Once you have reached your audience, you'll need to connect with them. To do this, make sure the localisation approach you take is sensitive to the technical and cultural nuances of the multicultural customers across the US. According to a study by Magna Global, 84% of bilingual Hispanics and 79% of second-generation Hispanics say that their culture impacts who they are today. Approximately 75% of African Americans are more likely to consider a brand that reflects their culture positively.1
If you feel the need to localize while addressing the multicultural consumers in the US, your aim should be to identify and manage vendors who will deliver tailored translation services for your website. This will help ensure you speak to your customers in their language and harmonize your brand worldwide.
How to go about it
The guidelines below show a systematic approach to the translation services onboarding and management process.
Before you select a vendor, ask your team what is needed by considering these questions:
What are your target languages? Do you expect this language list to grow?
What’s your initial word count? How often will you submit new content?
Which services do you need to match your content types, for example:
Non-visible e.g. SEO metadata requiring light post-editing or less experienced resources
Specialised e.g. legal, technical, or medical requiring resources with industry expertise
Highly visible, creative e.g. homepage images requiring creative resources, transcreation, and offline processing
Standard requiring standard resources and potentially a review
What is your timeline according to the service you need and your volume of content?
What system will you use to create and house content, e.g. Wordpress?
2 Identifying appropriate vendors
By completing the program steps in this guide, you’ll have a broader idea of what kind of vendor is best for you. These steps move from basic vendor sourcing towards more advanced, fully-developed vendor management strategies.
Step 1: Research vendors
Do a Google search for translation services. Check out each vendor’s website, and consider the following:
- What services do they offer? Do they promote any services over others?
- Who are their clients? Are they mostly large, small, or both?
- What experience do they have working with similar companies to yours?
- What languages does the vendor provide?
- Where is the company headquartered? Do they have anyone in your timezone?
- When was the company founded?
- Who founded the company? Do they have expertise in a certain market?
- Do they share any pricing information?
Step 2: Identify vendor services and types of vendors
Standard translation vendors usually offer translation, desktop publishing, quality verification, and project management. These vendors come in two main types:
Single-language vendors (SLVs)
These offer services in a small subset of languages, typically one to a few regional languages. SLVs often cost less than multi-language vendors and are a good option if you want to localize content into only one to three regional languages.
Multi-language vendors (MLVs)
These offer global coverage and provide a one-stop shop for all localisation needs. MLVs can handle multiple projects across regions at the same time. They usually use a combination of SLVs, freelancers, and full-time linguists to provide their services.
Step 3: Identify the type of vendor(s) you need
Consider the following to determine the type of vendor you need. Keep in mind that you may need multiple SLVs or even multiple MLVs to complete your localisation work.
An SLV may be more skilled at translations in certain regions
Some vendors offer expertise in specializations e.g. creative marketing, transcreations, health content, legal etc.
Certain vendors specialize in review services, content creation, testing, etc.
If you want your content quality controlled, you may want to hire a second “review vendor”. Think of quality control like having an editor review a writer’s work.
Scalability and risk mitigation
If you have a large volume with tight timelines, consider working with multiple vendors
Step 4: Create a request for input (RFI)
- Briefly introduce your needs (content, services, volumes, and languages) to a few vendors
- Collect information about their linguistic capabilities, such as:
- Services and languages – a list of linguistic services, including specialty or expert areas
- References – a list of two to three professional references, including contact information
- Cost estimate – estimated cost per language and content type. Pricing is typically per word for translation, and per word or hourly for review
Step 5: Shortlist vendors
Determine which vendors best suit your localisation needs. Consider if they offer the services and languages your team requires. Also think about how interested they seem in working with you, for example how responsive they were during your initial scoping.
Step 6: Create a request for proposal (RFP)
Create a request for proposal (RFP) and send it to your shortlisted vendors. Your RFP should:
- Introduce your project – give an overview of your company, content, and audiences
- Share your needs – your services, target languages, volume, expertise, timeline, etc
- Outline the information you need – what exactly are you expecting from your shortlisted vendors in their response?
Information you need from shortlisted vendors
This could include:
- Sample clients
- Areas of expertise
- Number of employees
This could include information about the vendor’s methodology, and the remediation process in case of issues.
This could include information about turnaround time needs, and the process in case of timeline slippage missed deadlines.
This could include:
- Typical linguists’ background
- Number of linguists employed or contracted by the vendor
- Location of linguists
- Training provided
- Performance management
- How they assign their supplier costs
This could include information about your points of contact, including if you’ll have a dedicated project manager and what timezone they are in.
This could include:
- What platforms they use
- File types supported
- If they provide support for integrating with your platforms
- If you’ll need to dedicate resources on your end
- If they charge for integration
- Ask for the cost per word / language / content type
- Check if they provide discounts for using Translation Memory software
- Ask if there are any additional costs e.g. in project management, post-processing, review, etc
Request the vendor gives a sample. Provide sample content and request that a linguist representative of who’ll work on your projects perform the translation. Ensure you have two or more people on your team who can validate the results.
Step 7: Establish key performance indicators (KPIs) for contract with selected vendor(s)
You’ll need a contract for any vendor you choose to work with. Include services and KPIs in your contract so you can hold your localisation team accountable to certain standards. Use the following KPIs as a starting point and identify improvements over time.
Linguistic quality KPIs
- Compliance – follow style guide requirements and project instructions
- Grammar – use correct grammar for target language
- Punctuation / spelling – follow language standards and style guide
- Meaning – convey meaning intended in the original source content
- Terminology – use preferred translations in glossary, style guide, and translation memory
- Understanding – write content that native speakers can easily understand
- Standards – agree on an “error rate” criteria. Standards should be per project, or per word (such as per 1k words)
Note: Use a separate vendor to measure linguistic quality, if you or the translation vendor do not have resources who can objectively evaluate it.
On-time delivery KPIs
- Standards: Agree “on-time” criteria. Standards should be either per project (if only one project), or per word (if work will be ongoing).
Step 8: Establish effective communication to maximize vendor support
The way you communicate with localisation vendors should match your work scope. Use the following guidance for initial communication through to post-project communication.
Ask the vendor to track and share key details about your project: start date, status, due date, etc.
Establish an initial meeting. Use syncs to share updates, and identify and address concerns
Manage quality expectations. Discuss your needs and expectations with vendors. Update established standards as needed
Create linguistic references. Provide explicit references to convey your linguistic preferences e.g. screenshots, style guides, glossaries, etc
Alert vendor to quality issues immediately. Be sure to highlight issues, clarify quality standards, and follow up on resolution
Call out updates. Discuss updates to your style guide, glossary, QA process, etc
Identify continuous improvement opportunities. Share best practices. Communicate observations and recommendations
Respond to vendor questions in time. Provide clear information and share resources and tools as you see fit
- Provide feedback to vendors. Let them know what worked well and where to improve for next time
The above vendor management guidelines can help you select and manage vendors that deliver the quality translations your audience deserves.