You’ve probably already heard of the term ‘website localization’ – but do you truly know what it means? Are you still a little unsure? If so, we’ve got all the answers.

In layman’s terms, website localization is a specific part of making sure your business, its website, and content is fully ready for a global audience that’s from another culture or speaks a different language.

Different parts of the world are far too unique for businesses to translate things on Google and be done with it – it’s your duty to build a website that connects with global audiences on a deeper, humanized level.

Professional website localization services like TransPerfect can collaborate with you during the localization process. They’ll streamline and optimize your plans using specialized tools and knowledge from subject experts.

So what does effective website localization consist of? Let’s find out.

What is the process of website localization?

Website localization is the process of adapting and adjusting your website in order for it to be relevant, accessible, comprehensible, and culturally appropriate for a global market.

The process typically consists of changing the functions, visual characteristics, and written content on your website. For example, the design, service pages, blogs, contact information, etc. Basically anything the customer will see, read, watch, or interact with.

It’s all about creating an online user experience that appeals to and engages with a specific audience – so much so that they think the website has been specifically created for them.

Why is website localization so important?

Good website localization creates a user experience that’s equally meaningful to ALL customers no matter where they’re from or what language they speak. The ultimate aim of localization is to grab the attention of global customers and maximize the local organic traffic. This kind of personalization will drastically increase conversion rates.

Without a thorough and complex website localization strategy, there’ll be a barrier between you and your customers – and not just a language barrier, culturally too. You need to create a website that understands the customer inside out by using local cultural references. This kind of respect and appreciation for different cultures builds brand integrity and shows you’re a company that truly cares.

How can you localize a website like a pro?

What are some top tips for creating a top-quality website localization strategy?

Localize ALL multimedia elements

It’s not just about written text. Most websites have some form of multimedia content these days too (images, video, infographics, etc), so don’t neglect these elements. Some of your images might be perfectly fine in one culture, but deemed inappropriate or confusing in another.

Add an easy language switch button

Website visitors love having a choice of language – so make it easy for them to select from any language of choice. A simple global icon button will do.

Be mindful of website layout

When you translate a piece of text from one language to another, chances are the text will take up a different amount of space on the website page. So be mindful of this space allowance during the design stage.

Provide context for your translators

If you do work with professional translation services, make sure you provide them with plenty of context and information. They need to understand the meaning and purpose of your content for the localization to be super effective.