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Matinee Blog

Localisation: What to consider when targeting a Foreign Market

If you promote your products or services to people in a foreign market, then your website needs to be a marketing tool that works for ALL of your target audiences. You might choose to direct everyone to one domain, or you might offer various sites or mini-sites to appeal to each market, but don’t rely on a website written for a UK audience to meet the needs of your customers elsewhere.

Here are a few ways that you can encourage conversions and increase your company’s visibility.

Use professional translations

Your overseas website visitors will appreciate the effort you’ve gone to in order to translate information into their native language. It shows that you care, and it makes it easier for them to understand what you offer. Always opt for professional translation services, rather than using a computer translation tool that might not understand context or the intricacies of language – otherwise, you may find that your message takes on a very different meaning.

Don’t forget that any video content will also need to be translated, so make use of the best quality video translation services.  This will give your site a distinct edge over the competition.


International site visitors will expect a consistent customer experience – if you can use their language on your website then you ideally need to be able to use it on the phone, and via email.  A bilingual or multilingual customer service advisor will help greatly.  Many companies opt to outsource this to customer contact centres.

Use relevant imagery

A foreign market is just that – foreign!  If you’re selling your products to consumers who live elsewhere, then be sure the images you use on your website are relevant to them. Show people images that they’ll recognise and be able to identify with.  This is where a company with creative translation services can be of real benefit to you.

Check all cultural references

As well as language barriers, you’ll need to pay attention to cultural differences. Don’t quote TV shows or movies that your international customers are unlikely to have seen in English, and don’t use phrases or jokes that won’t make sense when they’re translated – puns, in particular, are something to watch out for.


Your international customers need to be shown that they matter just as much as those in your home country, so your website should be of the same high quality – wherever it is viewed from.  If you need any help or advice please contact us for more information.