Top 5 Benefits of a Multilingual Website

In a world where everything is within our reach within the click of a button, it would seem unfathomable that any goal-oriented company with global aspirations would be so short-sighted as to limit itself to just one working language.

One of the consequences of globalization is that people around the world want the same things, as consumer habits have changed in the way that products that were traditionally seen as more exotic have become easily accessible, making their use or consumption virtually universal. So, why offer your product or service only to a certain group of people if you can offer them to the whole wide world, resources permitting, or at the very least to your respective wider region.

Make others understand you

A website that is translated into one or several languages can really put you on the map in your industry. Not to generalize, but English is a must, because even though most consumers actually prefer to buy products or services from websites in their own native language, it is still the all-conquering lingua franca of the modern era, with no sign of waning. After that, the world really is your oyster.

The most common tactic is to focus on the languages of bordering countries or languages with a certain degree of global significance, such as French, Spanish or Chinese, to name a few. Whichever path you choose, you will soon reap the benefits of your revamped business strategy as you become more and more noticed.

Do your SEO like a pro

SEO or search engine optimization is a term that is being thrown around a lot recently. It is an essential part of generating interest in your product or service and attracting new customers. To define it in the simplest of terms, it is a process of optimizing both the quality and quantity of traffic that reaches your website, using certain algorithms and statistics as well as predicting search engine behavior.

As far as benefits of a multilingual website are concerned, this means in practice that the more languages your website is translated into, the more people will be able to find it and the higher you will rank on the search engine results page (SERP). This will inevitably result in more clicks and more traffic to your website, which will ultimately set you apart from the competition (or at the very least, make you more competitive). If you would like to learn more about SEO and improving your online presence, we have covered the topic in-depth in one of our other blogs.

Give your sales and conversions a kick up the backside

Translating your website into several languages can be a somewhat pricey affair. Therefore, it is only normal to expect a certain return on your investment. Thankfully, the expected increase in sales and conversions is a regular occurrence, as long as you translate your website properly and target the right languages, or even better, if you localize it to make it sound as natural as possible to customers. This will set you back more initially, but the result is almost always worth the investment.

The driving force behind this idea is the natural tendency of customers to sooner make a purchase or order a service if it’s offered to them in their native language. Surely none of us is new to the familiar expression that there is no such thing as bad publicity, and while this saying might have a ring of truth to it, there is more to it than meets the eye, especially in our case.

Getting lots of clicks and visits to your freshly invigorated website is most certainly a good thing, but clicks themselves won’t generate any tangible revenue if all the new visitors who all of a sudden flock to your glamorous website aren’t actually buying your products or ordering your services.

Talk about killing two birds with one stone. Translating your website will not only ramp up the traffic your website receives, but also ensure that customers immediately become more invested in whatever product or service you are offering, thus increasing your conversion rate and boosting your sales revenue.

Become a household name

Another one of the incredibly important benefits of a multilingual website is that they enhance your brand awareness, making it more recognizable.

While being self-explanatory to an extent, this point is all about flexing your corporate muscles and showcasing that you’re the best and everyone else is somehow inferior to you. In more cultured terms, you want to embellish your achievements as a brand and come across as a major global player, even though you have just recently escaped the shackles of total anonymity and the ignominy of being dubbed a “start-up” company.

Having your brand present on international markets is a great way to penetrate the collective consciousness of your target audience. Once people start to associate your brand with a certain industry or service, you’re in the saddle.

This is not something that can be achieved straight away, however, and having a reliable, high-quality product or service to fall back on is certainly a prerequisite for success. In any case, a strong brand is likely to skyrocket your business and turn your company into a force to be reckoned with.

Put the orb and sceptre into the hands of the customer

Every sales handbook ever written will tell you that the customer is king. We say treat them accordingly and play to their tune! Your brand new multilingual website can be the cornerstone of your customer-centric approach, where people can feel comfortable and spend a relatively significant amount of their precious time because they feel valued by being addressed directly in their native language.

As hopeful and naive as this may sound, they are likely to appreciate that extra mile you went to bring your product or service closer to them. One of the greatest benefits of a multilingual website is the enhanced user experience.

If your customer support is readily available in several languages, this can greatly increase your stock with your target audience and even set you apart from some of your competitors who don’t offer that option, for example. Find time for your customers and make them feel appreciated and it will pay back in dividends.

To sum things up, having your website translated into several languages is a sure-fire method of attracting more attention to your business. The best way to go about this is to engage the services of an LSP specializing in translating website content that will ensure that your brand reaches the appropriate audience.

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Frequently Asked Questions

How much does it cost to translate a website into multiple languages, and what’s the ROI?

The cost of translating a website varies significantly based on several factors, but the return on investment (ROI) typically justifies the initial expense when done strategically. Let’s break down the economics:

Cost factors for website translation:

1. Word count and content volume - The primary driver of translation costs. A typical business website ranges from 5,000 to 50,000 words across all pages. Professional human translation costs $0.08-0.25 per word depending on language pair and complexity, while AI-powered translation with human review costs $0.03-0.10 per word.

2. Number of target languages - Your first translation is always the most expensive. Additional languages benefit from economies of scale through translation memory (TM) systems that store previously translated content. Second and subsequent languages can see 30-70% cost savings on repeated content.

3. Content type and complexity - Marketing pages with creative content require more localization (adapting cultural references, tone, messaging) than straightforward product descriptions. Technical documentation sits in the middle. Legal content requires certified translators with domain expertise.

4. Translation approach - Pure human translation ($0.08-0.25/word), hybrid AI + human review ($0.03-0.10/word), or AI-only machine translation ($0.01-0.02/word). The hybrid approach using AI translation with professional oversight delivers the best balance of quality, speed, and cost for most business websites.

Example cost scenarios:

• Small business website (5,000 words, 1 language): $250-500 (AI + review) to $400-1,250 (human-only)
• Medium e-commerce site (15,000 words, 3 languages): First language $750-1,500, subsequent languages $525-1,050 with TM savings = $1,800-3,600 total
• Enterprise website (50,000 words, 10 languages): First language $2,500-5,000, subsequent 9 languages with 50% TM savings $11,250-22,500 = $13,750-27,500 total

Return on Investment (ROI):

The business case for multilingual websites is compelling when you consider the revenue expansion potential:

1. Market expansion multiplier - Each new language market opens your business to millions of potential customers. For example, adding Spanish expands your addressable market to 580+ million speakers globally. Research by CSA Research shows that 76% of online shoppers prefer to buy products with information in their native language, and 40% will never buy from websites in other languages.

2. Revenue growth - Companies typically see 15-25% revenue increase from their first translated language within 12-18 months. The revenue lift varies by market - developed markets with high internet penetration (Germany, Japan, France) show faster returns, while emerging markets (Southeast Asia, Latin America) show higher long-term growth potential.

3. Conversion rate improvement - Native-language websites convert 2-6X higher than English-only sites for non-English speakers. Even in markets with high English proficiency (Netherlands, Sweden), studies show 55-70% of users prefer shopping in their native language when available.

4. SEO and organic traffic - Multilingual websites capture search traffic from local-language queries. A company selling project management software might rank on page 3 for “project management software” in English (high competition), but could easily achieve page 1 rankings for “logiciel de gestion de projet” in French or “Projektmanagement-Software” in German (lower competition, higher intent). This typically results in 40-100% increase in organic traffic within 6-12 months.

5. Customer lifetime value - Customers who interact with your brand in their native language show 25-40% higher retention rates and 30-50% higher lifetime value due to better understanding, trust, and reduced friction throughout their journey.

ROI calculation example:

Let’s take a $5M ARR SaaS company translating their website into German and French:

• Investment: 20,000 words × 2 languages × $0.07/word (hybrid approach with TM) = $2,800 initial translation + $500 setup/QA = $3,300 total
• Ongoing maintenance: ~500 words/month updates × 2 languages × $0.05/word = $50/month = $600/year
• Total first-year cost: $3,900

Returns (conservative estimates):

• Year 1: 12% revenue increase from new markets = $600k additional revenue
• Year 2: 20% increase = $1M additional revenue (compounding effect as market maturity increases)
• Customer acquisition cost savings: 30% lower CAC in native-language markets due to higher trust and lower bounce rates

First-year ROI: ($600,000 - $3,900) / $3,900 = 15,285% ROI

Even with extremely conservative assumptions (5% revenue increase), the ROI remains exceptional at 6,410% first year.

Maximizing your ROI:

1. Prioritize high-impact pages - Start with pages that drive conversions: homepage, key product pages, pricing, checkout. You don’t need to translate every blog post immediately. The 80/20 rule applies - 20% of your pages likely drive 80% of conversions.

2. Choose markets strategically - Consider language reach (Spanish = 580M speakers), economic factors (purchasing power), and business fit (is there demand for your product/service in this market?). Market research helps identify the 2-3 languages that will drive maximum ROI.

3. Leverage technology - Use a translation management system to build translation memory, ensuring consistent terminology and reducing costs on updates by 30-70%.

4. Implement proper SEO localization - Don’t just translate; localize keywords for each market. The German word for “car” could be “Auto” or “Wagen” or “PKW” depending on search patterns. SEO localization ensures you rank for terms people actually search.

5. Plan for maintenance - Websites are living documents. Budget 10-20% of initial translation cost annually for updates. Using TM reduces maintenance costs significantly over time.

The math is clear: website translation isn’t an expense, it’s a high-return investment in global growth. The businesses that hesitate are leaving money on the table while competitors capture multilingual markets.

Which pages of my website should I translate first, and in what order should I add languages?

Strategic prioritization is critical for maximizing ROI from website translation. Translating everything at once is neither necessary nor cost-effective. Here’s a systematic approach:

Phase 1: Core conversion pages (Priority 1)

These are the pages that directly drive revenue. Translate these first:

1. Homepage - Your digital storefront and primary entry point. Sets first impressions and guides visitors to key actions. 40-60% of visitors land here from search engines or direct traffic.

2. Product/service pages - Where purchase decisions happen. Include key features, benefits, pricing, and calls-to-action. These pages have the highest conversion intent.

3. Pricing page - Critical for B2B and SaaS companies. Transparency in local language with local currency builds trust. Studies show 92% of buyers want to see pricing upfront.

4. Contact/Demo request forms - The final conversion step. Forms in native language see 3-5X higher completion rates. Include local phone numbers and support hours if available.

5. Checkout/purchase flow - For e-commerce. Cart abandonment drops 20-35% when checkout is fully localized including error messages, payment options, and shipping information.

Phase 2: Trust and credibility pages (Priority 2)

Once core pages are translated, add pages that build confidence:

1. About us / Company page - Humanizes your brand. Particularly important in high-trust markets (Germany, Japan) where buyers research company background thoroughly.

2. Testimonials / Case studies - Social proof is powerful. Translate 3-5 top testimonials showing customers from target markets if available, or generic testimonials relevant to market pain points.

3. FAQ / Help center - Reduces support burden. Customers can self-serve in their language. Start with top 10-15 most common questions.

4. Legal pages (Privacy policy, Terms of service) - Required by law in many markets (GDPR in EU). These can use more template-based translation to reduce costs.

Phase 3: Content and engagement pages (Priority 3)

Add these as resources allow:

1. Top-performing blog posts - Identify your 10-20 highest-traffic or highest-converting blog articles. These drive organic search traffic and establish thought leadership. Use SEO localization to optimize for local search terms.

2. Resources / Downloads - Whitepapers, guides, ebooks that generate leads. Translate the 2-3 highest-performing assets first.

3. Additional product details - Secondary features, integration pages, technical specifications. Important for B2B buyers doing deep research.

Language prioritization strategy:

The order in which you add languages should balance market opportunity with business fit. Here’s a framework:

Tier 1 languages (Highest priority - choose 1-2):

1. Spanish (580M speakers) - Massive reach, particularly valuable for US businesses expanding to Latin America or Spain. Second-most spoken native language globally. Relatively low translation costs due to high translator availability.

2. French (300M speakers across 29 countries) - Strong purchasing power in France, Canada, Belgium, Switzerland, and growing African markets. Considered the 3rd most useful business language.

3. German (130M speakers) - Highest GDP per capita in Europe, strong B2B market, high internet penetration. German shoppers are thorough researchers who value quality and detail.

4. Chinese - Simplified (1.1B speakers) - World’s largest e-commerce market. Critical for companies selling physical products or targeting Asian markets. More complex translation due to character set and cultural adaptation needs.

Tier 2 languages (Secondary priority - add after Tier 1 proves successful):

1. Portuguese (270M speakers) - Brazil is the world’s 10th largest economy and Latin America’s biggest market. Only 5% of Brazilians speak English well.

2. Japanese (128M speakers) - High purchasing power, strong brand loyalty once trust is established. Japanese consumers prefer buying from localized websites - 90%+ of e-commerce is in Japanese.

3. Italian (85M speakers) - Strong European economy, fashion and design hub, high-value consumer base.

4. Dutch (24M speakers) - Small population but very high GDP per capita and English proficiency. Often a test market before broader European expansion.

5. Russian (258M speakers) - Covers Russia and CIS countries. Growing e-commerce market, particularly for digital products and services.

Tier 3 languages (Consider based on specific industry or regional needs):

• Korean - High technology adoption, strong gaming and entertainment market
• Arabic - 420M speakers across 25 countries, growing digital economy
• Polish, Czech, Romanian - Growing Central European markets with improving purchasing power
• Swedish, Norwegian, Danish - High-value Nordic markets with excellent digital infrastructure
• Hindi - 600M+ speakers in rapidly growing Indian digital economy

Decision framework for language selection:

Ask these questions:

1. Market size and purchasing power - Population × GDP per capita × internet penetration = addressable market value
2. Competitive landscape - Are competitors already serving this market in local language? Is there a gap you can fill?
3. Product-market fit - Does your product/service solve a problem that exists in this market? Are there local alternatives?
4. SEO opportunity - Use tools like Google Keyword Planner to research search volume for your keywords in target languages. Look for high volume, low competition opportunities.
5. Existing demand signals - Check your analytics: Are you already getting traffic from these markets? Do you have customers or inquiries from these regions?
6. Cultural and regulatory fit - Does your product need significant adaptation for this market? Are there legal or compliance hurdles?

Practical implementation approach:

Months 1-2: Translate Phase 1 core pages into your top Tier 1 language. Set up proper URL structure (subdirectories like /de/ or /fr/ preferred for SEO), implement hreflang tags, and launch with analytics tracking.

Months 3-6: Monitor performance. Track metrics: organic traffic growth, conversion rates by language, revenue from new market. If ROI targets are met (typically 10-20% revenue increase), proceed to Phase 2 pages and/or add second Tier 1 language.

Months 6-12: Based on success, expand to Phase 3 content and add Tier 2 languages. By now you’ll have significant translation memory built up, reducing costs 30-50% on repeated content.

Year 2+: Continuous optimization. Add more languages based on performance data. Localize marketing campaigns, customer support, and create region-specific content.

Budget allocation example ($10,000 total):

• 70% on Phase 1 core pages ($7,000) - Maximum impact on conversions
• 20% on Phase 2 trust pages ($2,000) - Build credibility
• 10% on Phase 3 content ($1,000) - SEO and engagement

Start focused, measure results, and expand strategically. Companies that try to translate everything at once often run over budget without clear ROI. Those that prioritize systematically build momentum and justify additional investment with concrete revenue gains.

How does website translation differ from localization, and which one do I need?

Translation and localization are related but distinct concepts. Understanding the difference helps you choose the right approach for your business goals and budget.

Website translation is the process of converting text from one language to another while maintaining the original meaning. It’s linguistic conversion - replacing English words with Spanish words, for example. Translation focuses on accuracy and linguistic equivalence.

Website localization goes beyond translation to adapt your entire website experience for a specific market, considering cultural norms, local preferences, and regional differences. Localization encompasses translation plus cultural adaptation, format changes, visual adjustments, and functional modifications to make your website feel native to each market.

Key differences:

Aspect	Translation	Localization
Scope	Text and language only	Language + culture + formats + visuals
Goal	Accurate linguistic conversion	Natural, market-appropriate experience
Approach	Word-for-word with context	Adaptation and cultural relevance
Cost	Lower ($0.03-0.10/word)	Higher (15-40% premium)
Timeline	Faster (days to weeks)	Longer (weeks to months)
Use case	Straightforward content, information	Marketing, user experience, brand

What translation covers:

• Converting text from source language to target language
• Maintaining meaning and intent
• Ensuring grammatical correctness
• Preserving tone (formal vs casual)
• Technical accuracy for specialized content

Example: “Free shipping on orders over $50” → “Envío gratuito en pedidos superiores a $50”

What localization additionally includes:

1. Cultural adaptation
   • Adjusting idioms, metaphors, and expressions
   • Modifying examples and references to local context
   • Adapting humor (what’s funny in US may not work in Germany)
   • Changing imagery to reflect local demographics
   • Respecting cultural taboos and sensitivities

Example: American website showing “baseball game” metaphor → German version using “football/soccer” reference instead

2. Format and measurement conversions

   • Date formats: MM/DD/YYYY (US) vs DD/MM/YYYY (Europe) vs YYYY-MM-DD (ISO standard)
   • Time formats: 12-hour vs 24-hour clock
   • Number formats: 1,000.50 (US) vs 1.000,50 (Germany) vs 1 000,50 (France)
   • Measurement systems: Miles/pounds/Fahrenheit vs kilometers/kilograms/Celsius
   • Paper sizes: Letter (US) vs A4 (international)
   • Phone numbers: +1 (555) 123-4567 vs +49 555 123456

3. Currency and pricing

   • Not just converting $50 to €45, but pricing strategically for local market
   • Including local taxes (VAT in Europe displayed in prices, unlike US)
   • Offering local payment methods (iDEAL in Netherlands, Boleto in Brazil, Alipay in China)
   • Adjusting pricing tiers based on local purchasing power

4. Legal and regulatory compliance

   • GDPR compliance for EU markets (cookie consent, data processing notices)
   • Accessibility requirements (WCAG in many markets)
   • Consumer protection laws (return policies, warranty terms vary by country)
   • Localized terms of service and privacy policies meeting local legal requirements

5. Visual and design elements

   • Text expansion handling: German runs 30-40% longer than English, needs design adjustments
   • Right-to-left (RTL) layout for Arabic and Hebrew
   • Color symbolism: White represents purity in West, mourning in some Asian cultures
   • Imagery: Showing local-looking people, appropriate gestures (thumbs up offensive in some cultures)

6. SEO and keywords

   • Not translating keywords but researching what locals actually search
   • Example: “Car” in Germany could be “Auto,” “Wagen,” or “PKW” - locals search different terms
   • Local search engine optimization (Baidu in China, Yandex in Russia, Naver in Korea)
   • Building local backlinks and citations

7. User experience patterns

   • Checkout flows differ: Germans want detailed product info, Americans prefer simple quick checkout
   • Trust signals vary: Japanese shoppers value detailed specifications, Americans value reviews
   • Navigation preferences and information hierarchy expectations

Which approach do you need? Decision matrix:

Choose translation when:

• Budget is limited - Translation costs 30-50% less than full localization
• Content is straightforward - Technical documentation, specifications, help articles without cultural nuances
• Market testing - You’re testing demand in a new market before full commitment
• Internal/B2B use - Communicating with international team members or business partners who understand the context
• Quick time-to-market - Need to launch fast and can iterate later
• Low-context products - SaaS tools, technical products where functionality is self-evident

Example scenarios for translation:

• Software UI for internal tools
• Technical API documentation
• Product specifications and dimensions
• Basic FAQ and help center articles
• Legal documents requiring literal accuracy

Choose localization when:

• Marketing and brand content - First impressions matter, cultural resonance drives conversions
• Consumer-facing e-commerce - Shopping behavior is highly cultural
• High competition markets - Need differentiation through superior user experience
• Long-term market commitment - Investing for sustained growth not just testing
• Complex user journeys - Onboarding, configuration, customer support touchpoints
• High-value transactions - When purchase price justifies premium experience (luxury goods, enterprise software)

Example scenarios for localization:

• Marketing website and campaign landing pages
• E-commerce product pages and checkout
• Mobile app user experience
• Video content and multimedia
• Customer support and community forums
• Brand storytelling and company narrative

Hybrid approach (recommended for most businesses):

Many companies benefit from a tiered strategy combining both:

Tier 1: Full localization (20% of content, 80% of impact)

• Homepage
• Key product/landing pages
• Marketing campaigns
• Checkout/conversion flows

Tier 2: Translation with light localization (50% of content)

• Product catalog
• Blog articles
• Help center
• About/company pages

Tier 3: Translation only (30% of content)

• Technical documentation
• Legal pages
• Secondary resources

Cost implications:

Using a 15,000-word website as example:

• Translation-only approach: 15,000 words × $0.05/word = $750
• Full localization approach: 15,000 words × $0.08/word + $500 cultural consulting/design = $1,700
• Hybrid approach: 3,000 words localization ($0.08) + 12,000 words translation ($0.05) = $240 + $600 = $840

The hybrid approach delivers 80% of localization benefits at 50% of the cost.

Working with your LSP:

When engaging professional localization services, be clear about your goals:

• Start with translation if budget is primary concern, plan to enhance with localization elements over time as market proves viable
• Choose localization if you’re serious about the market and want to compete effectively from day one
• Request a hybrid strategy specifying which pages/content types need full localization vs straightforward translation

Modern translation management systems make it easy to start with translation and progressively localize. You’re not locked into one approach forever.

Quick decision test:

If your website says “Home run!” (American baseball reference) or “Knock it out of the park,” and you’re expanding to Germany:

• Translation would give you: “Heimlauf!” or “Schlage es aus dem Park” (literal, confusing to Germans who don’t follow baseball)
• Localization would give you: “Volltreffer!” (bullseye) or “Ein Tor schießen” (score a goal - football reference Germans understand)

If the difference between those two matters for your business success, you need localization. If your content is more like “Product dimensions: 10cm × 15cm” where literal translation suffices, translation alone works fine.

The right answer depends on your goals, budget, competition, and the cultural distance between your source market and target market. Start with translation, add localization to high-impact areas, and expand based on results and market feedback.