September marks the return of international digital marketing strategies after the summer break. Many companies are taking advantage of this month to launch or scale international SEM campaigns in key markets, as it coincides with the beginning of the last quarter of the year, a decisive period to prepare the ground for Black Friday, Christmas and the January sales.
In addition, September is also the time when many companies define their budgets for next year, which makes it a perfect window to attract new international leads.
In this context, Google Ads, Meta Ads and LinkedIn Ads are consolidated as fundamental platforms. However, while adjusting segmentations, copies and bids, one decisive aspect is often forgotten: the real optimization of the multilingual website that will receive the traffic.
An international SEM campaign can fail if your website is not optimized
It is useless to invest thousands of euros in a perfectly segmented campaign if, when landing on your page, the international user finds poor translations, unclear buttons or confusing navigation. The result is immediate: abandonment, low conversion rate and loss of trust.
A poorly optimized multilingual website reduces the profitability of your SEM investment and damages your global brand image. Therefore, before launching any international action, it is essential to check if your website is ready to compete in the digital scenario.
5 key elements to optimize your website before starting multilingual SEM campaigns
Investing in international SEM without a well-optimised website can result in low conversion and a wasted cost per click. To make your ads perform at their best, your website must be prepared to attract, convince and convert in all languages. Below, we show you the five essential elements that you should review before launching any SEM campaign aimed at global audiences.
1. Localized landing pages for each market
Translating is not enough: multilingual landing pages must be fully adapted to the local context. This involves adjusting the content, design, structure and tone so that each visitor feels identified and clearly understands the message. A well-localised landing increases the conversion rate and improves the user experience from the first click.
2. Metadata, titles and URLs optimized with local logic
Multilingual SEO starts with a good adaptation of titles, metadata and URLs. Translating isn’t enough – you need to do keyword research by language and country and tailor each element to your audience’s actual searches. This improves the Quality Score of your ads and their positioning in search engines.
3. Culture-specific calls to action
Multilingual CTAs must be adapted to the behavior and expectations of the local public. Tone, style, and placement change by country. Customizing calls to action allows you to better connect with the user, build trust and increase interaction and conversion from any SEM channel.
4. Web performance and speed by region
Upload speed is a critical factor in SEM campaigns. A slow web can cause the user to leave before interacting. Optimize technical resources (CDNs, images, scripts) to ensure fast loading times in all your target markets, especially on mobile devices. In addition, this improves the ranking of Google Ads and reduces the cost per click.
5. Localized and functional forms and processes
A poorly adapted multilingual form can break the entire conversion process. Make sure that all the forms and steps in the funnel are perfectly translated, functional in all languages and respect local rules (such as date or privacy formats). They should also be integrated with confirmation messages and post-shipment processes tailored to each language.
SEO and conversion benefits of a well-localized multilingual website
A well-localized website improves conversion and enhances organic positioning. Why? Because search engines reward relevance and the user experience. When a website offers localized, optimized and technically sound content, the results are tangible:
- Longer time on page
- Lower bounce rate
- Increase in conversions in international markets
- Better positioning in local results
- Reinforcement of global brand image
The effort invested in preparing your multilingual website multiplies the profitability of your SEM campaigns and lays the foundations for a solid and sustainable international strategy.
Do you launch international SEM campaigns? Check your website first
Designing effective ads and targeting them correctly is only part of the job. Every click that reaches your website represents an opportunity, but also a cost. If your site doesn’t measure up, that cost turns into losses.
Therefore, before launching, it is advisable to carry out a web audit focused on the target market. Some key questions:
- Are all texts translated by professionals?
- Is the browsing experience fluent in all languages?
- Does the content and visuals fit with local cultural expectations?
- Do you comply with the applicable legal regulations in each country?
If any answer is not a resounding “yes”, the most sensible thing to do is to pause the campaign and resolve it as soon as possible.
Our service: frictionless web localization
At Nóvalo we help companies prepare their website to work in any market. Our approach combines professional translation, cultural localization and multilingual SEO optimization. We work with each version of the website as if it were the main one, ensuring consistency, linguistic quality and a seamless user experience.
Our team consists of international digital marketing experts, specialized translators and multilingual SEO technicians. From the initial review to the final implementation, we accompany your company throughout the digital internationalisation process.
Need help reviewing your multilingual website?
We know that every detail counts. That is why we offer a quick and complete review service before you launch your campaigns:
- Translation Analytics, SEO, UX and Legal Compliance
- Detailed report with practical and prioritized recommendations
- No cost if you decide to implement the improvements with our team
A well-optimized multilingual website is not just a competitive advantage, it is a necessity when competing in international markets. Don’t let small mistakes ruin your ad spend. Make sure your website is ready to convert from the first click.
