How lawyers can inspire trust among multilingual clients with quality language translation

How lawyers can inspire trust among multilingual clients with quality language translation

This article is a contribution by Rachel Wheeler from

Confidence and trust are bywords of the legal industry. Clients seek out law firms that project an image of knowledge and success, and that are also making them feel they have found an ally. In today’s online world, a website has become the first impression a potential client will have of a law firm.
For any industry that caters to a multilingual clientele, having a website translated into other languages is a key component for client acquisition and retention. Whether that’s for a digital learning institution that requires educational translation or as in this case, a law firm wanting to extend its reach, professional translation is the key to success. For law firms, potential clients whose first language is not English have concerns about communication with their legal representation and can require help understanding the legal complexities of their cases.

When translating a legal firm website, care should be given to providing the same visitor experience regardless of native language. Quality translations are necessary to maintain that sought-after client confidence. By taking a few simple steps, a law firm can produce a well translated website that can help turn a user into a client.

Make Sure The Translation is High Quality

A translated website should not read like one. The text should flow as naturally in the target language as it does in English.
Machine translation software can help with an initial translation. On the one hand, machine language is a fast, cost-effective solution. On the other hand, this method takes a literal approach, matching English words with native language terminology through statistical analysis of likely choices. The process does not take into account context, subtle differences in meaning, or syntax and grammar.
These mistakes can erode confidence for multilingual website visitors. Uncorrected errors produced by machine translation give the impression that not enough care is being taken. A simple solution to avoid mistakes is to hire a language services provider (LSP) for a quality review. To ensure the most accurate translations, these LSPs also offer subject matter and native language marketing expertise to produce all the content for law firms.

Highlight Lawyer Profiles in Native Languages

Many potential clients find legal representation through referrals by friends, family, and coworkers. Often, particular legal staff are referred by name. Having a landing page translated into a native language presents a first opportunity to reassure clients. Taking the next step of translating lawyer profiles can lead to more client confidence.
Translated lawyer profiles provide critical information to potential multilingual clients. They can confirm they have the correct lawyer they are seeking, and the lawyer has the expected background and experience they need.
Many non-English-speaking internet users search online in their native language. As a result, translated lawyer profiles will show up in native language searches more readily, broadening the potential reach of a legal firm.

Make Contacting the Law Firm Effortless

Contact pages and forms can be overlooked when it comes to website translation. The pages are short, often with seemingly easy-to-understand information. For a non-native English speaker, however, guidance for travel directions, emailing, or alternative modes of contact can present an unnecessary challenge if it is conveyed only in English.
A website is a marketing tool. The marketing sales funnel, which for law firms leads to a conversion into a client, should encourage visitors every step of the way. The more interaction a visitor makes with a website, the more likely they will keep moving along the sales path from visitor to client.

Include Multilingual Content in All Marketing Collateral

Some legal firms use their websites as short, to-the-point advertising. They identify who they are, what they specialize in, and where they can practice. Other firms take a much more active approach by providing additional content like blogs, news articles, newsletters, and more. Law firms should consider translating these materials as well.
Additional, valuable content is sought by online users regardless of language. The more valuable information internet searchers find on a website, the more they will visit, and the more likely that they will convert to a client. Leaving out non-English speakers when creating these materials is a lost opportunity to expand a client base into localized, native markets.

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