
Many companies invest heavily in technical and marketing writers while providing little guidance or training on how to prepare content for international exposure.
Crafting content for a global audience goes far beyond translating text from English into other languages.
Often, writers mistakenly focus solely on English-speaking readers, overlooking the fact that their content will serve as the foundation for localized versions in multiple languages.
This approach can lead to costly and time-consuming issues during translation and localization.
Even the best translation team cannot overcome challenges posed by an English text that isn’t written with localization in mind.
Properly preparing your source content is essential. Not only will it improve translation outcomes, but it will also prevent errors from multiplying across multiple languages, reducing costs and increasing efficiency.
So how can you ensure your writing is optimized for a global audience? Let’s explore 25 crucial dos and don’ts to help you navigate this process.
Dos and Don’ts for Writing Global-Ready Content
1. Do keep sentences short and simple.
Aim for sentences of no more than 20 words. Simplicity facilitates translation and reduces the risk of misunderstanding across different languages.
2. Do avoid unnecessary words.
Be concise. Avoid filler words and fluff unless absolutely necessary for the tone or style of a marketing piece.
3. Don’t use slang, colloquialisms, or false friends.
Informal expressions may not translate well. False friends—words that sound similar in two languages but have different meanings—can cause confusion.
4. Do use consistent terminology.
Stick with the same words for specific actions. For example, if you start with “Click,” avoid switching to “Press” or “Hit” later in the text.
5. Do develop a glossary of terms.
Create a glossary for specialized or product-specific terms and include explanatory context for clarity.
6. Do maintain consistent styles.
Ensure uniformity in formatting, such as using either single or double quotation marks throughout for button names or commands.
7. Do provide clear context.
Consider cultural differences and ensure non-native speakers can understand your terms. For instance, clarify terms like “Operator” with an explanation of their function.
8. Do identify non-translatable terms early.
Specify which terms—like product names—should not be translated, and include them in your glossary.
9. Don’t crowd your text; allow for expansion.
When writing for translation, remember that some languages require up to 30% more space than English. Leave room in your layout to accommodate this.
10. Do prefer active voice.
Active sentences are more straightforward and easier to translate accurately than passive constructions.
11. Do use simple verb forms.
Choose basic verbs whenever possible, such as “make” instead of “utilize.”
12. Do write full sentences for lists.
Treat list items with the same care as paragraphs, ensuring clarity and completeness.
13. Do keep list items parallel.
Ensure consistency in your formatting. For example, if you start by numbering points and using full sentences, maintain that format throughout.
14. Don’t overlook phone number formats.
Phone numbers vary globally in format. Avoid letters in numbers, and include country codes for international clarity.
15. Do limit pronoun usage.
Pronouns often don’t translate directly and can cause confusion. For instance, “it” might be interpreted differently depending on the language.
16. Do replace pronouns with nouns where possible.
Be explicit: “The event was popular” is clearer than “It was popular.”
17. Don’t overuse variables in text.
Sentence structures and word orders vary across languages, so inserting variables can distort meaning.
18. Do specify plural versus singular nouns.
Words like “mail” can be singular or plural in English but may require different forms in other languages.
19. Don’t use negative constructions.
Positive statements are clearer and easier to translate. For example, say “Sign up to access content” instead of “You cannot access content without signing up.”
20. Don’t concatenate strings.
Splitting sentences with placeholders can lead to grammatical errors in translation. Different languages may require different syntax.
21. Don’t use “invisible” plurals.
Avoid ambiguity by specifying singular or plural clearly. For example, does “program update” refer to one program or several?
22. Do minimize abbreviations and symbols.
If you must use abbreviations, explain them in your glossary. Even emojis can be interpreted differently across cultures.
23. Do proofread before translation.
Ensure your source text is free of typos or inconsistencies. A mistake in the original will be repeated across all translated versions.
24. Do pay attention to spaces after periods.
Inconsistent formatting can disrupt translation software, so ensure proper spacing.
25. Do finalize content before submitting for translation.
Any changes after translation may require rework, increasing both costs and turnaround time.
Need Help Writing for a Global Audience?
Creating a global content marketing strategy is key to expanding your customer base internationally. However, it’s a complex, ongoing process that involves more than just translation—it requires localization expertise.
At Summa, we specialize in transforming content for global markets. From language and culture to technology and business strategies, our experts are here to help.