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<\/p>\n\n\n\nA translated site is not a localised site. Translation deals with sentences; localisation deals with everything else: date and currency formats, examples, visuals, cultural references, payment methods, the expected tone. It is the difference between a site you understand and a site you recognise yourself in. And that difference shows up in revenue. This guide explains what localisation really covers, the elements to adapt, the traps to avoid, and how to proceed without spreading yourself thin.<\/p>\n\n\n\n
Localisation adapts content not only to a language, but to a cultural and practical context. A price shown in the wrong currency, a date in the wrong format, an example that means nothing on the target market: all small signals telling the visitor “this site was not designed for you.”<\/p>\n\n\n\n
The stakes are commercial, not cosmetic. According to CSA Research, 76% of consumers prefer to buy in their own language and 40% never buy on a site in another language (verified 15 June 2026). Localisation pushes that logic further than translation: it does not just speak the language, it adopts the market’s codes.<\/p>\n\n\n\n
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Not everything needs adapting everywhere. Useful localisation chooses what matters for the target market, it does not mechanically translate every pixel.<\/p>\n\n\n\n
Three mistakes keep coming back. Machine translation left visible, which discredits everything else, however polished the technology. Forgetting local formats, which turns a fine site into manifestly imported content. And half-done localisation, where the home page is adapted but the conversion funnel stays in the source language, which is exactly where you lose the customer.<\/p>\n\n\n\n
The brief before the brief.<\/strong> Before localising, ask yourself who guarantees native quality on each market. If the answer is “a translation tool,” the localisation is already compromised. A market is localised with someone who knows it from the inside, or it is not localised.<\/p>\n\n\n\n The discipline holds in one word: sequence. You choose the priority market, localise it fully, from the home page to the payment, measure, then move to the next. Covering three markets halfway returns less than covering one properly.<\/p>\n\n\n\n Are localisation and translation the same thing?<\/strong> No. Translation adapts the words; localisation also adapts formats, examples, visuals, payments and tone to a market. Translation is one part of localisation.<\/p>\n\n\n\n What should you localise on a site?<\/strong> The language in native quality, local formats, examples and references, visuals, payment and contact methods, and register. You adapt what matters for the market, not mechanically everything.<\/p>\n\n\n\n What is the most frequent mistake?<\/strong> Localising halfway: adapting the storefront but leaving the conversion funnel in the source language. That is losing the customer exactly where they were about to act.<\/p>\n\n\n\n Can you localise with machine translation?<\/strong> As an internal starting point, yes; as published content, no. Visible machine translation discredits everything around it. Native review is non-negotiable.<\/p>\n\n\n\n Which market should you start with?<\/strong> The one where demand is most likely. You localise it fully, measure, then replicate. Sequencing beats dispersion.<\/p>\n\n\n\n Localising a site is not translating it, it is making it familiar to a market: its language, its formats, its references, its habits. Choose a market, localise it entirely, measure, replicate. And demand native quality everywhere, above all in the conversion funnel.<\/p>\n\n\n\n The first step: we frame your priority market and everything that needs adapting in it during a working session, then localise end to end with native reviewers.<\/p>\n\n\n\nHow to proceed, market by market<\/h2>\n\n\n\n
FAQ: web content localisation<\/h2>\n\n\n\n
Before you request a quote<\/h2>\n\n\n\n