Getting Started with Multilingual Websites: What You Need to Know

In a global digital landscape, a website that speaks only one language is like a storefront with a single unlocked door—welcoming only to a select few. As businesses look to expand across borders and reach broader audiences, building a multilingual website has evolved from a luxury to a strategic necessity.

However, going multilingual isn’t as simple as translating text. It requires thoughtful planning, technical alignment, and a deep understanding of your target users. This article introduces the essential concepts behind multilingual websites, explains the difference between translation and localization, and offers actionable guidance on how to get started—along with a real-world example of how adding new languages made a measurable business impact.

Why Go Multilingual?

Whether you're a small business targeting international tourists, an e-commerce brand entering new markets, or a non-profit seeking broader outreach, a multilingual website opens the door to:

• Greater audience reach
  
  

• Improved trust and engagement with non-native speakers
  
  

• Higher conversion rates in international markets
  
  

• SEO visibility in different languages and regions
  
  

• A more inclusive user experience
  
  

The first and most important step is understanding what going multilingual really involves.

Multilingual Website vs. Translated Website

The term “multilingual website” often gets used interchangeably with “translated website,” but they’re not quite the same. There’s a deeper distinction between translation and localization—two critical components of a successful multilingual experience.

Translation

Translation is the direct conversion of content from one language to another. It focuses on accuracy—making sure the meaning of the source text is preserved in the target language.

For example, translating a sentence like “Book your trip now” into Japanese is a straightforward task. Tools like Google Translate, DeepL, or even built-in AI models can assist with this at scale.

When translation is enough:

• Product descriptions
  
  

• Instructional text
  
  

• Informational blog posts
  
  

• Frequently Asked Questions (FAQs)
  
  

Localization

Localization goes beyond translation. It adapts content to a specific culture, including the tone, imagery, date formats, currencies, colloquialisms, and even user interface (UI) preferences.

For example, in Japan, it's common to use honorifics and formal tones in marketing materials, whereas Korean consumers might expect a more casual or friendly tone depending on the product type.

Localization considers:

• Language nuance and tone
  
  

• Visual preferences
  
  

• User behavior patterns
  
  

• Regulatory and legal norms
  
  

• Interface layout (e.g., right-to-left languages like Arabic or Hebrew)
  
  

Bottom line:
Translation makes your content understandable.
Localization makes it feel native.

For most global-facing websites, combining both strategies is necessary for effective communication and engagement.

Planning a Multilingual Website: Key Considerations

Before you dive into building additional language versions, you need a strategic plan. Below are some important factors to consider:

1. Identify the Right Languages

Start by analyzing your current audience. Use tools like:

• Google Analytics – to see which countries and languages visitors are coming from.
  
  

• Customer feedback or surveys – to understand user language preferences.
  
  

• Market expansion goals – based on your business strategy.
  
  

Tip: Start with one or two high-priority languages before scaling up.

2. Choose a URL Structure

Your URL structure affects both SEO and user experience. There are three main options:

• Subdomains (e.g., fr.example.com)
  
  

• Subdirectories (e.g., example.com/fr/)
  
  

• URL parameters (e.g., example.com?lang=fr)
  
  

Subdirectories are usually the most SEO-friendly, while subdomains offer clearer separation for large-scale content differences. URL parameters are the easiest to implement but least preferred for SEO.

3. Select the Right Tools

If you’re using a Content Management System (CMS) like WordPress, Drupal, or Joomla, there are plugins and modules that support multilingual content:

• WordPress: WPML, Polylang, TranslatePress

• Drupal: Built-in multilingual modules

• Shopify: Translate & Adapt app
  
  

For custom development, make sure your platform can handle language routing, text direction, and localized content fields.

4. Plan for Ongoing Content Management

A multilingual website isn’t a one-time effort—it’s a long-term commitment. You’ll need to:

• Maintain consistent updates across languages

• Set up a workflow between content creators, translators, and reviewers

• Track and test new languages for performance, SEO, and usability
  
  

Consider using a translation management system (TMS) like Lokalise, Crowdin, or Smartling if you work with multiple contributors.

Real-World Example: Multilingual Travel Platform in Southeast Asia

A Southeast Asian travel company saw an opportunity to expand its market beyond English-speaking tourists. Despite having a well-designed website in English and Thai, analytics revealed a growing number of visits from Japan and South Korea—particularly from users using mobile devices.

What they did:

• Added full Japanese and Korean language support
  
  

• Localized not just the copy, but also booking buttons, payment flows, and currency formats
  
  

• Adjusted the tone of content based on cultural expectations in each market
  
  

• Optimized SEO with language-specific keywords and meta tags
  
  

• Offered customer support in each language via chat and email
  
  

What happened next:

Within three months:

• Foreign bookings increased by more than 30%
  
  

• Time on site grew for Japanese and Korean visitors
  
  

• Fewer inquiries were made to customer service, indicating a smoother user experience
  
  

• Their brand visibility improved significantly on local search engines and review platforms
  
  

This hybrid approach—using a blend of translation, localization, and performance tracking—allowed them to grow rapidly in new markets without reinventing their core platform.

Final Thoughts

Building a multilingual website is more than flipping a switch—it’s a commitment to serving a broader, more diverse audience with clarity and respect. While translation gets your foot in the door, localization is what builds lasting relationships and credibility.

Start small, choose the right languages based on real data, plan your infrastructure, and always keep the user’s cultural context in mind.

If done thoughtfully, a multilingual website can unlock new markets, strengthen your brand globally, and drive meaningful business growth.