Looking into business translation? Makes sense. You know your business has room to grow in new markets. You’ve got a great product, and people around the world could benefit from it. But there’s one problem:
How do you bridge the language barrier? You can’t just run your content through Google Translate and call it a day.
However, when done right, business translations help you communicate naturally with customers in any market, so they understand, trust, and buy from you.
🤓 Beginner-friendly guide
This guide is for you if you’re new to business translation and want a clear, no-nonsense approach. You don’t need any prior experience, just the goal of making your brand sound natural and trustworthy in any target language. We’ll walk you through what business translation really means, why it matters, and how to get it right.
What is business translation?
Business translation (or corporate translation) is the process of converting business content into a target language. It can be anything from website translation, ads, contracts, product descriptions, and any other form of content that exists in a commercial or business setting.
Let’s say you own a skincare business. You’re expanding to the DACH region, so you need to translate it for German-speaking audiences. Your slogan “Glow like never before” has proven to be a success among your target buyers. You might decide to translate it as “Glühe wie nie zuvor.”
Sounds fine, right? Well, not if you get into the nitty-gritty of it.
In German, “glühen” often refers to something that’s burning or getting overheated. It can mean to glow, burn, or to be red-hot. So, probably not an ideal word to be associated with skin care.
A professional business translator knows they need to adapt the slogan beyond the literal meaning. Here, the better choice is “Strahle wie nie zuvor”, which translates as “Shine like never before”.
Types of business translation
As you realize by now, business translation is an umbrella term for different types of translations you use in a professional or commercial setting.
In the table below, you can see what exactly can be considered business translation.
| Different types of business translation | |
| Customer-facing translations | |
| Brand translation | Make sure your brand’s personality, tone, and message stay the same in every language |
| Marketing translation | Adapt ads, emails, and social media so they sound engaging and persuasive in different markets |
| Website translation | Ensure your website feels native to your audience, not like a clunky word-for-word translation |
| App translation | Translate mobile apps and software interfaces so they’re easy to use for customers in any language |
| Customer support translation | Includes FAQs, chat support, and email responses, so that you can assist customers wherever they are |
| Technical translation | Make sure manuals, product guides, and software instructions are clear and easy to follow |
| Internal business translations | |
| Legal/document translation | Translate documents, contracts terms of service, and compliance files so they hold up in different countries |
| Financial translation | Covers reports, invoices, and banking documents so numbers and terminology don’t get lost in translation |
| HR & internal communications translation | Adapt employee handbooks, company policies, and training materials so your global team stays aligned |
Why business translation matters for global companies
Business translation matters because a poorly translated message can confuse customers, hurt your brand’s credibility, or even lead to legal and financial losses.
Let’s take a look at one unfortunate example.
Audi introduced its first fully electric SUV called the e-tron, in 2018. However, they didn’t properly adjust the name of the model for the French-speaking regions.
The term “e-tron” closely resembles the French word “étron”, which translates to excrement (or feces, if you will). This unintended association was funny to some, but it also led to criticism among French speakers.
Such a misstep illustrates the importance of thorough linguistic and cultural research in global branding.
🧠 Good to know
Ensuring that product names and marketing materials are free from negative connotations in target markets is extremely important. This is where both translation and localization play their part.
Challenges in business translation and how to overcome them
At first, translating your content seems straightforward. Just convert the words into your target language, right? But then the challenges start creeping in. The tone might feel off, the message doesn’t hit the same way, or worse, something gets completely lost in translation.
Let’s take a look at the three most common business translation challenges and how to overcome them.
Literal translations lose meaning
Ever read something that sounded stiff, robotic, or just… off? That’s what happens when translations are too literal. A phrase that makes sense in one language might sound weird in another.
Marketing slogans, idioms, and even product descriptions often don’t translate well word-for-word. Without adapting the message, your business risks sounding unnatural.
How to fix it:
- Use native speakers who understand the culture and context, not just the language
- Apply transcreation for creative content (this will ensure that meaning and emotion come through naturally)
- Always review translations in context, and test them in real-world settings before publishing
Cultural differences impact your messaging
Humor, colors, and even common phrases can have totally different meanings depending on the country. A campaign that seems fun and engaging in the U.S. might fall flat or offend the customers in Japan or Germany.
If you don’t consider these differences, you can end up alienating potential customers instead of attracting them.
How to fix it:
- Invest in cultural research before launching in a new market to understand sensitivities and preferences
- Use local consultants or native marketing experts to review your messaging
- Adapt not just the words but also the tone, visuals, and references to fit the target audience
Legal and compliance risks
A small mistake in a legal contract or terms of service can be expensive. Some industries (e.g., finance, healthcare, and tech) have strict regulations that require precise wording. If a contract, privacy policy, or compliance document isn’t translated correctly, you could face lawsuits, fines, or regulatory penalties.
How to fix it:
- Hire certified legal translators who specialize in your industry
- Always have bilingual legal professionals review translated documents before use
- Keep translations aligned with local laws by updating content whenever regulations change
📚 Further reading
Looking to expand your online business, but feeling puzzled about the legal implications? This comprehensive cross-border e-commerce guide includes expert insights from localization and legal professionals working in regulatory compliance for international companies.
Managing business translations effectively
As your business expands internationally, you’ll need to translate content across multiple platforms, languages, and formats. Without a system in place, managing translations can become slow, expensive, and inconsistent. Large-scale projects easily turn into a logistical nightmare.
How to fix it:
- Use a Translation Management System (TMS) to centralize workflows and automate tasks
- Make the most of translation memory to reuse content and save costs
- Work with a dedicated translation partner who understands your business needs
This leads us to the next thing we need to tackle: how do you choose the right business translation provider?
How to evaluate different business translation services
When looking into different professional translation services, how do you decide which one is right for your business?
It all comes down to asking the right questions. To help you get started, we wrote this extensive guide on how to choose a translation company and evaluate them efficiently.
Now, let’s discuss the tools and tech for business translation.
💡 Pro tip
Wondering if you could get away with using machine translation software for business translations? Read through the linked guide to see how you can make the most of MT tools.
Business translation tools and tech
If you’re handling translations for your business, you don’t want to waste time rewriting the same content, fixing awkward phrasing, or managing endless email threads with translators.
The right tools can help you work faster, keep translations consistent, and scale efficiently. Here’s what you need to know about the different types of translation tech and when to use them.
Computer-assisted translation (CAT) tools: For speed and consistency
CAT tools help human translators work smarter, not harder. They store past translations, so the same phrases don’t have to be translated from scratch every time. This improves accuracy and speeds up the process, especially for large business translation projects.
Best for: Businesses that need consistent, high-quality translations across multiple projects (e.g., websites, product descriptions, legal documents).
Examples: SDL Trados, MemoQ, Wordfast
Tips:
- If you work with business translators often, ask if they use a CAT tool
- Using translation memory can lower costs because you won’t pay for the same text to be translated twice
- Keep in mind that these tools don’t replace human translators, they support them to work more efficiently
Machine translation (MT): For quick, low-cost translations
Machine translation is fully automated and delivers instant translations. But accuracy varies. While tools like Google Translate or DeepL have improved, they can still miss context or produce unnatural results.
Best for: Quick, low-risk translations like internal emails or product descriptions that will be reviewed before publishing
Examples: Google Translate, DeepL, Amazon Translate
Tips:
- Never use raw MT for legal, customer-facing, or marketing content (machine translation post editing or MTPE is always recommended)
- If you use MT, choose a tool that allows post-editing by a translator for better accuracy
- Consider AI translation tools as well for a faster business translation turnaround time
📚 Further reading
Check out our list of the best translation software for business growth.
Translation management systems (TMS): For scaling multilingual business content
If your business translates a lot of content across different languages, teams, and platforms, you need a Translation Management System (TMS). Comprehensive translation software centralizes everything in one place, which helps you automate workflows, assign translators, and keep track of translations.
Best for: Companies translating at scale (e.g., e-commerce, SaaS, global brands managing multilingual websites and marketing)
Examples: Lokalise, Crowdin, Smartling, Transifex
Tips:
- A TMS is a must if you’re handling translations across multiple platforms (website, app, emails, support docs)
- It helps keep tone and terminology consistent across all languages
- Most TMS platforms integrate with CMS, Shopify, WordPress, and other tools, which makes it easy to update translations
Take time to get the translations right
Business translation shouldn’t be just another checkbox on your to-do list. It’s how your company communicates with real people in different markets. When done right, it makes your brand feel familiar, your message clear, and your customers confident in what you’re offering.
The key is to be intentional about your approach. Know when you need human expertise, when technology can help, and when a mix of both makes sense. If you’re not sure how to handle it, ask someone more experienced.
Invest in quality where it matters. Because small translation mistakes can turn into big problems, but smart translation choices can open new doors.
Want to learn more? Check out Lokalise blog.
