Close to half of web users spend less time on a website that isn’t in their native language, and a notable proportion won’t buy from one at all. Website localisation is set out here as an approach that treats linguistic quality and commercial performance as connected concerns.
Different types of content call for different methodologies: full localisation for navigation and key pages, a mix of localisation and origination for landing pages, transcreation for visual assets, and machine translation with human post-editing for product descriptions. Deciding the right approach per country, language, channel and platform is treated as its own discipline, drawing on cross-channel performance data.
This is backed by a four-phase quality assurance process, ISO 17100 certification and a vetted linguist network, along with ongoing search and landing page optimisation using keyword research and conversion data. A centralised content intelligence platform, Locate, supports the process end to end, connecting via API with CMS, ESP and DAM systems where possible.
Case studies from De Beers, Printemps, HotelsCombined and adidas show this applied in practice, across multilingual rollout, CMS integration, and large-scale delivery under time pressure.
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