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WHY TRANSLATE YOUR WEBSITE INTO SPANISHIs your website living up to its potential? Are you reaching as manyprospective clients as possible? What are you doing in terms of reaching yournon-English speaking customers? These are important questions you need toask yourself while building your online marketing plan and defining youronline target market and goals.Consider this.
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 The U.S. is home to more than 45 million Hispanics, making it theworld's second-largest Spanish-speaking community, only after Mexicoand ahead of Colombia, Spain, and Argentina
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Hispanics will count for nearly one out of every five U.S. residents by2012
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 Today, the online Spanish-speaking market represents almost $500billion in spending powerHispanics living in the U.S. are hungry for Spanish-language informationonline. They want to conduct research, find product information, and makepurchases online. And they want to do it in their language of choice.Now consider this:
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Only 1% of English websites are translated into Spanish That's not only a problem for Hispanics, but it's an even larger problem forcompanies that want Hispanics' business but only offer English-languagewebsites.
 
According to recent data from Clientize, a marketing research firm, Hispanicsare more likely to take their money and loyalty to companies that haveSpanish-language websites.Survey data also indicates that more than 75 percent of Hispanics would feelvalued as a customer if a company's website were available in Spanish. Awhopping 76 percent of respondents said they would visit the Spanish-language version of the site more frequently than the English version. Andfully 72 percent said they would purchase products or services from theSpanish site. The value of having such a site can be tremendous, but in order to expandyour business into the Spanish market, it’s not enough to simply translateyour website from English to Spanish. So what's the secret to yourorganization earning its share of this interest and revenue? You need to get the language right. You don’t need to spend time and money creating a completely different"Spanish-centric" site—a site with different colors, design, and content.Research shows that Hispanics want an identical user experience to yourEnglish site ... but in Spanish. They want the same look, feel and content;they don't want a diluted version with limited features, functionality orproduct offerings. But you do need to pay attention to Hispanic culturalnuances. It is not only knowledge of the language; it’s understanding thedifferences in meaning that are specific to a particular country or region.Following are some marketing mishaps that were a waste of advertisingdollars, often requiring additional investment to “clean up the mess” andstart fresh with a whole new campaign to reach this market segment.
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A Miami T-shirt maker targeted the Spanish market with t-shirtscommemorating the Pope’s visit. Instead of “I saw the Pope” (el Papa),the t-shirts proudly proclaimed, “I saw the potato” (la papa).
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 The famous slogan “Got milk?” was translated as “Are you lactating?”
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Braniff Airlines, trying to promote its new leather seats to Hispanics,translated “fly in leather” as “fly naked.”Not surprisingly, they had plenty of empty seats to South America.Use a professional translator and make sure this will never happen to you.Perez-Simons Content Solutionsprovides Internet marketing services inSpanish and English to small and medium-sized companies to bring traffic totheir websites and increase revenue. Focused on our clients’ goals, wedevelop and implement powerful and effective eMarketing strategies toincrease ROI. We also offer web design, Spanish translations, andSearchEngine Optimization(SEO) services in Spanish for companies interested inreaching the Hispanic market.
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