Many Polish entrepreneurs would like to enter international markets. In today’s Europe without borders it is much easier to achieve. The easier it is to enter foreign markets, the stronger the competition will be as well. Especially at the beginning, companies find it hard to establish themselves on a new, foreign market. How to raise your chances of getting noticed on the foreign market? Localize your website, which, in other words, means adapting it to the language of the country you want to operate in.

There’s much more to professional website localization than just standard translation offered by all translation agencies. Localizing is about tailoring the language used in your translation to a specific audience (that is your potential clients). In other words, if we want to attract customers in Austria we need to use such words and expressions that are commonly used by the citizens of this country.


An important aspect of website localization is not just grammatical correctness, but mainly adapting the content to the language spoken in a given country on a daily basis. It’s especially significant when it comes to search engines. People tend to start searching by typing more colloquial phrases such as “cheap hotels” instead of “low-cost accommodation”, although both phrases are obviously correct. Choosing proper vocabulary is a characteristic feature of a website localization done right.

Adapting a website to many different languages, not only English, will definitely pay off. English still remains the most popular language among Europeans, but for example a Norwegian, despite being fluent in English, is more likely to use a Norwegian search engine in the first place and look for goods and services that they need in their mother tongue first. Same applies to any other nationality and we may all probably confirm this fact.

It is necessary that we remember that the localization process needs to be completed by a native speaker of a given language. Only native speakers are fully capable of choosing the right vocabulary, i.e.that used bythe citizens of a given country on a daily basis, so that all expressions sound natural. It is equally important that we cooperate with a person acquainted with the terminology specific to a website in order to convey the original meaning of the website content.

Website localization is certainly worth considering, especially if we take into account the benefits it may bring. Website localization should be perceived as an investment in the future of your company that will soon pay off. Moreover, it’s just a one-off payment – after that we have a website that constantly attracts new clients, and therefore brings profit. Looking at website localization from this perspective, it is definitely a great value for money.