Most localisation efforts start with the obvious: marketing content. Anything outward-facing gets translated first (websites, brochures, digital ads). The companies that see real results from localisation go deeper. They understand that every touchpoint in the customer journey (not just first impressions) shapes perception, trust, and revenue. Localisation is customer experience in every language.
Going beyond the campaign
Picture this: someone sees your beautifully translated landing page. They click “sign up.” but their onboarding emails are in the wrong language, the help center has only partial or poor translations, and in-app notifications feel generic or confusing. The trust you built just evaporated and with it, your conversion rates.
Operational content such as support docs, in-product UX, legal flows, user training is often overlooked and that gap costs you in customer retention, support costs, and reputation.
Why it matters more than ever
B2B buyers in regulated or trust-sensitive sectors (SaaS, healthcare, finance, compliance) expect clarity from first click through purchasing, usage, and support. Mis-translated terms or confusing legal copy can be deal-breakers.
Also, with new regulations (like the AI Act) and rising competition, consistency and accuracy are table stakes.
Real-world examples
Across industries, leaders are localising far beyond marketing campaigns. SaaS providers expanding in Central Europe often prioritise onboarding flows and in-app help centers to cut churn. Healthcare organisations invest in multilingual patient FAQs and consent forms to reduce call-center load and compliance risk. In fintech, accurate translation of regulatory disclosures and UX flows directly affects customer adoption timelines.
What smart companies do differently
Here are the concrete moves companies doing it well are making:
- They map every user touchpoint (onboarding emails, help center, legal terms, error flows) and prioritise those that are high-risk or high-value.
- They build scalable systems: translation memory + glossaries + tools that integrate into dev pipelines.
- They ensure local cultural review especially for UX flows, legal/regulatory text, support content.
- They set up feedback loops: support tickets, user feedback in each market, data on usage/abandonment to spot where localisation fails.
What you can do: Steps to level up
If your current localisation feels “good enough,” here’s how to push it further:
- Audit all touchpoints beyond marketing (support docs, onboarding, UX strings, legal).
- Build glossaries and tone guides per market.
- Add post-editing + QA, not just translation.
- Track metrics per locale (satisfaction, churn, tickets).
- Integrate localisation into dev workflows so UI strings & error messages update automatically.
How PRESTO helps
Instead of juggling all this alone, we’ll do the heavy lifting for you::
- Run full touchpoint reviews to catch gaps so you can see what’s being translated and what isn’t.
- Localise beyond marketing (support docs, product onboarding, UX strings)
- Manage glossaries and tone across US/EU for brand consistency.
- Set up feedback loops so you can fix issues early.
Curious what might be missing in your setup?
Let’s map out your next opportunity. We offer a free touchpoint review of your content and see where localisation may be silently holding you back, before it hurts your growth.
No commitments. Just insight.