Website Localization: Key Benefits and Strategies

A business’s website often serves as the initial point of contact for customers, partners, and travelers across the globe. A well-localized website can effectively bridge the gap between an organization and international markets, while an inadequately localized one risks alienating potential audiences.

Why Localization Is Essential

In a November 2020 Report Can’t Read, Won’t Buy – B2C, researchers surveyed 8,709 consumers in 29 countries to analyze their preferences for a customer experience in their mother tongue versus a foreign language such as English. Their findings highlight the importance of localization:

• 65% prefer content in their own language, even if it’s poor quality.
• 67% tolerate mixed languages on a website.
• 73% want product reviews in their language, if nothing else.
• 66% use online machine translation.
• 40% will not buy in other languages.

These statistics underscore the importance of offering content that resonates linguistically and culturally with diverse audiences. Localization is not merely an operational enhancement; it is a strategic investment in growth.

A website tailored to reflect cultural preferences instills trust and fosters stronger connections with international audiences. Proper localization ensures that messaging aligns with the values and expectations of diverse visitors.

AAA Translation client, Explore St. Louis, is an excellent example of how localization can transform global engagement. Their Chief Marketing Officer shared the following:

"AAA Translation did a great job translating our website. They were so easy to work with, and they helped us understand how to make our site easier for foreign audiences to use. Now it’s available in six languages, and we can help even more people find and explore our beautiful city!"

This testimonial highlights the impact of professional localization services - not just by making websites accessible but by creating meaningful experiences that resonate with audiences from around the world.

Strategies for Creating a User-Friendly Localized Website:

Analyzing Website Traffic
Website analytics can reveal the geographic locations of visitors, providing insights into which languages are most relevant for translation efforts. Prioritizing these languages allows businesses to focus resources efficiently.

• Designing for Multilingual Needs
  Technical considerations are crucial when preparing a site for localization. For example, some languages, such as Arabic and Hebrew, read right-to-left, necessitating design adjustments. Others, including Chinese and Japanese, require additional vertical space to accommodate complex characters. Beginning the website design with the necessary flexibility will simplify future localization efforts.
• Placing Language Links for Accessibility. To ensure ease of use, embed language selection links in a prominent and consistent location, such as the top-right corner of the landing page or website header. This placement makes them easily visible and accessible for users, regardless of their familiarity with the site.
• Adapting Beyond Language. Localization extends beyond translation to include cultural adaptation. Key adjustments include
• using culturally appropriate imagery and color schemes;
• formatting dates, currencies, and time zones according to local conventions; and 
• modifying tone and formality to align with regional norms.
• Including Promotional Content. Marketing materials, such as promotional banners and seasonal campaigns, should also be localized to engage international audiences effectively.
• Ensuring Accuracy and Sensitivity. Poorly translated or culturally inappropriate content can harm a brand’s reputation. Collaborating with professional linguists who possess cultural expertise minimizes the risk of errors and ensures content resonates with the intended audience.

Why Partner with AAA Translation?



Effective localization requires a combination of linguistic skill, cultural knowledge, and technical expertise. AAA Translation ensures that websites and other business documents deliver seamless, culturally relevant experiences for a global audience.

By investing in localization, businesses can expand their reach, foster trust, and establish stronger connections with diverse markets. It is a critical step toward achieving long-term global success. Whatever the challenge, AAA Translation is here to help share your vision with the world - one language at a time.