Localised Content That Converts:

Localised Content That Converts: A Practical Guide for B2B Expansion

Creating localised content isn’t just about translating words. It’s about transferring meaning, intent, and value in a way that resonates with buyers in each market.

For B2B scale-ups entering new countries, your web copy, landing pages, and sales assets must do more than sound accurate. They must feel familiar, credible, and persuasive. This guide explains how.

Why most translations fall flat

Direct translation strips away nuance. It flattens tone, loses cultural cues, and often misfires on calls to action. The result? Content that looks local but reads like a template. Buyers feel the difference instantly.

In B2B, where trust and clarity are everything, that gap kills conversions. What you need is transcreation – the process of adapting content for language, culture, and business context.

Step 1: Define the purpose of each asset

Before localising anything, ask: what job does this page or asset need to do in-market?

  • Is it to attract top-of-funnel traffic?

  • Is it to convert demo bookings?

  • Is it to support procurement due diligence?

Your localisation strategy should match the intent. There’s a big difference between adapting an awareness-stage blog post and a late-stage technical datasheet.

Step 2: Know your cultural context

Culture shapes how people respond to messaging. The same tone or format won’t land the same way in Japan as it does in the Netherlands.

Geert Hofstede’s cultural dimensions provide a helpful lens. For instance:

  • Power Distance: High in India, low in Sweden. This affects how much formality or hierarchy to build into your copy.

  • Uncertainty Avoidance: High in France, low in the UK. Influences how much detail or risk reduction messaging you need.

  • Individualism vs Collectivism: The US responds well to personal success stories. Japan prefers team or company achievements.

These insights help guide tone, structure, and examples.

Read more examples in our blogs: UK vs. India or Netherlands vs. Spain

Step 3: Work with local experts, not just translators

Your localisation team should include:

  • Native speakers with marketing or sales context

  • Reviewers who understand the buyer journey

  • Editors who can maintain tone and brand consistency

Avoid relying solely on translation agencies unless they offer transcreation or content consulting. A linguistically perfect sentence isn’t always the most persuasive.

Example: In English, a strong CTA might say “Book your free demo.” In German, “Jetzt unverbindlich testen” (“Try it with no obligation”) may convert better. Subtle, but critical.

Step 4: Adapt tone, not just language

  • In the UK, a light, understated tone works. Hard-sell copy can feel crass.

  • In the US, a confident, outcome-driven tone is expected.

  • In Japan, politeness and deference matter.

  • In Brazil, a warm, relationship-focused voice builds trust.

Tone should also reflect the buyer’s seniority. For example, content aimed at IT managers can be more technical, while C-level buyers need strategic framing.

Step 5: Localise your proof points

Trust is local. Even if your product is globally used, buyers want to see:

  • Local case studies or testimonials

  • Regional logos or client examples

  • Country-specific stats or regulations

Example: A data compliance tool selling in France should reference GDPR compliance, but also mention CNIL (France’s data authority).

If you don’t yet have local clients, lean on industry research or third-party endorsements that carry weight in the region.

Step 6: Localise your UX and content formats

Don’t stop at text. Check that your:

  • Forms work with local address/phone formats

  • CTAs match regional expectations (e.g. try now vs contact sales)

  • PDFs are available in the local language

  • Pricing pages show the right currency and tax model

In some markets, PDFs or downloadable assets convert better than web pages. In others, video or chat prompts win.

Step 7: Align content with sales follow-up

A localised landing page is pointless if your sales outreach doesn’t match. Ensure that:

  • SDRs or account execs know the content the prospect saw

  • Email follow-ups reflect the local language and tone

  • Calendars and meeting links are regionally appropriate

This alignment closes the loop between marketing and sales, and helps your local presence feel cohesive.

Final thought: local first, then scale

It’s better to have three fully localised journeys that convert than 12 half-localised ones that don’t. Focus on depth over breadth.

When content resonates, conversion rates improve. Bounce rates drop. Sales calls feel warmer. That’s the compounding power of good localisation.