In the second part of our guide to trading internationally from your website, we’re covering how to tailor your proposition to different markets.

(If you missed part one, read it here.)

When you sell abroad from your website, you can simply quote prices in different currencies. This is a good way to find out if overseas trade works for you.

If this approach is paying off, you could consider further localisation. This means tailoring your website and product information for each country.

Basic localisation

It’s a bigger commitment with higher costs, so you should always produce a full plan and look at the benefits before diving in. Be sure you’re aiming for the right markets - the international sales you’ve made so far should indicate where to target first.

In order to maintain a consistent identity, you will probably want to use the same website design for every country you trade in. You can then localise the content on that site for each region.

Many sites accomplish this by having a range of language options available. These are usually indicated by a number of country flags, making it easy to change language.

Speaking the language

English is dominant online. However, localising your site will help it appeal to people in your target countries who don’t speak English. (For instance, if your product is suitable for some of the estimated 210 million Chinese internet users, localisation could help you reach a huge new market.)

Localising your content involves translating it into the target language and tailoring it to appeal to your audience. This is important because different audiences respond better to different approaches.

It’s the same principal as speaking to locals in a foreign country. Sure, they might speak English. But if you open with a few words of French, or Italian, or whatever, they are likely to be far more receptive to your advances.

Manners aside, if you translate your website, you can be absolutely clear about what you offer. It leaves less room for ambiguity and sends a clear message to your potential customers: “We may be based elsewhere, but doing business in your country is very important to us.”

Pitch it right

You can learn a lot about how to pitch your content to your chosen audience by studying competitor websites. Examine the market carefully. Should you try a softly-softly approach? Or are potential customers accustomed to receiving a full-on sales pitch?

Use your industry contacts and business forums to find companies which already trade in these territories. Ask about their experiences. Local contacts are priceless, so see if you can find someone with in-depth knowledge of the area.

Things are more straightforward if you only plan to sell into countries where English is the native language. However, you still need to consider local spellings, dialect and the audience you want to appeal to.

If you don’t have the resources to localise your content in-house, look for a reliable translation service. Ideally, you want somebody who knows your industry and the target audience.

The correct tone

If the tone of your content is inappropriate, you may need to rewrite some of it from scratch. In this case, it is often easiest to locate a copywriter with knowledge of the relevant language.

In either case, recommendations are the best way to find people who will do a good job. You can also search online - look for individuals or an agency with a good portfolio of work, and speak to some of their existing clients if possible.

There are automated online services which can translate blocks of text for free. On the whole, you should avoid these. They mangle even the most basic phrases so, at best, you’ll be misunderstood. At worst, you’ll cause offence.

You can go on and read part three of this guide now. It covers domain names, sums up a few legal issues and sorts out the loose ends. Or if you want to head elsewhere for further information now, try these:

• The British Chambers of Commerce provides support and advice for businesses - including lots of information about exporting.
• Read advice about international market entry, selling and promotion on the Business Link website.