“But my customers don’t speak English. Why should I bother?”
If you’re running a foreign language site designed to target a specific demographic of web users, you may want to consider running an English version of it. Even if you think your product or service is geared towards non-English-speaking users, there’s plenty of value to be derived from offering a version of your website in the language.
1. English, whether you like it or not, is the de facto language of the web
Most people search the web in English, simply because majority of content available on the internet is in that language. When you have an English version of your site, it makes it easier to get links from related sites, achieve inclusion into good directories and other similar avenues of promotions.
2. Unconventional customers
While your customer base may consist entirely of a specific demographic, it’s not too far-fetched that someone who doesn’t speak the foreign vernacular may also be interested in what you have to offer. If you’re selling products in a specific country, for instance, an American vacationing there may end up needing your services. An English website gives you a way to reach out to them.
3. Non-customers
Not all people who take an interest in your site needs to be customers. Many bloggers and journalists, for instance, are regularly on the lookout for new sites they can feature in their pieces. Who knows, your product or service just might be what they’re looking for? Wouldn’t you rather make it easier for them to learn more about you instead of having to use their own translation software to figure out the details of your services? That’s free promotion at the cost of nothing but a second website in a different language.