Website localization is the process of adapting your website to meet the linguistic, cultural, and functional requirements of specific target markets. It generally involves tailoring your website’s content, design, and user experience to resonate with local audiences, and it’s become a crucial strategy in today’s market for any business looking to expand its reach.
This article explores 10 website localization best practices that will help you successfully navigate the complexities of making your site more internationally accessible.
1. Map Out a Website Localization Strategy
Before diving into your website localization project, you’ll want to have a clear strategy that aligns with your business goals. When working with clients who don’t yet have any content localization strategy in place, I typically start by determining their target markets and pinpointing the languages they should offer. You should definitely consider factors such as market size, English proficiency within the online population, growth potential, and competition.
Define Your Target Markets and Goals
Decisions should obviously be data-based and so you’ll also want to formally define your localization goals and key performance indicators (KPIs) to measure success. These should include website traffic, conversions, and, if applicable, revenue from specific regions.
Allocate sufficient budget and resources to ensure a high-quality localization effort. Keep in mind that you don’t necessarily need to localize your entire website at once. Instead, start with key pages or sections and gradually expand your localization efforts over time.
You can see this in action right here on Modilingua’s site: I started by localizing all of my key service and legal pages and then I turned to the actual content production. Everything has been roadmapped and every article I write is created, edited and published according to a content plan.
Create a Localization Style Guide
If you’re localizing a larger website in multiple languages, I highly recommend also creating a localization style guide for each target locale. This document outlines language preferences, tone of voice, cultural considerations, and brand guidelines to ensure consistency across all localized content. It basically serves as your translators’ bible, and even includes elements like date formats, currency symbols, and units of measurement that can vary across different locales.
A well-defined localization strategy serves as a roadmap for your team and ensures that your efforts are aligned with your overall business objectives in each target market.
2. Internationalize Your Website
Before you start translating content, your website needs to be internationalized. This step is often overlooked as it’s associated with software localization, yet it’s fundamental to a smooth localization process. Internationalization (i18n) in this case is essentially preparing your website’s technical infrastructure to support multiple languages and locales.
In my experience, proper internationalization can save you a ton of headaches down the line. It involves separating translatable text from the code, supporting different character sets, scripts and writing directions, and allowing space for text expansion.
Trust me, you don’t want to realize halfway through your Japanese translation that your beautifully designed buttons can’t accommodate the Kanjis.
Website Structure
A key decision you’ll need to make at this stage is choosing the right technical approach for your multilingual website. You’ve got a few options:
- Separate websites for each language
- Subdirectories or subdomains for different language versions
- Implementing a headless CMS architecture
This bilingual website, for example, runs on WordPress and uses a subdirectory for the German content.
I’m becoming a fan of the headless CMS approach though, especially for larger, more complex websites. It allows for flexible content management across multiple languages and can make your ongoing localization efforts more efficient. Plus, it gives you the freedom to use different front-end technologies for different markets if needed.
Key Elements
When internationalizing your website, pay attention to these elements:
- Ensure your code can handle different character sets (UTF-8 is your friend here)
- It’s advisable to make sure your layouts can accommodate right-to-left languages like Arabic or Hebrew, even if those languages are not on your to-do list yet
- Use flexible layouts that can handle text expansion (some languages, like German, can be up to 30% longer than English)
- Separate content from design elements to make translation easier
- Plan for localized media (images, videos) by using language-agnostic file naming conventions
| Language | Text Expansion | Example |
|---|---|---|
| German | Up to 30% | “Buy now” → “Jetzt kaufen” |
| Spanish | Up to 20% | “Contact us” → “Contáctenos” |
| Chinese | Up to 50% shorter | “Free shipping” → “免运费” |
Internationalization is an investment in your website’s future. It might seem like extra work now, but it will make your life much easier when you’re ready to expand into new language regions.
3. Design Your Website with Localization In Mind
Design obviously plays a huge role in website development. A well-designed site not only looks good but also accommodates different languages and cultural preferences seamlessly. There are some key considerations to keep in mind when optimizing your website design for localization.
Flexible Layouts and Navigation
Flexible layouts are your best friend. As mentioned above, some languages can take up far more space than English. Your layout should be able to handle this expansion. I always recommend using responsive design principles, which not only helps with localization but also improves overall user experience (UX) across devices.
Think about your navigation menu, too. In English, we’re used to short, punchy menu items. But when translated into other languages, these can possibly become much longer. Make sure your menu design can handle that longer text without looking cluttered or ruining the layout.
Cultural Considerations in Design
Color choices also matter more than you might think. Colors can have different cultural connotations in different parts of the world. For instance, while white often represents purity in Western cultures, it’s associated with mourning in some Asian countries. When designing for international audiences, research color meanings in your target markets and choose a palette that works across cultures.
Font selection is another crucial aspect. Ensure that your chosen fonts support all the character sets you’ll need. This is particularly important for languages with non-Latin scripts. Also, consider the readability of your fonts across different languages. What looks sleek in English might be hard to read in Chinese.
Icons and images need careful consideration. A common symbol in one culture could be meaningless or even offensive in another. The “thumbs up” gesture is a classic example of this. It’s positive in many Western countries but can be offensive in others. It’s better to opt for culturally neutral icons where possible, or at least be prepared to localize these elements for different markets.
Don’t forget about forms either. Address formats, name conventions, and postal codes are so different everywhere! Design your forms to be flexible enough to accommodate these differences. For instance, not every country uses a five-digit zip code like the US. And not everyone has a “first name, last name” syntax like we do.
4. Adapt the User Experience for Each Locale
Good website localization creates an experience that feels native to each target market. To accomplish this, you might have to adopt various elements of your UX to meet local expectations and preferences.
Local Preferences and Formats
First off, consider the overall layout and structure of your website. In some cultures, a minimalist design might be appealing, while in others, a more information-rich layout is preferred. For instance, many East Asian websites tend to pack more information onto a single page compared to their Western counterparts.
Navigation patterns can also vary. While we’re used to horizontal navigation menus, vertical menus are more common in some Asian markets. It’s worth researching local web design trends in your target markets and adapting accordingly.
Date and time formats are another crucial element. The backward MM/DD/YYYY format used in the US is not universal (nor is it logical for that matter). Most countries use DD/MM/YYYY, while some prefer YYYY/MM/DD. The same goes for time formats (12-hour vs. 24-hour clock). Make sure your website can handle these variations.
Currency is another big point. If you’re selling products or services, displaying prices in local currencies is a must. But it takes more than just changing the currency symbol; you’ll need to consider local pricing conventions, too. Most markets expect to see prices with tax included, but some, such as the US, prefer it separate.
Payment Methods and Customer Support
Payment methods are equally important. Credit cards might be king in the US, but in Germany, many people prefer bank transfers. In China, mobile payments like WeChat Pay and Alipay are incredibly popular. Offering locally preferred payment options can significantly boost your conversion rates.
Don’t forget about customer support. If you’re targeting a specific market, consider providing support in the local language. This could be through localized FAQs, chatbots, or, if you have a larger business, local customer service representatives.
Lastly, think about cultural nuances in communication. The tone and style that works well in one culture might come across as too formal or too casual in another. This applies to everything from your marketing copy to error messages.
Ultimately, the goal is to make your website feel as if it were created specifically for each local market. Getting this right can significantly improve your user engagement and conversion rates in international markets.
5. Implement Multilingual SEO Strategies
Search engine optimization (SEO) needs to be done for every language of your website. After all, what’s the point of having a beautifully localized site if no one can find it? Multilingual SEO will help your website rank well in search results across different languages and regions.
Keyword Research and Content Optimization
First things first: keyword research. The keywords that work for your English site won’t necessarily be direct translations in other languages. You’ll need to conduct keyword research for each target language and region. Tools like Google Keyword Planner or Lowfruits can help, but nothing beats working with a native speaker who understands local search behavior.
Modilingua offers editorial SEO services including keyword research for your website translation!
Once you’ve got your keywords mapped out, have your translator use them naturally throughout your localized content. This includes page titles, meta descriptions, headers, and body text. Keep in mind that keyword stuffing is a no-no in any language, so don’t overdo it.
Technical SEO for Multilingual Sites
URL structure is another crucial element. There are a few approaches you can take:
- Country-code top-level domains (ccTLDs): e.g., example.de for Germany
- Subdomains: e.g., de.example.com
- Subdirectories: e.g., example.com/de/
Each has its pros and cons, but generally, ccTLDs are considered the strongest for local search engine optimization. However, they’re also the most resource-intensive to manage.
Don’t forget about hreflang tags. These tell search engines which language you’re using on a specific page, so they can serve the right content to the right users. Implementing hreflang correctly can be tricky, but it’s imperative for multilingual SEO.
Local backlinks are gold for international SEO. Try to earn links from reputable websites in your target countries. Have your SEO manager or partner procure guest posting opportunities, get you listed in local directories, and reach out to local businesses about potential partnerships.
Consider creating separate sitemaps for each language version of your site. It can make it easier for search engines to crawl and index your localized content.
Lastly, think about local search factors. If you’re opening physical locations abroad, make sure they’re listed on Google My Business and other relevant local directories. Include your local addresses, phone numbers, and business hours in the appropriate language and format.
SEO is an ongoing process and the game changes on what feels like a monthly basis, so staying abreast of how it’s evolving should be your list of website localization best practices. Monitoring your rankings in different markets and being prepared to adjust your strategy as needed are the best ways to stay abreast.
6. Localize Multimedia Content (Graphics and Video)
So many web developers and designers overlook the localization of visual content. It needs to be done! Images, infographics, and videos often contain text or cultural references that need adaptation.
Adapting Visual Content for Local Markets
Here’s what you should consider:
Text in images: Any text embedded in images should be translated. This will usually mean recreating graphics for each language, which can be time-consuming, but it’s crucial for a fully localized experience.
Cultural sensitivity: Be mindful of cultural symbols, gestures, and imagery. What’s innocuous in one culture can be downright vulgar or even illegal in another.
Infographics: These often require more than just text translation. You likely need to adjust layouts, swap out examples to be more relevant to the local market, or even use different data visualization methods that resonate better with your target audience.
Videos: It’s really easy nowadays to add subtitles or even full dubbing to your video content. Many video editing suites have an integrated translation tool to do this automatically. If you’re creating entirely new videos for different markets, think about using local actors or voice talent to increase relatability. There are loads of really good native voiceover artists on Fiverr for example.
Stock photos: If you use stock imagery, try to select photos that represent people in your target markets. This helps your audience feel more connected to your brand.
Visual content can significantly impact UX. Giving it proper attention in your localization process can make your website feel native to each market you’re targeting.
7. Use a Translation Management System
A Translation Management System (TMS) will be a game-changer in your localization workflow, especially as you scale to multiple languages or frequently update your content. It allows you to centrally manage all your translations from a single platform. This means no more juggling multiple spreadsheets or losing track of which version is the most recent.
Key Benefits of a TMS
Most TMS platforms allow for seamless collaboration between your team members, translators, and reviewers. This speeds up the translation process and helps minimize any misunderstandings.
Do you need help deciding on a TMS suitable for your business? Get in touch!
By maintaining a translation memory and terminology database, a TMS also ensures consistency in your translations across all your content. This is particularly important for maintaining brand voice and technical accuracy. Plus, many TMS platforms can integrate directly with your Content Management System (CMS). This allows for automatic detection of new or updated content that needs translation, thus streamlining your workflow.
A TMS is also more cost efficient. Because it has features like translation memory (which stores previously translated segments for reuse) and machine translation or AI integration, a TMS can help reduce your overall translation costs over time.
While there’s an initial investment in setting up a TMS, the long-term benefits in efficiency, consistency, and scalability make it a worthwhile consideration for businesses serious about localization.
8. Maintain a Continuous Localization Workflow
With the rate at things change in our digital environment, your website content is also likely changing frequently. Your localized content need to keep pace, too. The best way to ensure your multilingual content stays fresh and relevant is by implementing a continuous localization workflow.
Integrating Localization into Your Process
Rather than treating localization as an afterthought, make it part of your content creation process from the start. This can be as simple as flagging content for localization as soon as it’s approved in your primary language.
Leverage automation by using tools that can automatically detect new or updated content and send it for translation. This reduces the manual work of constantly checking for content changes.
Set up a schedule for reviewing your multilingual content. Regular content audits help identify any gaps in your localization process or content that may have become outdated.
Free Website Localization Best Practices: Tapping Into User Feedback
When I launched Tumblr into 17 different language regions, I found it helpful to establish feedback loops for our local users to provide input on our translations. You can do this in conjunction with your in-country reviewers or even use customer feedback mechanisms. These insights help refine and improve your localized content over time.
If you have an e-commerce site with a lot of products or a high number of URLs, you’re going to want to at least consider machine translation or AI. For high-volume, frequently changing content, the likes of Google Cloud Translation and DeepL can make it easier to crank out a lot of content. They also offer a decent balance between cost, quality and speed.
Bot translations aren’t suitable for all types of content though, and they do have to be used hand-in-hand with human post-editing. Which brings me to my next point…
9. Do Linguistic Quality Assurance for Your New Markets
Linguistic quality assurance (LQA) is a critical step in any localization process if you want to ensure the accuracy, consistency, and cultural suitability of your localized content. LQA generally involves a thorough review of the translated content by the native language speakers on your localization team who have a solid understanding of the target language and culture.
During the LQA process, reviewers check for grammar, spelling, and punctuation errors, as well as adherence to your localization style guide and terminology. They’ll holler if there are any missing assets that still need to be translated, and assess the overall fluency and readability of your content so it sounds natural and engaging to the target audience.
Beyond Translation: Functional Testing
In addition to linguistic review, LQA can also include functional testing of localized website elements, such as forms, buttons, and navigation menus. This is a good way to guarantee that the website functions as intended and provides a seamless customer experience.
Investing in LQA for your site is worth every penny. It doesn’t just help you identify and correct issues before before launching your multilingual website. When the quality and effectiveness of your localized content are high, you’ll also see a lower bounce rate.
10. Launching and Maintaining Your Multilingual Website
If you’ve made it through all of the above best practices for website localization, it’s time to nail your launch and keep your localized site running smoothly.
Phased Rollout Strategies
Consider starting with a soft launch or, for a larger site, a dedicated beta phase. This gives you a chance to test your localized site in real-world conditions without the pressure of a full-scale live rollout. Invite a select group of users from your target market to test the localized frontend and gather feedback on usability, content quality, and cultural appropriateness.
Post-launch, keep a close eye on how the localized site is performing. Set up analytics to track user acquisition, conversions, and other metrics for each language version. Monitor your search engine rankings in local search results and keep an eye on user feedback.
Continuous Improvement Across Languages
Running a website is an ongoing process of refinement and optimization whether it’s monolingual or has 30 different languages. As your main site evolves, your localized versions should keep pace. Establish a process for pushing updates to all language versions of your site and regularly review your localized content to ensure it remains accurate and relevant.
Don’t forget about seasonal content or promotions. What’s relevant in one market might be completely off-base in another. Plan ahead to create localized versions of any seasonal or time-sensitive content.
Website Localization Best Practices Unlock Your Site’s Full Potential
Website localization is a complex and multifaceted process that requires careful planning, execution, and ongoing optimization. By following these 10 best practices, you can create a seamless and culturally relevant experience for global audiences, drive international growth, and establish your brand as an international player.
Bear in mind that unless you have a simple landing page which never needs updating, this is going to be an ongoing journey as opposed to a one-time project. As your business grows and expands into new markets, your localization strategy should adapt and scale accordingly. Investing in the right people, processes, and technology can help you build a sustainable localization pipeline that supports your long-term success.
If you’re ready to take your website global, start by assessing your current localization maturity and identifying areas for improvement. Develop a clear roadmap that aligns with your business goals and target markets, and review the best way to translate your site. Or simply get in touch with Modilingua if you’d like a localization expert to guide you through everything or get it off your plate entirely!
