Project Retrospectives · Published March 23, 2026
Retrospective: Translation Is Not Copy-Paste
After the English site launched, overseas visitors said they did not understand it. The problem was the content, not the language.
The client is an exporter hoping to reach overseas buyers with an English site. We translated the Chinese content completely. Three months later traffic had grown but enquiries were scarce.
Three content problems
Case studies followed Chinese conventions, emphasising relationship length, while overseas buyers want specifications, certifications and lead times.
Technical parameters were missing: the translation kept marketing language and dropped the numbers buyers need.
Contact routes did not match habit: overseas buyers expect email and forms, but the page only offered domestic messaging apps.
How we adjusted
English content is written separately rather than translated, focused on specifications, certification, logistics and after-sales.
Downloadable catalogues and specification sheets were added so buyers can circulate them internally.
Email subscription and forms were added with a stated response time.
A multilingual site is not language conversion; it is telling the same product story the way the target market reads it.
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