Surfing is a $10 billion USD a year industry, with millions of surfers around the world. And while the US, UK, Brazil and North America can get away with single-language websites, the rest of the world is a different story.
If you run a surf business, whether it’s a surf store, surf house, surf retreat or surfboard brand in Europe, Africa, Asia or Central America, having a multilingual website can make your potential guests or customers experience vastly better.
Here’s what I’ve learned from 10 years of copywriting about the importance of catering to other languages.
Multilingual websites / More than just a practicality
I’m an English speaker from Australia. Growing up, I was rarely exposed to other languages… except for the odd Bullshitanese which many country Australians are fluent in.
After living in Mexico, Austria, Netherlands and now Portugal, I’ve come to realise how important catering to other languages are for a business. Not only for communication’s sake, but also for being able to connect with others and understand their culture.
Yes, having a multilingual website is handy for customers and guests from a practical point of view, but I think that’s only looking at the surface.
Dig a little deeper and there are many more reasons why having a multilingual website is beneficial for your surf business.
Connecting with your target audience
Having a multilingual website allows you to connect with potential customers or guests on a deeper level.
By providing information in their native language, your guests or customers feel more comfortable and at ease when browsing through your website or reading your blog articles. This can greatly enhance their experience and make them more likely to choose your business over others.
Expanding your reach
By having a website available in multiple languages, you’re able to reach a wider audience.
This can open up opportunities for your surf business to attract customers from different parts of the world that may not have been exposed to your business otherwise.
Better understanding of cultural differences
Language is closely tied with culture, and by catering to different languages, you’re also showing an understanding and respect for different cultures.
This improves the way in which your business is perceived by potential customers or guests, and create a positive reputation for your brand.
Minimising lost in translation hiccups
Did you know that Spanish speakers refer to surfing as taking a ‘Bath’? The word ‘baño’ in Spanish literally means ‘bath’, but it’s commonly used to refer to surfing.
That’s just one small example, but there are many linguistic differences that can lead to misunderstandings and miscommunications. By providing information in multiple languages, you can avoid these hiccups and ensure clear communication with your audience.
Common challenges of translating your website
You might wonder why having a multilingual website isn’t the standard for all businesses. Well, there are some challenges that come with translating your website.
Niche
The biggest challenge of translating a website or newsletter is taking the many small surfing nuances and obscure terms and translating them accurately. Like the example above, what makes sense in one language is gibberish in another. Finding someone that not only knows both languages, but also understands the surfing industry can be difficult.
Quality
One of the most obvious challenges is ensuring the quality of your translations. Using an online translation plugin for your website is doable, but the content must accurately convey the same message and tone as the original language, while also taking into account cultural nuances and context.
Cost
Translating your website can be expensive, especially if you have a lot of content to translate. If you go down the track of hiring a professional translators, you’ll need to cough up some cash. Word of warning, if a translator’s fee seems to good to be true (i.e. cheap), chances are you’re not going to get high-quality translations.
Effort
Translating your website can also be time-consuming, especially if you have a lot of content. From blog articles to online guides, website text and even product descriptions, there’s a lot of content that needs to be translated. This can delay the launch of your multilingual website, which could potentially affect your business’s growth.
Surf businesses that can benefit from a multilingual website
- Surfboard manufacturers
- Surf clothing and apparel retailers
- Surf schools and coaching services
- Surf camps and retreats
- Surf shop retailers (brick-and-mortar)
- Surfboard rental services
- Surf travel and tour companies
- Surf photographers
- Surf videographers
- Surfboard shapers
- Surf and yoga retreats
- Wetsuit brands
- Surf competition organisers
- Ding repairs
- Surf apps and tech developers
- Surf forecasting sites
- Surf conservation and environmental organisations
How to translate your website into different languages (with minimal hassle)
There are multiple ways you can approach the task of translating your website into different languages. As always, it comes back to quality. Do you want to ensure a high-quality translation? Or are you just looking for a quick and easy solution? Here are some options to consider.
Professional translation services
Hiring a professional translator or translation agency is the most reliable way to ensure high-quality translations.
They have experience translating content accurately and can take into account cultural nuances and context. However, this can be expensive with most professional translators charging up to 40c per word.
Translation plugins
There are many translation plugins available for popular website platforms like WordPress and Squarespace.
These plugins use machine translation to automatically translate your website content into different languages. While they can be cost-effective and save time, the quality of translations may not always be accurate.
Collaborative translation platforms
There are also online platforms that allow for collaborative translations by native speakers. This can be a more cost-effective option than hiring a professional translator, but may require more time and effort on your part to manage the translation process.
Manual translations
If you or someone you know is fluent in multiple languages, you can also manually translate your website content. This may take some time and effort, but it ensures high-quality translations and allows for personalisation.
Combination of the above
One technique that I’ve found to be effective is using a combination of the above methods.
For example, hiring a professional translator for important pages and using translation plugins for less critical content. You might want to get the professional translator to give the plugin-translated content a quick once-over to ensure accuracy.
It’s all about finding the right balance for your specific needs and budget.
Final thoughts
While I don’t have a multilingual website, I do see the value in having one.
It’s all about making your business accessible to a wider audience and being culturally sensitive, especially in the global surfing community. Carefully consider your options and invest in high-quality translations for the best results.
And remember, having a multilingual website can open up new opportunities for your surf business. Who knows? Maybe there’s an untapped market waiting for you in a different language.