Does your business have multiple locations? Do you need to target loyal customers from different places around the globe? Are you ready to invest in the global market?
If your answer is yes, then you need to start localizing your landing pages for your target locations.
But, how can you do this successfully, and what is the difference between creating a homepage and a landing page?
Also, will it really be worth it to invest time, money, and effort in this?
Read on and we will answer all your questions one by one.
First, let’s define the difference between a localized homepage and a landing page.
It is easy to be confused between a localized homepage and a landing page. In many instances, you may notice that there are some businesses with the same design for both of them. However, there are small differences that you might not notice if you don’t understand how they work.
Homepages and landing pages actually have a different focus. The first one is designed to let the customers explore their website and learn more about the company and the products and services they offer. Meanwhile, the landing page focuses more on conversions of your page visit to sales, leads, signups, subscriptions, etc.
This is why you’ll notice that the key differences between the homepage and landing page are their headings, call-to-action, and navigation bars.
Here is an example from Tomedes translation services.
The homepage tries to communicate with its readers and will let them explore the website through the navigation bar.
Meanwhile, the landing page is more minimalistic and without navigation bars to keep the visitors’ focus solely on your offer.
In simple words, homepages are made to drive traffic and inform your target audience while landing pages are created to turn traffics into conversions.
But, why do you need to localize your landing pages?
Does building a localized landing page benefit your company? Well, if you are targeting multiple locations, then the answer is yes. People prefer pages with unique and geo-targeted content as it makes them more relatable and personalized. According to Nifty, about 80% of the top-performing pages are applying localization to attract more customers.
Here are some of the benefits of localizing your landing page:
Provides better user experience
Localization is essential in providing a great user experience for targeted multiple locations. By translating and adapting the contents to the language, culture, and trends of your audiences, they will find it more relatable and satisfying.
Makes the content more personalized
Personalization of landing pages adds impact to the relevancy of your offer to your consumers. One of the best ways to do this is by localizing the content based on the geographic locations and culture of your target audiences. If your visitors feel that you value their cultures, it can make them feel more special and will want to engage with your business.
Boosts SEO ranking
Localizing your landing page can boost its SEO ranking and will add visibility to your audience. It assures that your target viewers will be able to search it easily in Google and drive more conversion events in the process.
Increases the conversions.
Lastly, localized landing pages increase the conversion rate of your ads or website. As I mentioned before, adapting content to the culture and preferences of multiple locations can affect the satisfaction of your audiences. This results in more conversions such as sales, signups, and your other goals.
What are the best localization tools that you can use?
Now that you know about its benefits, let’s dig deeper into the topic and talk about the localization tools that can make your life easier. While they cannot guarantee flawless translations that professional translators can offer, they can still provide convenient assistance for fast and automated translations.
There are two types of localization tools depending on their purposes: independent tools and all-around tools.
Everyone loves having everything in just one place or thing. Some localization tools offer multiple features to make localizing content more convenient. However, the only downside of this is that they do not have specialties, and learning how to use all features can take more time.
- Lokalise – the best tool if you value the fast turnaround time of projects and automation of tasks.
- Transifex – developers prefer using this due to its Github repositories integration that lets the users automatically send untranslated words to the tool.
- Smartcat – this is a simple-to-use localization tool that lets its users afford automated translation services with communication capabilities.
- MemoQ – a great platform that offers a translation management system that makes the processes more organized and efficient.
While all-around tools let you have everything in one place, independent tools offer expertise in specific functionalities. It offers convenience for developers who want to mix and match the functions that they need without unnecessary additions. Depending on the tool type that you need, there are a lot of platforms that you can use. Here are some of them:
- SDL Trados Studio – this is one of the best computer-assisted-translation (CAT) software tools that offer a fast turn-around of projects.
- SDL MultiTerm – offers management software for multilingual terminologies that developers might be confused about.
- Verifika – this is an efficient quality assurance tool that lets its users check and edit content errors without going back to your CAT tool.
These tools will enable you to translate and adapt your content for multiple locations. There are also other best localization tools that you can find and learn about. However, if you want to guarantee the quality of your localized landing pages, make sure to just partner with reliable language service providers.
How to localize your landing page?
Having the right tools is not enough to guarantee the quality of your landing page localization. You need to have several considerations, researches, and SEO strategies to ensure the success of your page. If you don’t want it to be just another wasted page, here are some of the things that you could do.
Know your target locations.
Knowing your target locations must be the first step that you do before localizing your landing page. Make sure that you look at your current customer base to identify the locations of your sales.
Analyze your consumers’ behavior and try to know the reasons why they still buy your products despite the shipping fees. This will help you know the offers and promotions that you can do to get more customers from multiple places.
Moreover, checking your competition is important in deciding target locations. Check out the common group of people or places they are targeting and their current customers.
However, instead of just copying their strategies and having a larger competition, look for other possible locations that they may be overlooking and you think will benefit your business.
Not because the majority is not targeting a market means that these groups of people will not need your products or services. View these target locations as a great opportunity for your business.
Moreover, don’t try to target a large number of locations at once. This will just be overwhelming to you and you might not be able to focus on important locations. Try to target five to seven locations across the globe with great localization strategies instead of ending up generalizing your content.
Optimize your landing page.
Traffic is important for landing pages as it will trigger the return-of-investment (ROI) of your campaigns.
Without enough traffic, it will be hard for your landing page to give the conversions that you are looking for. In the end, it will just be a wasted page despite its great potential.
Thus, you need to optimize your landing page to increase its visibility in web searches. Apply great SEO practices that will benefit the page.
Instead of just translating everything, make sure that you are using organic keywords on your content. Choose those with the largest search volumes and least competitions.
Aside from that, the title tags and metadata are also essential for the optimization of your landing pages. The title tags should be concise and easy to understand with 50-60 characters only.
Metadata should also be concise but perfectly describes the content of your landing page. It is important to remember to include the keywords on them and limit your characters t0 150-160.
Whether you prefer orderly or unordered headings, the important thing is to have at least an H1 tag with your proper keywords in them.
The mission of your landing page is to convert traffic to sales, signups, etc. Thus, it is only logical to create a simple and concise call-to-action with a button that will lead your customers to your customer service, signup pages, and quotation forms.
Moreover, the proper placement of your localized landing pages on your website is important. Your customers must be able to easily navigate them when visiting your page. You can place them on your navigation bar with catchy titles. If you think that it is already too crowded and complicated, you can also put them on your footer but make sure that your visitors will still easily spot them.
Make it compatible with mobile.
Just in the US, about 79% of 230 million smartphone users are purchasing items through their mobile phones. This means that you will lose 181.7 million possible customers if your landing page is not compatible with mobile devices.
Thus, it is important to ensure that your landing page is mobile-friendly in digital marketing no matter what niche you have. Despite the small number of mobile-optimized landing pages, they are still the high-performing ones.
First, what you can do is create a landing page that is specialized for mobile phones. This means that there should be shorter content and never let them look crowded on the screen. Not only is it unattractive but it can also cause slow loading time for your page.
As much as possible, place your CTA at the top of the page with a single column layout instead of placing them below your designs. This shifts the focus of your target audiences in the button which may lead to more conversions.Test your localized landing pages.
After applying your localization strategies, there are still some possibilities that a certain step might not apply to your target locations. To know this, it is ideal to test your localized landing pages and see if they are meeting your goals.
(If you don’t have your monthly/weekly goal or Key Performance Indicators yet, then you better start creating one.)
However, note that this may be time-consuming especially if you have a lot of landing pages to cater to multiple locations and different promotions. If you are having a hard time, there are some reliable localization testing tools that you can use.
When targeting multiple locations, it is important to localize your landing pages accordingly. This can be a vital factor to drive more traffic and conversions to your website. Your success will depend on the quality of translations, the adaptability to geo-locations and cultures, and the application of SEO practices on your landing page.
Moreover, these landing pages don’t actually have to stand alone. Instead of thinking that this is a separate page that will attract more visitors, consider how Google will view and rank it on the search engine results.
If you are aiming to improve your conversion rate, you should make your landing pages as inviting and flawless as possible. It should also be relatable enough with your viewers including its page design, color, mobile compatibility, and contents. To make all of these possible, it is important to invest time and effort in localizing these pages.