Localising a B2B website for the Italian market
B2B marketing consultant | EN/IT/DE
A practical checklist for adapting B2B messaging, evidence, navigation, and enquiry journeys for Italian-language buyers. The aim is a small, inspectable plan that your team can improve as evidence arrives.
Begin with the pages buyers need
Prioritise the pages used in the buying journey: product explanation, relevant use cases, proof, commercial information, and contact. Ask sales which questions recur. Translating an entire archive is less useful than making the core journey complete. Make the available languages and support arrangements clear.
Review meaning and evidence
Check terminology with someone who knows the product category. Rewrite ambiguous benefits into concrete explanations of what the product does. Adapt examples where necessary, but keep the underlying claims true. A foreign case study should retain its market context; do not convert it into an implied Italian reference.
Give each language a stable URL
Make translated pages reachable through ordinary links and a clear language switcher. Use an appropriate language attribute and language-alternate annotations for genuine equivalents. Keep titles and descriptions specific to the page. Do not declare translations that do not exist or send every language link back to the homepage.
Test the full enquiry path
Read the page on a phone, complete the form with a test record, and check the confirmation and sales handoff. Look for leftover English labels, unclear required fields, and messages that promise unavailable support. Check that internal links, downloads, and contact details work. A polished landing page is only one part of the experience.
Turn the guide into a working document
Write down the audience, the decision you are testing, the evidence you have, and the person responsible for the next action. Add a review date appropriate to the sales cycle. Treat any budget or timeline as a planning assumption until your own results support it.
For a practical companion, use the Italy market-entry checklist or the campaign-to-pipeline reporting framework. You can also read about my work or get in touch.