Researched and written by Miguel Sepulveda and Beata Janaszkiewicz-Cavalcanti.

Best practices for getting websites localized for international expansion

Website localization is easy, many would say. Just get a machine translation plugin for WordPress, and tadá, it's done. So why have we created this how-to article (and its follow-ups)? 

Website localization is an essential part of the company’s global expansion strategy; a successful website is the gateway to the world of sales. While English might be sufficient in some cases, in general, customers prefer shopping online in their native tongues. And according to the Nimdzi’s report:

Localizing a website can bring a wealth of value to the brand’s overall performance in a new locale and by no means should be overlooked, even if it may stretch the preferred budget. Let’s look into the key benefits.

Benefits of having a localized website

A gate to the worldwide audience

Perhaps the first that comes to one’s mind is increased market reach. By making a website available to a global audience, a company can expect to increase its brand awareness and attract new customers. It may not come easy and require extensive use of resources, but it is an unskippable step for a truly global presence.

Cultural adaptation means more resonating content

Localization is a packed term, which involves more than just translation; it’s also about enhancing the user experience (UX) by making content culturally relevant and accessible. This cultural adaptation ensures that users feel understood and valued, which can lead to higher conversion rates as customers are more likely to engage with content that speaks directly to them. A localized website can serve as a key differentiator, providing a competitive advantage in markets where customers prefer to interact with brands that acknowledge and respect their cultural identity.

Optimized mobile experience is mandatory

Source: Nimdzi Insights

Similarly, an optimized mobile experience is now more important than ever. With more and more customer decisions being taken while using a mobile device (over 50% in general and in most group age the percentage of people buying on their mobiles is higher than on PCs or laptops - see here), it is vital to ensure that the website is not only accessible but also fully functional and user-friendly on mobile devices across different regions, catering to the specific needs and behaviors of mobile users worldwide.

SEO  means tailored traffic

Furthermore, website localization plays a crucial role in improving search ranking by aligning the content with locally relevant search engine algorithms. This optimization, called SEO, helps businesses achieve higher rankings in regional search results, driving more targeted traffic to their site. Cultural sensitivity is another critical aspect of localization; by carefully adapting content to align with the cultural norms and values of the target audience, businesses can build trust and credibility, reducing the risk of miscommunication or cultural faux pas.

Legal before anything else

Ensuring regulatory compliance is also a vital benefit of localization. Different countries and regions have unique legal requirements for online content, and failure to comply can result in legal repercussions. Localization helps businesses navigate legal and compliance complexities by ensuring their website adheres to local laws, such as data protection regulations and consumer rights.

Localization means effort, and effort is appreciated

Moreover, a well-localized website can strengthen brand loyalty and trust by demonstrating a commitment to understanding and serving international customers. When users see that a brand has taken the time to adapt its content to their cultural and linguistic needs, they are more likely to develop a strong connection with the brand, leading to increased loyalty and repeat business.

The localization process can give a lot of insights into local markets

And lastly, the process of localization provides businesses with local market insights that are invaluable for shaping future strategies. By understanding the unique preferences and trends of each market, companies can tailor their offerings to better meet the needs of their global audience, driving growth and success on a worldwide scale.

That is why website localization is a key element of a successful expansion strategy, and to approach it, one needs to have a broader view and a deeper understanding of what website localization actually involves. In this article, we will look into each of the steps and provide our readers with real-life examples and best practices to follow, thus equipping them with the expertise needed to start the localization mission safely.

TL;DR

While deciding on which markets to enter, it is best to think in terms of language options: out of 10 languages and markets associated with them, which are the most impactful choices?

Before embarking on the localization journey, make sure that the content is valid and prepared for translation and cultural adaptation. The text should be clear, free of mistakes, and culturally neutral.

Prioritizing localization efforts is key. Focus should be on high-impact areas like marketing materials, websites, user interfaces, and legal documents.

Using Content Management System (CMS) over spreadsheets for centralized management gives much more control of different versions and allows seamless integration with translation tools.

Right-to-left (RTL) languages and non-Latin scripts require adjusting layout, text alignment, and fonts.

Internationalization is also important: date and time formats, currency, addresses, and forms should be localizable without additional effort.

Properly conducted international SEO (and localized keywords) will draw customers to the website. Even the best content can go unnoticed if the audience can’t learn about it.

Cultural adaptation goes beyond text. Design, colors, imagery, and symbols need to be included.

This article was researched and co-written by Nimdzi's globalization expert, Miguel Sepulveda.

This article was co-written by Nimdzi's researcher Beata Janaszkiewicz-Cavalcanti.