Start with audience needs
Use customer conversations, support requests and available audience data to decide which languages matter. Do not add a language simply because a translation tool makes it easy. Identify the pages that support a complete task in that language, including contact instructions and important policies. A translated homepage with an otherwise untranslated journey can create confusion.
Decide how translations are maintained
Assign someone who can review meaning, terminology and tone in each language. Machine translation may support a draft, but product claims and instructions need appropriate review. Record which source page a translation belongs to and how changes trigger a new review. Without this workflow, translated pages can become outdated while the original stays current.
Design for different text and scripts
Test longer labels, line wrapping, font coverage and input fields using actual translated content. Provide an accessible language selector and keep the visitor on the equivalent page where possible. Avoid forcing a language solely from location. If you support a script with a different reading direction, test layout and keyboard behaviour deliberately.
Plan discoverable language URLs
Give each published language version a stable URL and link equivalent pages clearly. Implement language annotations only for versions that actually exist, with consistent return relationships. Review titles, descriptions and canonical choices per language. Launch a smaller set of complete, maintained pages before expanding coverage beyond the team’s capacity.
Your practical checklist
- Choose languages from audience evidence
- Assign translation review and update ownership
- Test real scripts and longer labels
- Publish stable, linked language URLs
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