Running a Spanish language website for a small business is a smart choice to increase revenue and broaden possible customer bases for the business. However, simply having the Spanish language website does not guarantee that any benefits will happen, and in fact, an improperly made site can drive away customers rather than attract them. Looking at the website through the eyes of the customers is the best way to guarantee that the site will function positively for the small business.
Operating a Spanish language website that is accurate, relevant and engaging
First of all, the most important component is accuracy in the Spanish languages. Inconsistencies in spelling or grammar will be obvious to a native speaker, and could cause them to develop a negative opinion of the small business in question. An excess of formal speech can have the same effect, sounding stuffy or even pretentious. Mistakes in translation can result in cultural gaps, which won’t correctly get the message across about what the business or product is all about. Depending on the nature of the business, consulting a bilingual speaker as a source is one of the wisest choices to check the appropriate politeness level and the natural flow of the Spanish on the website.
The content on the website must also be relevant to Spanish speaking customers. Providing plenty of information is a great idea, but including emotional anecdotes or other attention grabbing words can ‘hook’ in an online viewer into becoming an actual customer rather than just browsing the site. An effective website will inform the customer, interest the customer, and persuade the customer to take action and contact the business. Keeping this in mind when reviewing or creating Spanish language content will help steer website viewers into taking action and purchasing.
Being operationally ready to support Spanish customers
Operating a Spanish language website for a small business is a useful tool in increasing a customer base, but that might not happen if the business isn’t operationally ready to handle Spanish speaking customers in sales and support. Keep in mind the importance of having Spanish speaking staff on phone lines or working in stores in order to satisfy the needs of such customers. Turning away a customer after attracting them through the website hurts the quality of the website and the reputation of the business.
Keeping a Spanish language site in good operational standing and making sure the content is correct, relevant, and engaging is the key to success with Spanish speaking customers. In doing so, the website becomes a tool in helping the customers to make the decision to use the small business’ services or products, rather than just something to look at online.
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