Multilingual websites: how to reach customers across Europe

Selling across Europe means selling in many languages. Many people are happy to browse in English, but most still prefer to buy in their own language, and search engines show local-language pages to local searchers. A second or third language can open a whole new market, if it is done properly.

Which languages to start with

• Look at where your current customers, enquiries and website visitors come from.
• Start with one or two languages where you already see demand.
• Add a language only when you can answer customers in it, or have a clear plan for how you will.
• Remember that some countries have several languages: Belgium, Switzerland and Luxembourg among them.

Translation quality matters

Machine translation has become very good, and it is a fine starting point. But a page that reads slightly wrong costs trust, especially for prices, legal text and anything a customer pays for. Have a native speaker review at least your homepage, service pages, checkout and contact pages.

Do it in a way Google understands

• Give each language its own address, such as /de/ or /fr/, not text that switches by script.
• Add hreflang tags so search engines know which page is the version for which language.
• Translate the page titles and descriptions, not just the visible text.
• List every language version in your sitemap.
• Never force visitors into a language based on their location; suggest it and let them switch.

Common mistakes

• Translating the menu but leaving buttons, forms and emails in English.
• Prices or VAT text that don't match the customer's country.
• Phone numbers, dates and currency in the wrong format.
• A language switcher hidden at the bottom of the page.
• Forgetting to test every language on a phone before launch.

Keep it maintainable

Every new page now has to exist in every language. Keep the number of pages small, store texts in one place so translations stay in sync, and update all languages together. A smaller site in three good languages beats a large site in five half-translated ones.