INTERNATIONALIZATION OF WEBSITES
- AN OVERVIEW

INTERNATIONALIZATION OF WEBSITES - REASONS

But what are the main reasons for designing an international website?

An international website increases the perception and thus the level of awareness of a company, international customer relationships can be established and maintained, stringent brand management on all relevant target markets is made possible, costs for publications and further processing are reduced and a presence on the target market can be established more quickly. All of this ultimately leads to an increase in sales and profits.

The internationalization of websites makes localization possible in the first place. By addressing customers directly, with adapted products and services that take into account cultural differences and a different native language, customers feel better understood. By adapting to local requirements, the customer experience increases and the website, i.e. the company itself, is remembered positively.

STEP BY STEP - WHAT NEEDS TO BE CONSIDERED?

The reasons for internationalizing websites and the associated advantages are obvious. Now the question arises as to how to proceed and what needs to be considered.

In advance: internal company / management consultant / partner

Step 1: Preliminary analysis of the possible target markets / potential analysis
Determination of the market size and the corresponding target group

Step 2: Get to know the target group and their needs
Understand country-specific needs and expectations and adapt products or services if necessary

Step 3: Define business model
Set goals

Step 4: Define a clear sales structure
Clearly define processes and procedure or implementation

Step 5: Select logistics form based on customer needs
Check the expectations of the target group and derive the appropriate logistics form

Step 6: Define clear coordination processes
Clearly define areas of responsibility

Step 7: Prepare the technical infrastructure
Necessary interfaces to e.g. merchandise management must be available, as well as a test environment

Step 8: No half-hearted implementation of internationalization
Bold decisions, sufficient resources and full commitment are required

5 phases of website internationalization, which - depending on the size of the company, the associated products and resources - must be expanded or reduced accordingly:

	Phase I: Target market definition Brand and / or product market and platforms of the target markets
	Phase II: Key figures of the target markets Basis of the internationalization strategy;
	Phase III: Internationalization strategy | Technical infrastructure Information architecture, concepts, content planning, etc.;
	Phase IV: Areas of responsibility and timetable Definition of tasks, rights, areas of responsibility and timetable
	Phase V: Rollout Country websites go online

Detailed information on the respective steps can be found in the next blog article "Internationalization strategy - 5 phases".

There are also other articles on the topic:

• Internationalization - An introduction to the term
• Internationalization of websites - technical aspects
• Internationalization of websites - SEO aspects