How to adapt a site to different languages and cultures

Expanding your business to a global audience is a great way to reach new customers and increase revenues. However, simply translating the content of a website is not enough. To be truly successful in international markets, it is necessary to adapt the design and user experience of the site to suit different cultures and different languages. In this post we outline the process of adapting a site for internationalization, from identifying target markets to monitoring site performance in different languages and cultures.

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Step 1: Identify target markets and languages

The first step in adapting a website for internationalization is to identify which countries and languages have the greatest potential for engagement. This can be done by analyzing data such as traffic, sales, and customer feedback.

Use tools like Google Analytics to see which countries and languages are already bringing the most traffic to your website. Once you have identified your target markets and languages, you can begin the process of translating and adapting content to meet these audiences.

Step 2: Translating the content

The next step is to translate all the text on the site, including product descriptions, instructions, and other important information.

It is important to rely on professional translators who are fluent in the target languages and familiar with the cultural nuances of the countries being addressed. We have already stressed the importance of professional translation in various articles on our blog:

• 5 tips to avoid damage when buying translation services
• 3 simple steps for choosing a language service provider
• Successful (or not) marketing campaigns thanks to localization
• 7 Reasons Why You Should Outsource Your Translation Projects - Or You Shouldn't...

In addition, each CMS (Content Management System) has its own workflow for translation and localization. To learn more, check out the following guides, depending on the system your site uses:

• How to translate a site made with WordPress
• How to translate a site developed with Grav
• Definitive guide to creating a multilingual Squarespace site
• Short guide to multilingual websites with Webflow
• How to translate a site made with Drupal

Isn't your CMS in this list? Contact: we will be glad to give you more information!

In addition to translating the text, you should also consider adding currency converters and other tools that make it easier for international customers to shop online on your site.

Step 3: Adapting images and graphics

Make sure that the images and graphics on the site are appropriate for different cultures and do not offend any group. For example, some hand gestures or images considered offensive in one culture may be completely harmless in another.

Consider changing the size and placement of images to accommodate different languages and cultures. For example, in some countries it is more common to have images on the left side of the page, while in others it is more common to have them on the right.

We covered this topic in one of our articles: "Image SEO".

Step 4: Adapt colors and layout

The colors and layout of a site can have a major impact on how it is perceived by people from different cultures. For example, some colors may be associated with different emotions or meanings in different cultures.

You should also consider changing the layout to make it more visually appealing to people from different cultures. For example, in some cultures it is more common to have a lot of white space, while in others it is more common to have a lot of text, as in Japan.

Step 5: Implement a system to change the language

Adding a feature on the site that allows users to switch between languages is an essential part of adapting a site for internationalization. You can add a language switch at the top or bottom of the page, or use geolocation to automatically redirect users to the correct language version.

Step 6: Testing and quality control

Once you have translated and adapted the content and design of the site, it is essential to test it in different languages to make sure it works properly. Ask native speakers of target languages to test the website and give you feedback.

Step 7: Optimize the site (SEO)

To make sure that the site is easily found by people in different languages and countries, it must be optimized for search engines. Creating separate versions of the site for different countries is not enough. Content should also be optimized and all guidelines of SEO for each language version should be followed.

For more information: The perfect keywords - 6-step guide for your multilingual site.

Step 8: Analyze and monitor

Finally, you need to monitor site performance and make changes to improve user engagement. At a minimum, analyze data such as site traffic, sales, and customer feedback.

In conclusion, internationalizing a website requires a lot of commitment and attention to detail, and it is not a one-time operation. It is an ongoing process that must be monitored and optimized. The steps described above are a good starting point, but different languages and cultures have different preferences and needs, so it is essential to keep an open mind, be flexible and always willing to make changes.