Switzerland offers numerous advantages as a business location: political stability, reliable infrastructure, and high purchasing power. The latter, in particular, makes Switzerland an especially attractive market for international companies.
However, the Swiss market also comes with its challenges. One of the biggest is the language – or rather, the languages. Switzerland is a multilingual country with four official national languages and countless dialects. In this blog post, I’ll show you how to overcome this challenge and successfully establish yourself in the Swiss market.
Why it’s worth translating your content
Multilingualism as the norm
Translation as an expectationSwitzerland is a multilingual country. It has four official national languages: German, French, Italian, and Romansh. German is spoken by around 60% of the nearly 9 million inhabitants, French by a little over 20%, and Italian by about 8%. Romansh is still spoken by around 60,000 people.
In addition to the local languages, many Swiss people also speak English, especially at work. Around 20% of the Swiss population primarily use English in their professional life. Overall, almost 40% of people in Switzerland regularly use two different languages, and 20% even three. So, it’s fair to say that multilingualism in Switzerland is more the rule than the exception.
Translation as an expectation
Considering Switzerland’s linguistic diversity, you might conclude that translating your content for a Swiss audience isn’t necessary – especially if your content was originally written in English or one of the national languages.
However, this would be a mistake. Despite – or perhaps because of – Switzerland’s multilingualism, Swiss readers expect content to be translated. For instance, if you go to a Swiss supermarket, you’ll notice that all products are labelled in three languages: German, French, and Italian.
Moreover, the national languages of Switzerland differ from their counterparts in neighbouring countries. For example, Swiss German speakers often use different terms from their German neighbours, and there are slight differences in spelling too. In Switzerland, for instance, people say “Billett” instead of “Fahrkarte” (train ticket), and the German “ß” is not used here. These are important details to consider when entering the Swiss market – even if you’re coming from one of its neighbouring countries.
Language as a foundation of trust
Language is more than just a communication tool – it’s a central part of your target audience’s identity. Studies have shown that consumers are more likely to buy from companies that speak their language. They feel more at ease when they can immediately understand what a product offers and how it works. Even if potential customers speak several languages, they tend to trust offers in their native tongue more. When addressed in their own language, customers feel seen and are more likely to build an emotional connection with the brand.
A professional translation for the Swiss market ensures that your messages resonate with your target audience. This involves not only translating words but also taking into account the cultural context. Phrases and arguments that work well in your home market might have a completely different effect in Switzerland. This is why it’s crucial to work with professional translators who specialise in Switzerland and are not only linguistically skilled but also familiar with Swiss culture.
Bonus: Improved SEO through translation
In addition to the interpersonal advantages that come with translating your content for the Swiss market, there is also a significant technical benefit: translated content helps you achieve better results in search engines. When you translate your website and social media profiles, you’ll rank higher in search results for the relevant language regions, making it easier for your target audience to find you.
Google and other search engines reward websites that adapt their content to local circumstances. If your website is available in one or more of Switzerland’s national languages, and each language version is optimised with the right keywords, your chances of appearing high in Swiss search queries increase. This will bring visitors to your site, who you can then convert into customers with the right content.
How to translate your content successfully for the Swiss market
Find the right translation strategy
Entering a new market like Switzerland doesn’t automatically mean you have to translate all of your content. In some cases, it’s more effective to translate only part of your content that is particularly relevant to your Swiss audience. You might also consider creating new content that specifically addresses your Swiss target group.
By defining a translation strategy tailored to your audience, you can save both time and money. Ideally, you should seek assistance from a professional translator who understands the Swiss market and your audience already at this stage. They can help you define the right strategy and then translate your content in a way that is both audience- and culture-appropriate.
Focus on localisation rather than simple translation
For a market like Switzerland, a simple translation into German, French, or Italian is often not enough. You need to adapt your content to the local culture and communication preferences of your target audience. This process is known as localisation.
For instance, promoting “German engineering” as a selling point in Switzerland might not be particularly effective. Swiss companies also produce high-quality products, so German quality alone may not be a convincing argument. Similarly, you should be cautious with overly bold advertising claims: if something sounds too good to be true, the Swiss are likely to be sceptical and lose trust.
Work with professionals who specialise in Switzerland
To ensure your content translation for Switzerland delivers the desired results, work with translators who specialise in the Swiss market. These professionals will not only ensure that your texts are translated accurately and error-free into a Swiss national language, but they will also adapt your content to meet the expectations and preferences of your Swiss audience. This will help you achieve the best possible impact with your content.
Conclusion: Translation is key to the Swiss market
Entering the Swiss market is a worthwhile endeavour for almost any company – provided you take into account the country’s linguistic and cultural diversity. Professional translation of your content into one or more of Switzerland’s national languages is key to success. It will significantly improve your visibility and market opportunities.
A specific translation strategy and working with local translation professionals are essential in Switzerland. Localised content forms the foundation for successful communication, enabling you to foster not only understanding but also trust.
As your Swiss specialist translator, I would be happy to support you in entering the Swiss market.