Why Ignoring Translations Can Hurt Your Business

Can Neglecting Translation Services Hurt Your Business?

Imagine browsing through your social media feed when an advert grabs your attention. It showcases an eye-catching pair of sports trainers that you immediately want. Excited, you click through to the company’s website to consider adding these trainers to your collection.

Disappointment hits when the website loads in a language you don’t understand. The product details make no sense, the delivery information is a puzzle, and customer testimonials might as well be in code.

Frustrated and let down, you leave the site without buying a thing. Now, picture a different scenario. The company had the foresight to use translation services to adapt their content for customers worldwide. You would have likely ended the visit with a purchase and a happy addition to your trainer collection.

The clear-cut downside of not translating your website is simple: you miss out on sales. But that’s not the only issue.

Why ignoring translation services is bad for business

The Importance of Translation Services in Business

For online retailers, making your site accessible in different languages is crucial to growth. Research from the Common Sense Advisory shows the real difference language can make:

  • 72.1% of people spend most or all their online shopping time on websites in their own language.
  • 72.4% are more inclined to buy if the product details are in a language they know.
  • 56.2% think getting information in their own language is more critical than how much things cost.

This suggests that price is not always the deciding factor for consumers. If they can access information about your products in a language they’re fluent in, they are more likely to purchase despite the cost.

This is where obtaining translation services from a professional agency becomes crucial. Expert translation and interpreting agencies don’t just translate words literally; they ensure that all the nuances and cultural references make sense to local customers. This way, your business communicates value and respect for the customer’s language and culture, which can be just as persuasive as competitive pricing.

Engaging a professional translation service provider to localise your content could be the key to unlocking a global customer base eager to connect with your brand.

EXPERT’S TIP: Ever wondered why the world’s biggest brands work with translation agencies such as TS24? Find out here!

Five Costs of Not Translating

Ignoring translation can lead to more than just a dip in sales:

  1. Narrow Customer Reach

Businesses have a natural ambition to continually expand their circle of customers. Sticking to just one language on your platform can severely restrict the spectrum of consumers you engage with.

Growth is intrinsically linked to reaching a broader, international audience. The modern consumer landscape is diverse, and when you step into new markets, the ability to communicate in the local tongue is not just an advantage; it’s a necessity.

If your potential customers encounter a language barrier when exploring your products or services, they’re likely to turn away, taking their business to competitors who’ve tried to speak a language they understand.

Engaging with customers in their own language fosters a connection beyond the transactional—building trust and a sense of belonging with your brand.

  1. Stunted Business Growth

With a limited audience comes limited business growth. You’re missing out on sales and brand expansion if you’re not reaching new customers. Surveys have linked language options with business growth. Companies that offer their content in multiple languages often see significant growth compared to those that don’t.

  1. High Website Bounce Rates

If visitors come to your site but can’t understand the content, they’ll leave without engaging – leading to a high ‘bounce rate’. A high bounce rate is bad news because it means fewer sales.

  1. Reduced Brand Recognition

When potential customers face a language barrier, not only is it likely they won’t engage with your content, but they also won’t recall your brand in the future.

Brand recognition is about familiarity, and without the ability to understand your messaging, customers in new markets will find it difficult to remember or relate to your brand.

Clear communication in a customer’s own language is essential for planting the seeds of brand recognition. Without obtaining professional & certified translations, your efforts to establish a brand presence in unfamiliar markets will face substantial challenges. It’s about making your brand name and identity memorable across different languages and cultures.

  1. Legal Risks

When venturing into new markets, you must navigate a complex web of legal requirements, including accurately translating all necessary legal documents. Overlooking this critical step can result in significant misunderstandings, often leading to legal or compliance issues.

These can cause delays in your business and, potentially derail your expansion efforts and stifle your company’s growth. Proper legal translations ensure that all parties are on the same page, reducing the risk of contractual disputes and fostering smooth international transactions.

It’s about protecting your business and laying a solid foundation for growth in any new market you enter.

  1. The Perils of Poor Translation

Navigating the pitfalls of poor translation is critical for any business looking to expand globally. Cutting corners in translation or settling for subpar work can have consequences as detrimental as not translating your content at all.

Bad translation can create confusion, frustrate customers, and sometimes cause offence. This not only risks alienating your audience but can also inflict long-term damage to your brand’s reputation.

Language and cultural context nuances are essential; they must be handled carefully to ensure your message resonates positively.

Well-translated content reflects attention to detail and commitment to quality, which are vital in maintaining a reputable and trustworthy brand image.

Remember these infamous examples:

  • A mattress advert that made light of a serious issue.
  • A beer company whose slogan in translation suggested an unpleasant physical reaction.
  • A fashion brand’s ad was seen as mocking another culture.

These blunders can lead to boycotts and government scrutiny.

EXPERT’S TIP: Do you want to learn what ‘Certified Translation’ means? Read our expert’s article here!


The risks of not translating content are significant and varied. From missing sales opportunities and limiting growth to potential legal problems, the consequences are too severe to ignore.

In today’s global online marketplace, where we are connected by the click of a button, investing in professional translation services is not just brilliant; it’s essential.


About TS24

Translation Services 24 (TS24) is a certified translation services provider with expert translators in over 200 languages. We work with clients in all corporate and public industries and specialise in sector-specific linguistic solutions. With over a decade of experience in the industry, 15+ million words converted every year and 100,000+ projects completed, TS24 is a leading provider of expert translations and interpretation services and an officially certified member of the ATC. Contact TS24 here. You can also read all of our recent articles here.

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