The smallest change in a single letter can cause a drastic change in meaning. Other than the fact that the Spanish-speaking audience is keen on poor translation and will associate that with your brand’s reputation, Spanish is an intricate language that requires a professional to catch all the linguistic nuances. Why is Google Translate unsafe to use for business practices? I can’t stress it enough: A business cannot afford a faulty or inaccurate translation! The ROI from obtaining a proper Spanish translation by a professional, human translator is absolutely imperative for anything other than one-on-one communications or informal, non-business items. While they understood the first piece (the value of Hispanic marketing), they weren’t interested in spending $30-50 for a simple landing page translation, and wanted to run the page through Google Translate, instead. In the above example, an owner of a retail store was interested in translating their English web page to Spanish, so they could target the Hispanic audience using Spanish domains they had purchased. They’re also convenient because they’re typically free, but freeware comes with its own set of downfalls. Automatic translators like Google Translate are great for quick, one-off translation in casual conversation, such as email or IM. Throughout my years as a translator, business owners regularly question the use of Google Translate over a professional translator for translating their content to Spanish. Over the years, I often get the same question that goes something like: “I’d like to target the Hispanic audience with a Spanish page on my website… How can Google Translate not be sufficient for just one landing page?”
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