This document outlines a 10 step guide for effectively translating a website for the global market. The steps include: 1) deciding to go global, 2) researching target markets, 3) establishing a consistent global website structure, 4) using compatible tools, 5) maintaining a consistent yet flexible design, 6) determining what content needs translation, 7) partnering with professional translators, 8) properly integrating translated content, 9) conducting an online sign off test, and 10) measuring results and continuing to innovate. Partnering with an experienced translation company is key to successfully implementing each step and ensuring a quality user experience for global customers.

1. How to translate your website effectively An essential 10 Step Guide María Jesús de Arriba Díaz Cipherion Translations

2. The 10 Steps 1. Ready, Steady, Go Global!! 2. Markets 3. Global Website Structure 4. Tools 5. Design 6. Content 7. Professional Translations 8. Integration 9. Online Sign Off 10. Measure Results & Innovate

4. Key element of Global Presence Strategy

5. Look at success & “not so” success stories

6. Stay ahead of competitors

7. Website design team can handle multilingual websites

8. Partner with a globalisation/translation team that can support and guide from planning to going live

9. Ensure communication is fluid across all teams

11. Success Story

12. Success Story

13. Poor Online Global Presence

14. Poor Online Global Presence

15. Poor Online Global Presence

17. Access to Internet and Speeds

18. Online Behaviours and Expectations

19. Ensure that your brand /company name will work in the target market

21. Study your target market

22. Study your target market

23. 3. Global Website Structure Key: Consistency across all markets Dedicated Market Domain/Subdomain (.es, es.website.com) Vs. Pages within Original Domain (www.website.com/espanol) Dedicated Market Top Level Domain (.es, .de, etc.) Vs. Separate subdomains (es.website.com, etc.)

27. Dedicated Domain

28. 4. Tools Compatibility with different Web Browsers Unicode UTF-8 HTML Vs. CSS CMS Vs. Individual Web Pages Flash or Not Flash

29. 5. Design Consistent but Flexible Text Vs. Imagery Balance Colours & Images Flash or Not Flash Text Expansion Text in Graphics/Images Flags Vs. Market Drop Down/List

30. Image Adaptation

31. Text Expansion

32. Text Expansion

33. Text in graphics

34. Flags (Landing Page)

35. Flags (Home Page)

36. Drop Down

37. Country List

38. 6. Content What content will require translation based on market research? * Full website Vs. Microsite Vs. Home Page Only* Downloadable documents * Search Function/Menus* Images/Graphics What format will the text be translated in?* CMS Vs. HTML/XML files Vs. Word/Excel Source content frozen before translation starts & Available Key to also extract and translate: * Keywords and Meta-Tags * All text hard-coded/embedded into menus, images, Flash animations

39. What to Translate

40. What to Translate

41. Keywords and Meta-Tags

42. Home Page Only

44. Partner with a professional translation/globalisation team who will support you every step of the way to building your global online presence: * Fully understands you, your company, your goals. * Will provide a turnkey service and guidance as to best approach, including target market keywords & SEO. * Has the knowledge, experience, systems and motivation to ensure that you succeed. * Will provide you with PERFECT quality translations that will ensure that your non-English speaking customers have the same user experience as you intended for your English speaking customers.

46. HTML/XML files >> Link/Integrate translated files onto website

48. From XML…

49. …To Web Page

50. From Word…

51. …To Web Page

53. Native speaker with eye for detail

54. Layout/Formatting

55. Links/Drop Downs/Options

56. Characters

58. Corrupted characters

60. Monitor SEO and Google Marketing initiatives and watch your hits increase

61. Modify and target other keywords

62. Listen to your customers

63. Keep an eye on what others are doing

65. Process Workflow

66. Latest News

67. Blogs, Newsletters

68. Regular Content Updates