Translating a website into another language is the last step in preparing for a new market, not the first. Before that, it's worth checking whether the positioning even works for the new audience.
What convinces a client in Ukraine doesn't always sound just as convincing to a client in Poland, Germany or the US — different expectations, different competition, a different level of trust in an unfamiliar brand.
Localisation isn't a word-for-word translation — it's adapting meaning: examples, pricing, trust signals, and even page structure.
What to check before launch
- Are the examples and case studies relevant to the new audience, or are local ones needed
- Is pricing shown in the currency and format the market expects
- Is there a trust signal this specific audience recognises (reviews, certifications, partners)
- Are contact methods adapted to the market's habits (email, phone, messengers)
Common localisation mistakes
- Word-for-word translation of idioms and set phrases
- Identical page structure for completely different markets
- Prices in an unfamiliar currency with no explanation
- No local contact method or time zone shown in the contacts
Before translating, it's worth testing the positioning on at least a few people from the new audience — that's cheaper and faster than reworking a website that's already been built in another language.