How to perform a content localization audit

A content audit is a challenging journey where you stop to review everything from language accuracy to regional compliance. The goal is to establish the effectiveness of your localized content to see whether or not it truly resonates with its intended audience. Read on as we are going through the steps involved in conducting a comprehensive localization audit.

Set your objectives

First, determine what you objectives are with the audit. Otherwise, it can become too broad or unfocused, and you might overlook important issues. Each company has to decide what their own goals are with the process, but we can give you some examples to get you started.

For instance, if you’re expanding into new markets, your goal might be to ensure the cultural appropriateness of your content. Alternatively, if your focus is on optimizing conversions, the audit might evaluate how well the local content aligns with customer behaviors and expectations in your targeted regions.

Ask yourself questions such as “Are you looking to improve customer engagement?”, “Do you need to ensure that your brand’s tone and message remain consistent across all localizations?”, or “Do you want to ensure compliance with regional regulations?”.

You need ask questions that are important for your business because it helps establish the outcomes you expect from the audit. Each of these objectives will dictate how you prioritize the content audit. Only by setting well-defined goals can you make sure the audit process remains focused and productive.

Identify your key markets and languages

If you’re a company localizing into many different regions, it’s unlikely you’ll have the resources to audit all content for every possible region at once. If this is your case, you need to prioritize your markets based on strategic importance (e.g. those that show high potential for revenue growth).

To identify these markets, consider factors such as traffic, sales, and conversion rates. To give an example, if a significant portion of your website traffic comes from a certain region, but conversions are low, this might indicate that your localized content isn’t effective. User feedback may also be of help because it can provide valuable insights into where localized content is falling short.

Once you’ve narrowed down your key markets, you can determine which languages to focus on in the audit. High-priority languages may include those spoken in the regions with the highest customer engagement or business potential.

Create a content inventory

Do you have a detailed list of all the localized content for each market you plan to assess? If not, get started compiling one because this is one of the most essential parts of a localization audit. These lists typically include things like website pages, product descriptions, email marketing campaigns, social media posts, customer service materials, and even user interface elements.

Make sure no content is overlooked because a well-organized content inventory allows you to systematically approach the audit. This step can also show you inconsistencies in how content is localized across different markets. For example, for one region, you may have performed full localization, while in another you may have gone the Minimum Viable Localization route.

Evaluate the quality of translations

When you examine the quality of the translations, check not only the accuracy but also see if the content flows naturally in the target language. Look for issues relating to grammar, tone, clarity, cultural sensitivity, and possible misunderstandings.

A common pitfall in localization is overly literal translations that result in awkward phrasing or incorrect idiomatic usage. Certain phrases in a language simply don’t directly translate well into other, but we talked about the ways you can approach difficult translations in our article on slang translation.

Since its harder to fix issues in poorly translated content after it’s been published, make sure to implement translation quality assurance in your future localization phases to avoid future problems. This set of processes ensures your texts read well for the target audience.

Review cultural relevance and appropriateness

Don’t overlook this part of the localization audit because it’s arguably one of the most important. Adaptation means more than just translating words from one language to another; make sure the content reflects the cultural norms and preferences of the target market.

You may come to find you need to make some adjustments to the tone, style, or references within the content. Jokes, idioms, or pop culture references that make sense in one country may be misunderstood in another. Same for images, colors, or symbols.

Maintain brand consistency

During localization, it sometimes happens that brand image gets diluted. Yes, it’s essential for the content to resonate with local audiences, but you also need to keep your brand’s core identity consistent across all markets. It’s of uttermost importance for big brands where a unified brand voice builds recognition.

If your brand is know for a specific tone, make sure it reflects in all localized content. Of course, it may happen that some regions require a different approach than others, but it’s important to balance adaptation with your global brand identity.

Assess User Experience (UX)

Up until now, we’ve focused more on language, but localization is also about ensuring your users have a smooth experience on your website or app. Consequently, also evaluate the user experience for each localized version of your site. Good UX means better engagement and improved user retention.

You will have to check whether the design, layout, and functionality work seamlessly in every language and for every of your key markets. For example, you could look for errors due to text expansion and check whether region-specific features like currency, payment methods, and local formats are properly integrated.

Verify legal compliance

Regulations on privacy, advertising, and consumer rights have become stricter in many countries in the recent years. This is why we shouldn’t overlook compliance localization. During the audit, you must check that your localized content complies with all relevant local laws and regulations in your key markets.

For this step, you will need to involve legal experts familiar with local laws and train employees on the compliance requirements specific to your industry. Compliance management software can help automate and optimize processes, helping reduce human errors. Remember, non-compliance can result in hefty fines or even the removal of content from certain markets.

Provide feedback

Once you’re done with the localization audit and you’ve documented all your findings, it’s time to provide actionable feedback. Localization teams, content creators, external translation vendors, or any other participants in the localization process should receive clear and detailed feedback so they can make the necessary changes.

Some issues are more important than others, and may require immediate action. Consequently, prioritize your feedback based on the severity of the problem and its potential impact on your business. Feedback should come with specific recommendations for each issue (e.g., improving translation accuracy, revisiting the tone, or adapting the imagery).

Auditing is an ongoing process

Localization is an ongoing process, so this naturally means that a localization audit is not just a one-time thing either. These audits should be part of your regular content strategy so that you can continually improve your reach and grow stronger connections with your target audiences. Keep conducting periodic localization audits to ensure that your content stays relevant and culturally appropriate over time.