The most common mistakes on Asian companies’ English websites are the result of pride, lack of awareness, and unskilled people making these sites.
They’re easily fixed, but it does mean risking a bit of feedback and it does mean putting trust in a service provider. In another language, that’s hard. I get it.
It’s hard to do business in a language other than your own mother language. As a businessperson in Japan, I very much understand that. I’m constantly switching back and forth between Japanese and English.
So, of course, it’s hard for you to make a homepage in a second (or third, or fourth) language.
Japanese, Korean, and other Asian businesses have my empathy. I personally understand your challenges. I can’t make a homepage in another language. I don’t try because it will hurt my reputation.
You may be able to use low-quality or mistaken English on your English homepage if you have a lot of funding, or you have a highly innovative product.
Usually, though, you’ll hurt your reputation. This is silent damage, because you’ll never know the potential customers who never contact you.
There are many common problems Asian companies make on their English homepages.
Here are some big and common reasons Asian companies have low-quality English websites. And some ways to start fixing and start attracting global customers.
Takeaways
- Make a plan before you build: why the site exists, who reads it, how they find it, what devices they use, and what action you want them to take. Do this before hiring a web designer.
- Have a trained native-English copywriter write or edit the English. Machine translation alone leaves mistakes that cost credibility.
- Design for English readers: short sentences, white space, a conversational tone, and a clear next step on every page.
- Show benefits, your company story, and what sets you apart from competitors, using case studies, blog posts, and images.
- Keep English text as live text, not images, so Google and readers can read it.
- Update content regularly and keep your logo, colors, fonts, and writing voice consistent.
1) The site has no plan other than “have an English website”
Simple! You have no plan at all for your homepage.
Well, maybe your plan is “make an English website”. And that’s all.
- OK, how are you going to do it?
- What resources will you need?
- How much money and time?
- Why are you making an English website?
- Why will people read it?
- How will people find it?
- What devices will they be using?
- What action do you want them to take?
As a minimum, think through these questions, and look before you leap. A website is your public face. It also costs little to run compared with most marketing, and it can bring in sales if it is done well.
If you don’t know how to make that plan, you need someone with content marketing skills to align with your decision-makers. Start with your business plan itself. Look at your mission. Look at your sales and marketing forecasts, and work around those.
Don’t even think of looking for a web designer until you’ve drafted a basic plan.
2) The site has low-quality English (translation or original English)
Plan or no plan, most English websites for companies in Asia have English mistakes. They range from small typos to completely nonsensical English.
There are many reasons for this. In Japan and Korea, I’ve found the most common reason is simply not understanding the impact of language.
Language shows your credibility, builds trust, and makes customers comfortable. If someone is going to buy your product or service, they have to understand it.
Google Translate and other machine translation tools are not a solution on their own. Translation alone is not enough either, though good human translation is better than automatic translation. The best is to use a combination of translation, editing, and original English copywriting.
A trained native-English-speaking copywriter can do this. Don’t confuse them with a translator or non-native writer.
3) The web design (and text) is copied in the home country’s style
Japanese websites tend to use a LOT of words, graphs, cute cartoons. Korean websites rely on large images and less text. They may be compatible with Naver, but often this style brings up error messages in the rest of the world. Websites in Chinese, Thai, various Southeast Asian scripts, etc. all have special traits designed for local readers.
A simple and common problem is writing English in Japanese, Korean, Chinese, etc. font. That not only looks unnatural, it often gives strange word breaks and sometimes doesn’t even display properly.
Not good!
English readers are not local readers. Generally, English web design uses short, sharp sentences,
plenty of white space,
a conversational style of language. Even for B2B SaaS or luxury brands, the language is clear, sharp, and unmistakable.
Good English websites are set up to move the reader to take the next action: sign up for a newsletter, download a brochure, schedule a demo, make a purchase, and so on.
It’s an art and a challenge. Only an expert in English copywriting and web design will be able to guide you to make a good English website. Otherwise, you’re guessing.
4) The web design has no aim and has no idea what it wants
Is your website to display your product or service? This is probably the most common. It’s an online brochure. That’s not the best way to use a website, but every company needs one. But have you thought about what you want the reader to do after they see what you’re selling?
Are you trying to attract customers? Probably yes! So how will they contact you?
Do customers need to know a timeline-formatted history of your corporation? Then why do you include it?
A good website must do more than show features and benefits. It must move the customer to action. Otherwise, the customer just leaves.
5) The website isn’t telling your company story, showing your human face
You know your story better than anyone. And perhaps you think it’s nothing special. For English readers, knowing a company story builds trust. We like to know how you got where you are. But we don’t just want a timeline, we want a human story.
People want to do business with people they know. It reduces risk and fear. Even if it means lower quality.
Add photos, show your history, talk about your passion. This makes you human and real to us. It’s sometimes hard to do this yourself, so a good writer can interview you, research your past, and present you positively.
6) The site’s not showing your value proposition and USPs
So many Asian websites just list their products, financials, address, and a message from the president/CEO. One after another. Just like an online catalog or phonebook.
I don’t know what sets them apart from other companies.
Words like “high-quality” and “effective” don’t tell me anything.
You must clearly show what your product is special. Don’t just show features… show BENEFITS. Tell me how your product will solve my problem. Tell me how it will increase my free time, make me feel safe, help my profits. Go to my heart, not just my brain.
What are your unique selling propositions (USPs)? How will you bring me value? Make it clear to me with content such as good English descriptions, use benefits, blog posts and white papers on the problems you solve, and even images and video.
7) The English text is in images, so Google, and readers, can’t see it
This is an especially big problem for Korean websites. I was told this is because many Korean companies, especially SMEs, used a website-making program, possibly by Naver. It places all text in images and even in Flash, which Adobe retired at the end of 2020. The text isn’t visible. Google can’t read it. People can’t read it. It’s a sad waste of a website.
8) Content is never updated
Google is always refining its algorithms, seeking the best answers to people’s search questions. Updated content improves your SEO ranking.
Updated content also lets the reader know you’re actively in business. Start by updating the copyright year in your footer.
9) The site has no original and engaging content
If you only list your products and address, you’re using the internet as a big phonebook. Even 20 years ago, this was bad design. These days, it’s fatal.
- Start with a few blog articles about areas in which you have expertise.
- Show social proof using case studies.
- Add white papers, video, tell your story, etc.
This gets the reader engaged with your company, builds trust, makes them look further.
10) The company has inconsistent branding or no branding
Branding is your unique name, symbol, and design. It’s also your colors, fonts, tone, everything that presents the “personality” of your company. Think of Apple’s logo, use of white, unique typeface, music, etc. That’s all branding.
Most companies have a logo. But is it consistent across the site? Are the coloring and font consistent? Is your writing “voice” consistent? Start there.
Over time I’ll add to this list. We’re here to help you resolve these problems. We’ll build a clear, accurate English homepage for you. Contact us for a free audit and to see how to present yourself with a strong English website.
