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Best Practices for Creating Your Global Website

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Information about Best Practices for Creating Your Global Website
Business & Mgmt

Published on January 29, 2014

Author: contentrules

Source: slideshare.net

Description

This presentation takes you through the external and internal best practices for your global website. External best practices are those that affect the user experience. Internal best practices are those that affect you and the people who have to maintain the sites.
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Best Practices for Creating Your Global Website Val Swisher Founder & CEO © 2014. Content Rules, Inc. All rights reserved.

First…A Definition A global content strategy is a structure for managing all of your content that is consumed by people who speak or read languages other than the source. © 2013. Content Rules, Inc. All rights reserved.

Why Do You Care? 1. 2. 3. 4. Save money localizing and translating content Improve content quality in all languages Save time localizing and translating content Someone told you that you need to figure out this mess (see 1-3, above) © 2013. Content Rules, Inc. All rights reserved.

Best Practice Categories There are two types of best practices:  External  Internal © 2013. Content Rules, Inc. All rights reserved.

External Best Practices  Affect the user experience  Navigation  Ease of use  Cultural sensitivities  Branding  Excellent resource for best practice information: “Web Globalization Report Card,” by John Yunker www.bytelevel.com © 2013. Content Rules, Inc. All rights reserved.

Where Is The Welcome Mat?  Splash global gateway  Button on the homepage  Button buried deep within the site that no one can find © 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

Global Access “Sweet Spot”  If you are not going to have a splash global gateway, the next best choice is to use a simple button.  Upper right corner of the screen is the best place for it.  Keeping it in the same place for each language is a good idea, too. © 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

Global Gateway Best Practices  Use a global gateway splash page, if possible  Display region or country names in the native language  Flag language  Use the global button sweet spot  Avoid lengthy drop-downs  Put the button in the same place  Be careful when emphasizing certain locations over others  Don’t hide the button © 2013. Content Rules, Inc. All rights reserved.

Where Oh Where Are My Global Sites?  Don’t make navigation harder than you need to  There are some companies who choose to hide their global sites  You need to hunt for them. Carefully. © 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

Navigating Within A Global Site  Make it easy for people to find what they need, in the language they need it in, on the device they want to use.  Think like a customer when you lay out your global navigation. © 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

Don’t Forget The Branding  Unless your brand is iconic, make sure you feature it on all of your language sites  That’s how iconic brands got to be that way © 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

Cultural Sensitivity  Eliminate what is offensive  Include what is specific to the region  Pay attention to what you do and don’t translate © 2013. Content Rules, Inc. All rights reserved.

Avoid Offensive and Unrecognizable Images  Hand gestures  Images  Symbols © 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

Cultural Expectations  Layout of pages  Specific items of celebration • Awards • Campaigns © 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

Recap - External Best Practices  Affect the user experience  Navigation  Ease of use  Cultural sensitivities  Branding © 2013. Content Rules, Inc. All rights reserved.

Internal Best Practices  Know when to translate, when to localize, and when to transcreate  Reuse content wherever possible  eep text out of graphics  Be consistent  Use multilingual keywords  Collaborate © 2013. Content Rules, Inc. All rights reserved.

Methods Of Handling Global Content  Translation  Localization  Transcreation © 2013. Content Rules, Inc. All rights reserved.

Methods Of Handling Global Content Translation Localization Transcreation The content stays the same The meaning stays the same Different content developed to meet business objectives Language Literal word-for -word translation of everything Translate the meaning of the words in a way that is culturally appropriate Developed in local language; English may be used as part of the brand vocabulary Images No change Change to fit local expectations / product needs Change to fit local expectations / product needs Layout No change Minimize changes Change to fit local expectations Brand Vocabulary No change No change Enhance and expand © 2013. Content Rules, Inc. All rights reserved.

Reuse Content © 2013. Content Rules, Inc. All rights reserved.

Text Within Graphics  Not picked up by free translation engines such as Google translate or Microsoft translate  Not picked up by optimization engines such as Acrolinx  Separate process to translate  Not searchable © 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

Choose Consistency © 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

Language And Search  Site must be searchable in native language  Even if site “returns” to English, maintain native language search terms  More on this when we discuss content auditing © 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

Recap - Internal Best Practices  Know when to translate, when to localize, and when to transcreate  Reuse content wherever possible  eep text out of graphics  Be consistent  Use multilingual keywords  Collaborate © 2013. Content Rules, Inc. All rights reserved.

Best Practices Exercise Evaluate Walmart for global best practices     Ranked #1 on the Fortune 500 for 2013 Presence in 27 countries More than 6,000 international stores Almost 1 million employees outside of the U.S. So let’s look at their global online presence. © 2013. Content Rules, Inc. All rights reserved.

Best Practices Exercise Evaluate Walmart’s global gateway using this list of best practices:  Access  Ease of use  Cultural elements  Branding  Reuse © 2013. Content Rules, Inc. All rights reserved.

How Long Does It Take You To: Navigate to the Walmart site for Chile? Navigate to the Walmart site for India? Note your observations to share with the class. © 2013. Content Rules, Inc. All rights reserved.

© 2013. Content Rules, Inc. All rights reserved.

Val Swisher CEO & Founder vals@contentrules.com @contentrulesinc

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