A translation is not just about replacing a word in one language with a word in another language; there are various aspects which need to be considered. High quality work can never be achieved without the assistance of a fluent translator, and online translating tools certainly do not provide high quality translations.
Tone is very important and when we communicate with people in writing, tone can be just as important as the word used. Is the tone sarcastic, friendly or firm? It’s not possible to know without an adequate translator.
Locality is also important. And there are different ways an individual from one side of a country will read something to another who is situated across the other side of town. If you’re aiming to appeal to a wide audience it is important to not focus on any small localities and get translations that can appeal to individuals across a whole country. Without correct language, you can’t have accurate translations and this can mean you can’t properly communicate with customers.