Localisation

What does it mean to localise a translation?

Localisation is so much more than simply translating a text from one language to another. During the localisation process, we adapt the content of the text to fit the specifics of the target country and market. A localised text sounds natural and is culturally relevant. Some of the elements we pay attention to during localisation are whether to use formal or informal pronouns, whether the text is targeted to young people or meant for formal use, and whether to use the metric system or feet and inches. Most texts require some localisation. We do this during the translation process and the service is included in our prices. Depending on the purpose of the translation, we can also provide a more in-depth localisation service (e.g. ensuring the translation is in line with the laws of the target country). In that case, we will discuss exactly what your needs are and what the price will be beforehand.

Website translations benefit from localisation the most, as it is impractical to reflect exactly the same content in different languages. Online stores are a close second. Localising product names is a completely separate field. In medicine, for example, there are important local rules that have to be followed when translating. Every field has its own nuances.

• Cultural accuracy. The localised text takes into account local customs, norms and preferences to ensure that the message is understandable and logical in the target language.
• Adjusting terminology. Different markets may have their own terms and expressions, which are important to use so that the text sounds natural and professional.

Localisation stages

• Cultural and linguistic analysis. We identify cultural and linguistic elements of the target country that may affect the content of the translation.
• Translating. Professional translators have a good command of the target language and are familiar with the local culture.
• Adapting and editing. We adapt the text to fit local customs and language requirements and edit it linguistically.

Benefits of localisation

• Greater influence on the target market. A localised text is clear, understandable and engaging for the target audience, which increases credibility. The contents of stylistically American (grandiose) or Estonian (calmer, more conservative) texts are very different, and anyone can recognise when a text is a direct translation that does not take local culture into consideration.
• Improving the user experience. When a text has been culturally and linguistically adjusted, users are more satisfied and do not perceive it as a translation. That’s the goal!

We have 30,000 corporate and government clients and over 5,000 private clients