Understanding the difference between translation and localization, and when each approach is appropriate for export websites.
A Thai jewellery exporter hired a professional translator to convert their English website into Japanese. The translation was technically accurate — every word was correctly rendered in Japanese. But the Japanese version failed. The exporter's tagline was "Crafting Beauty, Delivering Trust," which was translated literally. In Japanese, it came across as stiff and corporate, lacking the warmth and artistry that Japanese jewellery buyers valued. A localised version — one that rephrased the message to emphasise the artisanship and heritage that Japanese buyers cared about — would have performed far better.
Translation and localisation serve different purposes. Translation changes the language while preserving the message. Localisation adapts the message itself to resonate in a different cultural context. For export websites, knowing which approach to use and when is critical to both your budget and your effectiveness in each market.
Translation is the right approach for content where accuracy and consistency matter more than cultural resonance. Product specifications, technical documentation, legal terms, safety instructions, and ingredient lists must be translated precisely — any deviation can create liability or safety issues. For these types of content, use a translator with subject-matter expertise, not a generalist. A poorly translated technical specification can cost you a sale or create legal exposure.
Translation is also appropriate for content that has a standardised format across markets: pricing tables, size charts, compliance information, and shipping policies. These pages need to be correct and consistent. Cultural adaptation is less important than accuracy. Use professional human translators with industry knowledge for this content — machine translation is not sufficient for technical or legal material.
For translation projects, provide your translator with context: the source file in an editable format, reference materials about your brand voice and terminology preferences, and examples of how terms have been translated in other languages. The more context you provide, the better and more consistent the translation will be across your site.
Localisation is the right approach for content where emotional resonance drives buyer decisions. Your value proposition, tagline, hero section copy, about page story, case studies, and calls to action all benefit from localisation rather than simple translation. These are the parts of your website where buyers form their emotional impression of your brand — and a literal translation rarely creates the same feeling as content written for the local context.
Localisation involves: adjusting metaphors and idioms (many do not translate), changing examples to reference locally relevant situations, modifying the tone (direct in Germany, formal in Japan, warm in Brazil), adapting imagery (a "family business" photo that resonates in Italy may look different in Indonesia), and rethinking calls to action (the same CTA does not work across cultures). Localisation may also involve changing which products you feature on the homepage — a product that is your bestseller in one market may be irrelevant in another.
The process for localisation: start with a cultural brief that identifies the key values and preferences of your target market. Work with a native-speaking copywriter who understands your industry, not just a translator. Provide them with the core message you want to communicate, not a word-for-word script, and let them rewrite for their market. Review the localised version against your brand guidelines to ensure it still feels like your brand — just expressed appropriately for the local audience.
Most export websites need both translation and localisation. Create a content matrix that classifies every page by whether it needs translation, localisation, or both. Product pages: translate technical specs, localise product descriptions and features. About page: localise the company story, translate the factual timeline. Homepage: localise everything. Contact page: translate (but localise the form fields and cultural expectations around communication).
Build a workflow that separates the two processes. For translated content: source text → translator → review by a second linguist → publish. For localised content: source text → cultural brief → local copywriter → marketing review → native-speaker review → publish. Budget accordingly — localisation costs 2-3 times more than translation per word but delivers proportionally better results in markets where cultural connection matters.
Professional translation typically costs US$0.10–0.25 per word depending on language pair and complexity. Localisation costs US$0.25–0.60 per word because it involves cultural adaptation and rewriting rather than direct translation. For a 10-page website (approximately 5,000 words), translation would cost US$500–1,250, while full localisation would cost US$1,250–3,000 per language. The localisation investment pays for itself in higher conversion rates in markets where cultural resonance matters.
Not typically. Professional translators are trained to preserve the source text's meaning accurately, which is the opposite of what localisation requires. A good localisation specialist needs to be willing to deviate from the source text to achieve the right effect in the target market. These are different skills. Use a translator for translation work and a native-speaking copywriter or localisation specialist for localisation. Using the wrong person for the job produces mediocre results at best.
Create a style guide and terminology glossary that applies across all language versions. The style guide defines your brand voice — formal or casual, direct or indirect, technical or accessible. The glossary defines how key terms should be handled in each language. For translated content, the glossary ensures consistency. For localised content, the glossary sets boundaries — the local copywriter can adapt the message but must use the agreed terms for product names, brand phrases, and technical specifications. Review localised versions against the glossary before publishing.