Introduction
Taking your brand global can feel like stepping into new territory. How do you reach international audiences without losing your voice? That question guided a recent Marketing Meetup webinar with Elizabeth, Head of Brand and Content at Weglot, the website translation tool helping businesses localise their online presence.
Drawing on more than a decade in marketing, Elizabeth explained how localisation goes far beyond language. It’s about meaning, trust and tone. Below, we explore her practical lessons on website localisation for international marketing, showing how to expand globally without becoming generic.
Here is a summary of the main insights from the discussion. We’ve used an AI helper to write this with us, so please excuse any pesky errors 🙂
Table of Contents
- Why Website Localisation Matters for International Marketing
- How Weglot Balances Translation and Localisation
- Choosing Which Content to Localise
- Building Trust Through Localised Content
- Scaling Localisation Without a Large Budget
- Combining AI and Human Expertise for Multilingual Content
- Conclusion
Why Website Localisation Matters for International Marketing
Only around 18 to 20 percent of the world’s population speaks English as a first language. That means most potential customers could be encountering your brand in a second language, or not engaging at all.
Elizabeth began by distinguishing between a brand’s voice and tone. Your voice should remain consistent across every market, but your tone must adapt. The jokes, idioms and informal phrases that work in one country might not translate well in another.
Weglot found that humour and style which appealed to English-speaking audiences did not always work in France or Germany. What connects across cultures is authenticity. To maintain this, the team created detailed brand guidelines for each market. These included tone of voice, levels of formality and examples of preferred writing styles.
Their guidelines live on a Notion board that everyone can reference. For example, German audiences appreciate structured lists and clear information, while French audiences often respond to a more conversational tone. Treating each market with the same care as your home market, Elizabeth said, is essential for building trust.
How Weglot Balances Translation and Localisation
Website translation and content localisation are not the same thing. Translation converts language, while localisation communicates intent and emotion.
At first, Weglot relied on professional translators. The results were accurate but lacked personality. The copy felt flat and mechanical. The turning point came when they started working with SEO writers based in each target market. These writers understood how people actually search, read and react to content.
Direct keyword translations often fail because search intent varies between languages. A keyword that performs well in the UK might not even exist in Spain or Germany. Native SEO writers helped Weglot tailor their content to local search behaviour while preserving the brand’s tone.
Choosing Which Content to Localise
With their website available in more than 15 languages, Weglot had to prioritise. They focused on four key markets: French, German, Spanish and Dutch. These were chosen based on existing audience data and demand.
Instead of translating everything, they began with 30 important URLs, including landing pages and top-performing blog posts. They expanded gradually, testing what resonated before scaling further.
Elizabeth explained that AI translation is still useful for factual or functional content, such as FAQs or terms and conditions, where tone is less important. Using AI for these pages allowed the team to focus human effort on more creative and persuasive content.
Building Trust Through Localised Content
Localisation is as much about trust as it is about language. When users encounter clumsy or automated translations, confidence drops.
Elizabeth described localisation as a mark of respect. “If you show customers that you value them enough to speak their language, you earn their trust.” That respect leads to better engagement, higher conversions and stronger brand reputation.
Even small touches, such as translating onboarding emails or social media captions, can help audiences feel recognised. For SaaS companies, eCommerce brands and service providers, website localisation signals professionalism and care.
Scaling Localisation Without a Large Budget
For small marketing teams, localisation can feel overwhelming. Elizabeth advised starting small, testing your approach and scaling up gradually. Work with local freelancers or partners, create clear internal guidelines and record your learnings as you go.
Focus first on pages that drive conversions or attract organic traffic. Once you have a repeatable structure, you can apply it to new markets without starting from scratch. This method keeps localisation manageable and consistent.
Combining AI and Human Expertise for Multilingual Content
Looking ahead, Elizabeth believes the strongest localisation strategies will combine AI translation with human creativity. AI provides speed and efficiency, while human editors bring empathy and cultural understanding. Together they can produce content that feels both accurate and authentic.
She also encouraged marketers to see localisation not as a luxury but as a growth strategy. As consumers increasingly buy from international brands, those who localise early gain an advantage in visibility, trust and long-term loyalty.
Conclusion
Website localisation for international marketing is not just about converting words from one language to another. It is about empathy, consistency and connection.
Elizabeth’s advice can be summarised in three steps:
- Create clear brand guidelines and keep them updated.
- Combine AI efficiency with human cultural insight.
- Start with high-impact content and grow steadily.
When done well, localisation makes your brand feel familiar in every culture and language. It turns translation into connection and international reach into lasting trust.