Translation is an expertise that skilled translators work hard to acquire. Though there are numerous apps claiming to automate the translation process, the quality of the output leaves a lot to be desired.
The situation can be especially tricky for companies who are looking to acquire customers in new markets, customers that speak a language that is different from its native market. Google Translate can definitely not be a viable option in such a scenario!
The decision to translate content into one or more foreign languages can open up new markets for a business, getting the translation wrong can have just the opposite effect on a business's expansion plans.
Industry leader, ATL, lists down some common errors that should be avoided when translating content or localizing a website.
Verbatim Translation
A literal translation of the German word "Kindergarten" in English would be "children garden," but in English the expression refers to the school year between preschool and first grade. This is one of the classic examples of translation going wrong where a translator does word for word translation, not paying attention to the natural syntax of a language.
It is important to understand that the real value of translation come from the linguist’s strong grasp of both languages, including the cultural nuances. It is also important to understand the intent behind the language in order to avoid awkward translations.
Neglecting the Quality of the Source Text
Having a well-written text, with the appropriate style and adapted to the message, is essential before moving on to its translation. Good communication knows no boundaries. If the document is poorly written or its content is confusing, the translation will most likely have the same deficiencies. It is worth spending time reviewing every detail in order to ensure that the document from which we translate is clear and faithfully conveys what we intend to communicate.
Translating Too Much
It is not always necessary to literally translate everything is included in the original document. There could be a lot of text that is not useful for the public of the other country, for example, local issues. In such a scenario, such content should be previously identified to decide which ones can be deleted in order to focus on the quality of the rest of the text.
Localization Errors
A translator needs to keep in mind that different languages have different cultures behind them. A message that is designed without the appropriate cultural is destined to fail and will never bring in the desired results. For example, rules are broken in English but only violated or not abided by in Chinese.
The only way for companies to avoid making localization errors is to work with team members who come with relevant experience and cultural sensitivity.
Hiring low-cost translators
Going after the low-cost options can actually turn out to be more expensive for companies in the long run. A good translation is a laborious and complex work. Comparing two offers just on the basis of price would not really be the best option. Quality of work, past experience, and the ability to help you decide the right path, tool and process should be key consideration factors when choosing your translation partner.
A business that is serious about reaching out to new audiences in new markets should take care to avoid these common translation mistakes. It is also important to keep a long term view during the decision making process. Doing this will ensure growth that is aligned with the business's vision, mission and values.