6 Key Benefits of Website Localisation

Website localisation goes beyond simple translation by adapting content to meet cultural expectations and preferences. This makes your site feel like a local business and therefore more relevant to users. As a result, they are more likely to engage with your content as it feels familiar and targeted to them. Many people speak some English, but most of the world does not speak English fluently, so offering content in local languages makes your site accessible to a much larger audience. This expanded reach can increase your potential customer base significantly.

• Although 52% of all websites are in English, they only reach 25% of all internet users.
• 72% of brand engagement and 66% of content impressions come from localized pages. This happens even when the local page does not have as many followers as the national page.

When users encounter content in their own language with contextually relevant details (like dates, currency, phrasing, humour, or local trends), they feel more comfortable. This improves their overall experience and can lead to longer site visits and lower bounce rates.

• 44% of internet users in the EU worry that they may miss out on critical information if the content isn’t delivered in their local language.

Studies show that people prefer to buy products and services from websites in their native language. Localisation makes the buying process smoother, leading to higher conversion rates. This is especially important for eCommerce sites, where users may be hesitant to make purchases if they don’t fully understand the product or terms.

• 55% of global consumers only purchase from websites that provide product information in their own language.

Localised websites perform better in local search engine results because they’re more relevant to users searching in their native language. Put simply, if people search in French, the search engines will offer results in French. Website localisation improves your site’s online visibility and drives organic traffic (which in turn means you can save money on advertising).

Find out more: How to calculate Translation ROI

• 50% of all Google queries are in languages other than English
• Localisation can increase search traffic by 47%, boost website visits by 70%, and increase conversion rates by 20%.

Many businesses are still slow to localise. By doing so first, you’re well-positioned to attract early adopters and you can stand out in markets where competitors aren’t yet catering to local shoppers, making it easier to capture market share.

Furthermore, localisation shows users that your brand respects and values their culture, which builds positive brand perception. When a brand takes the time to understand a market’s language and customs, it’s seen as more credible and approachable.

• An app that fails to localise for a local audience can lose up to 13% of users.
• Geo-targeted content can engage an audience 6 times more effectively, compared with posts shared globally.

In some markets, adhering to local regulations may require content adjustments, such as legal disclaimers, terms of service, or product specifications. Localisation ensures that your site is compliant, helping you avoid legal issues and financial penalties.

• In one study, most online shoppers agreed that it is important for the following pages to be in their home language: product descriptions (67%), product reviews (63%), checkout process (63%), and home page (62%).