You might already know that Spanish is the second-most spoken language worldwide, but did you know there are close to 500 million native Spanish speakers? As an official language in no fewer than 20 countries, spanning Europe, South America, the Caribbean and even the Philippines, Spanish really does touch all four corners of the globe. What’s more, it’s also one of the official languages of various diplomatic and international organizations, including the European Union and the United Nations.

Taking this global reach into account, it’s perhaps little surprise that many companies and organizations recognize the benefits of translating their website from English to Spanish. The question is, what’s the best way to ensure an effective website translation, conveying your original message in a way that resonates with Spanish speakers? Read on to find out!

Isn’t machine translation good enough?

We’ve all heard about the possibilities granted by new technologies, and the realm of translation is no different. After all, when was the last time you took a trusty phrasebook on your travels? However, when it comes to clear and accurate communication – and especially when your company’s reputation is at stake – it is almost always best to stick to the experts, aka a professional Spanish translation service.

That’s because, while a machine translation is no doubt useful for figuring out whether to order a plate of boquerones en vinagre or pescaditos fritos when you’re craving some fishy Spanish tapas, the stakes are somewhat higher – and more permanent – with website translation.

Why is a human translator better?

Despite huge progress in accuracy over the years, the biggest problem with machine translation is the lack of nuanced context awareness. Let’s take a simple word such as mesa. With even a rudimentary knowledge of Spanish, you might know that this is commonly translated as “table”, such as una mesa para cuatro, por favore (“a table for four, please”).

However, mesa can also mean:

  • A committee or meeting (una mesa de negociación – “a business meeting”)
  • A plateau, in geographical terms (la vista desde la mesa – “the view from the plateau”)
  • In Spain (rather than Latin America), you’ll also hear the term mesa electoral, to refer to a polling station.

As you can see, the context of the rest of the sentence weighs heavily on the best way to translate this little, seemingly straightforward word – as does the target audience’s geographical location. In Paraguay, for instance, you’d need to make different choices compared to Spain, or even Chile. 

Which Spanish variant should I use?

Given the vast scope of the Spanish language, both in terms of its number of speakers and influence across different continents, it’s hardly surprising that within a single language, multiple diverse variants exist.

Choosing the most appropriate version of Spanish is crucial for resonating with your desired target audience. If your company is branching out into Mexico, for instance, you will likely alienate users if you translate your website into Castilian (or European) Spanish. While both have the same origins, geographical considerations, historical events and outside influences have led each country’s language to develop in different ways.

At a basic level, you may be aware that in Spain, the letters “c” and “z” are typically pronounced as “th,” whereas in Mexico and much of Latin America, they are pronounced with an “s” sound.

However, pronunciation is just a small part of the equation; Mexican Spanish uses a completely different pronoun than the Spanish you hear in Madrid. Usted is the common polite form of “you” in Mexico – and indeed much (but not all!) of Latin America – used when you want to show more respect than the more casual tú. In Spain, however, this term is barely used and would be considered old-fashioned – laughable, even. Here, tú is more common, with vosotros (the equivalent to usted) being reserved for more formal situations. It’s a fine line to walk!

Sadly, it’s not even as straightforward as choosing one variant to reach European Spanish speakers and another for those across the pond. What is acceptable in Mexico would be seen as somewhat rude in Colombia, where usted is the norm and tú hardly ever used. That’s where the expertise of a human translator – and one with an in-depth knowledge of your target audience – comes into play.

But why does the right choice of wordsmatter so much?

According to a survey by CSA Research, 76% of consumers prefer to buy products with information in their native language. That’s not all: According to its findings, “40% will never buy from websites in other languages”, which means if your website translation is not executed correctly, you risk alienating almost half of your potential customers.

As well as choosing the most appropriate vocabulary to resonate with your specific Spanish-speaking community, website localization can help avoid miscommunications – a sure-fire way to alienate users. Website localization also helps to that you strike the right note by ensuring cultural nuances and local preferences are accurately reflected.

That’s not all; when it comes to website translation, it’s important to be discoverable – in other words, ensuring your translated website includes the terms that Spanish locals search for, when seeking out the services or products that you offer. It’s all very well having a fabulously translated website, but if nobody can find it then nobody will be able to read it!

Considerations for different online content

When translating a website, it’s crucial to consider the specific type of page you are translating. For instance, legal pages such as terms and conditions, need to focus on precision and using the correct terminology. Videos will need careful interpretation and if dubbed, the Spanish interpreter has to be familiar with matching the speed of the dubbed text with the speed of the video.

That’s why selecting a Spanish translation service from an agency like Capital Linguists with expertise across a range of sectors, such as legal, marketing and business content, is so crucial. In addition, a larger agency will likely also have translators with an in-depth knowledge of the most appropriate Spanish variant. This approach ensures avoiding errors that could prove costly in the long run.

Content designed to forge connections with users, such as blog posts, can be translated differently. Here, it’s all about resonating culturally. In this context, transcreation can play a key role, adapting references to make them more locally meaningful. Each section of your website may have a different set of considerations to bear in mind, ranging from linguistic to cultural and even legal.

Translating a website from English to Spanish allows your company to reach a whole new audience. It opens up a wealth of opportunities and new avenues for growth. A well-translated website paves the way for enhanced visibility, new customers and relationships with Spanish-speaking communities. Once you’ve chosen a reliable Spanish translator, all that remains is to watch your business flourish as you connect with an engaged and loyal Spanish-speaking audience. ¡Buena suerte!