Multilingual websites: how to make an impact in every market
Translation is not enough. How to plan a website for several countries and languages so that Google assigns it correctly and your customers feel at home.
A website in three languages is quickly built. A website that sells in three markets needs more care. Details make the difference: the structure, the language of your customers and the signals you send to Google.
Language is not the same as market
German in Zurich sounds different from German in Hamburg. Swiss readers expect prices in francs and familiar terms. British English differs from American English in spelling and tone. French for Geneva is not automatically French for Paris.
Plan by target audience. The central question is: whom do you want to reach, and where? The answer tells you whether one English version for everyone is enough or whether you need separate versions for the UK and the US.
Choosing the right structure
There are three proven ways to structure the addresses of your language versions:
- Subfolders such as itrox.agency/en/. Simple, affordable and the best choice for most companies, because all versions benefit from the strength of a single domain.
- Country domains such as .de or .fr. They feel very trustworthy locally, but require more effort in maintenance and SEO.
- Subdomains such as en.example.ch. Technically clean, but rarely better than subfolders.
What Google needs to know
For Google to show each person the right version, every page needs hreflang tags. They tell the search engine: this page also exists in English, here it is. They are complemented by a default version with the value x-default for everyone whose language you do not offer.
Translated page titles, descriptions and URLs are just as important. An English page at /en/leistungen/ wastes potential. At /en/services/ it gets found.
Translate or rewrite?
Good copy is adapted for each market. Professionals call this localisation. It includes:
- keywords that people actually use in the target market
- examples, references and images your customers can identify with
- currencies, date formats, phone numbers and legal details
- the right tone, from formal to relaxed
Our tip for getting started
Start with the markets that already bring revenue today. One perfectly executed second language makes a stronger impression than five half-finished ones. We plan multilingual websites from the outset so that more languages can be added later without a rebuild. Find out more under web design & development and search engine optimisation.
Frequently asked questions
Do I need a separate domain for each country?
Not necessarily. For most companies, one domain with subfolders such as /de/, /en/ and /fr/ is the best choice. It pools the strength of your domain and stays easy to maintain.
Can I create the copy with a translation tool?
As a draft, yes. Before publishing, every language version should be reviewed by someone who knows the language and the market. Customers notice immediately whether a text was written for them.
Should the website automatically redirect visitors to their language?
Better not. Automatic redirects based on location annoy travellers and can stop Google from finding all versions. A clearly visible language switcher is the more elegant solution.