Why global research matters

June 13, 2013 12:59 pm


The internet has no boundaries when it comes to geography.  You could be based in London, yet your audience could be the other side of the world.  If attracting clients from around the world is of importance and value to your business then making sure your website is ‘international’ is vital.

But what do we mean by this? This is everything from language to the cultural significance of colour.

Here are a few things to consider:


Colour is key.  Red can be seen as representing anger or violence in some cultures.  But in places such as China it is the colour of luck.  Make your landing page appropriate so as not to offend.

Use of technology 

There are thousands of devices and browsers now and a responsive website really is the best way to increase client engagement and convert them into clients. Remember, not every country is as technologically advanced as others.  So, instead of creating an App that only works on the latest software, create a more responsive mobile website so you can ensure no customer is discriminated against just because they haven’t got access to the latest technology.

Technical constraints 

Consider the technical infrastructure of the country.  Make sure your websites adhere to lightweight use of code and website optimisation to increase the speed of your site, particularly in poor broadband areas. They may even use old browsers, so make sure that your site is compatible.


Although this is an obvious one, you would be surprised at how many websites forget that they have an overseas audience.  Invest in good quality translation services and don’t always rely on technology!

Research is key when it comes to other countries.  Why not take a look at some of the big websites and companies who already operate in these countries?  Remember to be aware and respectful and you won’t go too far wrong.

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