We translated our site into Japanese — but nothing happened.
This is something I hear often. You decided to expand into Japan. You invested in translation. You adjusted your visuals.
And yet — no inquiries. No engagement. No clear response. Many global businesses quietly struggle with this.
• You want to reach Japanese customers, but don’t know what that looks like
• You’ve changed the design, but you’re unsure if it feels right
• You don’t know who to ask, or where the real issue is
If this sounds familiar, please know this first: This is not a lack of effort, and it’s not a lack of talent. In most cases, the issue isn’t the Japanese language itself — it’s what comes before translation.
In this article, I’ll walk you through the key perspectives to organize before building a site for Japanese users. There’s also a simple self-check you can use to reflect on your current website.
⚠️ Dislaimer:
The ideas and checklist shared here are based on my experience designing multilingual websites for businesses working between Japan and English-speaking countries. Depending on your industry, goals, and audience, the best approach may differ. Please use this as a reference, not a fixed rule.
Why “Just Translating” Isn’t Enough
It’s completely natural to think: “Reaching Japan = translating into Japanese” But when results don’t come, the reason is rarely about grammar or vocabulary.
💡 The real challenges often look like this:
• It’s unclear who the website is for
• It's not considered how users visit and why they visit to your website
• The structure assumes non-Japanese cultural norms
➡️ Japanese users don’t share your business background, assumptions, or communication style. That’s why what matters most is not just what you say, but how the site is understood and used.
Three Things to Clarify Before Designing for Japan
You don’t need to start with design or translation. Start by gently organizing these three points.
💡 1. What concern or hesitation are you helping Japanese users solve?
Assume they are meeting you for the first time. Ask yourself:
• What might feel unclear or risky to them?
• What information helps them feel safe?
• What do they need to see before taking action?
➡️ For Japanese audiences especially, reducing uncertainty comes before persuasion.
💡 2. Differences in assumptions (not right vs. wrong)
What feels “obvious” in Western(English-speaking) markets may not translate naturally in Japan. For example:
• How services are explained
• How pricing is presented
• How contact or inquiries are handled
➡️ This isn’t about changing the business — it’s about recognizing that the starting point is different.
💡 3. How trust is built (information order, tone, clarity)
For Japanese users, trust is often shaped by:
• Why you do what you do
• Who is behind the service
• How clearly responsibilities and processes are explained
➡️ Trust doesn’t come from translation alone — it comes from structure, transparency, and tone.
A Simple Self-Check: Is Your Site Ready for Japanese Users?
Check the items that feel true for your current site.
If something isn’t ready yet, that’s completely okay—just leave it unchecked.
How I Personally Approach Multilingual Websites
When I design multilingual sites, I don’t think in terms of “translation.”
💡 The feeling is closer to building a bridge.
• Not pushing one culture too strongly
• Not erasing cultural identity to fit the other side
➡️ I aim to create a space where both sides can meet naturally. I call this a hybrid strategy — where language, structure, and emotional tone are carefully adjusted until the message truly lands.
A Typical Process for us
Expanding into Japan can feel overwhelming, but it doesn’t need to happen all at once.
💡 A common, gentle flow looks like this:
• Initial conversation
• Clarifying thoughts and goals
• Structuring information
• Adjusting language and design
• Publishing and refining
➡️ Perfection isn’t required from the start. You can begin exactly where you are.
This approach is especially helpful if:
• Your Japanese site feels “off”, but you can’t explain why
• You want to reach Japan, but your ideas aren’t fully formed yet
• You keep wondering, “Is this really okay?”
➡️ Many people start from uncertainty. That’s normal.
My final thoughts
You don’t need to rush toward the “right answer.”
Reaching Japanese audiences isn’t about guessing correctly — it’s about learning their perspective while staying grounded in your own.
If you’re pausing to reflect,that means you’re taking this seriously.
Starting with a conversation is more than enough. I’d be happy to help you organize what matters, step by step 🌿
Thank you for reading until the end. I’ll see you again in the next post.
