Engage with your customers in their language
We all know that the world-wide web is predominantly in English – but that doesn’t help if you’re a native French speaker, or Chinese speaker, or Arabic speaker. Trying to read an English version if it’s not your first language means the message is diluted.
If you’re trying to reach an international audience you really need to compete on their playing field. There are millions of websites in Chinese – if yours is only in English what are your chances of doing business with China?
The danger of automated translation online is that, however good the translation tool, it doesn’t take account of phrases that are well-known in English, but mean little or nothing when translated.