Website localisation: what it is and why it is important.


Nowadays going global no longer requires a company to have a physical presence across the world. The growth of global e-commerce has allowed companies to effortlessly expand into new markets. This, however, requires a digital presence and most importantly, a website. And although it’s relatively easy to create a website, companies need to ensure they have an effective website localisation strategy if they want to truly tap into new markets and grow their business.

In this blog we’ll talk about what website localisation is, why you need it and its importance and benefits. We’ll also guide you through the McFelder process of helping you translate your website. Let’s dive in!

What is website localisation?

Website localisation is the process of adapting your existing website content and services to the local language and culture of the target audience. However, launching a multilingual website involves more than just translating your content word for word and hoping for the best. You need to consider the cultural differences, local purchasing habits, shipping options, web design preferences, to name just a few. All of this, while also keeping the integrity of your website and maintaining your brand image.

In simple words, website localisation’s goal is to make your website look and feel natural to its visitors, making them forget about the cultural differences between its creators and visitors. To make this happen, you need not only programming expertise but also linguistic and cultural knowledge. This is where you need a trusted partner like McFelder Translations. We will help you break into new markets seamlessly by using language that is relevant and natural whilst simultaneously ensuring your message is consistent across all markets.

Why localise your website?

There are several reasons why companies should localise their websites. Ensuring your website is accessible in multiple languages and properly localised will not only enable you to successfully communicate with your international clients but will ultimately increase your revenue. Let’s see how!

Access new markets

Launching a company into new markets doesn’t just stop with translating your website into the local languages. Yes, it’s necessary, however, understanding the cultural differences and specifics of each market is even more important. You need to adapt your content to the different audiences in order to engage with them successfully and create a connection between you and them. Helping them understand what your company is all about and the different nuances of it is what will create the real connection and win them over. This is why you need website localisation.

Enhance brand perception

By localising your website, you also build customer loyalty. People are more loyal to brands and companies that show care and respect for them and their specific needs, understand their local holidays and buying habits. Showing dedication to the local market and commitment to your customers in the region makes your brand more appealing and even helps you gain a competitive edge. Companies that choose to localise their web content perform a lot better than those who simply ignore the local needs and norms.

Increase global sales

Translating your web content makes it easier for customers who already know you to buy from you and your local website. But with the right localisation you are more likely to attract new customers as well as increase your revenue. According to a study by the Localisation Industry Standards Association (LISA) every euro spent on localising your website brings €25 in return. 

Boost web traffic and SEO

Website localisation allows you to explore new SEO opportunities and increase your website’s traffic by appealing to search algorithms in your new target region. Simply translating your website doesn’t guarantee that you will rank in the top pages on Google as the foreign counterpart of a certain keyword in English might not be performing so well in the target region. Proper localisation, however, will help you identify and adapt keywords in the new market and help you boost your pages to the top of the Google search.

Why is website localisation important?

If you want your brand to reach its maximum potential in the global marketplace you will need to consider website localisation. To be able to really speak to your new customers and get your brand message across, you need to ensure that your content is properly adapted to their needs and understanding.

Research shows that 76% of customers prefer to purchase products with information in their own language and 40% of consumers will not buy from websites in other languages at all. These numbers speak for themselves, and it would be a mistake to ignore them if you’re planning to enter a new market.

Although it is believed that many people speak and understand English nowadays, the truth is that only 17% of the global population actually speaks it. Therefore, it comes as no surprise that 65% of customers prefer content in their own language, even if it’s poor quality. This means many people can’t understand web content that they might be interested in and as a result companies are risking losing those people as potential clients. However, many companies choose not to lose on those potential clients by simply utilising translation services and website localisation.

How do we help you translate your website.

Are you ready to start localising your website? You’ve come to the right place. Let’s start by getting in touch with our team and letting us know which languages you’d like us to help you with. We work with 200+ language combinations so you’ve got plenty to choose from.

We know that every localisation project is unique, which is why we take the time to understand your specific requirements and develop a tailored plan and solution for your specific needs.

Whether you require your website translated into one language or several, the core process remains the same.

There are several ways in which we can translate your website and we can adapt to whatever works best for you.

Option 1: If you prefer to send us a word document with your content on it, we can easily translate it that way. This way we don’t have direct access to your website.

Option 2: We can access your website’s CMS directly and translate your content directly into the CMS. You will of course have the opportunity to see how it looks and approve it before it’s published online.

Option 3: You can give us direct access via an API integration. We would then have a plugin to a machine translation tool that would automatically generate the translation of the website contents.

Option 4: You can give us direct access via WordPress WPML plugin. This way we can extract the text to .xliff or .json format and work from our translation platform, or translate directly from the plugin. We can also have a preview of the translated content.

What do our clients say?

McFelder Translations implemented our website translation into French and German. From the initial contact they understood our expectations, took our feedback on board, and ensured the translations were consistent.

Their translation management portal to upload and download files permitted us to oversee the project’s progress. Everything was easier than envisaged and stress-free thanks to the efficiency and reliability of McFelder Translations.– Neogen Corporation

McFelder Translations has a long history of collaboration with the Silken Group. We challenged them to localise our website into English, French and German in a short time frame and they earned our trust. The translation quality excelled, allied with their professionalism and respect. – Silken Hotels


If you’re looking to expand your business internationally and successfully reach and speak to new audiences, website localisation is the right tool for you. It brings numerous benefits to your business, and it shows your dedication to your target audience.

With McFelder Translations by your side, website localisation becomes an easy and efficient process. We take the stress away from you and all we need to start is your website’s URL. It’s that easy! Don’t delay and get in touch with us today.

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