Why content localisation is critical for entering local markets
When a company enters an international market, it faces not just a new language, but a completely different cultural environment. Users in Japan, Brazil, and France perceive the same things differently: they have their own habits, expectations, and ways of interacting with the interface. If a website or service is not adapted to local realities, even a good product may go unnoticed.
Localisation is not a cosmetic adjustment, but a tool that directly influences trust, engagement and sales. Research shows that most users are more likely to make purchases if the content is presented in their language and takes local characteristics into account. This is especially important for e-commerce, SaaS products, and online services, where the user experience begins from the first seconds of interaction. A properly localised website is perceived as ‘familiar,’ even if it was created on the other side of the world.
Content localisation: tools and approaches
Localisation involves not only translation, but also comprehensive adaptation of all components of a website or service. It is important to consider language, visual style, forms of communication, and technical details, which can vary significantly from country to country.
Translation with cultural context in mind
Literal translation can be harmful, especially if local idioms, tone of communication and sensitive topics are ignored. For example, advertising slogans that are understandable in one language may cause confusion or even irritation in another. That is why it is better to hire not just translators for text localisation, but native speakers with experience in marketing or UX copywriting. Elements such as polite forms of address, the style of addressing the user (informal or formal), national holidays and even taboos are taken into account. Good language adaptation is when the user does not notice that the website was not originally created for them.
Use of cultural and linguistic domains
The domain name is the first thing a user sees, and it can say a lot about the resource. Regional and language domains such as .cat, .eus, .gal, .bzh, as well as IDN domains (e.g. .рф, 政务.中国) enhance localisation at the perception level. This is especially important when a brand wants to emphasise its connection to the culture of a region or advocates for digital autonomy. This approach helps to:
- increase user trust
- improve the perception of the brand as ‘local’
- enhance SEO through geographical relevance
Using a domain in the native language is not just a technical option, but part of the cultural code of the website.
Localised user interface (UI/UX)
The user experience depends on details that may be invisible to a developer from another country. Date formats, text direction, button placement — it all matters. For example, Arabic requires a right-to-left interface, while vertical text is popular in Japan. Phrase length also needs to be adapted: German words can be longer than English words, which affects the design.
Localised visual content
People notice images and symbols before they start reading text. Therefore, using photos, illustrations, and graphics that are familiar to the audience increases engagement. It is also important to consider preferences in colours, icons, and graphics, which can have different meanings. A non-localised UI can be confusing and cause mistrust.
Visual elements should reflect the style, character, and expectations of a specific region. It is also worth avoiding universal icons — some gestures or symbols have completely different meanings in different countries. For example, on online casino websites, localised visual elements help users navigate more quickly and reinforce the feeling of trustworthiness.
Support for local payments and data formats
Even if a website is translated, the lack of the necessary payment methods can scare users away. Specific solutions are popular in local markets:
- iDEAL in the Netherlands
- Satispay in Italy
- Klarna in Germany
In the iGaming industry, it is particularly important to take local payment habits into account, as the speed and convenience of payment directly affect player engagement. Customers don't want to enter data in unfamiliar formats: a phone number in a different format, a field for a postcode without a hint — and the user leaves the shopping cart. Localisation should include support for local currencies, address formats and delivery options, otherwise conversion rates will remain low.
