In March 2025, President Donald Trump signed an executive order designating English as the official language of the United States. While this policy reinforces English's role in government and public communication, it does not diminish the need for businesses to translate and localize their websites. In fact, companies that embrace multilingual strategies can gain a significant competitive advantage and better serve the diverse domestic market.
For companies that have never considered website translation before, it's easy to assume that operating in English is enough. But in today's interconnected and multicultural marketplace, that assumption can be costly, even when companies only operate in the U.S. The reality is that language accessibility isn't just about meeting a legal requirement-it's about meeting your customers where they are, in the language they prefer, and in a way that makes them trust and engage with your brand. And that's where website localization becomes a key part of your strategy.
The United States: A Multilingual Marketplace
The U.S. may have officially adopted English as its primary language, but that doesn’t change the fact that the country remains one of the most linguistically diverse in the world. According to the U.S. Census Bureau, 68 million people spoke a language other than language at home in 2019. Oh and did you know the U.S., is the country with the 2nd most Spanish speakers in the world 2nd most Spanish speakers in the world? As a matter of fact, the U.S. Hispanic market would be the 5th or 6th largest economy in the world (GDP), ahead of France and nearly tied with the UK, making it one of the most powerful consumer segments in the world.
For U.S. businesses, this means that millions of potential customers may prefer, or even require, content in their native language to fully engage with your website, marketing materials, and product information. And for many of these groups, navigating an English-only website can be an immediate barrier to trust and conversions. It's crucial to understand that website translation isn't just a "nice-to-have"-it's essential for addressing this linguistic diversity.
Why Website Translation Still Matters for U.S. Businesses
Even if your business has never considered translation before, ignoring language accessibility can put you at a disadvantage. Website translation and localization aren’t just about accommodating international customers—they are key strategies for expanding market reach, improving user experience, and increasing revenue. Here’s why:
1. A Better Customer Experience Equals More Conversions
Language is one of the most critical factors in user experience. Studies show that 72% of consumers are more likely to buy a product if the information is in their native language. If your website is only in English, you may be losing potential customers simply because they don’t feel comfortable navigating your content. By localizing your website to address the specific preferences and needs of your target market, you’re significantly increasing the likelihood of conversions.
2. Dominate Your Market with a Competitive Edge
If your competitors are only offering English content, translating and localizing your website can set you apart. Multilingual businesses project inclusivity, build trust with diverse audiences, and capture market segments that others overlook. By catering to different linguistic groups, you can increase brand loyalty and expand your customer base. And in highly competitive industries, such as healthcare, retail, or technology, website localization can be the differentiator that puts you ahead of the competition.
3. Improve SEO and Digital Visibility
Website translation goes hand in hand with multilingual search engine optimization (SEO). Localizing your content means your website can rank higher in non-English search queries, helping you attract more organic traffic. For example, if a Spanish-speaking customer searches for your services in their native language, will they find your company-or your competitor's translated website? By optimizing for multiple languages, you increase the chance that your business shows up in relevant search results across a global and domestic audience.
Moreover, search engines like Google now prioritize multilingual websites, which means multilingual SEO —coupled with website localization—is an important ranking factor. Investing in multilingual web optimization means your website isn’t just catering to one group; it’s positioning itself as a relevant and accessible destination for a broader audience.
4. Increase Revenue by Expanding Your Reach
Businesses that embrace multilingual marketing experience revenue growth simply by making their content more accessible. Companies that localize their website see an average revenue increase of 1.5 times compared to those that do not. With effective website localization, you ensure that each region, culture, and language group has an optimized experience, increasing your potential for sales and growth.
5. Regulatory Compliance and Accessibility
Certain industries, such as healthcare, finance, and manufacturing, may be required to provide content in multiple languages to comply with federal or state regulations. For example, the Affordable Care Act and other government mandates often require that healthcare providers offer materials in languages other than English to reach Limited English Proficiency (LEP) populations. Even beyond legal requirements, ensuring your website is accessible in multiple languages demonstrates a commitment to inclusivity and customer satisfaction.
It's important to note that accessibility and compliance aren't just legal obligations-they are also about building relationships with your audience. Offering multilingual support and content can improve user experience and enhance customer loyalty, two critical aspects of any business's long-term success.
Translation and Localization: The Keys to a Successful Multilingual Strategy
While translation focuses on converting text from one language to another, localization ensures that your website feels natural and culturally relevant to each target audience. This includes:
- Adapting content to local dialects and expressions
- Formatting dates, currency, and measurements correctly
- Using culturally appropriate images and messaging
- Ensuring seamless functionality for non-Latin scripts (e.g., Chinese, Arabic)
By investing in website translation and localization, businesses can create a digital experience that resonates with a wider audience, builds trust, and ultimately drives more conversions.
Final Thoughts: The Future of Business is Multilingual
In the wake of the U.S. officially designating English as its primary language, businesses must recognize that language accessibility is still critical for success. With over 70 million people in the U.S. speaking a language other than English at home, relying solely on English limits your market potential. To stay competitive and connect with a wider audience, website translation and localization are no longer optional-they're essential.
By embracing multilingual strategies, you can enhance customer experience, increase conversions, improve SEO, and ultimately boost revenue. Translating and localizing your website is not just about accommodating non-English speakers; it’s about building trust, expanding market reach, and providing an inclusive experience that resonates with diverse audiences.
Why Choose MotionPoint as Your Trusted Website Translation Partner
When it comes to website translation and localization, choosing a trusted professional provider is key to ensuring your success. MotionPoint has been in the translation and localization industry for over 20 years, offering expertise and technology to help businesses expand their global reach.
With CMS-agnostic solutions, continuous updates and optimizations, and a scalable approach to translation, MotionPoint ensures that your website remains relevant and accessible to audiences in any language. Our experts understand the nuances of localization-adapting your content not just linguistically but also culturally, to ensure your brand message resonates with every target market.
Start your website translation journey today and set your business up for long-term success in a diverse and global marketplace.
Last updated on March 21, 2025
