Website Localization for Japan: Translation vs Full Localization

Translation turns your English text into Japanese. Localization changes the whole page so it works for people in Japan: the words, the layout, the proof, the forms and the way you ask for the sale. If your site needs to win customers in Japan, translation alone is rarely enough.

Translation vs localization: the short version

• Translation: same page, same structure, the words swapped into Japanese. Quick, and fine for content people read after they've already decided to buy.
• Localization: the page is planned and written for Japanese readers. Copy, layout, proof, forms and search keywords all change where they need to.

What translation covers

A translator takes your existing text and writes it in Japanese. A good one gets the meaning right and uses the terms your industry uses in Japan. What a translator usually doesn't touch is everything around the words: what the page leads with, which proof it shows, how long each section is, and what the reader is asked to do next. The page still reads like a foreign company talking.

What full localization changes

• Copy written in Japanese. Japanese buyers tend to want more detail before they get in touch: company information, track record, process and how pricing is decided. Short, punchy English copy often reads as thin.
• Layout and type. Japanese text needs its own font, line height and line breaks. Headings that fit in English can wrap badly in Japanese, so layouts get adjusted, not just filled.
• Proof. Japanese clients, reviews in Japanese, a company address and the name of the company representative all help people trust a business they don't know yet.
• Forms and contact. Name fields with furigana, a company name field, a phone number, and in some industries LINE instead of email.
• Search. Japanese keywords need their own research. The phrase people type in Japanese is often not the translation of your English keyword.

When translation is enough

• Help docs, product specs and legal pages, where the reader already knows what they want
• Internal tools and pages for existing customers
• A quick test of interest in Japan before you commit to more

When you need full localization

• Pages that have to win new customers: the homepage, service or product pages, landing pages and the contact flow
• A product or idea that is new in Japan and needs explaining
• A market where Japanese competitors already speak to your buyer in their own language

Example: bringing Gamban to Japan

Gamban, a UK app that blocks gambling sites and apps, wanted to reach people in Japan. Gambling-blocking software was a new idea there, and the topic carries a lot of stigma. A translated page would have listed the features and missed the reader.

We started with research on the Japanese market, then wrote the landing page in Japanese. We kept the softer side of Gamban's brand, added a mascot for the Japanese site, and explained the features in terms of privacy and support instead of shame, since saving face matters a great deal to the people this page is for. Read the Gamban case study.

How to plan a Japanese version of your site

1. Decide which pages need to win customers and which only need to inform.
2. Research Japanese keywords for the pages that need to win customers.
3. Write those pages in Japanese with a native writer who knows your field.
4. Adjust layout, fonts and forms for Japanese.
5. Add proof from Japan: clients, reviews and company details.
6. Test the pages with a few Japanese users before launch.

FAQ

What is the difference between website translation and localization?

Translation changes the language of your existing text. Localization plans and writes the page for readers in Japan, including the copy, layout, proof, forms and keywords.

Is machine translation good enough for a Japanese website?

For internal or reference pages it can be a starting point. For pages that need to win customers, Japanese readers notice machine-translated text quickly, and it costs trust. Have a native writer check or rewrite those pages.

Do I need a separate domain for my Japanese site?

Usually not. A subfolder such as /ja/ with hreflang tags works for most companies. A .jp domain can help with trust for some consumer brands.

Which pages should I localize first?

Start with the homepage, your main service or product pages and the contact flow. Those are the pages where a new visitor decides whether to get in touch.

Can a Japanese website be localized into English too?

Yes. The process is the same in the other direction: research what English-speaking buyers search for, write for them, and adjust the proof and contact flow.

Need a Japanese version of your site?

Skydea is a bilingual design team with HQ in Tokyo. We design and write websites in English and Japanese, and plan each version for its own readers. See our website design service.