Short answer
Translation changes the words. Localisation changes how your offer works for German-speaking buyers: tone and form of address, the order of arguments, local proof, legal pages, and the search terms people in Germany, Austria and Switzerland actually use. A translated website without these adjustments often feels foreign and converts poorly.
What is the difference between translation and localisation?
A translation can be grammatically perfect and still fail. Localisation asks how a German-speaking buyer reads the page: Which questions come first? Which proof is expected? Which words do people use when they search for your solution?
Which tone works for German-speaking B2B buyers?
Use the formal "Sie". Be specific instead of enthusiastic: concrete outcomes, clear scope and transparent next steps convince more than superlatives. Avoid literal translations of marketing slogans; they often sound exaggerated in German.
What must a website for the DACH market contain?
Some elements are expected or legally required, others simply build trust.
- Impressum (legal notice) and a GDPR-compliant privacy policy
- A cookie banner that allows rejecting as easily as accepting
- Named contacts, reachable phone number and response times
- Case studies and figures, ideally from the region
- Correct formats: dates, numbers, currency (EUR and CHF)
How do Germany, Austria and Switzerland differ in language?
All three use German, but with differences. Swiss German writing uses ss instead of ß, and Austria has its own terms in some industries. If you target Switzerland specifically, a Swiss version of key pages is worth considering.
How do you get found in Google and AI assistants in DACH?
German search terms are often compound nouns and differ from a direct translation of your English keywords. Research them separately. For AI assistants such as ChatGPT and Perplexity, clear answers to real buyer questions, structured data and consistent company information help your company appear in answers.
- Keyword research in German, per country if needed
- hreflang tags for language versions
- FAQ sections that answer buyer questions directly
- Structured data and consistent company details across the web
Frequently asked questions
This article is for general information only and does not constitute legal, tax or investment advice. It does not replace advice on your individual case. Despite careful research, we accept no liability for accuracy, completeness or timeliness; use is at your own risk. Articles bearing an author's name reflect that author's opinion. The provider of and party responsible for all content is Optivanta Solutions LLC. More in the imprint
Planning your market entry?
In a free first call we look at your offer and tell you honestly what it takes to win customers in Germany, Austria and Switzerland.