What should be translated on a website?

Published on 03/01/2024

Nowadays, online presence is crucial for any company seeking to prosper on a global scale. However, the language barrier can hamper this expansion. This is where web translation comes in. It is important to bear in mind that not all elements need to be translated, for example your company name or the name of a product, which is not necessary if they are terms that are understood internationally. In this article, we'll explore the essential elements that need to be translated on a website to ensure effective communication with a diverse audience

Basic textual content

Textual content is at the heart of every website, and translating it is a fundamental step. The main textual content of your website must be translated. For example, titles, product descriptions, service and company information, blog posts and call-to-action (CTA) button texts are all essential elements to be translated into the target language.

If your website also features fill-in forms, they must also be translated so that they can be understood and filled in correctly by all users. The same applies to important documents such as general terms and conditions and the confidentiality policy.

Example: An online retailer that translates its product descriptions and adapts its order forms into the language of its potential customers can significantly increase its international sales.

Cultural adaptation for effective communication

Translating a website involves more than simply replacing words from one language to another. Cultural adaptation is crucial to effective communication. Translation agencies, with their teams of native translators, are able to take cultural nuances into account. They ensure that a company's message resonates appropriately with local sensitivities.

Cultural adaptation goes beyond words. It also involves understanding social norms, values and cultural preferences. A successful translation must be in tune with the culture of the target audience to establish an authentic connection.

Example: The translation of an advertising slogan may require creative adaptation to reflect puns or cultural references specific to the target region, thus reinforcing the message's impact.

Visual elements: images, graphics and videos

Visual elements play a key role in the user experience on a website. Images, graphics and videos all help to convey the message in a more engaging way. Translating these visual elements is just as important as translating the text. The same applies to the menus and browsing options, making it possible for users to quickly find the information they are looking for.

Professional translators understand this need and are equipped to manage the translation of visual elements, in particular through the use of specialised software. 

Example: A tourism company translates not only the text of its travel offers, but also the images of destinations to generate enthusiasm and understanding among an international audience.

SEO: a crucial aspect of website translation

In a world where online visibility is synonymous with success, search engine optimisation (SEO) cannot be neglected. It's important to understand the importance of maintaining good SEO rankings in different languages.

The translation must take into account relevant keywords in the target language, effective meta tags and link structure. This will ensure that the website is as visible in one language as it is in another, maximising its potential on international markets. Translation companies specialising in marketing are recommended for SEO optimisation.

Example: By integrating relevant local keywords, a company can improve its visibility in search results specific to each market, generating qualified traffic.

Coherence across languages

Maintaining coherence across different languages is a major challenge when translating websites. Translation agencies use advanced tools such as translation memories to ensure consistent terminology. This creates a consistent user experience, reinforcing the brand's credibility and recognition on a global scale.

Example: By using translation memories, a company can ensure that the specific term used to describe a key feature of its product remains consistent in all languages, ensuring a unified understanding and reinforcing the reliability of the product on international markets.


In conclusion, whether you want to expand your global presence, attract new customers or simply offer an exceptional user experience, translating your website is a strategic investment. By working with translation professionals, you can be sure that your online presence will make your company a major player on the world stage. Translation agencies are valuable partners, offering comprehensive solutions to ensure that your message successfully reaches diverse audiences around the world.

Emeline PADIEU's picture
Emeline PADIEU

Emeline holds a Master's degree in Applied Foreign Languages, specialising in International Management and International Trade Techniques. She completed her end-of-studies internship at AbroadLink Translations and now works there as a sales and marketing assistant

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