Website Localization

 
Website localization is the process of adapting a website to the culture, language, and preferences of users in a target market. It involves more than just translating the text; it requires tailoring the website’s content, design, and functionality to local audiences. The goal is to ensure that all visitors receive a good user experience, regardless of their location.

Key Aspects of Website Localization

Localization considers social norms, dialects, spelling conventions, consumer behaviours, and legal requirements that may differ from region to region. It also includes using images, colours and iconography that resonate with the target audience.

Translation is a vital part of localization. However, it goes beyond literal translation. Effective localization requires ‘transcreation’ – translating text while adapting the message to the cultural context.

Localization focuses on making sure that a website is easy and enjoyable to use for the target users. This includes adapting the website’s design, layout, and functionality to match local preferences. It also means that the site’s content should be relevant to the user’s needs and cultural context.

Localization involves adapting your strategy for the target market, which includes doing keyword research in the local language. This will help to ensure your website shows up in relevant searches using the best terms and phrases, not just translating keywords from the home market.

Website localization to improve engagement

Localizing your website helps you connect with your existing international audience and establish a foothold in new markets, since users are more likely to trust and engage with websites that meet their cultural expectations. Localizing a website ensures that all users receive a good user experience, no matter their background or location.

When you tailor your content and design to local audiences, they are more likely to engage with your brand, and this can lead to increased sales, higher engagement and conversions. It can give you an edge over competitors that have not yet expanded into markets or have done so without proper localization.

Steps for website localization

Develop a clear localization strategy by considering the target audience, budget, and timeline. Study the target markets, including customer needs, language, and culture. Tools such as Google Analytics and Semrush’s Market Explorer help pinpoint markets that might have a demand for your products.

Identify keywords that are used in the target market to search for your products or services. This may differ from your home market. Adapt the website content to the language, and cultural context of the target audience. We call this transcreation, and goes beyond standard translation, adapting your message to the cultural context.

Adapt the website’s design, including layout, colours, images and iconography, to resonate with local audiences, and ensure that the website functions correctly in the target market, such as using the right character encoding, currency, date formats and payment methods.

Thoroughly test the localized website for technical, linguistic and usability issues. This includes user flow, imagery, colour schemes, messaging, loading time, cultural relevance, and other factors that will help you optimize the site.

Tools for Website Localization

A Translation Management System to centralize all of your translations and automate a variety of localization tasks. It should allow for collaboration and feedback and should include a translation memory.

Keyword Research tools will help you find the best keywords in the target language to ensure your website shows up in relevant searches. We identify keywords that relate to your activity, which we can build into your content during translation.

We check your translated content before it goes live, using Linguistic Quality Assurance tools such as Antidote.

Ensure that your site uses the correct terminology consistently for the local market, depending on the technicity of the products that you deal with.

Website Analysis Tools

We use the following tools to analyse a website:

We use Screaming Frog spider to audit an existing site and its URLs, to list urls and identify issues on a website such as pages not found (404s) , duplicate titles, pages with too short or too long meta descriptions.

Semrush and Ubersuggest help us to identify keywords of appropriate volume and difficulty that can be "injected" into the translation.

Google Console is used to check the indexation of your site, whether pages have been exluded from the Google index, whether because redirected or not found. This requires technical intervention on your site backend (DNS or file folder) to authorise Google Console to analyse your site, and may also require header tagging. In any case will take some time for Google to analyse the site in question.

We use Ahrefs to check a site for issues, similar and overlapping with the above, such as orphan pages, incoming and outgoing links, the presence of tags, the length of meta descriptions, whether pages refer to redirected (301) or not found (404s) pages.

Google Analytics helps us to analyse your website traffic in terms of user behaviour, source of traffic (country, medium) and the behaviour of users: whether they stay on your site or leave it, how long they spend on it and the top performing pages.

We also use as necessary, Infranodus for the semantic gap analysis of a specific text. We can work on any platform, but have particular knowledge of Wordpress using translation plugins WPML and Polylang, and Odoo.

Keyword research database

We have developed the following keyword database in Notion to record the data for potential keyword options that may be available to you. This data is used to select the most viable keywords for development in a website localization and transcreation strategy.

Search Engine Optimization

By following these steps and using the right tools, we can help you can successfully expand your global reach. Researching the right keywords and translating them in content helps to ensure that pages are indexed and improves their likelihood of appearing in search results.

By analysing the structure of a webpage with tools such as Ahrefs, SEMrush, Google Studio or Ubersuggest, it is possible to identify linking and content opportunities that could positively affect your website ranking in search engine results.

Such tools can identify opportunities to steer content creation in a direction that supports SEO strategies, and aids in preparing multilingual versions of the site to target international markets effectively.

Transcreated content

Website localization aims to adapt source content to the context of the target audience, and to do so must employ what we call transcreation. 

Where technical translation is precise, focusing on the correct terms and precise instructions, some translations are much ‘looser’. Or rather, they need a certain creative licence. For instance, in tourism, a text may require different emphasis to the source, using specific market-focused terms that attract potential visitors. Transcreation may require poetic or artistic licence, to add language idioms specific to the target audience.

Transcreation combines translation and creativity, adapting messages across languages while preserving intent, style, and emotion. It parallels localization and highlights the translator's creative role, essential for effective global marketing by resonating culturally with audiences. 

For example, as explained in this wikipaedia article, when the Japanesee anime Doraemon was transcreated for the United States market, Japanese yen notes were replaced by United States currency, and a stand selling roasted sweet potato was replaced by a food truck selling popcorn. The transcreated Spider-Man features an Indian-born Spider-Man whose "real" name is Pavitr Prabhakar. Thus, rather than battling the Green Goblin in the canyons of New York City, Prabhakar, clad in a dhoti, fights the demon Rahshasa against backdrops such as the Taj Mahal.

Transcreation goes beyond mere translation, offering a holistic approach to adapting marketing content for different regions, ensuring that the essence, tone, and intent of the original message are preserved while resonating with the cultural context of the target audience. This process requires a deep understanding of the target market's idiosyncrasies and involves creative input to craft a message that not only conveys the original meaning but also aligns with local values, beliefs, and consumer behaviors. 

 

In website localization, this process ensures that messaging, tone, and branding remain effective across different languages and markets. Rather than translating word-for-word, transcreation involves rewriting content while preserving intent, style, and impact.

For businesses expanding internationally, transcreation is especially critical for marketing copy, slogans, and calls to action. A literal translation might not convey the same persuasive power or cultural relevance, potentially leading to misunderstandings or lost engagement. By considering local preferences, humor, and idiomatic expressions, transcreation helps websites feel native to their audience rather than foreign adaptations.

Effective transcreation requires collaboration between linguists, marketers, and cultural consultants. It blends creative writing with cultural sensitivity, ensuring that a brand’s voice remains consistent while feeling natural in each language. In website localization, this approach enhances user experience, strengthens brand trust, and ultimately drives conversions in new markets.

Our Localization Projects

We have participated in transcreation projects targeted by range, season, and event for a high-end tableware manufacturer-retailer with a focus on keywords identified by search analysis. Upstream we research and recommend the most suitable keywords. And downstream correct and validate the content, injecting the chosen keywords, in relation to a translation, and transcreated the target content. We have also participated in transcreation projects in tourism and for a board game manufacturer.

Website Services

We specialize in enhancing website content to improve engagement, visibility, and localization, focusing on content quality, SEO, and multilingual adaptation, ensuring that websites not only reach the right audience but also resonate with them.

Website Content, Design & Development – Structuring and enhancing content to align with UX/UI principles and website functionality.

Keyword Research & SEO – Identifying relevant keywords and optimizing content to improve search engine rankings.

Website Localization & Content Optimization – Adapting and refining website content for clarity, engagement, and multilingual success.

Translation & Transcreation – High-quality translations and culturally adapted content for international audiences.

Performance & SEO Analysis – Leveraging tools like Semrush, Ahrefs, and Google Analytics to assess and improve website performance.

Content Strategy & AI Tools – Utilizing platforms like Jasper and YourTextGuru to create compelling, data-driven content.

Platform Integration – Working with WordPress, Polylang, and WPML for seamless multilingual website management.

Copywriting

We also write original copy as well as translate existing copy, and have written original documentation on productivity, management methods, and software evaluation. Please see our site mjl-tek on productivity and management.