Multilingual websites for exporters: structure, hreflang and translation
A multilingual site for exporters works best with one folder per language (/en/, /es/, /de/), hreflang tags linking equivalent pages, a language switcher that keeps the visitor on the same page, and content localized for each market (units, standards, examples, contact hours) rather than raw machine translation. Start with the pages that sell: home, main services, contact and quote.
Guilherme Rodrigues ItinoseUpdated 2 min read
Key takeaways
- Use one folder per language on the same domain.
- hreflang tells Google which page is the equivalent in each language.
- Localize units, standards and examples, not just words.
- Start with the pages that generate quotes.
- Keep translations updated when the original changes.
Many exporters have an “English version” that is one page translated by a tool. Foreign buyers notice and move on.
Structure
| Option | Pros | Cons |
|---|---|---|
| Folders (/en/, /es/) | Simple, one domain, shared authority | Needs good hreflang |
| Subdomains (en.site.com) | Separate hosting possible | Authority split |
| Country domains (site.de) | Strong local signal | More domains to manage |
For most manufacturers, folders on one domain are the right choice.
hreflang
Each page lists its equivalents in other languages, and each version points back. A default (x-default) page catches visitors whose language you do not cover.
Localize, do not just translate
- Units (mm vs inches), standards (DIN, ISO, ASME) and materials naming.
- Examples relevant to the market.
- Contact hours in the buyer’s time zone.
- Legal pages adapted to local privacy rules.
Which pages first
Home, the services that export, quote or contact page, and the pages buyers ask about most. Expand from there.
Our own site runs in four languages with hreflang. See industrial websites and how we serve international clients.
When to outsource this
- You export or want international RFQs
- Your English page is a single machine-translated copy
When not to
- You have no capacity to answer inquiries in other languages yet
FAQ
Folders, subdomains or separate domains?
Folders on one domain are the simplest to manage and concentrate authority. Separate country domains can make sense for large local operations.
Can I use automatic translation?
As a draft, yes. Technical and sales pages should be reviewed by someone fluent who knows the industry vocabulary.
What does hreflang do?
It tells search engines which pages are language or regional versions of each other, so the right one appears for each user.
Should prices and units change?
Yes, adapt currency, units and standards references where relevant to each market.
Sources
- Google Search Central — Tell Google about localized versions of your page (accessed October 17, 2026)
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