A guide to Lotuly’s language translation services

Lotuly offers four distinct language translation services:

1. Translation
2. Localisation
3. Transcription
4. Transcreation

But what are they, how are they different from each other and which one do you need for your project?

Below, we’ll go through each service in turn and explain what they are and the differences between them.

1. Translation

What is translation?

Translation is the process of translating text from one language to another, so it has the same meaning.

When do I need translation?

Translation will convert your document into one or more different languages.

This service is most suited to plain text documents, such as:

• Registration dossiers
• Training courses
• Technical training manuals
• Sales training
• Supplier contracts
• Financial statements
• Mailshot marketing copy
• Partner agreements
• Corporate announcements
• Health and Safety information
• Brochures
• Social Media
• Email campaigns

Most translations are straightforward. If you need one, you can get an instant quote using our online quote tool.

Translation may be less effective when you’re writing for a specific region or target audience with the aim of engaging them or making sales.

For this, we would recommend localisation.

2. Localisation

What is localisation?

Localisation is a more in-depth form of translation that focuses on translating product or content text for a particular locale or market.

Translation is just one part of the localisation process. It will also include:

• Converting currencies, weights and measurements into the correct units for the region
• Using local time and date formats
• Using local formatting styles for addresses and phone numbers
• Choosing pictures that represent the country and its people
• Choosing colours that are culturally appropriate
• Adapting content for the region and the culture of the target market

When do I need localisation?

If you’re writing content to sell products, or engage with particular target markets in other countries, localisation is always recommended over a more straightforward translation.

Research conducted by CSA shows the value of getting better quality, localised translations.

Common Sense Advisory (CSA) is an independent market research authority that has been researching the field of localisation since 2006.

Its research has consistently shown that underinvesting in localisation is responsible for a less satisfying customer experience.

In its latest findings, survey responses showed that:

• 75% or more customers will drop out of a customer journey if the website isn’t written in their own language
• 48% of customers will exit a website immediately if they encounter something they don’t understand, rather than looking for support
• 45% of customers said they had encountered language problems on sites they visited, and of these:
  • 34% said it was due to problems with the quality of the content (bad translations or targeting)
  • 33% said it was because there was no localised help
  • 26% said the site or app they were using hadn’t been fully translated
  • 16% said there were issues at checkout, such as not recognising their address.

Using our localisation service will help you avoid issues like these and keep customers engaged and motivated throughout the customer journey.

For a localisation quote, please contact us.

3. Transcription

What is transcription?

Transcription is when we transcribe the speech from audio and video files into text.

For example, it could be for a transcript of an interview in an article, or the subtitles on a foreign language film.

When do I need transcription?

We offer two types of transcription: Verbatim and clean.

Verbatim transcription

Verbatim transcription documents the words exactly as they are spoken, capturing every phrase, nuance and hesitation. This is better for video subtitles as it corresponds exactly with what the person on screen is saying.

Verbatim transcriptions for video can also be time stamped, which makes it easier to add the subtitles at the right time points.

Clean transcription

Clean transcription is better for text files, because it cuts out all the unnecessary things people say when they’re speaking, like repetition and hesitation. The result is a transcript that’s cleaner, more focused and easier to read.

For a transcription quote, please contact us.

4. Transcreation

What is transcreation?

While localisation focuses on translating content for a particular locale or market, transcreation is all about the message.

Transcreation is the process of adapting content from one language to another while keeping the same message, tone, style and intent as the original.

Our transcreation specialists are writers and work from a creative brief with a clear creative concept and details of the action you want to trigger.

When do I need transcreation?

Our transcreation service is perfect if you have a creative project where you need to conjure a specific concept or feeling. Where you need the meaning, context and nuance to parallel your original. And when a straight translation of the words simply won’t be enough.

Do you need language translation services?

For a transcreation quote, please contact us.

To offer this comprehensive range of language translation services, Lotuly works with experienced, native-speaking translators and writers all over the world.