10 Common Localization Mistakes and How to Avoid Them

Localization is something most companies know they need to do, especially when expanding into new markets. But knowing you need it and knowing how to do it right are two very different things. Over the years, we’ve seen too many projects fall short, not because the product or team wasn’t good, but because of how localization was approached.

Here are ten common mistakes companies make when trying to localize their content or product, and how you can avoid them.

1. Starting without a clear strategy

Jumping into localization without a plan is like building a house without a blueprint. You need to decide what languages matter, which content to localize first, and what success will look like. Without a strategy, you’ll likely spend more money and time than necessary, and still not get the results you hoped for.

2. Translating just one or two things

Some teams start by translating a landing page or an app screen and expect to see major engagement. But localization only works when the entire experience is in the user’s language. That means the website, app, onboarding journey, emails, SMS, support messages, and everything else. Partial localization feels incomplete and often does more harm than good.

3. Ignoring technology

Trying to manage localization manually can slow everything down. There are tools and platforms that make it easier to keep different versions of your content in sync. Automation and integrations can take a huge load off your team and prevent costly errors.

4. Skipping translation memory

Translation memory is a simple but powerful concept. If something has been translated before, why not reuse it? It saves time, reduces cost, and keeps your messaging consistent. Surprisingly, many teams still don’t use it and end up reinventing the wheel every time.

5. Underestimating maintenance

Localization isn’t a one-time task. Your content will keep changing, and every update in the original language needs to be reflected in other languages too. Ongoing maintenance is essential if you want your localized versions to stay accurate and relevant.

6. Only focusing on per-word translation costs

Cost per word is just one part of the total picture. You also need to factor in the time your team spends coordinating translations, reviewing quality, managing syncs, and handling errors. Sometimes a slightly higher per-word rate from a good provider or platform can lead to better overall savings.

7. Not defining success

If you don’t know what success looks like, how will you measure whether your efforts are working? It’s important to track results like traffic, engagement, conversions, or support requests in different languages. These insights help you adjust your approach and make better decisions over time.

8. Skipping the roadmap

Localization works best when it’s phased and intentional. Without a roadmap, teams end up reacting to requests instead of planning ahead. This can delay releases and stretch resources thin. A simple plan for which content gets localized and when can go a long way.

9. Treating localization as one team’s job

Localization is not just for the marketing team. Product,  legal, customer support - they all play a role in this journey. When localization is treated as a shared responsibility and mandate, the results are much stronger and the process moves faster.

10. Forgetting about SEO in languages

Most teams continue to focus only on English SEO even after adopting localization. They ignore blogs, keyword refreshes and support marcom in other languages. Remember, you can’t expect sustained SEO results in languages if all your efforts are directed towards English content only.

Final thoughts

There’s no single formula for perfect localization, but avoiding these ten mistakes is a good place to start. With the right mix of planning, tools, and alignment across teams, it becomes a lot more manageable, and a lot more impactful.

If you’re thinking about scaling your localization efforts and want to do it in a way that’s sustainable and efficient, we’d be happy to share what we’ve learned through our journey and experiences.