Why a good translation can help you attract customers

Many companies these days are expanding and globalising, or even just making their services available to foreign customers and tourists. Because of this, the demand for translation has increased.

However, some companies are still uninformed on translation. Contrary to popular belief, translation requires a whole lot more than just bilingualism. Translation is a complex linguistic, cultural and at times very academic activity, requiring specialised subject knowledge.

Even so, some companies may not be willing to incorporate translation costs into their budget, and think it’s something they could save money on by making use of bilingual employees.

If you are thinking of translating, make sure it’s done by a professional translator – this article will tell you how it could help you attract more customers.

Company image

Bad grammar, spelling or wording never creates a good impression, whether it’s in an email, a dissertation, on a CV or even a menu. A translation shouldn’t be an exception to this, and it’s a small investment that will go miles to ensure an image of professionalism and competency for a company. A professional translation will not include these types of avoidable errors. At LexGo Translations, we only use native translators, and every translation is proof read, to ensure accuracy and perfection.


If your client has difficulty understanding your website or product description, you probably won’t catch their attention! In an even worse scenario, they could get the wrong idea about something that could either cause confusion, legal problems or even put them in harm’s way. Translations of things like product ingredients, safety warnings or legal notices must be treated with the utmost care.


Translation is a largely cultural activity – when translating, the translator must consider the target audience and how they will relate to and understand the text. In the same way, it is also necessary to consider the target audience when marketing a product. Nowadays, in the world of translation, we refer to something called ‘localization’, which is the process of adapting a product to local tastes.

For example, have you ever noticed that the adverts for large-scale international products like Coca-Cola are different in every country? That’s because different target audiences have different preferences and tendencies.

A professional translation will know how to do this, successfully appealing to your international clientele.





Another practical reason – the more languages a company operates in, the larger their client base will be! With English being widely recognised as today’s ‘lingua franca’ (the world’s common language), you can reach a huge number of potential clients with it, even if English is not their first language. That being said, if you are willing to make an investment so that a customer can access your product or service in their native language, don´t think twice: they will feel more drawn to it and put more trust in your company.

Ultimately, a decent, professional translation is certainly the way to go if you’re looking to expand your customer base. It is also economical, as having to alter and rectify badly done translations could not only cost you money, but it could also cost you your brand image and your customers’ trust!

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