The decision that is hardest to reverse
URL structure. Everything else can be changed later at moderate cost; changing your language URL scheme after launch means redirecting every page in every language and rebuilding whatever authority they had.
| Structure | Example | Best when |
|---|---|---|
| Subdirectory | site.com/fr/ | Most businesses — simplest, inherits site authority |
| Subdomain | fr.site.com | Genuinely separate operations per market |
| Country domain | site.fr | Strong local presence and budget to build each separately |
For most businesses expanding into two or three languages, subdirectories are the right answer and the cheapest to run.
Machine translation, human translation, or both
Machine translation is now good enough for informational content in major languages, and clearly not good enough for anything persuasive or legal. The sensible split is by page purpose rather than by principle.
- Human translation: homepage, service pages, pricing, legal, anything that sells or commits you
- Machine plus human review: blog and support content, where volume is high and stakes are moderate
- Machine alone: rarely defensible for a business site, and never for anything a customer must rely on
Translated marketing copy that reads as translated undermines the credibility you were trying to build. If budget only covers human work for five pages, translate five pages properly and leave the rest in the original language.
Localisation is more than language
Currency and price formatting, date and address formats, phone number formats and country codes, units, legal and tax wording, and imagery that fits the market. A German page priced in pounds with a UK address reads as an export site, whatever the language.
Also consider what you are legally required to display in each market — company registration details, consumer rights wording, cookie handling — since these vary and are often the thing that gets missed.
The technical essentials
hreflangannotations, correct and reciprocal, including an x-default- One canonical per language version, pointing at itself
- Language switching that goes to the equivalent page, not the homepage
- No automatic redirection by IP — offer, do not force, or you trap the visitor who wants the other version
- Correct
langattributes so screen readers pronounce content properly
The ongoing cost people underestimate
Every content change now happens n times. A new service page in three languages is three translations, three reviews and three publishing steps. Teams that do not plan for this end up with language versions that quietly diverge, which is worse than not having them.
Decide the workflow before launch: who requests translation, who approves it, what the turnaround is, and what happens when the English changes and the French has not caught up yet.
Start narrower than you want to
One additional language, done properly, beats four done badly. Pick the market with the clearest demand, translate the pages that sell, measure enquiries for a quarter, and expand on evidence.
It is also worth checking whether your target market prefers to buy in their own language at all — in some sectors and regions, English-language B2B content is entirely normal and the translation budget would be better spent elsewhere.