Why Website Localization Matters for Your Multilingual Site
Have you ever wanted to shop something and end up on a website with poor website localization? If so, you probably didn’t purchase what you were looking for from that site. Bad website localization can harm your site’s performance, and that’s why avoiding automatic translation tools and investing in high-quality localization made by a qualified professional is crucial for ensuring the optimal performance of your site.
In this article, we’ll explore the key reasons why website localization is important, focusing on its impact on SEO and user experience. Let’s dive in!
What Is a Website Localization?
Translating websites is more than just translating words or meanings from one language to another. The term “website localization” refers to the work done by professional translators to adapt a website’s message from one language to another while ensuring it resonates with the target audience. Localization goes beyond linguistic translation; it also considers cultural differences, making sure the content doesn’t just feel translated but it feels as it was written in the target language in the first place. This includes factors such as local customs, currency, measurements, and even colors or images that might carry different connotations depending on the culture, as well as SEO considerations, like keywords.
In short, website localization is about making your content feel native and original to each audience, not just translating words. That’s why using an automatic translation tool or AI alone won’t work, as these tools don’t take into account all the cultural nuances, local preferences, and SEO considerations, often resulting in a flawed version that doesn’t connect with the target audience. Without proper human expertise, these tools can miss important context and crucial factors for website performance, making the content feel bad written and even confusing as well as affecting the site’s search engine visibility.
So, don’t even attempt to use tools like Google Translator, ChatGPT or DeepL to translate your multilingual site as your will end up not only with a word-by-word translation that doesn’t make sense, but also with a version of your site that will have negative consequences on both rankings and performance.
4 reasons Website Localization Matters
We’ve already warned you about the perils of using automatic tools to translate your site, but what exactly are those dangers, and how can they negatively affect your website? In our view, there are four main reasons why website localization is essential to your site’s success, and all of these reasons can significantly impact how your site appears to users, how users interact with it, and your visibility in search engines.
1️⃣ Branding
Building a global brand requires consistency, but also cultural sensitivity. A poorly localized website can undermine your brand’s credibility, making it appear unprofessional, or worse, disconnected from your target audience. Having a good localization involves more than just translating words; it’s about adapting your message to resonate with local customs, values, and language nuances. For instance, in French, the use of “tu” versus “vous” is not just a grammatical choice; it carries cultural weight, as “vous” is formal and respectful, while “tu” is casual and familiar. A website that doesn’t capture this distinction may seem disrespectful or overly casual in an inappropriate context.
Moreover, it’s crucial to adapt not only the text but also the visual elements and overall look of your site to match local preferences. What works well in one culture might not in another. For example, color symbolism varies across cultures—while red might symbolize luck and prosperity in some Asian cultures, it might represent danger or warning in others. A bad translation or mismatched design can give your audience the wrong impression, damaging your brand identity and reputation. Localization helps build a strong, unified brand image across regions, making sure your narrative speaks the language of your target market, both literally and culturally.
2️⃣ User experience
User experience (UX) is central to converting visitors into customers, and poor localization can severely damage it. Translating content correctly is one thing, but creating a seamless, intuitive experience for users in different regions is another. Consider something as simple as a “home” button. In Spanish, automatic translation tools often translate “home” as “casa” (house), which is not only a poor localization but a translation mistake. Instead, it should be replaced with a home icon or translated to “Inicio.” But how would you know this? Similarly, poorly localized product descriptions can make it harder for users to understand the value of a product, leading to confusion and lost sales.
In addition, navigation issues can arise from incorrect or incomplete translations. For example, a website’s “checkout” process in one region might translate into a term that’s unfamiliar or awkward in another language, creating friction for users trying to complete their purchase. This can cause frustration, leading to abandoned carts and a lower conversion rate.
Furthermore, creating local translations goes beyond merely converting words—it’s about understanding how local audiences interact with the web and what expectations they have from their online experience. Cultural and regional factors such as shopping behaviors, popular payment methods, and local holidays or promotions should be reflected in your localized website. Without careful localization, you risk losing potential customers who find the site difficult to navigate, untrustworthy, or out of touch with their expectations.
3️⃣ SEO
Localization directly impacts SEO, and automatic translation tools fail to account for the SEO nuances necessary for successful international visibility. While an automatic translation might give you a literal translation of your text, it won’t adapt your keywords to the local market. Keywords that are effective in one country may not be searched in the same way in another. For example, in the UK, people may search for “trainers,” while in the US, they may use “sneakers.” Without local keyword adaptation, your content will not appear in local search results, which can significantly reduce your website’s visibility.
Additionally, automatic translation tools may produce low-quality content with mistakes or awkward phrasing that make the text unreadable or less engaging. This can result in high bounce rates and poor user engagement—critical factors that negatively affect SEO rankings. Search engines like Google prioritize high-quality, relevant content, and poorly translated content can signal to search engines that your site isn’t providing the best user experience.
Investing in proper localization ensures that your content is both culturally relevant and optimized for local search engines. By using native translators who understand both the language and the local market, you can ensure that your website ranks higher, attracts more relevant traffic, and drives more conversions.
4️⃣ Conversion Rates
Localization also plays a crucial role in conversion rates. A site that speaks directly to its audience—using familiar language, cultural references, and region-specific offers—usually has a higher engagement and better conversion rates as the users feel more comfortable and connected to the message. If users feel that your site was designed specifically for them, they’re more likely to trust you and take the desired action, whether it’s making a purchase, subscribing to your newsletter, or following you on social media. On the contrary, poor localization can lead to confusion, mistrust, and ultimately lost conversions. If your website doesn’t “speak” to the target audience, they’re likely to leave and find a competitor that does.
Before using Google Translate to expand your site to new markets, think twice. Prioritizing high-quality website localization from the start will help you achieve the results you’re aiming for. It’s always better to prevent issues than to fix them later.