Table of contents
The common mistake in international website development is translating a Chinese site, publishing it, then discovering eight-second load times abroad, zero indexing, and forms that raise cross-border data questions. Language is the surface layer. The engineering sits in domain structure, delivery path and compliance.
1. Three Domain Models
| Model | Form | Strength | Cost |
|---|---|---|---|
| Subdirectory | main.com/en/ | Consolidated authority, simple upkeep | Weak regional signal |
| Subdomain | en.main.com | Independent deployment, clear separation | Split authority |
| Separate domain | brand.de | Strong local trust | Each site needs its own operation |
Most companies should use subdirectories: low cost, consolidated authority. Consider separate domains only where the market clearly prefers local domains. Launching five domains at once usually costs more in maintenance than it returns.
2. Hosting and Speed
Place servers where customers are: Europe and North America for those markets, Singapore or Hong Kong for Southeast Asia. Multilingual sites also need a CDN for static assets. The test is simple: open the homepage from the target market on a local connection and see main content within three seconds.
Images are the usual culprit. Uncompressed production photos frequently exceed 3MB. Compress to under 300KB and lazy-load.
3. Language Is Rewriting, Not Translation
English headlines, product names, units and case descriptions all need rewriting for local reading habits. Chinese claims like "domestic leader" translate poorly and, in some markets, raise advertising compliance questions.
One rule that helps: keep navigation to three levels and start English section names with verbs rather than nouns.
4. Compliance Checklist
| Item | Requirement | Common gap |
|---|---|---|
| Privacy policy | State what data is collected and why | Machine-translated from Chinese |
| Cookie notice | Rejectable for EU visitors | Notice with no opt-out |
| Form consent | Purpose and retention stated | Pre-checked boxes |
| Payment | Local methods supported | Single option only |
For EU customers, be able to explain where form data is stored. For North American customers, make the unsubscribe path obvious. These are trust signals before they are legal details.
5. Indexing and Local Operation
Launch is the start. Submit sitemaps to the target market's search engines and configure hreflang so the same content is not treated as duplication. Have native speakers or AI translation reviewed for terminology — machine-translated product names often cannot be searched.
Sequence the content: thicken product and FAQ pages first, then blog. Overseas buyers take a longer path, reading specifications and cases before making contact.
6. FAQ
How long does it take? Four to six weeks for one language, eight to twelve for three, mostly spent on rewriting and compliance.
Should we show multiple currencies? Yes, at least label the currency and whether tax is included. It removes many clarification emails.
Can it share a CMS with the Chinese site? Yes. Most CMS platforms support multilingual sections; set titles and descriptions per page.
Related
- See also: language, hosting and payments
- See also: payments, logistics and compliance
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