When the number of users on Internet is increasing manifolds, you cannot rule out the chance of them coming to you from different languages and backgrounds. What would you do to attract more visitors that turn out to be potential buyers? The easiest way to deal with this issue to design a website of international appeal focussing more on the core designing attributes rather than merely on the translations into a particular language.
Consider Differences in the culture
The country you are targeting your offerings to, can be greatly different than those you were offering your products since beginning. Difference could be in terms of understanding of certain symbols, colors, images, etc.
Do your homework
Know the country where your product or services are in demand and then do a proper research on it to understand what customisation they might expect in your offerings, is there any value addition you can provide to stand out of the crowd of your competitors, and questions like that.
Count contribution of Domains and Sub-domains
After you are through with the above issue, the new matter is considering buying of domain or sub-domain as per need and budget. Independent top level domain might just do the trick but if feeling heat of lack of funds, opt for subdirectories or sub domain after having one TLD under your wing.
Issues of Navigation and Usage
Nothing can make your potential people run away that complexities. The most basic one you will face is of languages that are written from right to left and left to right. So, going for horizontal rather than vertical navigational bar is the first thing and simplicity in usage is the other.
Talk as they would understand and prefer
To localize means making them understand things as the target audience in the other country would better grasp value provided by you. Hire a translator that can translate the idea you wish to convey and not just the words. Its impact is going to last for long.
Do not let visitors wait on your website
Employing Flash as a designing tool can lose your potential buyers as it takes some time to load. No one in business would want that.
Use of Color and Images
Colors are interpreted differently in different countries and cultures. It will do you good to go for more positive colors that are universally accepted like blue. Inoffensive images with choice between high and low context according to the country is the best thing you can do while website designing.
Apart from what is told above there are some considerations regarding unicodes and CSS that should be handled with some understanding. Designing can be explored much deeper for better presentation but taking care of even these points would help for initiating a chance to cater broader and cross-border audiences!
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