E-ging Solutions is a world-leading Shanghai translation company with specialties in website localization.

Anyone who has ever tried to order ‘chips’ in America will know the perils of underestimating the differences betweenBritish English and American English. Amongst us clever-clogs who know when to switch to ‘fries’, the idea persists that the only differences between these 2 varieties of English are a handful of spelling rules and a few vocabulary peculiarities.

But what if I asked to borrow your barrette for my bangs? Or if I told that I was broiling a rutabaga? Suddenly it’s like I’m talking a completely different language.

To illustrate how much variety exists within the English language, we’ve put together a list of less common Americanisms for you to test your knowledge.

And by the way, I wanted to borrow a hair clip for my fringe, and I was grilling a swede.

How did you do? Isn’t it strange how little it takes to feel alienated in your own language?

The same applies in business

In today’s competitive market, in which a rival’s product is just a click away, a website that fails to relate to the customer will be quickly dismissed.

Alien terms, unfamiliar cultural references, and different trading practices are all immediately distancing, and thus even if all your customers are native English-speakers, the exact same content won’t necessarily suffice.

One striking example is the difference between UK and US date formats. If a website promises to deliver your product on 01/02/2017, then American customers would expect a parcel on the 2nd of January, while their British counterparts would be waiting for the postman on the 1st of February. While this may seem like a minor point, a customer left feeling confused or unsure is much more likely to take their business elsewhere.

Why every business should localise their English content

On the other hand, shaping your content to cater to a specific market demonstrates an awareness and appreciation of local standards, with even small changes hugely increasing a website’s appeal.

A well localised website which uses area-appropriate language, grammar, and formatting, demonstrates that you care about and respect your customers, essential in gaining their trust and custom.

Incorporating local references into your content is another great way to build the familiarity and trust that is essential to generating business. Exhibiting an awareness of local culture and events grabs customers’ attention and grounds your brand in local consciousness, making customers feel more connected to the company. For example, adding a special Super Bowl promotion on your website could be a great boost to sales in the US, but would be totally irrelevant in the UK, and could lead to customers assuming your content isn’t aimed at them and looking elsewhere.

A localised website also ensures that you support the particular consumer habits of your target audience, includingarea-appropriate payment methods and local currency pricing, both of which are crucial to securing international custom.