When my client, a wellness coach based in Tokyo, decided to expand her services to English-speaking audiences, she had her Japanese website translated into English — word for word.

The result?

The site was grammatically correct, but it felt... off.

Her warm, empathetic tone in Japanese came across as stiff and robotic in English.

Her call-to-action, which felt natural and welcoming in Japanese — 「まずはお気軽にご相談ください」was translated to “Please feel free to contact us first.”

Polite? Yes.

Inviting and clear? Not quite.

Visitors didn’t stay long. Inquiries didn’t come in. That’s when she reached out to me. We worked together to rethink her message, not just translate it.

Instead of “Please feel free to contact us" we used “Let’s chat about how I can help you feel your best.”

That small change reflected her personality, her warmth—and suddenly, the site started to connect. Visitors stayed longer. Emails started arriving. The difference wasn’t in the language. It was in the intent behind the words.

💡 Why Direct Translation Falls Short

We often assume that translation is just about changing words from one language to another. But language is never just words. It's tone, emotion, culture, and context.

Here’s what can go wrong with word-for-word translations:

❌ Cultural Disconnect

Certain phrases that work beautifully in one language may sound awkward or unnatural in another. For example, the humble and polite tone expected in Japanese business communication can sound overly vague or formal in English.

❌ Missed Tone and Personality

Your website’s tone says a lot about your brand. Is it friendly and casual? Professional and precise? These nuances are often lost in literal translation.

❌ Misaligned SEO

Google searches aren’t just language-based—they're culturally informed. The keywords your Japanese customers use won’t always match the ones your English-speaking customers type into Google.

✨ What to Do Instead

Think of your bilingual website as having two conversations, tailored to two audiences. Your message stays the same, but the delivery should be adapted for each.

Here’s how to do it:

✅ Translate intention, not just words

Focus on what you're trying to say, and how that would naturally be said in the other language. A good bilingual website doesn’t sound “translated”—it just sounds right.

✅ Adapt tone for each culture

English content might call for a more active voice and direct calls-to-action, while Japanese content may lean on subtlety, trust-building, and formality.

✅ Consider layout and visuals

Even design expectations vary. Japanese audiences may expect more information up front; English-speaking users may prefer cleaner layouts with bold calls-to-action.

✅ Work with someone who understands both sides

Whether it's writing, design, or UX—collaborating with someone who lives in both cultures can save you from missteps and missed opportunities.

🌍 Final Thoughts

Your website is often your first impression—and in a global market, that impression needs to feel natural and trustworthy to every audience you reach.

Don’t settle for a site that “reads well.” Aim for one that feels right—in both languages, and across cultures.

If you’re not sure where to start, or if your current bilingual site isn’t landing as it should, I’d love to help. Let’s create something that connects—beautifully.