Last Updated 17 August 2008
Internationalize your web site and improve your communication with all of your visitors: local, national, regional and international.
We tend to focus on the markets we know well.
We let certain habits install and we never question them.
We get used to talking to our prospects and clients in a certain vocabulary.
And this makes good marketing sense.
But sometimes we let little habits creep into how we use our vocabulary that can be real turn offs for international readers. These international readers may have to concentrate a little more to read your website. And any little inconsistency becomes a stumbling block.
Consistency In Vocabulary
One of these stumbling blocks is inconsistent vocabulary.
Referring to one object by using two different words is something that can be extremely misleading to readers outside of your immediate sphere of communication.
Multinational companies in certain high precision industries will often be confronted with difficult situations due to misunderstandings in using vocabulary imprecisely.
Inconsistent vocabulary can even lead to life threatening misunderstandings, in instruction manuals for machinery for example.
Benefits Of Using A Consistent Vocabulary
There are four main benefits for using consistent vocabulary.
Avoid Misunderstandings
How can your choice of words be so important?
Let’s look at one simple example.
You have a free report you want to give away to all of your clients. Let’s say you promote it someplace by referring to it as a “report” for example. And then your company promotes it someplace else calling it a “guide”.
Many readers will assume they should get two different free things from you. Both a report and a guide.
This creates negative feelings as you do not deliver the 2 free “reports” as your client expects. You raise these false expectations yourself through your own promotions.
The consequences are a lose in client trust and also extra customer support time.
Side Step Cultural Blunders
The lack of consistent vocabulary is a source of cultural blunders.
In certain areas such as health or when giving directions to operate machinery, such misunderstandings may have dire results.
Native English speakers represent the minority in internet users. English is still used by a large portion of the other internet users. Their language skills are probably not as high as yours. Cultural misunderstandings happen.
A consistent vocabulary throughout your website helps you to avoid many potential cultural misunderstandings.
Of course, a consistent vocabulary is also beneficial in offline communication.
Give Clarity
Consistency is important in cross cultural communication. Consistency brings more clarity into your communication.
Clarity is a great tool in successful cross cultural communication. Clarity is one of the two main building blocks used to create trust in.
Make Website Localization Easy
There is one other benefit to striving for a consistent vocabulary throughout all of your communication materials both online and offline.
When your company has found its international markets and has decided to take the next step towards website localization and multilingual communication, it will be easier.
Your content will be easier to understand in foreign countries. It will be quicker to translate. The progression towards a fully customized cultural web site will be much smoother.
Small Changes For Big Results
It is hard to imagine how such small inconsistencies in your vocabulary can create so many headaches.
Sometimes you get so used to them they are hard to see.
Challenge your habits.
Spend the extra time to review your vocabulary for consistency. Your international business development depends on it.
This article is part of a series to Internationalize Your Website. Here are the other articles in this series:
- 7 Easy Tips to Internationalize Your Web Site
- Internationalize Your Website 1 – Make Your Website Easy To Read For All Of Your Readers
- Internationalize Your Website 2 – Be Reachable By Phone To Everyone
- Internationalize Your Website 3 – Show The World Your Location
- Internationalize Your Website 5 – Use The Right Order Forms For International Sales
- Internationalize Your Website 6 – Publish A Glossary For Clarity And Consistency
- Internationalize Your Website 7 – Welcome Your International Visitors
