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Why 85% of Customers Won't Buy From Your Website (And How to Fix It) | Christina Spaulding | Ep. 214 Over 50% of online content is in English, yet only about 20% of the world actually speaks it. That gap is where Christina Spaulding built her entire career. Christina is the founder of Manzanita Marketing, a Las Vegas-based digital marketing agency specializing in international SEO and multilingual content. With more than 20 years of in-house experience at companies like Textbroker and IGT, fluency in English, Spanish, German, and French, and six years of living in Germany, she brings a rare combination of linguistic depth and real business strategy to the conversation. In this episode, we dig into why businesses leave global revenue on the table, why 85% of buyers prefer to purchase in their first language, how to start small with multilingual content, and why language professionals are perfectly positioned to lead in the age of AI. Connect with Christina Spaulding: Website: https://manzanitamktg.com LinkedIn: https://www.linkedin.com/company/manzanita-marketing/ Facebook: https://www.facebook.com/manzanitamktg Instagram: https://www.instagram.com/manzanitamktg/ Connect with Robin Ayoub: Blog: https://robinayoub.blog N49Networks: https://n49networks.com LinkedIn: https://www.linkedin.com/in/robinayoub/ Book a 30-min coffee chat: https://calendly.com/robin-ayoub/30min Be a guest on LFC: https://calendly.com/robin-ayoub/localization-fireside-chat-podcast-recording Listen on Simplecast: https://localization-fireside-chat.simplecast.com/ CHAPTERS 0:00 Welcome and introduction 1:00 Meet Christina Spaulding: the name story 2:09 From second grade French to six years in Germany 4:00 First layoff: the Linout and Mendez merger 5:00 Seven layoffs and the decision to build Manzanita 6:00 Textbroker: from language worker to marketing leader 8:00 Why adding a marketing layer to language work changes everything 10:00 Breaking the layoff pattern and building something of your own 12:00 The 85% stat: people buy in their first language 15:00 "They understand English" - the biggest mistake businesses make 16:00 The marketing funnel problem: English-only thinking 18:00 Tortilla chips at a quinceañera vs the Super Bowl 19:00 Real example: Spanish queries at a Georgia veterinary clinic 22:00 How to start small and pilot a multilingual content strategy 25:00 What the Weglot 85% stat actually means for SMB owners 32:00 What Manzanita Marketing does and who it serves 34:00 SEO vs GEO: is Google's search monopoly starting to break? 37:00 AI eliminates busy work, but humans still make the decisions 38:50 The Panda and Penguin parallel: keyword stuffing is back in disguise 40:00 Quality content in 2026: personal experience is the new edge 41:00 "Maybe you're the only one who mentions a price, and you win" 45:00 DeepL and AI tools as a launchpad, not a finished product 47:00 Leveraging students and internships for multilingual localization 49:00 Canadian language laws, Bill 96, and the Quebec opportunity 53:00 What LSPs should be telling their clients about SEO but usually aren't 55:00 Keyword research in the target language: handy vs mobile telephone 58:00 Translation vs transcreation: the sports betting example 1:02:00 Closing thoughts: the language problem is not solved More Related Tags: ecommerce conversion, website conversion optimization, customer buying behavior, online sales strategy, digital marketing tips, ecommerce marketing, website sales funnel, increase website conversions, customer trust online, UX design tips, conversion rate optimization, sales psychology, online business growth, ecommerce success, website optimization tips, lead generation strategy, Christina Spaulding interview, business podcast episode 214, marketing strategy 2026, why customers dont buy #websiteconversion #digitalmarketing #ecommercetips #salesfunnels #customerexperience #websiteoptimization #conversionrateoptimization #onlinebusiness #leadgeneration #marketingstrategy #businessgrowth #entrepreneurmindset #smallbusinesstips #marketingpodcasts #startupgrowth #websitetraffic #onlinesales #brandstrategy

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