Internationalize Your Website To Transition To A Global Market Internet Business

Last updated 20 August 2008

International Development With Internet Marketing In Three Easy Steps

This article is the first part of a series – Transition To A Global Market Internet Business. Read the other two parts here:
2 – Localize Your Website
3 – Culturally Customize Your Communication

Some companies feel they have a global market e-commerce with an online presence. But are the international clients coming to your online store? And if they are, how did they find you? Does your online website have a real presence in foreign countries?

Once you have a local or national business operating through a website, there are a few steps you can take to develop your market further abroad.

Targeting international markets still involves the same type of market analysis you needed for your current business. Often a bit more market analysis is needed to allow for the cultural adaptation of your products. This market research is multiplied by the number of countries you would like to do business in.

Assess Your Communication

Then you must step back and look at your current means of communication. The website you have for your own local market. How would foreigners react to your website?

There are a few general questions to ask yourself.

	Is your website clear and easy to understand?
	Could an 8 year old easily understand what your company does?
	Do you only provide an 800 number? Do foreigners know how to reach you? Put in your local land line telephone number. Give your full physical address.
	Is your order form compatible for international addresses, or does it get stuck if you don’t put in an American State code? Make sure your order forms have enough lines for foreign addresses.
	Do you use one specific word for things? – having two or three ways for saying one thing makes it harder for foreigners to follow you. Choose between “car” and “vehicle”. It is a good idea to create a glossary of company terms – you will greatly appreciate this later on.
	Do you use specific cultural expressions or slang? Keep your communication easy to understand by everyone.
	Does your website refer to specific national holidays? Is that something you should change?
	Do you have any embedded words in your diagrams? Avoid them and it will make it easy for you to translate any images later on.

Making these changes should not take away the strength of your sales message to your local market. The good practices for an effective website in your local market are very similar.

Taking those local good practices a little further will open your website up for international expansion. Your communication will become clearer to your international clients.

Once you make these transitions to your current website you will be on your way to your next transition towards an international business: Localized Websites.

Tagged as: cross-cultural marketing, international business development, international sales, internet marketing, website internationalization