Buying translations is not always as straightforward as it may seem. One of the problems is that, unlike many other services, the quality of a translation can be difficult to judge, particularly when the person buying it does not speak the target language. By the time someone discovers that a translation is poor, it may be too late to do much about it. Correcting a badly translated document is often more difficult than translating it properly in the first place, and the results are not always entirely satisfactory. If the problems are discovered shortly before publication, deadlines may be missed. And if they go unnoticed, the company's image may suffer.

Over the years, I have had the opportunity to see the translation business from different perspectives, and I have often wondered what I would look for if I were buying translations rather than providing them. There is certainly no shortage of suppliers to choose from. The industry includes independent translators, small specialized agencies, local companies and large international organizations with offices in several countries. Setting up a translation agency is relatively easy; consistently delivering good translations is another matter. There are excellent independent translators and less capable ones, just as there are excellent agencies and others that leave much to be desired. Size, in itself, tells us very little about quality.

Of course, not all translation buyers have the same requirements. Someone who needs a personal document translated into one language is in a very different position from a multinational manufacturer translating technical documentation, software and marketing materials into twenty languages. What makes sense for one client may be completely inappropriate for another. For this reason, I do not think there is a single formula for choosing a translation supplier.

Nevertheless, if I were to put on my buyer's hat, while keeping the experience I have gained as a translation service provider, these are the ten things I would consider. I have arranged them roughly from least to most important, although their relative importance will naturally depend on the circumstances.

1. Size. I would not be particularly impressed by the size of a translation agency. A large company may have more resources, but that does not necessarily mean that the translations will be better. Smaller agencies can offer excellent service, sometimes with greater personal attention. On the other hand, large agencies may be better equipped to handle very substantial multilingual projects. I suppose the question is whether you would rather be an important customer of a small company or a relatively insignificant one of a very large organization.

2. Centralization. For companies that regularly translate into several languages, working with a single supplier can offer considerable advantages. There is one point of contact, fewer administrative tasks, a common approach to terminology and a consistent quality control process. It can also simplify the management of translation memories and reference materials. However, I would want to be sure that the chosen supplier really has the capacity to manage all the languages and subject areas involved.

3. Flexibility. Every company has its own way of working. Some prefer to outsource the entire translation process, while others have people in their local offices who review the translations before publication. Some need their supplier to work directly with their files or software, while others simply want translated documents delivered in a particular format. A good translation provider should be willing to adapt to these requirements rather than expect every customer to work in exactly the same way.

4. Range of services. I would check whether the supplier can provide all the services I am likely to need. Translating a Word document is one thing, but what happens when I need to localize a software application, translate an online training course, prepare subtitles or work with complex desktop publishing files? Having a supplier who can manage these different tasks may save a great deal of time and unnecessary coordination.

5. Technological capacity. Computer-assisted translation tools have become an essential part of professional translation, particularly for technical documents and recurring projects. Translation memories can improve consistency, avoid translating identical sentences repeatedly and reduce costs over time. I would certainly want to know which tools my supplier uses, how terminology is managed and whether the savings resulting from these technologies are passed on to the customer.

6. Specialization. This is where things start to become particularly important. A translator who is excellent at translating financial reports may not be the right person to translate an industrial maintenance manual. Every sector has its own terminology, conventions and particular difficulties. I would look for a supplier with experience in my industry and ask for examples of similar work or references from other customers. A translation company cannot be expected to know everything about every subject, but it should know how to select the right people for each assignment.

7. Quality control. I would want to understand what happens to my document between the moment I send it and the moment I receive the translation. Is the text reviewed by a second linguist? Are terminology and consistency checked? Is there a final check of the files before delivery? And, perhaps most importantly, which of these steps are included in the quoted price? Two suppliers may offer apparently similar services while following very different procedures. This is something worth clarifying before awarding a project.

8. Continuity of translators. In my opinion, this is one of the most frequently overlooked aspects of translation quality. Even a very good translator needs time to become familiar with a customer's terminology, products and preferences. Someone who has been translating for the same company for several years will usually have acquired knowledge that a new translator simply does not possess. I would therefore ask whether the agency works with a stable team of linguists and whether the same people are likely to handle my projects over time. Constantly changing translators may be cheaper in the short term, but it does little to encourage consistency.

9. Transparency. I would like to know who is actually doing my translations, even if I do not necessarily need to communicate with the translators directly. I would also expect the agency to be open about its procedures, its use of translation technology and the way it calculates prices. If a translation memory contains a large number of repeated segments, for example, I would want to understand how this affects the quotation. Transparency helps avoid misunderstandings and makes it easier to develop a good working relationship.

10. Trust. I have deliberately left this until the end because, for me, it is the most important consideration. I would want to feel that my translations were in good hands. That means having confidence that deadlines will be respected, that problems will be brought to my attention rather than concealed, that the agreed quality standards will be maintained and that the price will be fair. Trust is not something that can be demonstrated in a sales presentation. It develops over time, through experience and through the way a supplier responds when things do not go quite as planned.

You may have noticed that I have not included price among my ten criteria. This is deliberate, although it certainly does not mean that I consider price unimportant. On the contrary, translation buyers have every reason to compare quotations and expect competitive rates. But I think it is essential to understand exactly what is being offered before comparing prices. A translation that includes professional revision, terminology management and careful file preparation cannot necessarily be compared directly with one that includes none of these things. The cheapest quotation may be the best choice in some circumstances, but it may also turn out to be the most expensive once corrections, delays and additional work are taken into account.

Ultimately, choosing a translation supplier is not very different from choosing any other professional service provider. Technical competence matters, but so do reliability, communication and the ability to understand the customer's needs. If I were a translation buyer, I would certainly look for a company that offered good quality at a reasonable price. But, above all, I would look for people I could trust and with whom I would feel comfortable working for many years.

In the translation industry, most jobs are charged on a per-word basis. In principle, this seems like a reasonable way of calculating the cost of a translation. The more words there are to translate, the more work is involved, and the higher the price. Simple enough. However, anyone who has compared quotations from different translation companies will probably have noticed that the price per word can vary considerably. And what is perhaps less obvious is that two suppliers offering exactly the same rate may not necessarily be offering the same service.

When a potential customer asks us for our translation rate per word, my first reaction is usually to ask a few questions. Which languages are involved? What is the subject matter? How much text needs to be translated? Is the deadline particularly tight? Are the files in an editable format? These are all factors that can influence the price, and most translation buyers are familiar with them. However, there are other aspects of translation pricing that are not always so clear. Unless we understand exactly what is included in a quotation, we may end up comparing apples with oranges.

Source Words or Target Words?

The first question is surprisingly simple: which words are we counting? Nowadays, most translation quotations are based on the number of words in the original document, but some suppliers still calculate their invoices according to the number of words in the translated text. This may seem like a minor detail, but it can make a significant difference. Languages do not necessarily require the same number of words to express the same idea, and a translation may be considerably longer or shorter than its original. Before comparing two rates, it is worth checking whether both suppliers are counting the same thing.

Repetitions, Fuzzy Matches and New Words

Things become a little more complicated when translation memories are involved. Most professional translation companies use computer-assisted translation tools, which identify sentences that have already been translated and detect similarities between new text and previous translations. These similarities are commonly known as fuzzy matches. A document containing 10,000 words may therefore include a considerable number of repetitions, previously translated segments and completely new text. Since translating a repeated sentence generally requires less effort than translating a new one, many suppliers offer discounts according to the degree of similarity. The problem is that not everyone applies the same discounts, and some quotations may not include them at all.

Word counts can also vary slightly between different translation tools, particularly when dealing with unusual file formats or complex documents. For this reason, I believe customers should be given a clear analysis showing the number of new words, repetitions and fuzzy matches, together with the discounts applied to each category. Without this information, comparing two quotations based solely on their rates per word can be rather misleading. A supplier with a higher basic rate may actually offer a lower total price once translation memory discounts are taken into account.

What Is Included in the Price?

Another question worth asking is what exactly the supplier means by translation. Does the quoted price cover the work of one translator, or does it also include revision by a second professional? Is terminology checked? Is there a final verification of the translated files before delivery? These additional steps require time and resources, and they naturally affect the cost. Two companies may quote the same rate per word while following very different procedures. This does not necessarily mean that one is better than the other, but the buyer should know what is being purchased. A translation intended for internal reference may not require the same level of checking as a technical manual that will be distributed to thousands of customers.

The People Behind the Price

Ultimately, a large part of the cost of a translation comes down to the professional who actually does the work. Experienced translators who specialize in a particular field can often work more efficiently than someone who is unfamiliar with the subject. They know the terminology, understand the context and can resolve difficulties without having to research every unfamiliar concept. Translation memories and other productivity tools can certainly help, but there are limits to how much a good translator can produce in an hour without compromising quality.

This is something I think translation buyers should bear in mind. Professional translators invest years in developing their linguistic skills and specialist knowledge. Those who consistently produce good work and have built a reputation in their field are unlikely to accept rates below a certain level. Of course, a higher price does not automatically guarantee a better translation, but there is a point at which reducing costs further becomes difficult without affecting either the people involved or the work they are expected to perform.

Do Quality Procedures Guarantee Good Translations?

I am sometimes surprised by how much importance is given to procedures when evaluating translation suppliers. Quality certifications, documented workflows and well-defined processes are certainly useful, and I would not underestimate their value. However, even the best procedures cannot compensate for a lack of professional competence. A translation that has been checked by two people is not necessarily a good translation if neither of them has sufficient knowledge of the subject.

Some business models are based on selecting the cheapest available translator for each assignment, sometimes through reverse auctions in which suppliers compete by offering progressively lower rates. I have my doubts about whether such an approach can deliver consistent quality over time. Translators are not interchangeable parts of a production line. When someone has spent years becoming familiar with a customer's terminology, products and preferences, that knowledge has value. Replacing that person simply because another translator offers a lower rate may save money on an individual project, but it can also mean losing experience that took considerable time to acquire.

A Final Thought About Translation Prices

I am certainly not suggesting that customers should always choose the most expensive translation supplier. Price matters, and companies have every right to look for competitive quotations. There are excellent translators offering reasonable rates, just as there are expensive suppliers whose work may not justify their prices. What I am suggesting is that the rate per word tells us only part of the story. We need to understand how the words are counted, which discounts are applied, what services are included and, above all, who will be doing the work.

In my experience, good translations are usually the result of skilled professionals who understand their subject and have had the opportunity to become familiar with their customers' requirements. This takes time, and it requires a reasonable degree of continuity in the working relationship. Paying a high rate does not guarantee quality, but paying a fair rate makes it easier to retain the translators who provide it.

So, the next time you receive two translation quotations with different word rates, it may be worth looking beyond the figures. Before deciding which one is cheaper, make sure you know exactly what you are comparing.

Eloy Ferrer
ASSERTIO Language Services

When thinking about translation services, one could reasonably ask a simple question: why use a translation agency when it is possible to work directly with the translator who will actually do the job? After all, the agency acts as an intermediary between the client and the translator, and intermediaries are generally expected to add to the cost of a service. With the Internet making it increasingly easy to find freelance translators around the world, is there really any reason to involve a third party?

I think this is a perfectly legitimate question, and the answer is not necessarily the same for every translation project. If a company needs a short document translated into a single language, and already knows a reliable translator who specializes in the subject, working directly with that person may be an excellent solution. The same can be said of many literary translations, where the relationship between the author, publisher and translator is often particularly important. A good freelance translator does not necessarily need an agency to produce excellent work.

However, things can become considerably more complicated when a company needs to translate large amounts of documentation into several languages, particularly when the content is technical, frequently updated or closely linked to the launch of new products. Imagine a manufacturer selling its products in twenty countries, with operating manuals, software interfaces, marketing materials and technical specifications that need to be translated every time a new product is introduced. In this situation, the problem is no longer simply finding someone who can translate a document. It is organizing and coordinating a considerable number of people and tasks while maintaining consistency, quality and delivery schedules.

This is where I believe a competent translation agency can make a real difference. Its role should go well beyond receiving a document, sending it to a translator and returning the finished translation to the customer. If that were all an agency did, it would indeed be difficult to justify its existence.

One of the most obvious advantages is that the customer has a single point of contact. Instead of coordinating translators for French, German, Italian, Chinese or any other language, the client can deal with one project manager who takes responsibility for organizing the work, answering questions and making sure that everything is delivered on time. This may not seem particularly important for a small assignment, but anyone who has managed a large multilingual project will probably appreciate how much time and effort it can save.

There are also less visible tasks that can make a substantial difference to the final result. Translators need to be selected according to their language combinations and areas of specialization. They need appropriate reference materials, clear instructions and access to the terminology used by the customer. When several translators are working on related documents, terminology must be coordinated to avoid inconsistencies. Questions about ambiguous passages must be collected and answered, preferably without asking the client the same question five times. Translation memories must be maintained, files prepared and checked, and the necessary reviewing and quality control procedures organized.

Technology also plays an important role. Computer-assisted translation tools allow translators to reuse previously translated content, maintain terminology consistency and work more efficiently on updated versions of documents. However, these advantages depend on the proper management of translation memories, terminology databases and project files. Having the tools is one thing; making sure that everyone involved uses them correctly is another. An agency with the necessary technical resources and experience can help ensure that the benefits of these technologies are actually achieved.

Another aspect that is sometimes underestimated is what happens after the translation itself has been completed. A translated manual may need to be laid out in InDesign, a software application may require additional checks to ensure that the translated strings fit the available space, and a multilingual catalogue may involve considerable desktop publishing work. These tasks require different skills, and coordinating them is part of the service that a translation agency can provide.

But there is another side to the question that I think deserves equal attention. A good translation agency should also provide value to its translators. After all, translators are its most important asset, and the quality of the service ultimately depends on their work.

Freelance translators are not necessarily interested in spending their time looking for customers, negotiating contracts, preparing files, dealing with technical problems or chasing unpaid invoices. Many would rather concentrate on what they do best: translating. A well-organized agency can provide a steady flow of suitable assignments, prepare the source materials, offer technical support and coordinate communication with the end customer. It can also provide opportunities for translators to work as part of a team, exchange knowledge and become familiar with specialized terminology and particular customers.

Reliable payment is another important consideration. Freelance translators who work directly with customers sometimes face long payment terms or difficulties collecting outstanding invoices. A responsible agency should provide clear payment conditions and honour its commitments, regardless of the administrative arrangements it has with its own clients. In my opinion, this is one of the basic obligations of any translation company that expects to maintain good relationships with professional linguists.

Of course, not every agency provides all these services, and having an agency involved does not automatically guarantee a good translation. There are excellent freelance translators who manage complex projects successfully, just as there are agencies that contribute little beyond taking a commission. The important question is not whether an intermediary is involved, but whether that intermediary actually contributes something useful to the process.

I would also argue that the relationship between an agency and its translators should be based on cooperation rather than simply buying and selling words. When translators work regularly with the same customers, they gradually acquire valuable knowledge of their products, terminology and preferences. Agencies that make an effort to retain good translators and build stable teams can offer their customers something that is difficult to obtain when the people doing the work change with every assignment: continuity.

Ultimately, I believe the value of a translation agency should be measured by the work it takes off the shoulders of both customers and translators, and by its contribution to the quality and consistency of the final translations. If it manages projects efficiently, selects the right professionals, provides appropriate tools and support, and ensures that everyone involved can concentrate on their responsibilities, then it is doing considerably more than acting as a middleman.

And if an agency cannot demonstrate that it adds this kind of value, perhaps the customer would indeed be better off working directly with a translator.

Eloy Ferrer
ASSERTIO Language Services