Localization involves adapting the website to the specific culture and language of the target audience. This may include changes to the website’s layout, design, and content to better align with the cultural norms and preferences of the audience. It’s important to work with local experts and conduct research to ensure that the website is culturally appropriate and relevant.

Create a localization kit to guide your project team and help them understand what areas to focus on. Your localization kit can include:

  • A list of languages to be translated. This should include regional specifications as well—the Portuguese spoken in Brazil is different than that in São Tomé and Príncipe.
  • Descriptions of your audience, their particular needs, and how to write for them. For example, USA.gov, the official portal for all things American government, offers guidance on the appropriate voice and tone for government websites (FIG 6.12). This kind of style guide would be great to provide as part of your translation toolkit.
  • A sitemap listing all pages and content that need to be translated.
  • Any existing translation memory, a database that allows translation teams to store and reuse phrases and words that have been previously translated.
  • A detailed description of your timeline. Translators will be able to turn around anywhere from 1,500 to 2,500 words a day, so plan accordingly.
  • Information on your tech stack, including what your site is built on, and login details for the content management system


See the full Cross-Cultural UX Design resource.

Scroll to Top