Website Localisation vs Translation: What’s the Difference?

When businesses take their websites global, one of the first questions they face is whether they should translate their content or go deeper with localisation. These two terms are often used interchangeably, but they are not the same. Understanding the difference is essential if you want your website to resonate with international customers while staying compliant with local regulations.

In this guide, we’ll break down the key differences between website translation and localisation, when to use each approach, and how to decide what’s right for your business.

1. What is Website Translation?

Website translation is the process of converting text from one language into another while keeping the meaning the same. For example, a UK company selling pet care products might translate its website into French so customers in Paris can understand the product descriptions.

• Goal: Make content readable in another language.

• Focus: Accuracy of meaning and terminology.

• Scope: Usually limited to text (pages, blog posts, FAQs).

Example:“Free next-day delivery in the UK” → “Livraison gratuite le lendemain au Royaume-Uni.”

The message is the same, but only the words change — nothing else about the website is adapted.

2. What is Website Localisation?

Website localisation goes beyond translation. It adapts the entire website experience to suit the culture, regulations, and preferences of the target audience.

This can include:

• Adapting currencies (e.g., pounds to euros or dollars).

• Changing date formats (e.g., 18/08/2025 in the UK vs 08/18/2025 in the US).

• Adjusting visuals and colours (some colours have cultural significance).

• Legal compliance (cookie banners, consumer rights, labelling laws).

• Tone of voice (formal vs casual depending on audience).

Example:A “Back to School” promotion in the UK may not resonate in Germany, where the academic calendar differs. Localisation ensures your marketing campaigns are aligned with the customer’s reality.

3. Translation vs Localisation: The Key Differences

Feature	Translation	Localisation
Scope	Words/text only	Words, visuals, design, UX, legal
Goal	Accuracy of meaning	Cultural and functional adaptation
Complexity	Lower	Higher
Time & Cost	Less expensive, quicker	More investment, longer timeframe
Best for	Informational websites, basic content	E-commerce, regulated sectors, marketing campaigns

4. Why Translation Alone Might Not Be Enough

Translation is cost-effective and a great starting point, but it can fall short in key areas:

• Customer experience: Visitors may understand the words but still feel the site isn’t “for them.”

• Conversions: If payment options, units of measurement, or idioms aren’t adapted, people are less likely to buy.

• Legal risks: A translated privacy policy may not comply with local laws.

• When is Website Translation the Right Choice?

Translation works well if your goal is simply to inform or if you’re testing a new market before committing resources.

✅ Best for:

• Blogs and news articles

• Internal resources (staff portals)

• Information-based sites with low regulatory pressure

• When is Website Localisation the Right Choice?

If your website is designed to sell, engage, or build trust, localisation is almost always the better option.

✅ Best for:

• E-commerce platforms

• SaaS and tech companies expanding internationally

• Regulated industries (finance, healthcare, legal, pharmaceuticals)

• Marketing campaigns with cultural references

• The Business Impact of Getting It Right

Research shows that:

• 72% of consumers are more likely to buy a product with information in their own language.

• 56% of people say the ability to obtain information in their own language matters more than price.

This means that localisation isn’t just about compliance… it directly impacts revenue and customer trust.

8. How to Approach Website Localisation

9. Audit your content – What pages need more than translation?

10. Develop glossaries & style guides – Keep terms consistent across markets.

11. Adapt visuals and layout – Check for cultural symbols, spacing, and UX.

12. Check legal requirements – Cookie consent, disclaimers, safety labels.

13. Test with native users – Real feedback ensures you’ve nailed the local feel.

14. Common Mistakes to Avoid

❌ Thinking “translation = localisation.”❌ Using machine translation (e.g., Google Translate) without professional review.❌ Ignoring SEO – translated keywords may not match local search terms.❌ Overlooking regional variations (e.g., Spanish in Spain vs Mexico).❌ Forgetting customer service elements (like helpdesk availability in local hours).

10. FAQs

Q: Can I just use Google Translate to localise my site?No. Google Translate handles text, not culture, layout, or compliance.

Q: Do I need localisation for every market?Not always. If you only want basic information available, translation may be enough. For competitive markets, localisation is worth the investment.

Q: Is localisation a one-time project?No. Regulations, language, and customer expectations evolve and you’ll need updates over time.

11. Conclusion – Choosing the Right Path

The decision between website translation and localisation depends on your goals. If you simply want to make your content understandable, translation works. But if you want to sell, engage, and build trust in international markets, localisation is the smarter investment.

At Tongue Tied, we help UK businesses take the right approach, ensuring websites not only speak the language but also fit the culture.

📧 Email: sales@ttmltd.com📞 Phone: +44 1606 352 527