10 Common Errors You Should Avoid When Choosing a Translation Agency
Feeling uncertain about taking your business to a new market? It’s normal to be unsure about business expansions. Nobody knows your brand in a new market, so you need all the support you can get. This includes hiring a translation service provider.
A quality translation service provider can help you blend in with the culture and enable your audience to communicate and do business with you easily.
So, how do you pick the right translation service? It’s easy to get overwhelmed by all the options available. You might fall for a wrong or inexperienced translation service agency that promises to never deliver. Here are 10 common mistakes people usually make when seeking professional translation services.
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The 10 Costly Mistakes When Hiring a Professional Translation Service
Choosing a professional translation service may seem like a simple task. But honestly, the decision can make or break your international success. To help you avoid expensive pitfalls, let’s look at the ten most common mistakes businesses make when hiring a translation provider.
1. Going for Machine Translations
Many of us just use machine translations when translating content from one language to another. But that can become a huge problem. Machine translations usually translate word-for-word or phrase-for-phrase. Unfortunately, machine language is not advanced enough to understand cultural nuances. It also often poorly translates technical documents and misuses jargon. At times, the brand voice and message get lost or become offensive to the target audience.
We still have a long way to go with AI-aided translations. Even if you use AI for some help, you still need to thoroughly check the translation or have the professionals do it before posting the content.
2. Not Defining Your Translation Service Goals
One of the biggest mistakes a company or brand makes is the failure to define its translation services objectives. When you don’t understand or know what you need from the translation service provider, you may hire a translator service agency that does not specialise in your field.
This will lead to inaccurate and inefficient translations, and the whole message may be distorted or even offensive. So, define your translation needs and the emotional appeal and branding tone you want to convey.
Also, think about the type of translation materials you need. Are they legal documents, technical manuals, or marketing materials? Each will require a different level of expertise, and by defining and letting them know what you need in the first meeting, you will be able to find the right translator service provider for you.
3. Skipping Research
Many people fall prey to accessibility. We usually hire the first translation service that is readily available. However, convenience can become a big, costly mistake.
Always take the time to check the service providers’ past track records, as well as their reviews and testimonials, if available. Failing to do that will result in poorly translated content, cost you time and money, and even damage your hard-built reputation.
Check if the translation service provider has recognised certifications and industry-specific qualifications. This will give you insights into their expertise and competence. Look for reviews from past clients and, if available, ask for case studies or references.
4. Using Word-for-Word Translations
One of the biggest mistakes many translators make is assuming that the content will have the same meaning in another language. This is especially true for idioms or metaphors, which we extensively use in our spoken language.
For instance, the English idiom “it’s a piece of cake” would sound abrupt and confusing if translated literally into another language. Even the English language used in the United States and the United Kingdom has words that have different meanings in both countries. In the UK, “Pants” refers to underwear, while in the US, “Pants” refers to what Brits call trousers.
5. Ignoring Cultural Sensitivities
Sometimes, we may get the text correctly translated, but we may hit a roadblock with some phrases. These often do not translate well from one language to another. Even the words used in the United States can have different connotations when used in Ireland or India, although all countries speak English.
Let’s not forget the huge mistake KFC made when expanding to China. When they took their business into the country, they translated their famous slogan, “Finger-Lickin’ Good”, into literal Chinese. As you’d expect, the translation came out as “Eat Your Fingers Off”. Instead of sounding delicious and appetising, the way the team had intended, it conveyed a gruesome image of eating something much less appealing! The marketing team had to adjust the campaign to quickly avoid a public relations disaster.
6. Skimping Out on Editing and Proofreading
Even if you hire the best translators, they can make mistakes. You need to edit the document entirely and look for errors in translation before the text gets published. Because once the content is out, you can’t take it back. Unfortunately, people won’t forget any slip-ups and are very forgiving when it comes to it. So, give it that extra attention and ensure everything is spot on before you hit “publish.”
It is worth the effort to avoid any unnecessary headaches down the line! Check with professional translation services providers to see if they conduct editing and proofreading and have them check for cultural nuances so your text isn’t offensive.
7. Focusing On the Price
Of course, cost is a significant factor to consider when looking for a translation service. But never prioritise it over quality. If you go for a cheap translation service, you could end up with low-quality or poor translations requiring costly revisions. They may even damage your reputation and lead to legal disputes, which may include heavy fines. So, quality comes first.
It’s always wise to go forth with a budget in mind for the translation needs, but don’t choose an agency based solely on their pricing strategy.
8. Hiring Amateur Translation Services Providers
Ensure the translation agency you pick is more than just good. They also need to deeply understand the culture of the people you’re reaching out to. After all, language isn’t just about words — it’s about conveying the right tone, style, and emotions. Also, what works in one culture might not work in another. The same goes for industry.
For example, if you’re in the medical field, you’ll want to hire a translator who specialises in medical terminology. You wouldn’t trust a translator who’s an expert in marketing to get your medical content done. The same goes for legal, engineering, or finance fields.
The key is the correct use of terminology, and if they don’t know the industry lingo, you might end up with seriously inaccurate translations.
9. Not Providing Enough Context
Never forget the context! Translating words is not enough—it’s about ensuring your message comes through the way you intend. So, give your translation provider all the context they need. Include questions like: Who’s the target audience? What’s the goal of the message? Are there any specific tones or nuances to keep in mind?
Without these crucial considerations, even the best translators might miss the mark, and your message could get lost in translation. Translating words without understanding their intent can lead to translations that miss the mark or sound awkward.
Always offer as much context as possible, whether it’s the background of the content, cultural considerations, or any specific nuances you want to convey. The more information you provide, the more accurate and effective the translation will be.
10. Not Getting Certified Translations for Legal Documents
Another neglected area is ignoring that legal documents usually require certified translations. Lack of certified translations for legal documents like contracts and immigration papers can lead to delays and legal troubles. Just imagine submitting a contract or immigration application with a translation that’s not certified. This will lead to the unnecessary headache of resubmitting the documents or even a potential rejection.
Certified translations ensure that the translated document is accurate and legally recognised. So, if you’re working with critical legal documents, do your research before relying on any translation agency.
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Conclusion
Finding the right translation service provider isn’t that hard. You can avoid common pitfalls when selecting a translation service by asking the right questions and following the areas we’ve outlined.
