When Global Isn’t Enough 
English is often seen as the universal language of business. Many companies translate websites, product catalogues, emails or manuals into English – sometimes as the first and only language.
It sounds logical. But a closer look reveals that "just English" won’t reach everyone.
In fact, language can be the very thing that decides the success – or failure – of your communication abroad.
Translation ≠ Localization 
It’s not just that Czechs want Czech, Germans German, or Hungarians Hungarian.
It’s about the language your customer thinks in when making decisions – and the language in which your brand feels trustworthy, clear and relatable.
That’s why localization – adapting content to the language and cultural expectations of your audience – matters more than ever.
A translated text without proper context may feel foreign or flat.
But well-localized content feels like it was written specifically for that market. And that makes a difference.
How to choose the right language?
1. Where are your customers located?
Expanding into Austria? German is a must. Targeting Slovakia, Poland or Hungary? Go with the local language.
English may work as support, but rarely as the main option.
If your customer doesn’t feel “at home” on your website, they’ll leave.
2. Who are you selling to?
In B2B, English might be acceptable – especially for international buyers or technical industries.
In B2C, however, emotions, tone and trust matter more – and that’s nearly impossible to achieve without the native language.
3. What exactly are you offering?
Some products require localization by default – like software, mobile apps, e-shops or technical documents.
With others, it depends on your goals: do you want visibility, or conversions?
Localized content has higher conversion rates and a better user experience.
4. What’s your competition doing?
If your competitors are already communicating in the local language and you’re not, you’re at a disadvantage.
But if you localize before they do, you’re one step ahead.
Language strategy isn’t “nice to have” 
Localization isn’t just an extra cost. It’s an investment in relevance and trust.
Surveys show that 75% of customers prefer buying from websites in their native language – even if they understand English. And 60% wouldn’t consider a purchase without localization.
Your language choices impact not only the user experience but also business results.
One language? Start smart 
You don’t need ten languages right away. Start where it makes the most impact – and expand from there.
What matters is quality and consistency: each version should feel complete and professional.
Not sure where to start? We’ll help you choose the best language strategy for your business.
To sum it up
Choosing a language isn’t just a translation decision. It’s a strategic move that shapes trust, relationships and commercial success.
Let your content speak the language your customers understand – truly.
translation text translation English translation language versions website localization
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