Websites have long since become one of the key factors for entering the international market, and for the overall success of any company. Potential clients usually gain the first impression of your company through the website, which provides an irreplaceable opportunity for a good first impression. Websites are a mirror of your company and they show seriousness, competence, and professionalism. Therefore, any company that wants a better placement in the market must have a good website.

Market development creates the need for translating websites into other languages. Without properly translated and localized websites for different markets, the company will appear to potential clients as closed and inaccessible, which may significantly limit its business opportunities. On the other hand, with a website that is properly translated and available in multiple languages ​​you are sending the message that you are not only accessible and ready for the global market, but also that you understand and respect the cultural differences of your clients.

When translating websites, in addition to language aspects, the following aspects should also be taken into account:

  • Technical aspects
  • Visual aspects
  • Cultural aspects

Technical aspects

In order to make website translation successful and functional, it is not enough to accurately express the text content of the presentation in the target language. At the same time, the text must be translated in a way which would increase the chances for website hits when browsing the Internet. The translator must therefore find out what the key terms are in the field to which the website belongs, and then use those terms in the titles and texts themselves, as well as in the invisible metadata so that visitors can find the site while searching the Internet.

Visual aspects

Unlike, for example, legal texts, where accuracy and absolute compliance of the translation with the original text are of key importance, website texts have an interactive side, and during the translation of that side, readability and conciseness are of great importance. Users must be provided with visual clarity and ease of movement through the site for finding the information they need more easily. This is particularly important as it is known that visitors usually do not stay on a website if they do not find the desired information at first glance. Translators must also understand that each paragraph is positioned in a particular way in order to execute a specific function, and take care not to disrupt this function during translation.

Cultural aspects

Finally, attention must be paid to the existence of certain concepts or ideas that are specific to the culture of the source language, and translators must determine how to bring those concepts and ideas closer to visitors. In order to achieve this, it is necessary to determine who the expected visitors of the website are, whether the site is designed for a particular age, socio-economic or linguistic group, whether there are established habits or attitudes within those groups, etc. With this in mind, the translator must also perform the role of “cultural mediator” who enables communication between two linguistic communities.

To domestic and foreign companies translating agency Proverbum offers professional, accurate and functional translation of websites by adjusting them to the environments and visitors for which they were designed. If you are interested in this service, please contact us at


Braće Popović 5
21000 Novi Sad, Serbia

Contact Phones

Phone: +381 21 47 25 227

Fax: +381 21 47 25 226