Gengo website localization

Gengo makes the process of website localization simple, with affordable rates, expert native-speaking translators and a cutting edge translation platform. Open up new markets and grow internationally with our website localization services.

Gengo enables thousands of companies, big and small, to fuel their global growth with cost-effective professional translation services.

What is website localization?

Localization, sometimes written as L10n, is the process of adapting the language, appearance and functionality of a website for foreign language markets. The end goal of localization is a website that:

  • Takes linguistic, cultural and technical differences into consideration
  • Doesn’t change the original intent of the source text
  • Reads and feels like it was originally written in the target language

A website localization project may at first appear daunting, but the end result – a website open to millions of potential new customers – is key to the long-term growth of any business.

What is the difference between translation and localization?

Despite often being used interchangeably, there is a clear difference between website translation and the process of website localization.

  • Website translation involves converting content into a different language through the simple substitution of words.
  • Website localization is a more holistic process in which web content is adapted for consumption by a specific audience. This typically involves translation, as well as formatting and usability alterations and a consideration of particular cultural likes and dislikes.

Why localize your website?

Increase your reach

Localizing the content of your website expands your brand’s global reach. By adding additional language support, you’re opening up your business to completely new markets and millions of new customers.

Improve user experience

Making a good first impression is critical, especially when dealing with international customers. Everyone prefers to read their native language, meaning localization will help to catch and keep the attention of new customers. Website localization ensures that visitors have a positive first experience with your brand.

Reduce your risk

Having a fully localized website helps establish your brand’s credibility in your target markets. Quality multilingual content effectively reduces any customer misunderstandings and misrepresentation of your brand overseas.

Grow global sales

The ultimate goal of website localization is to increase sales. When done right, the return on investment for website localization is huge. A solid international strategy, in conjunction with a translation partner you trust, can make all the difference.

Global trends in internet usage

To fully understand why website localization is so important for any business, it helps to take a look at exactly how the world uses the internet. Of the 4 billion daily users of the internet, for example, only 25 percent are English speakers and over half of all Google searches are in a language other than English.

What’s more, according to market research studies, a massive 85 percent of internet users will not purchase a product if they cannot first read about it in their native tongue and 56 percent of people say that localized product information is a more important factor than price.

What’s clear is that an exclusive focus on English-speaking customers is limiting for a business. To grow internationally and penetrate all new markets, website localization is key.

The website localization process

Phase 1: Project preparation

Your website localization strategy requires meticulous planning to ensure your project goes off without a hitch. After defining your business needs and target languages, your language service provider (LSP) will work with you to create a detailed project plan and workflow that guarantees completion according to your specifications and expectations.

Typical steps in the project preparation phase involve:

  • Extraction of all relevant translatable text
  • Estimation of word counts, costs and turnaround times
  • Term glossary and style guide development
  • Creation of a company-specific translation memory (TM) to store all translated content

Phase 2: Project execution

The actual translation stage of a website localization project begins once proper guidelines have been established. In the execution phase, the content is distributed to a group of native speaker translators who are briefed on the particularities of the project. The fully-qualified professional linguists will translate your content according to your instructions and guidelines, after which, a second group of reviewers will edit all translated text to ensure that it is contextually and culturally appropriate for its intended audience.

Phase 3: Post localization QA

Once all translated content has been approved, files should be reviewed and tested. At this stage, linguistic and functional quality assurance (QA) are essential to conduct prior to launch.

  • Linguistic quality testing involves double checking the consistency, style and fluency of your localized website. This step verifies that every aspect is translated in a linguistically and culturally appropriate manner.
  • Functional testing and verification makes sure the multilingual version of your site looks and behaves how it should.

Gengo’s website localization services

Gengo’s localization services makes it easy for your business to enter international markets quickly and at scale, without breaking the bank. Whether you run an e-commerce storefront, travel booking site or multimedia publishing company, Gengo has custom-tailored translation solutions to quickly and easily localize your content for global markets.

Professional human translation

Gengo isn’t your average translation agency. With over 21,000 translators in almost every country on earth working on our sophisticated crowd platform, you’ll receive high quality human translation at just a fraction of the usual price. We’ll take care of the full translation of your website, as well as work with your team to ensure it works exactly as required for your target locales.

Translation management system (TMS)

A translation management system (TMS) is a tool that automates much of the translation process. The platform provides a clear overview of all of your content via customizable dashboards and reports, allowing you to follow the process each step of the way. Additionally, you’ll be able to bundle and manage orders from within the TMS, keeping track of all project statuses.

To make the website localization process as simple as possible, we work with a number of partners that provide solutions to easily translate your website using Gengo’s human translation. Partners include: Transifex, PhraseApp, CrowdIn, Localize, Bablic and many more.
Contact us to find out more about our partners.

Localization project management

At Gengo, our team of localization project managers work behind the scenes to guarantee every aspect of your project is completed efficiently and with high accuracy. No matter the project type, size or urgency, we’ll create custom timelines, translator teams and website localization tools to meet your exact project needs.

Translation API

Already have a translation management system and need a platform to plug into it? With over 21,000 translators working in all major languages, integrating with Gengo’s translation API puts professional human translation directly at your fingertips. Within seconds, jobs can be sent via to Gengo’s translator team, who complete work quickly and at high quality.

Website localization languages

Gengo can provide localization services into all major world languages. Whether you’re looking to enter the ever-expanding Chinese market, the emerging markets of South America or the established markets of Europe, our network of expert native speaker translators are here to help, every step of the way.

All of our translators are continually evaluated for quality and consistency, meaning you can rest assured knowing you’ll receive the highest quality translation possible.

Find out more about Gengo’s language options for website localization.

Price perfect

Choose between two different levels of quality and pricing to match your website localization needs. All translators have been pre-tested for each level to ensure high quality translations.

From $0.06 /word
Accurate translation of your text by a native speaker. Price perfect to expand your business to new markets.
From $0.12 /word
Professional translation for formal business use. Detailed attention to tone, subject, and meaning.

Trusted by global companies

I’ve been impressed with the quality and speed of the translations that Gengo delivers.
Jeff Chin, Product Manager at Google
Website localization for BuzzFeed
TripAdvisor website localizing
The Huffington Post website localization
Localizing for Eventbrite
Vestiaire Collective localization
Website localization for Esty


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