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International websites should use translate tool properly

In the past year, many businesses are experiencing significant changes. The far-reaching impact of the Internet and modern technology continues to drive the growth potential of large, small and medium-sized businesses (SMEs) during digital transformation process.

Card payments become a common need. Most people prefer online payment methods (or e-wallets). According to MasterCard statistics, 82% of their users favor online payments because they feel safer than using cash.

Another survey also shows that 68% of online experiences begin through a search engine. Therefore, expanding an international website is more important than ever.

The goal of the international website

When businesses decide to expand via the Internet, they will clearly define one of three types of goals as below:

    • By language
    • By country
    • Combine both goals

By language

This goal is suitable for a business that supplies product X in one region, wanting to supply the same product X in another region.

For example, a Brazilian company sells sport shoes in Argentina, so they use Spanish on their website. They respect semantics upon translating content into Spanish to convince the market.

Case 2: a Brazilian company sells sport shoes in Portugal. Advantage: Brazil and Portugal use the same language. The focus depends on the use of vocabulary so that the content is close to the Portuguese market.

If the product/ service in international market is the same as in domestic market, you just focus on the language.

By country

Country targeting means that a business desires to reach consumers in another country with a different product category.

Example: a Brazilian company that sells sneakers wants to go to Portugal to sell watches. Then, the Brazilian company will use country-oriented content.

Combine both goals

This combined target is appropriate for business that uses the country-specific language in the international market.

Example: a Japanese company operating in the United States uses Japanese, instead of English. They often use Japanese to communicate at work. At the same time, their customers also mainly speak Japanese.

Once define goals depending both country and language, they have a solid picture of what to do.

International websites should use translate tool properly 

When performing translations from one language to another, machines cannot recognize the context, assumption or nuances needed to translate correctly.

Even using artificial intelligence (AI), the translation tool suggests the number of words and the length of the paragraph, unable to completely replace the human. Translate tool provides below functions: 

    • Language detection
    • Translating word by word
    • Reading text
    • Verbal translation

Only translators/ agents specialising in translation can interpret accurately and much better than algorithms.

Translation errors not only affect the reputation of the business but also make consumers confused, avoid the content of business. Advertising articles, announcements, call-to-action… on the website must be clear, easy to understand.

In addition, translating word by word (direct translation) is like reminding consumers that they can use translate tool, rather than visiting website to see quality articles. 


Businesses should focus on content based on emotions – real people and real things, instead of using modern machines.

While technology has always been seen as a convenient solution (making life easier), consumer decisions are often based on feelings or personal experiences. Beside using Google Translate, businesses should look for agencies or content specialists who understand the importance of language.