Website localization is more than mere translation.^[8] Translating only solves partial language problems. Measurement units must be converted; images and text are modified to appeal to the target culture.^[8]

The process of website localization is complex and involves three different levels of adaptation.^[9] First is translation. Website localization involves adapting any text being used into the language of the country. It is important that translation of information be “clear and understandable” to avoid cultural misunderstanding or offense.^[2] In order to translate, the "target culture" must be known.^[10] Second is the actual localization, which includes translation but also involves all other efforts and activities to ensure that the adaptation of textual materials, visual displays, illustrations and graphics are “linguistically and culturally appropriate for the target locale.” ^[2] Target locale is understood as the “market segment defined by criteria including language, currency, and perhaps educational level or income bracket.” ^[11] Among the many technical elements which can be localized are: date and time formats, currency formats, number formats, address and telephone number formats, units of measure and connection speed.^[11] In order to ensure effective communication during the localization process, it is important to consider the following items: information architecture, theme and navigation, graphics, photographs, audio, and visual.^[10] Third is internationalization, which involves making sure that the software being used is fully compatible with the technology of the country in question.

There are two important considerations to keep in mind during the process of website localization. The first is to focus on the demands of the user.^[2] The readers of the “localized version of the website” want to be able to read and understand the pages in a way that makes sense to them.^[2] A second consideration is to take into account the goals of the client, whether an institution, government or individual, for example.^[2]

Many elements of a website that are different according to the locale of the client need only minor manual changes by a localizer, or none at all. For example, the system on which the website is created should automatically produce the correct currency symbol based on the country in which the client is located.^[12]

• Website Analytics Software:^[12] This software can be created once generally, and then applied to each of the localized domains.
• Site Search: Results can be reviewed using an algorithm that sifts through possible results using metadata. For example, a consumer who makes a query in the United States should not be shown a good that can only be purchased in Portugal.^[12]
• Testimonials: Comments and feedback are often a vital part of a website. Localization efforts usually only include censorship. This can be done largely by software, however human review is sometimes necessary.^[12]
• Information Storage: Databases are often used to store large amounts of information. They can be used to store generic data, like product information, as well as more specific information pertaining to certain locales.^[12]

Using website localization to its best advantage is vital to any business seeking to move into international markets. With more and more companies seeking to tap into these lucrative markets, website localization has become quite profitable.^[2] The business side involves global and local coordination; production and operations, including finance; sales and marketing; language translation, including technology and linguistic coordination; software engineering, as well as design.^[11][13] The higher the technological abilities of the target culture, the more likely it is for website localization to be implemented and used effectively.^[3]

• Internationalization and localization
• Language localisation