Software localisation is key to unlocking new markets and driving global brand growth.
And in this blog, we will explain each step buyers and providers should take when localising software to help you understand each step in the process.
Firstly, how do you go about choosing the right localisation provider? Follow our five key steps:
- Outline your goals – content, target markets and desired languages
- Ensure software localisation aligns with this outline
- Research reputable providers
- Shortlist and request quotes
- Choose a provider
What is software localisation, and why does it matter?
Software localisation is the process of taking an app or a website and tailoring it to meet the linguistic and cultural needs of different markets and users.
For example, localising an English app for a LatAm Spanish-speaking audience
The process involves changing text (words and symbols), images, colours, layout (as translated text is often different in length from the original), and at times, language direction (right to left instead of left to right).
Sometimes you will see software localisation referred to as l10n.
By using software localisation services, businesses can unlock numerous opportunities, including:
- Improved user experience – Tailored, relatable content can make customers, suppliers and partners feel more engaged and comfortable.
- Enhanced brand perception – By showing that you’re committed to serving local customers, you’re more likely to increase brand loyalty and be perceived better.
- Increased reach to new markets – You can reach new customers that you hadn’t before and differentiate yourself from the competition.
"Localisation is about creating a connection. By tailoring content to fit the culture, language and local context of your audience, you can provide an engaging user experience that feels personal and relevant, no matter where they are in the world."
Case Study: Zscaler
Cloud security company, Zscaler, turned to us for their software localisation needs.
We worked on a broad range of translation, localisation and transcreation projects with them. One of the projects involved DTP services involving the layout and formatting of localised content.
“Wolfestone has really supported us with international expansion and market penetration,” said Isabella Muma, Marketing Content and Localisation Specialist EMEA for Zscaler.
“Yes, we already had some level of visibility and some degree of presence in European markets, but we believe, with Wolfestone, that response rates and penetration levels have really accelerated. This has helped to significantly shift our focus and win new business in regions such as Spain and Italy.”
Key elements of software localisation
In this section, you can read all about what makes software localisation tick...
Translation:
All of the text in the software needs to translated to another language. This could also relate to all accompanying documentation: manuals, user guides and policies.
Translation isn’t just limited to different languages. It could be between two dialects like UK English to US English.
Cultural adaptation & transcreation:
This would look like adapting the app to the cultural needs of the target audience by changing images, colours and the UX (more on this below).
It is important to get this right. For example, in Western countries, the colour green is associated with nature, good luck and health. Whereas in Indonesia, it is seen as a forbidden colour.
Transcreation involves going beyond translation to transform certain messaging like slogs so that they can be appreciated in different places.
Dates, time zones, currency & more
If you’re localising an app from UK English to US English, for example, just changing the text isn’t going to cut it.
If you have an e-commerce app and a customer goes to purchase something, they may think it’s odd that the currency is in pounds (£) rather than dollars ($). This could impact the likelihood of a purchase.
It is the same for different dates and time zones too – it all needs to be adapted to give the customer the best experience possible to encourage them to come back.
Also, based on your market research, rather than directly translating pricing, it is worth exploring different pricing in certain regions.
Legal compliance
Software will need to meet the market’s local laws and regulations such as privacy laws or accessibility.
For example, from 28 June 2025, the European Accessibility Act (EAA) comes into play. Therefore, any company trading in the EU (over a certain size), will have to comply.
Apps may need transcriptions, speech-to-text, or translated legal documents as part of the software localisation process.
Consider local support
Supporting articles, case studies, FAQs and other materials that are made for customers will also need to be translated. Having materials that customers can access will make them feel valued and supported in their journey.
Businesses need to consider if ongoing translation support is needed as part of their customer service offering or having local customer service agents.
How software localisation services work
Next, we will shed some light on what the software localisation process looks like from the inside – from our perspective as a translation company.
1. Consultation
So, once you have decided to work with us, we will hold a free consultation to get a more intricate understanding of what you want localised and how. A consultation should be the first step to understanding goals, needs, target languages, word count and more.
2. Work with translators
Next, we turn to our team of experienced translators and work out who (or which depending on the project size) would be best equipped to carry out the work depending on the language and the context.
Successful localisation involves experienced, native-tongue linguists. Also, it is important that said linguists are experts in desired industries or subjects.
3. Project management
The level of support depends on the service provider you choose. However, we have a hands-on project management approach. We take great pride in providing a dedicated account manager and project manager to cater to your needs, queries and more.
4. Continuous support
As part of the localisation process, we continue to support the client by providing preferred linguists and access to the client portal, custom glossaries and Translation Memory (TM).
"Continuous localisation is key to staying ahead in the market. It's not a one-time effort, but an ongoing process of adapting content to meet evolving audience needs, ensuring that your brand stays relevant and resonates with users as they move through different stages of their journey."
How you should choose a software localisation provider
In more detail, here are the steps that a buyer should take when looking to integrate software localisation…
1. Outline your goals
Discuss what languages and markets that you want to target and reach. Ensure you know what content needs to be localised.
For example, it may be that your goal is to localise your app into Turkish and French.
A CSA 2019 survey found that users will have an emotional connection to the app that talks in their mother tongue, and therefore will be more likely to opt for apps that use their native languages.
2. Ensure localisation aligns with your goals
For the most part, businesses will know what they want.
But it is pivotal that you double-check that software localisation is right for the goal you are trying to achieve.
3. Research reputable providers
Rather than settling on one provider straight away, spend time investigating each offering. It is worth delving deep into their websites and reading their case studies to get an insight into their results with other clients.
4. Shortlist and get quotes
Shortlist providers and request quotes.
5. Decision time
Following your research, quotes and internal discussions, it is time to settle on a provider to work with. Prioritise one that aligns with your values, goals and has experience in the field.
The influence of software localisation cannot be understated. In 2020, CSA research across 29 countries found that three in four shoppers (76%) prefer products with information in their own language. Also, 65% of respondents prefer content in their own language, even if it is of poor quality.
The study also found that two in five (40%) customers will not buy products in other languages.
Conclusion
We hope that having read this step-by-step guide, you have a better understanding of the ins and outs of software localisation.
Our main takeaway point would be that it is so important to take your time in researching and evaluating your options in detail.
Having effective software localisation is the difference between hitting new markets and making a new audience feel out of touch with your brand.
- When looking for a provider, outline your goals, ensure the platform aligns with them, research in detail, shortlist and get quotes before choosing one.
- By localising software, you provide a better user experience, raise your brand perception and increase your reach.
- Platforms like Wolfestone hold a consultation and work with translators, before providing project management and continuous support on your journey.
Read more about our localisation services today and get a free consultation.
