Development
Multilingual websites that rank in every language you sell in
URLs, hreflang, local copy, right to left layouts and keyword research per market: how to make one website win customers in every language you sell in.
Key takeaways
- Give each language its own URL (for example /fr/ or /de/) so search engines can index every version.
- Connect the versions with hreflang tags, and let visitors switch freely instead of redirecting them.
- Translate the meaning, not the words: each market searches with its own keywords.
- Right to left languages like Arabic and Hebrew need a mirrored layout, not just mirrored text.
- Expect each extra language to add roughly 15% to 30% to the build cost.
A multilingual website ranks in every language when each language has its own indexable URLs, the versions are linked with hreflang tags, the copy is written for each market rather than translated word for word, and the design works in every script, including right to left. Get those four things right and one website can win customers across countries, instead of running a separate site for each.
We build multilingual websites for businesses selling across Europe, North America, the Middle East and beyond, and our own site runs in two languages. Here is what works, what goes wrong, and what it costs.
Who needs a multilingual website?
Any business whose customers search in more than one language. That is far more common than it sounds.
- Companies selling across Europe, where one order can come from Germany, France, Spain or the Netherlands.
- Canadian businesses serving English and French speaking customers, especially in Quebec.
- US businesses with large Spanish speaking audiences.
- Businesses in Cyprus, Switzerland, Belgium or the UAE, where several languages are used every day.
- Tourism, real estate, education and healthcare providers who serve international clients.
- Ecommerce brands shipping worldwide.
Should I use one website or separate websites per country?
Usually one website with a section per language, for example example.com/fr/. It keeps your brand, links and reputation in one place and is cheaper to run. Separate country domains make sense when you need local legal entities, prices, stock or payment providers per country.
| Structure | Example | Good for | Watch out for |
|---|---|---|---|
| Subfolder (our default) | example.com/fr/ | Most businesses: shares authority, simple to manage | Needs proper hreflang and a language switcher |
| Subdomain | fr.example.com | Separate teams or systems per language | Authority is split more than with subfolders |
| Country domain | example.fr | Strong local presence, local prices and law | Several sites to grow, more links to earn |
| Same URL, language switched by JavaScript | example.com (language in a cookie) | Nothing, for SEO | Search engines usually see only one language |
How do I make Google show the right language?
Use hreflang. It is a small tag on each page that tells Google "this page also exists in French, here". Google then shows each searcher the version in their language and does not treat the versions as duplicates.
- Give every page a URL in each language, for example /services and /fr/services.
- On every version, add hreflang tags for each language plus a default fallback (x-default).
- Make the tags two way: each page points to itself and to all its translations.
- Set the page language in the html tag (lang="fr", lang="de" and so on).
- List every version in your sitemap.
- Never redirect visitors automatically by IP address. Suggest their language and let them choose.
Can I just translate my website?
You can start from a translation, but you should not stop there. People in each market search with different words, expect different proof, and notice machine translation in one sentence. The goal is localisation: the same message, written the way a local would write it.
| Translation only | Localisation | |
|---|---|---|
| Keywords | English keywords translated | Researched in each language |
| Copy | Word for word | Rewritten for local readers |
| Prices and units | Unchanged | Local currency, tax and units |
| Proof | Same examples everywhere | Local reviews, clients and references |
| Contact | One phone number | Local hours, numbers and channels |
| Result | Ranks poorly, converts poorly | Ranks and sells like a local site |
Keyword research is where translation fails most. A German searcher types "Webseite erstellen lassen", not a translation of "website design". A French Canadian may search differently from someone in Paris. Research every language separately, with local volumes.
What changes for right to left languages?
Arabic, Hebrew, Persian and Urdu read from right to left, so the whole layout flips: navigation, alignment, arrows and progress bars. Some things must not flip, and getting that wrong is what makes many right to left sites feel broken.
| Mirror it | Keep it as is |
|---|---|
| Page layout, menus and sidebars | Logos and brand marks |
| Text alignment and reading order | Phone numbers, prices and codes inside the text |
| Back and next arrows | Play, pause and media controls |
| Progress bars and steppers | Most charts with time on the x axis |
| Icons inside form fields | Email addresses, URLs and Latin brand names |
- Build with logical CSS (start and end instead of left and right) so one stylesheet serves both directions.
- Use fonts made for each script and check them on phones.
- Leave room for longer words. German and many other languages run 20% to 30% longer than English, so buttons and menus need space.
How much does a multilingual website cost?
Expect each extra language to add roughly 15% to 30% to the build, a little more for right to left languages, plus the cost of writing or localising the content. Ongoing SEO also grows, because each language needs its own keywords, pages and listings.
| Item | Typical extra cost | Why |
|---|---|---|
| Design and build | +15% to 30% per language | Layout testing, language switcher, longer text |
| Right to left language | A little more on top | Mirrored layout and extra testing |
| Content | Depends on number of pages | Native writing or professional translation and editing |
| Technical SEO | Usually part of the build | hreflang, sitemaps, schema per language |
| Monthly SEO | +30% to 60% per language | Separate keywords, content and listings |
What mistakes do we see on multilingual sites?
- One URL for all languages. Search engines index only one of them.
- Machine translation with no review. Readers notice, and trust drops.
- Missing hreflang or one way tags. Google shows the wrong language to the wrong market.
- Automatic redirects by location. Travellers and expats get stuck in the wrong language, and crawlers may never see the other versions.
- English metadata on translated pages. Titles and descriptions must be localised too.
- Flipped logos and numbers on right to left pages.
How does Webco build multilingual websites?
Every multilingual site we build gets its own URLs per language, hreflang and localised metadata, a layout tested in every script (including right to left), and keyword research for each market. We write in the languages we speak natively and work with native writers and reviewers for the others. See our services or start a project.
Frequently asked
Yes, if each language has its own indexable URLs, hreflang tags connect them, and every version has real, well written content and localised metadata.
For most businesses, subfolders such as /fr/ or /de/. They share your site's authority and are simpler to manage. Subdomains or country domains make sense for separate teams, legal entities or local pricing.
It is a fine first draft, not a finished page. Have a native speaker adapt it, and research keywords in each language separately.
Start with the languages of the markets that already bring you the most enquiries or sales, then add more as each one proves itself.
Yes. We build right to left layouts from the first sketch, with mirrored navigation, correct fonts and careful handling of numbers and mixed text.
Usually 15% to 30% of the build per extra language, plus content. Webco quotes are built around your business and come in lower than 9 in 10 agencies in your area.
Sources