International Business Strategies

Why Localising Your Website is Important for Global Marketing

Global customers respond to culturally relevant, localised marketing messages. Are you speaking their language?

Craig Witt's avatar
Craig Witt

March 26, 2018


Today's digital technologies make it easier than ever for global customers to find the products and services that meet their needs. And they're searching for that information online, in the languages they speak.

If your company's website isn't localised to appeal to those customers, you're blowing a big opportunity to build your business. You're also giving your competitors a major advantage in the quest to increase market share.

Brass tacks: When you're expanding globally, translating your website and other online content isn't a nice-to-have. It's mission-critical.

Today’s Marketing Is Global Marketing

These days, global customers expect online content in their preferred language. They quickly navigate away from websites and brands that fail to provide it. Consider these globalization stats:

English is no longer king online. Internet users who prefer English make up just 25.3% of overall Internet market share. That leaves nearly 75% who prefer to consume content in another language.

China and India are winning the Internet. China currently has over 738 million online users, while India ranks second with over 462 million. Neither nation uses English as its first language.

Global shopping has gone mobile. 43% of smartphone users worldwide use their phones to shop online, and they like to use their preferred language to do so.

Trends like these prove that speaking your customers’ languages is essential to your marketing success.

Genuine Connections Drive Successful Global Marketing

Why does culturally relevant, localised marketing matter so much? For starters, it can make or break your ability to create genuine connections with consumers.

For example: Imagine that you’re sharing content with Italian customers about a Christmastime holiday sale. If you advertise to them the same way you speak to your U.S. customers, you’ll have a problem. The U.S. market emphasises Christmas Eve and Christmas Day as key holidays, while Italy puts its attention on January 6-the Epiphany.

A misstep this simple may seem harmless at first glance. But it can undermine your marketing efforts by demonstrating that you don't quite get the Italian market as well as other companies do. Those customers will notice. They won't like it.

When your website is translated and localised for global customers, however, you're proving you understand and care about them. You create stronger bonds with customers that way.

The Benefits of a Localised Online Experience

Localised websites and other digital content enable you to make genuine, authentic connections with consumers and "level up" into advantages like these:

Increased trust

Websites that reflect the linguistic and cultural distinctions between various markets and their languages of choice show that your brand understands and respects their individual cultures. This fosters customer trust.

Easier interaction with your brand

Customers' lives are influenced by what they use every day-including their preferred social media platforms, mobile sites and more. By making your online presence available in multiple languages, across all channels, your company will be able to reach more people where they live and work.

Stronger brand consistency

Translating websites for your global markets give you full control of your message, and deliver a consistent brand experience across all markets. It's easier to ensure your brand messaging is being communicated as you intend, rather than miscommunicated by third-party companies or agencies.

Better segmentation

Today's leading website translation solutions make it easier than ever to share customised messages to customers in different global markets. You can keep control of your online message while catering to regional customer needs-and expanding your business's digital footprint at the same time.

More support for in-market teams

Localised websites are not only great resources for consumers; they're great for local sales and support teams as well. A localised site can highlight market-specific products and services, comply with local regulations and legal requirements, and provide information that local marketing teams can draw on as they pursue leads.

Driving better online search results

Localising your online presence isn't limited to what customers can read on your website. With the right translation solution, everything can be localised-images, multimedia, social media, dynamic PDFs and more. Even keywords, metadata, and hreflang tags can be localised to drive better search results for your company.


These days, your company must speak the local languages of your global customers. And you only strengthen your marketing team's reach and success by offering localised online content across every channel, in every market you serve.

To make the most of your online localisation efforts, partner with a digital-first translation agency that employs expert human translators hand-in-hand with advanced technology solutions to get your marketing message to your customers in the languages they prefer.

Craig Witt's avatar
Craig Witt

March 26, 2018


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