Translation of text without cultural sensitivity can do more harm than good. Depending on your products and market, it may be unwise to ignore non-English speaking Internet users. By the end of the year 2000, non-English speaking Internet users are expected to outnumber English speaking Internet users for the first time. Localizing your Web site ensures that your products and services are readily available to potential customers around the world. Your first step is to decide how much time and money you want to invest on international marketing.
Most serious businesses have at least a presence on the Internet.
They publish information about their products, hoping that customers make contact through e-mail or over the phone. These companies are often surprised by and unprepared for international customers on the Internet. Other companies go farther, luring customers with special offers, making the pitch, and then the sale. They operate e-commerce systems that let customers order products online. Companies at this level use the Internet to expand their business and serve existing customers, but they may be missing out on even larger revenue opportunities from international markets.