Localization concept - a guide to adaption

what is localization

If you are asking yourself, what is localization, then this blog is here to help you. We take a closer look at what this means and how it can help you.

What is localization

Localization involves adapting a product or service to align with the language, culture, or preferences of a specific audience. A successful localization effort results in a product or service that seamlessly integrates with the local culture, giving the impression that it was originally created for that specific market.

For international brands and organizations, it is essential in helping to give their customers the very best experience possible. An effective localization-process can transform a business, helping to increase reach and maximize engagements, but what exactly is it?

Let's get started.

Table of contents

What does localization mean

So while language translation is the process of converting written content from one language into another, localization goes beyond this. It will look at things such as:


Translating text and ensuring it's culturally appropriate, considering idiomatic expressions, slang, and terminology specific to the target language.

Content Adaptation

Adapting content to align with the cultural norms, beliefs, and values of the target audience. This includes imagery, symbols, colors, and references that might be sensitive or offensive in a particular culture.

Regional Preferences

Customizing the product or content to cater to regional preferences, such as date formats, currencies, units of measurement, and other regional differences.

User Interface (UI)

Adjusting the user interface, layout, and design to accommodate different languages and reading directions (e.g., right-to-left for Arabic or Hebrew).

Ensuring that the product or content complies with local laws, regulations, and industry standards.


Modifying features or functionality that may not be relevant or practical in the target market or adding features that are specific to that market.


Rigorously testing the localized product or content to identify and resolve issues related to linguistic, cultural, or technical aspects.

Localization is a crucial strategy for businesses of all sizes because it makes their content more appealing to the audience they are trying to reach. The process of first enabling a product to be localized, then localizing it for various national audiences is sometimes know as globalization.

According to this article 40% of consumers have said that they will never purchase from a website that wasn’t in their native language. While 75% have said that they would be more likely to use a business again if their aftersales care was in their native language.

With the help of this article, you can learn how to adapt your service or product to a specific language, culture, or target market, regardless of the industry you work in.

Additionally, we will explain how to adapt content or products for various markets and geographical areas.

But first, let's look at some successful examples of well-known brands using it.

populations look and feel

Real-life examples of successful localization-efforts

Airbnb Image

Business Example

Internationalization is becoming increasingly more common, and businesses are now interacting with clients and customers from across the globe. Localization should now be an essential part of their growth strategy, covering everything from company websites and marketing materials to legal documents and product manuals.

One great example of this is Airbnb, which has successfully been able to expand its business into over 220 countries, each one offering a personal and localized touch to the consumer.

Source: airbnb
Netflix Image

Software Example

Localization is also a vital strategy in the world of software development. Everything from user experience to overall design will need to be considered to ensure that customers are getting the very best experience.

A good example of software-localization is Netflix. The global streaming giant has become synonymous with efforts on both the translation side of things and on the developer side. The technology and processes that they utilize are translated and localized in every region, meaning the interface and apps change, as do the subtitles and voice dubbing of content. Even the films and TV shows they develop are localized for specific countries.

Source: netflix

Check out our more real-life examples on this page.

What are the goals of localization

The ultimate goal is to develop a clear user experience that helps to drive your marketing and support you in achieving your goals. However, there are many benefits that can come from implementing it, including:

Enter new markets

One of the main goals of a localization-strategy is to help brands to easily enter new markets. It will help overcome any logistical or legal hurdles, ensuring smooth communication across every partner.

Secure a competitive edge

Implementing localization can also help companies to develop a competitive edge. Going against competitors in a local market can be incredibly challenging as they often have the trust of local audiences. It will help you to build that trust, giving you the edge.

Improve customer satisfaction

Another important goal is that it helps to improve customer satisfaction. When they are seeing content in their own language and in a style they are more comfortable with; they are more likely to buy or use your products and services.

Increase brand loyalty

When you are able to improve customer satisfaction, you will also increase brand loyalty. Communicating with customers in their own language and style will help you to secure their trust, increasing the likelihood of them returning.

Maximize your profit

Above all, though, the main goal of a strategy is to help companies maximize their profit. When reach a much bigger and truly global audience you need to engage with them in a personal way, that you maximize the number of customers and in the end also the revenue.

Language Localization

Language localization is the process of adapting content, software, or products to a specific language or linguistic region.


A localization strategy is a comprehensive plan that outlines how a company adapts its products, services, or content for specific markets and cultures.

Software Localization

It's the process of customizing software applications and its UI/UX-design to function seamlessly in different languages and regions.

Javascript Localization

JavaScript localization is the practice of adapting JavaScript code and web applications to function effectively in multiple languages and regions.

Website Localization

Website localization involves adapting a website's content, design, and functionality to cater to diverse cultural and linguistic preferences of global audiences.

Marketing Localization

Marketing localization focuses on adapting marketing strategies and campaigns to resonate with the cultural nuances and preferences of target international markets.

Guides on how to implement localization

  1. 1. Identifying what needs localization

    The first thing that you need to do is to determine if the content that you are needing to adapt.

  2. 2. The importance of comprehensive research

    Identifying these changes often requires comprehensive research into the culture and behaviors of your new target audience.

  3. 3. Professional assistance in making changes

    Once you have identified what changes are required, it is then time to begin making these changes.

  4. 4. Quality assurance for a seamless end product

    When all of those changes have been made, they will then need to go through an extensive Quality Assurance process.

  5. 5. Localization for various content types

    No matter whether you are looking to localize your website, marketing material, legal documents, or computer game.

Check out this video to explore how our software can help you improve your process in terms of managing translations:

Final thoughts

Hopefully, this blog has helped to answer the initial question and given you more of an idea on how it can benefit your business. Implementing localization can be applied to any aspect of your business, and our highly experienced team has years of experience in helping clients. These are companies, software developers, and project-managers with all of their translation- and localization-management needs.

We have worked with thousands of clients over the years, giving them the skills and knowledge to transform their operations. Have a question about localization? Leave us a message to [email protected] right now.

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➡️ Want to read more about the topic? Then this article about software-localization is for you