Some people might argue that general translation doesn’t really exist, and that every type of text is “specialised” in its own way. When I talk about general translation, I refer to content that doesn’t involve highly technical vocabulary or wording (such as scientific, legal, financial and medical texts). Technical translation specialties like these should only be undertaken by practitioners who have specialised training and experience in these areas. Nor does it involve a highly reflective “transcreation” process to successfully transport your creative and marketing content into a completely different culture and language, or the translation of poetry, which belongs to a whole other realm and specialty altogether.
It is simply content that is less specialised, using less technical, more day-to-day language. That is not to say that you shouldn’t call on a professional and experienced translator to complete this kind of translation task, because all forms of translation will ultimately require a certain level of skill, knowledge and linguistic expertise if you are looking for quality results.