A multilingual website is a site that offers the same information in more than one language. That's smart if you have customers who speak little or no Dutch, or if you want to sell across the border. But just adding a translate button isn't enough. You also need to think about which languages, how you translate and how Google shows the right language to the right visitor.
In this article you'll read when a multilingual site pays off, how to set it up and which mistakes are best avoided.
When does a multilingual website make sense?
An extra language costs time and money, now and with every change later. So choose deliberately. A multilingual website often makes sense when:
- A good share of your customers speak another language, for example expats, tourists or newcomers.
- You deliver products or services abroad.
- You have business clients who work in English.
- You're based in a touristy or international area, such as Amsterdam.
An example from our own work: the website of Rijschool Benz, a driving school in Den Helder, is available in Dutch, English and Arabic. That way, students who don't speak much Dutch yet can read everything and book a trial lesson straight away. You can see the project on our work page.
Which languages should you choose?
Look at your current customers and visitors. In Google Analytics you can see which language your visitors' browsers use and which countries they come from. Also ask your team which languages customers call or email in.
Better to start with one extra language that you keep up to date than with five languages that are half finished. A sloppy translation inspires less trust than a good English version.
Factor in the maintenance too. Every time you change a price, service or opening time, it has to happen in every language. So agree in advance who keeps the translations up to date and how quickly. An English page with old prices is worse than no English page.
Translating your website: human, AI or both?
There are three ways to translate your website:
- A professional translator: the best quality, especially for key pages such as your homepage, services and terms. But also the most expensive.
- Automatic translation with AI: fast and cheap. The quality is often good, but not always. Tone, specialist terms and local expressions still go wrong now and then.
- A mix: let AI make a first version and have a native speaker proofread and improve it. For many small businesses this is the best balance.
Don't just translate words; translate the content too. Is your price right in another currency? Are you using the right date format? Are your opening hours, phone number and payment methods clear to someone from another country? For a language written right to left, such as Arabic, the design also needs to be mirrored.
How should you structure the URLs of a multilingual website?
Each language needs its own address. Then Google can find and show each version separately. There are three common ways:
- Subfolders: yourbusiness.nl/en/ and yourbusiness.nl/de/. Easy to manage and everything sits under one domain. The best choice for most small businesses.
- Subdomains: en.yourbusiness.nl. Possible, but usually more work without a clear benefit.
- Separate domains: yourbusiness.de and yourbusiness.nl. Strong if you really operate per country, but you have to build up each domain separately.
Avoid a site where the language only switches via a button or cookie while the address stays the same. Google then usually sees only one language.
Also decide whether you work per language or per country. One English version for everyone is different from separate versions for the United Kingdom and the United States. For most Dutch businesses, one version per language is enough. Splitting by country is only needed when prices, delivery or rules really differ.
Multilingual SEO: hreflang and more
To rank well in every language, you need a few technical elements:
- Hreflang: a bit of code that tells Google which page belongs to which language or country, and which pages are translations of each other.
- The right language setting on each page, so browsers and screen readers know what language the text is in.
- Translated titles and meta descriptions, not just the text on the page.
- A sitemap with all language versions.
- Keyword research per language. People searching in English or German don't necessarily use the literal translation of your Dutch keyword.
That last one is often forgotten. Read our article on doing keyword research and apply the same approach to each language.
The language switcher on your website
Make it easy to switch languages. Put the language switcher in a fixed, visible place, usually top right or in the menu. Write each language in its own language: 'English', 'Deutsch', 'العربية'. Avoid using flags alone, because a flag stands for a country, not a language.
You can give visitors a suggestion based on their browser language, but don't redirect them automatically without a way back. Someone with an English browser may read Dutch perfectly well.
Common mistakes with a multilingual website
- Translating only the homepage and leaving the rest in Dutch.
- Using an automatic translation widget that only translates the text in the browser. Google usually doesn't see that translation.
- Forgetting to translate forms, error messages and confirmation emails.
- Publishing new pages only in Dutch, so the other languages fall behind.
- No separate URL per language, or no hreflang.
Having a multilingual website built
At Violexa we build multilingual sites with a separate address per language, hreflang and a CMS where you manage the text for each language. Right-to-left languages such as Arabic are possible too. Take a look at our websites and apps service or read more about having a website built.
A custom website starts from €1,799 excl. VAT (€2,177 incl. VAT), including design, development, a design that works on every screen, SEO basics, Google Analytics, a CMS connection and a walkthrough. For larger projects, for example with several languages, you get a fixed price up front, in writing.
Not sure whether an extra language pays off for you? Book a free quickscan. In 30 minutes, online or on site, we discuss your situation. Afterwards you get short written advice with a price indication, with no obligation.
Frequently asked questions
How do you make a multilingual website?
Give each language its own address, for example with subfolders such as /en/. Translate every page, including forms and meta text, and add hreflang so Google shows the right language. A CMS with language support makes managing it easier.
Can I translate my website with AI?
Yes, AI often gives a good first version. But have key pages proofread by a native speaker. Otherwise tone, specialist terms and local expressions can quickly go wrong.
What is hreflang?
Hreflang is a bit of code that tells Google which page belongs to which language or country. That way Google shows an English-speaking visitor the English version and a Dutch visitor the Dutch one.
Are flags useful as a language switcher?
Better not to use flags alone. A flag stands for a country, not a language, and many languages are spoken in several countries. Write the language name in its own language, with a flag next to it if you like.
