will serve as an initial testing session that will allow both the client and our team to ensure that the finished product fits the slated requirements.
8. Final Delivery
Based on the result of the QA session, the client can inform the team of any adjustments to be made. The team will also sometimes offer the client some suggestions based on their experience in the field if they deem something to be unfit for publication. As soon as the final project is delivered, both the glossary and the TM will be finalized, updated and saved in our database for potential future collaborations.