Expanding your digital reach: a comprehensive guide to website internationalization

A guide to website internationalization

Engaging with the global marketplace has become a crucial strategy for businesses aiming for growth and expansion. This global reach is facilitated significantly by ensuring your online presence communicates effectively with a diverse set of users, a process known as website internationalization.

Website internationalization, at its core, involves tailoring your website content to resonate with the cultural and societal nuances of the targeted foreign market. This process, while elaborate and resource-intensive, is crucial to effective communication with your potential clientele.

This article explores the concept of internationalization, how it transcends mere translation, the practical steps to internationalize your website, and how to attract and convert traffic effectively.

Translation VS. Internationalization

The world of website globalization revolves around two key concepts: translation and internationalization. Both play vital roles in expanding a brand’s global reach, but they serve different functions and shouldn't be mistaken as interchangeable.


  • Translation fundamentally involves replicating content from one language to another. This process focuses on the linguistic aspect, where words, phrases, and sentences are converted to a different language while preserving the original meaning as closely as possible.

  • The primary goal of translation is to facilitate comprehension of content for speakers of another language.

  • While translation can communicate the general theme of the content, it might not capture the cultural nuances, subtleties, and idioms specific to certain regions or communities. This could result in content that, while accurate linguistically, feels foreign or out of place to the target audience.


  • Internationalization, often abbreviated as i18n (as there are 18 letters between the first 'i' and the last 'n' in internationalization), is a more comprehensive process that goes beyond the scope of translation.

  • The focus of internationalization is to embed cultural adaptation into the content. It aims to customize the message so it resonates deeply with the cultural, social, and legal context of the target market.

  • Internationalization encompasses not only the translation of textual content but also the adaptation of other forms of media such as videos, images, and audio. It also includes modifying elements like date and time formats, measurement units, and currencies to match local usage.

  • It involves strategic planning from the initial stages of product design and development to ensure that the website can be easily adapted to various languages and regions without the need for extensive redesign.

The power of a multilingual website

  • A multilingual website stands as a powerful testament to a company's commitment to nurturing international relationships. It showcases a brand's foresight, adaptability, and dedication to facilitating seamless communication with partners, clients, and customers across different geographical and language barriers.

  • Multilingual websites open the doors to global markets, indicating the brand's readiness to embrace diversity and cultural differences. This not only widens the brand's global reach but also enhances its reputation as a globally conscious and customer-centric organization.

  • It sends a clear message to your overseas audience that you value their culture and are ready to serve them in a manner that respects their language and customs. This has the potential to significantly enhance trust, engagement, and ultimately customer loyalty in the international arena.

In essence, while translation lays the foundation for cross-language communication, internationalization builds upon this foundation, embedding cultural sensitivities and regional preferences into the fabric of your digital presence. It's about creating a user experience that feels local, regardless of where your users are.

Phases of effective website internationalization

Internationalizing your website is a step-by-step procedure. Here are the crucial phases:

1. Understanding the target audience

Market research forms the bedrock of any successful internationalization strategy. Comprehending the cultural aspects, consumer behavior, prevalent advertising strategies, and relevant SEO keywords of your target audience is key at this stage. Collaboration with local experts can yield valuable insights into the specific characteristics of the region.

2. Adapting content

Before you delve into internationalization, identify the key sections of your website that need adaptation, including often overlooked areas like technical instructions and FAQs. Collaborating with native speakers for text adaptation can mitigate risks of poor translation quality when penetrating a new market. Translation tools such as Nitro can be employed for this task. They not only expedite the process but also ensure high-quality translation, saving time and money.

3. Modifying additional elements

Visual adaptation, which includes adjusting color themes, fonts, and imagery, is a significant part of internationalization. It may entail tasks like translation, layout changes, design modification, voiceovers, and subtitling. Differences in text length between languages may require modifications like resizing buttons and windows. Adjustments might also be necessary for the layout if the text direction differs from the original website. Remember to localize date and time formats, currencies, units of measure, and address and phone number formats.

4. Refining SEO tactics

SEO strategy needs to consider the unique search habits of internet users in different countries. Misguided keywords might result in your website ranking low in search results, rendering it invisible to your target audience. Therefore, researching successful competitors' SEO strategies can provide important keyword insights for different search engines.

5. Testing internationalization

The final phase involves identifying and correcting any overlooked untranslated text, broken links, or non-optimized elements. Comprehensive reviews of all sections ensure that the adaptations, including those made for currencies and units of measure, are accurate and effective.

Implementing website internationalization

Website internationalization can be achieved through a variety of methods, including DIY, third-party services, or online translation engines, each with their own pros and cons.

Professional service providers

Agencies such as Alconost provide comprehensive internationalization services, making them an excellent choice for businesses venturing into new markets or lacking their own internationalization team.

Online translation tools

While these tools are quick and convenient, they are better suited for quick translations rather than extensive website internationalization. Relying solely on them may risk misinterpretations and loss of cultural nuance.


Although cost-effective, using freelancers can carry its own risks like missed deadlines, inconsistent quality, or confidentiality breaches. Coordinating with multiple freelancers can also lead to communication issues.


An effectively internationalized website is a powerful tool to boost site traffic, broaden your audience base, and gain a competitive edge over competitors limited to local markets. As you explore ways to cater to various local markets, seek out solutions that offer accurate and authentic translation, along with internationalization services to attract and convert more customers.