Entering a new market? Don't just translate your website. Localise it for the people, search behaviour and commercial reality of that market.

Native commercial copy

The standard is native commercial localisation, not literal translation. Meaning, factual accuracy and brand positioning are preserved; phrasing, headings, CTAs, metadata, FAQs and trust messaging are adapted.

• — Reads naturally to a buyer in that market
• — Uses the correct commercial and technical terminology
• — Preserves factual meaning and brand positioning
• — Adds no claims the business cannot support
• — Adapts idioms, headings, CTAs, metadata and FAQs

Where specialist technical terminology is involved, terminology is verified rather than assumed. Machine translation is never allowed to introduce a technical inaccuracy.

URL architecture

The existing estate decides the architecture — subdirectory, subdomain or country domain. No recommendation is made before the current site, hosting, authority and roadmap are understood.

• — Audit of the current architecture and its constraints
• — Subdirectory, subdomain or country domain assessed on merit
• — Natural local-language slugs where they suit the market
• — No awkward literal machine-translated URLs
• — Redirect plan where existing URLs change

Hreflang

Language and country-language variants are declared accurately, with x-default where appropriate, and every relationship is reciprocal.

• — Accurate combinations such as en-GB, de-DE, fr-FR, es-ES, nl-NL
• — x-default where a sensible default exists
• — Reciprocal relationships in both directions
• — No hreflang values pointing at pages that do not exist

Canonicals

A genuine localised page self-canonicalises. Translated pages are not canonicalised back to English simply because the English version existed first.

• — Self-canonical on every genuine localised page
• — Audit for canonical conflicts and duplicate routes
• — Translated duplicates and staging URLs resolved
• — Query variants and language-switcher errors corrected

Same-language internal links

A German page links to German equivalents. A French page links to French equivalents. Dropping a buyer back into English mid-journey undoes the work.

• — Internal links mapped to translated equivalents
• — English fallback only where no equivalent exists, and only deliberately
• — Navigation, related links and CTAs all in-language
• — Route-equivalence map maintained centrally

Language selector

Where a selector exists, it should switch to the equivalent page, not dump every visitor on the translated homepage.

• — Page-to-page equivalence through a central route map
• — Closest logical translated parent or hub where no exact equivalent exists
• — No silent redirects to the homepage

Metadata

Every localised page gets a native title, native meta description, native H1 and a natural heading structure using market terminology — written, not mechanically translated.

• — Native title and meta description
• — Native H1 and logical heading structure
• — Market-appropriate terminology
• — No repetitive template titles

Forms

A localised page with an English form loses the enquiry. Labels, validation, messages, consent language and CTA text are all localised, and enquiries route to the right commercial team.

• — Form labels, validation, success and error messages
• — Consent language and CTA text
• — Country and telephone conventions where appropriate
• — Submission routing where the client architecture supports it

No local office, local address or local phone number is created where none exists.

Trust and proof

Case studies, logos, references, certifications, standards, delivery capability and service coverage are reviewed for what is genuinely usable in that market.

• — Proof selected for local relevance and credibility
• — Certifications and product standards checked against the market
• — Service coverage and delivery capability stated accurately
• — Relevant international or sector proof used where local proof does not exist

If the business has no customers in the target market, the site does not imply that it has.

FAQ localisation

English FAQs are not simply translated. The questions buyers in that market actually need answered are identified first.

• — Delivery, lead times and distribution
• — Support, warranty and technical support
• — Pricing, currency and procurement
• — Standards, compliance and service area
• — Local representation

Only factual answers the client can support are published.

Brand language and buyer language

The client's brand language is preserved. The site also has to use the terminology buyers actually search and understand — and those are not always the same words.

• — Brand terms kept where they carry equity
• — Buyer terms used where buyers search
• — The most commercially sensible wording chosen deliberately, page by page

AI and answer readiness

Localised pages are structured so conversational and AI-driven discovery can read them: direct answers, clear definitions, factual structure, geographic relevance and visible sources.

• — Direct answers to real buyer questions
• — Useful definitions and clear service explanations
• — Geographic relevance stated explicitly
• — Factual structure, proof and source clarity
• — Local terminology used consistently

No promise is made of ChatGPT ranking, AI recommendation or AI citation. The aim is clear, authoritative, locally relevant, machine-readable content.

Technical international SEO

The technical work covers what a localised estate needs to be crawled, understood and indexed correctly — not unlimited development.

• — Indexability, canonicals, hreflang and lang attributes
• — Sitemap, redirects and status codes
• — Internal links, crawl paths and navigation
• — Duplicate pages and URL structure
• — Structured data, mobile and performance checks
• — Robots directives

Where major engineering is required, it is flagged and scoped separately rather than absorbed silently.

Structured data

Relevant schema is reviewed and implemented where it is genuinely valid for the page.

• — Organization, Service, Product where applicable
• — BreadcrumbList
• — FAQPage where the FAQs are real and on-page
• — Article where relevant
• — LocalBusiness only where a genuine local presence exists

No fabricated addresses, offices, reviews, ratings, locations or employees.

Sitemap and indexing

After implementation the localised estate is verified end to end and submitted where access allows.

• — Localised URLs added to the sitemap
• — Obsolete language routes removed where appropriate
• — 200 status, canonicals, hreflang and indexability verified
• — Internal links verified
• — Search Console submission and inspection where client access exists

Indexing is requested, never guaranteed, and never promised as instant.