Localisation in Web Development for New Zealand
Although many websites attract a global audience, there are those that specifically target users within the region they operate in. For some sites, geolocation tracking and blocking mechanisms restrict access to visitors within a specific physical region. Many, however, don’t employ these filters and instead rely on the site design and language to attract local users.
This is one of the chief reasons that localisation in web development is becoming increasingly important. Proper localisation covers various aspects of a website, helping visitors from other regions recognise that the site may not be intended for them while ensuring local visitors feel at ease.
If you’re a web developer or just someone who likes tech, keep reading to discover how vital localisation has become, its various aspects, which industries rely on it most, and what can occur if you get it wrong.
Aspects of Localisation
The term “localisation” may seem generic, but it refers to specific aspects of a website that can significantly boost growth when approached with focused and effective localisation techniques. If done poorly, however, it may drive users to seek alternatives. In most cases, localisation is applied to the following areas:
Spelling and Language
The most visible aspect of a website affected by localisation is the language it uses. Developing a website in a language other than English immediately helps restrict its use to those within a specific region. Even within English, varying spellings between regions such as the US, UK, Canada, and New Zealand can signal which users a site is tailored to.
Many developers aim to attract as many visitors as possible by offering translations into multiple languages. For example, NZ players will seek out English-language guides for different online casinos in NZ, while players in Germany will seek out the German equivalents, and so on. In contrast, developers focused on localisation tend to avoid this approach, as doing this broadens the usability of a site that may be specifically designed for residents in a particular area.
Currency Support
After the site’s language, the currencies it accepts help identify its target audience. This is specifically relevant for websites involving e-commerce, iGaming, or subscriptions that require visitors to make payments or deposits to the site owner.
Some may argue that currency support can be a poor indicator, as many payment platforms allow payment in various currencies irrespective of the site owner’s offered options. However, this is a thin argument. Most developers creating sites for targeted regions commonly employ localisation by only enabling specific currencies on their payment provider API (application programming interface).
UX Preferences
UX (user experience) is a major part of any website’s development. It relates to ease of use, visual aspects (images, font, colours), and functionality or services. Many of these components are specific to a site based on its brand, core purpose, or overall theme.
However, some UX can be personalised for a specific culture or region, which helps the site feel more welcoming and pleasant for visitors within the targeted demographic. For example, a local hardware distributor may provide a map of nearby depots on its website—something often overlooked as a localisation method.
Legal Compliance
Legal compliance is also more targeted toward websites operating within particular sectors. Various regions have rigorous frameworks that outline how some practices should be undertaken. For example, online gambling is legal in some areas and completely prohibited in others.
A site will need to be modified according to the laws of the territory it is targeting traffic in. These localisation changes include specific security measures, ensuring compliance by restricting access to visitors of a certain age, and other tweaks ensuring the website complies with all applicable laws.
Cultural Tone and Content
Finally, cultural tone and content are significant parts of website localisation. This aspect concerns the content presented on the website and the tone in which it is written. In all cases, the culture behind the tone and content should aim to match the locale for which the website is being developed.
Although curating content specifically for a region’s culture may be challenging for e-commerce or service websites, the tone underlying how the website is presented can still maintain cultural significance. Developers should, therefore, be aware of this when creating sites.
Industries Employing Localisation
Millions of websites employ localisation techniques to some extent—from simple blogs that post content that is only meaningful to those within a particular city to e-commerce giants that use geo-tracing to redirect visitors to localised versions of their online store.
Industries commonly employing localisation include e-commerce, iGaming, news and information portals, finance and banking providers, SaaS providers, hospitality and tourism entities, legal services, and some media and entertainment streaming platforms.
Localisation Failure and Its Effects
With localisation becoming increasingly popular on sites worldwide, developers who opt to ignore it might face undesired consequences. Chief among these is the risk of alienating visitors who expect or prefer online content in their own language or cultural context.
More than this risk of alienation, neglected localisation could damage a brand and its reputation. This could occur due to accidentally posting content that is culturally offensive. When this happens, brands could face intense backlash that could significantly affect their growth or sustainability.
Conclusion
Website localisation is nothing new, yet it is becoming increasingly necessary for any website that aims to grow and attract high traffic. Whether simple or complex, localisation strategies can be employed on almost any website. Using these methods, site owners can ensure visitors feel welcomed, catered to, and comfortable whenever they visit the platform—turning casual visitors into loyal users.
