The key idea
Useful localisation covers the page content, interface, metadata and conversion path. It must not imply local capabilities or availability that the business does not have.
Our method
Create a terminology guide, preserve factual claims and check currencies, examples and calls to action. Use separate language URLs and equivalent-page links. Review right-to-left layouts and long labels, then test the form in the selected language.
How to assess progress
Check omissions, terminology drift and mixed-language content. Native market review remains valuable, especially for legal claims and nuanced sales language.
Decision
Decide which parts of the offer stay constant and which require a market decision. Translation cannot determine whether a service is available locally, whether examples are appropriate or which contact route the team can support. Resolve these choices in a market brief before adapting copy.
Exercise
Choose one conversion page and map its complete journey: search snippet, page, navigation, form errors, confirmation and follow-up material. Ask a reviewer fluent in the target language to complete that journey on a phone. Record every unclear term, untranslated element and promise that needs confirmation from the business owner.
Deliverable
Create a localisation sheet with source meaning, approved local wording, term owner, market-specific factual decision and affected interface location. Add a page-pair checklist covering equivalent links, titles, calls to action and form outcomes. Keep screenshots of layout issues alongside the exact text that needs adjustment.
Pitfall
Literal consistency can reduce clarity when a market uses different terminology for the same need. Keep product facts stable while allowing natural phrasing. Do not count a language as complete until the user can understand the offer and finish the intended action in that language.
Is this localised journey ready?
For each source and target page, keep a dated review record. Check the three areas separately: a working link does not prove that the wording or offer is right for the market. Choose a decision only after reviewing the evidence.
Meaning and natural language
- What to check
- Does the local wording preserve the intended meaning, use familiar terms and explain the next step clearly? Review the page, labels, help and confirmation text—not only the headline.
- Evidence and responsible reviewer
- Record the source passage, proposed local wording, review date and competent language reviewer. Keep unresolved meaning questions visible.
- Decision to record
- Accepted / Needs revision / Unknown
Links and contact journey
- What to check
- Do equivalent links stay in the intended language? Can the visitor reach the contact route and understand its help, errors and next step? Separate what you observed from what you did not test.
- Evidence and responsible reviewer
- Record the page pair, checked destination, date, viewport and tester. An untested submission or notification remains unknown; a rendered form is not proof of delivery.
- Decision to record
- Accepted / Needs revision / Unknown
Offer and delivery capacity
- What to check
- Are availability, scope, price wording and meeting or delivery language confirmed for this audience? A translated page alone cannot establish local service capacity.
- Evidence and responsible reviewer
- Cite the approved business facts, date and responsible owner. Escalate missing decisions before making a local promise; do not infer approval from a technical pass.
- Decision to record
- Accepted / Needs revision / Unknown
For each area, record one decision, its evidence and the next correction or owner decision. Automated checks cannot certify natural language or commercial capacity. Missing evidence stays unknown—not accepted by default.
Demos
A fictional reusable aluminium bottle provides a complete brief for a small campaign.
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