Understanding Website Localization and How to Do It

Expanding your business to a global audience requires more than translating your website into different languages. You need to localize it. Website localization ensures your content resonates with diverse cultures, languages, and regional preferences, creating a seamless experience for international users.

Imagine this: Your business is ready to launch into international markets, but visitors from other countries find your website hard to navigate or irrelevant to their needs. Localization can avoid alienating potential customers who might turn to competitors with more tailored content. It also ensures that your website feels like home to everyone, no matter where they’re from.

But what exactly does localization entail, and how can you implement it effectively? In this article, you’ll discover everything you need to know, including some best practices you can put into action.

What is Website Localization?

Website localization is adapting your website’s content, design, and functionality to meet a specific target market’s cultural, linguistic, and technical requirements. Unlike simple translation, localization accounts for elements such as:

• Language nuances, idioms, and slang
• Currency, date, and time formats
• Local customs and traditions
• Legal and regulatory requirements
• Visual design preferences

For instance, Coca-Cola’s website in Japan uses distinct visuals and messaging tailored to Japanese culture, offering a localized experience that feels authentic to local customers.

Source: One Sky

Localizing your website enhances user engagement and builds trust with your audience, ultimately increasing conversions and revenue. 49% of marketers say geo-targeting yields the highest ROI for their ad spend.

Website Localization vs. Website Translation

It’s easy to confuse localization with translation, but they differ fundamentally. Translation focuses solely on converting text from one language to another. While important, translation often fails to address cultural and contextual nuances.

On the other hand, localization is an approach that adapts the entire user experience. For example, consider an online store:

• Translation: Converts “Add to Cart” into another language.
• Localization: Also adjusts currency, provides localized payment options, and uses region-specific marketing imagery.

Website localization goes beyond words to ensure every element of your site aligns with the expectations of your target audience.

How to Add Localization to a Website

Implementing website localization can seem complex, but breaking it down into manageable steps makes the process more straightforward. Here’s how to get started:

1. Conduct Market Research

Identify the regions or countries you want to target. Research their language preferences, cultural norms, and digital behavior. Tools like Google Analytics and Semrush can help you analyze audience demographics and site behavior. Understanding your audience’s needs ensures that your localization efforts are effective and deliver a high ROI.

2. Develop a Localization Strategy

Determine which parts of your website need localization. Focus on high-impact areas such as product descriptions, customer support pages, and calls to action. Prioritize regions with the highest potential ROI. A clear strategy will help you allocate resources efficiently.

3. Use a Content Management System with Localization Features

Content management systems like WordPress, Drupal, and Adobe Experience Manager offer plugins and tools for managing multilingual content and localized elements. These tools streamline the localization process by enabling easier content updates and organization.

4. Partner with Native Linguists and Localization Experts

Professional translators and localization specialists ensure accuracy and cultural relevance. Machine translation tools, while helpful, should be supplemented with human oversight for optimal quality. Native experts can identify subtle nuances machines might miss, ensuring a polished finished product.

5. Test Your Localized Website

Perform user testing with individuals from your target region to ensure everything feels intuitive and culturally appropriate. Test for technical functionality across different regions, such as loading times and mobile responsiveness. Testing ensures your localized site performs as intended and meets audience expectations.

What Are the Benefits of Website Localization?

Although it may sound like a lot of work, website localization delivers substantial advantages for your business. This makes it a worthwhile investment for any business that wants to go global. Here are just a few of the benefits you can experience after successfully implementing localization:

Improved User Experience

A localized website makes users feel understood and valued, leading to higher engagement rates and better retention. If your business makes a strong effort to connect with customers in other countries, it will stand out from competitors.

Expanded Market Reach

Localization enables you to connect with new audiences worldwide, opening doors to untapped markets. This can do wonders for your business’s bottom line, attracting new customers, increasing conversion rates, and boosting revenue.

Higher Conversion Rates

Customers are more likely to purchase when interacting with content tailored to their language and cultural preferences. It makes them feel seen and understood, allowing you to form a deeper connection with them so they’re more inclined to buy.

Enhanced Brand Reputation

Respecting cultural nuances enhances brand reputation. It demonstrates your commitment to inclusivity and diversity, bolstering your brand image.

Compliance with Local Regulations

Adhering to regional laws and standards minimizes legal risks and ensures smooth operations in international markets. Because these regulations can differ from country to country, having someone who can assist your team is helpful.

Website Localization vs. Internationalization

While often mentioned together, localization and internationalization are distinct concepts. Internationalization prepares your website infrastructure to support multiple languages and regional settings by designing a database that accommodates various character sets. On the other hand, localization customizes content and design for specific audiences after internationalization. Think of internationalization as laying the groundwork, while localization brings the user experience to life.

Best Practices for Website Localization

To ensure success, follow these website localization best practices:

• Create a Style Guide and Glossary: Define your brand’s tone, terminology, and visual guidelines to maintain consistency across all localized versions. This will ensure your brand always communicates your mission and values, no matter what region you’re targeting.
• Optimize for Multilingual SEO: Research region-specific keywords and implement hreflang tags to signal search engines about your localized pages.
• Localize Visual Content: Adapt images, videos, and graphics to suit the preferences of your target audience. Avoid visuals that might unintentionally offend or confuse visitors. If you’re unsure what kind of visuals are safe to use, consult with locals.
• Monitor Performance Metrics: Track engagement, bounce rates, and conversion rates for each localized version. Use this data to refine your strategy over time to improve results.
• Stay Updated: Localization isn’t a one-time task. Your website should be continuously updated to reflect changes in language, culture, and regulations. Review your localization strategy every six months or so and make tweaks accordingly.

Examples of Website Localization

Odds are, you’ve encountered website localization examples in your everyday life without being aware of them. Netflix is an excellent example because its platform tailors its content library, subtitles, and promotional banners to regional preferences, offering a personalized experience.

From currency options to translated reviews, Airbnb’s localized approach helps users feel at home no matter where they are. McDonald’s incorporates localization, as its website adapts menus and promotions to reflect local tastes, such as the unique items offered in other countries.

These examples showcase the power of localization in fostering global connections and driving business success.

Provide a Localized Experience with Hushly

Website localization is a vital strategy for businesses expanding their global footprint. By understanding the difference between localization and translation, implementing best practices, and investing in the right tools, you can create a website that truly resonates with diverse audiences. With Hushly’s language localization feature, achieving this goal has never been easier.

Schedule a demo to test out Hushly today.