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Effective Management of Multilingual Websites: How a DXP Facilitates Global Expansion and Content Personalization

Published
Agata Kuich, 18. December 2024
Grafika przedstawia globalną sieć połączonych lokalizacji, symbolizując zarządzanie wielojęzycznymi stronami internetowymi. Obraz nawiązuje do wersji językowych strony, integracji wielojęzycznej witryny internetowej oraz wdrożenia przełącznika języka. Ilustracja podkreśla strategię skalowania wielojęzycznych stron i optymalizację dla każdej wersji językowej w kontekście globalnego zasięgu. To więcej niż tworzenie stron w języku angielskim jako języku domyślnym - wybrane języki lokalne mają znaczący wpływ np. na konwersję.

Many organisations have a portfolio of brands aimed at different markets and audiences in different languages. The challenge is not only to deliver a consistent and valuable message in multiple languages, but also to effectively manage the complex infrastructure of multilingual websites. Today’s customers expect more than just clearly presented information – they want context, personalisation, cultural nuance and consistent messaging that demonstrates a brand’s genuine commitment to their needs.

Localising the language version of the website – the foundation of a global strategy

The data speaks for itself: according to consumer preference studies, as many as 76% of online shoppers prefer to buy products when the information is presented in their native language, and 40% say they would never buy from a site in a foreign language. It’s clear that content localisation is not just a passing trend, but the key to building deeper relationships with customers around the world.

Here we’ll explore how a modern DXP (Digital Experience Platform) can revolutionise the approach to managing multilingual websites, while ensuring SEO optimisation, strong message consistency, security and easy scalability.

The graphic shows a globe with balloons containing greetings in different languages: Hello, Bonjour, Olá, Ciao, Hi. It symbolises the creation of a multilingual website and the management of language versions of the site. The image alludes to multilingual websites, the use of the language switch and the integration of the multilingual WordPress plugin in global digital communication.

One tool for the whole organisation

Instead of maintaining different systems for each brand and language, it’s more effective to focus on a single tool. Implementing a centralised solution – such as a modern DXP (Digital Experience Platform) or a CMS with multi-site capabilities – allows the entire organisation to work in a unified way. Employees across the organisation learn one solution, regardless of their department, team or country.

This reduces training costs, minimises confusion and enables rapid scaling of operations. Editors can easily create global campaigns and then deploy local landing pages tailored to specific markets and languages. Translations are linked to the main site, while local teams have complete freedom to adapt content to local conditions. At the same time, it’s easy to track all changes and ensure the message remains consistent across all markets.

Find out more about what a DXP is, how it differs from a CMS and WEM, and how data centralisation, flexible architecture and an omni-channel approach support the development of digital experiences. >>

A single architecture, a single infrastructure

Rather than building complex, disparate systems, it’s increasingly advantageous to choose a standardised architecture – especially for reasons of consistency and efficiency. A single architecture means easier maintenance and scaling, regardless of the number of markets and language versions. Scalability is also critical: When new markets are added or a new brand is launched, there’s no need to start from scratch – just extend the existing infrastructure using the same standards and tools.

The graphic shows a central server managing multilingual websites and their language versions. The illustration refers to the addition of the site, the language switch and the integration of the WordPress navigation menu. The image symbolises the optimisation of content for each language version and the facilitation of creating a multilingual site using multilingual WordPress plugins.

Centralised management of content teams

A unified content management platform enables centralised coordination of the teams responsible for creating, localising and optimising content. This approach enables

  • Easier definition and maintenance of content quality standards.
  • Local teams can quickly implement changes within established processes while maintaining message consistency.
  • Content managers can more effectively oversee processes, distribute tasks and monitor progress in a single, transparent environment.
A graphic showing the process of translating the content of a website from English (Hello) to French (Bonjour). The image symbolises the addition of translations and the creation of a multilingual website. The illustration refers to the management of language versions of a website, the integration of the navigation menu of one's website and the implementation of a language switch within multilingual websites.

Easier content management – fast updates and personalisation

A unified system allows you to quickly update and change key information or content – be it new offers or revised terms and conditions – across all sites and languages. If you’ve ever had to track down every instance of data to update, you know how complex this can be. Modern systems simplify this challenge by using variables for specific data, making it easier to track and update across different languages. A central content repository, combined with the ability to create local variants, allows you to effectively manage multiple language versions without the risk of inconsistencies or incorrect information in different markets.

For each language, you can simply update the text within the components and then fine-tune your marketing strategies by using variants to target different audiences. You don’t even have to wait for translations to be completed, thanks to our latest addition of instant translation capabilities.

Security and compliance

Using a single solution and consistent infrastructure also makes it easier to manage security and regulatory compliance (e.g. GDPR). Rather than securing multiple separate environments, organisations can focus their efforts on a single layer of security. Updates, vulnerability patches and security audits become easier, which translates into greater customer confidence and protection of brand reputation.

When approached strategically – by choosing one tool, one architecture, one infrastructure and centralised content managementmultilingual digital environments are no longer a daunting challenge. This approach increases efficiency, allows teams to focus on message quality and user experience, and ensures the highest levels of security and consistency across all channels and markets.

The illustration shows the different language versions of the site: English, French, Italian, Polish and Spanish, symbolising the management of multilingual websites. The graphic shows the potential of a multilingual WordPress site, handling the WordPress navigation menu and adding a language switcher. Such solutions support the addition of multilingual content and the optimisation of each language version.

Language versions and SEO

Personalised messages are not the only priority. Modern solutions also support today’s essential multilingual SEO optimisation. A localised website with market-specific content undoubtedly requires more effort and team involvement, so planning activities in advance of entering a new market is crucial. Once translations are prepared and ready to be placed in search results for a specific language, an appropriate DXP system can streamline this process. How? For example, content teams can store keywords and descriptions as page properties, which can then be translated. In addition, such systems often integrate with keyword optimisation tools such as Siteimprove or other SEO tools with API access.

Continuous improvement through analytics

Implementing a unified platform and centralising content management is a good starting point. But the real breakthrough comes when an organisation begins to respond dynamically to real market data. Regular analysis of user behaviour – such as bounce rates, time spent on site or conversion paths – helps to identify which content elements and localised page variants are working effectively and which need to be adjusted. This is not an ad hoc process, but a systematic one: data highlights specific areas for improvement, while ongoing experimentation with new language variants, content formats or navigation structures enables growth in line with user needs. This transforms a multilingual content strategy from a static project into a living, evolving ecosystem that adapts to changing market conditions and real user expectations.

Find out more about how e-commerce content drives conversion rates.

Summary

Effectively managing multilingual websites requires a strategic approach and tools that facilitate scaling, personalisation and content quality control. Relying on a single DXP platform, unified infrastructure and centralised content management leads to more efficient processes, consistent communication, better SEO results and tangible savings – both in time and money.

This approach allows companies to focus on what matters most: improving the user experience, meeting the expectations of diverse audiences across cultures and languages, and successfully expanding into global markets.

Author

Agata Kuich

IT Business Partner

Agata, an IT Business Partner at SYZYGY Warsaw since 2018, has more than 13 years of industry experience. She specialises in assembling teams for complex projects, combining business awareness with a deep understanding of client needs. Agata has worked with brands such as Nutricia, Żabka, Danwood, Kyocera and currently Lufthansa Group. She is also involved in initiatives promoting equality and accessibility in technology, including as a mentor at Dare IT.

More articles by Agata:

Woman with laptop on couch, next to headline: ‘Global coverage? Bet on DXP!’ The graphic promotes the effective management of multilingual websites and the optimisation of the website's language versions. DXP solutions help translate content, manage a multilingual website and integrate features such as drop-down menus and a language switcher.

Is your organisation looking for ways to effectively manage multilingual websites?

Find out how you can centralise content management and leverage modern DXP platforms:

  • Improve operational efficiency through a standardised architecture,
  • Ensure data security and compliance with local regulations
  • Optimise SEO for multiple languages and markets
  • Reduce operational costs by simplifying content management processes.

Let’s discuss how you can effectively manage your content and maximise the business value of your platform.

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