High English proficiency does not always eliminate the need for website translation. Even if consumers can understand English, their language preferences, local regulations, and expectations may influence how they interact with a website. Businesses should consider the following factors before deciding whether English-only content is sufficient:
- Language preferences: Consumers may feel more comfortable browsing product information and making purchasing decisions in their native language.
- Legal requirements: Certain markets have language requirements for product information, consumer rights, or other commercial content.
- Customer trust: Local-language content can help customers understand important details, feel more confident, and make informed purchasing decisions.
Ultimately, the decision to translate a website depends on more than English proficiency alone. Businesses need to evaluate each market’s requirements and customer expectations to determine whether English-only content is sufficient or local-language content can deliver a better experience.
Website translation needs by market
English proficiency scores can help businesses estimate how comfortable consumers may be with English, but they cannot determine whether translation is necessary on their own. The following seven markets illustrate how language ability, local regulations, and customer expectations can lead to different website localization decisions.
Holland
The Netherlands ranked first globally in the EF English Proficiency Index (EF EPI) 2025, with a score of 624, indicating very high English proficiency. English-only content may work for international professionals and Dutch consumers comfortable with English. However, not every customer prefers English when comparing products, reviewing prices, or making purchases.
Legal requirements also matter. According to the Dutch government’s product requirements guidance, products sold in the Netherlands may need Dutch-language instructions, warnings, and safety information, depending on the product and applicable rules.
Verdict: English may be sufficient for some audiences, particularly in international B2B markets. For consumer-facing websites, Dutch translations of key product, checkout, support, and safety information may be worthwhile or legally necessary, depending on the business.
Tyskland
Germany ranked fourth in the EF EPI 2025, scoring 615 and falling within the very-high-proficiency category. English content may work well for international businesses, technical audiences, and customers who regularly use English at work. However, consumers purchasing products or services locally may still value German descriptions, pricing information, customer support, and purchasing terms.
Legal obligations can make translation necessary regardless of English proficiency. Germany’s Product Safety Act, for example, requires German-language instructions for certain products when necessary to protect users’ safety, subject to applicable provisions and exceptions.
Verdict: English-only content can be viable for selected audiences, but German is often the more practical choice for consumer-focused websites. Businesses selling regulated or safety-sensitive products should check the language requirements that apply to their products.
Norge
Norway scored 613 in the EF EPI 2025, placing fifth globally. This suggests that English can be a practical option for international businesses, particularly in professional or technology-focused markets. However, Norwegian-language content may still help consumers understand product details, evaluate offers, and navigate customer support more comfortably.
Norway is not an EU member, although it participates in the European Economic Area (EEA). Relevant EEA rules and Norwegian national legislation may establish language requirements for particular products or transactions. Businesses should verify the rules for their sector before deciding that English-only content is sufficient.
Verdict: English may be enough for some international audiences, but Norwegian localization can make a website more accessible to local consumers. For regulated products, check applicable Norwegian and EEA requirements before choosing a language strategy.
Danmark
Denmark achieved an EF EPI 2025 score of 611, ranking seventh globally. English-only content may be sufficient for businesses serving international customers or audiences already comfortable with English. However, language proficiency does not necessarily indicate a preference for English when consumers evaluate prices, compare products, or read important purchasing conditions.
As an EU member, Denmark is subject to EU consumer protection rules alongside applicable national requirements. Businesses should check whether their product information, contractual terms, or safety instructions must be available in Danish. The exact requirements depend on the type of transaction and product rather than English proficiency.
Verdict: English-only content may work for a clearly defined international audience. Danish translation is worth considering for consumer-facing websites, especially where clarity, customer support, and regulated product information are important.
Sweden
Sweden scored 609 in the EF EPI 2025, ranking eighth globally for English proficiency. This high level of proficiency can make English-only websites viable for some international services, software products, and professional audiences. Nevertheless, consumers may find Swedish content easier to navigate when researching unfamiliar products, comparing offers, or seeking help after a purchase.
Sweden is an EU member, so businesses selling to Swedish consumers must consider EU consumer protection rules and applicable Swedish requirements. These rules establish information obligations for consumer transactions, while national provisions may determine whether certain information must be provided in a particular language. This does not mean every website must be translated in full.
Verdict: English may be sufficient for some international or specialist audiences. Swedish localization becomes more compelling when a business targets the wider consumer market, handles complex purchases, or needs to meet specific language requirements.
Finland
Finland ranked twelfth in the EF EPI 2025, with a score of 603, placing it in the very-high-proficiency category. English can work for international services and audiences accustomed to using it. However, Finland has two national languages, Finnish and Swedish, and the most appropriate localization strategy depends on the intended audience and geographic reach.
As an EU member, Finland is subject to EU consumer protection requirements, while national legislation may establish additional language obligations in particular contexts. Businesses should not assume that a high English proficiency score removes the need to provide required consumer or product information in the appropriate language.
Verdict: English-only content may suit some international audiences. Finnish localization can help reach the broader domestic market, while Swedish may be relevant for specific audiences. The choice should reflect customer demographics, business scope, and applicable legal requirements.
Singapore
Singapore has four official languages, English, Malay, Mandarin, and Tamil, as recognized in Article 153A of the Constitution of Singapore. English is widely used in business, making it a practical primary language for many companies targeting the local market.
Singapore ranked third in the EF EPI 2024, with a score of 609. However, it was not included in the 2025 edition, so its 2024 score should not be directly compared with the 2025 scores of the other markets in this article.
Verdict: English-first content may be sufficient for many businesses in Singapore. However, offering Mandarin, Malay, or Tamil translations may help reach specific language communities, depending on the target audience and business needs.
Note: The EF EPI measures English proficiency among test takers, not consumer language preferences or purchasing behavior. The scores in this comparison come from different editions, the Netherlands (624), Germany (615), Norway (613), Denmark (611), Sweden (609), and Finland (603) use EF EPI 2025 data, while Singapore’s score of 609 is from the 2024 edition because Singapore was not included in the 2025 ranking. These scores provide context for comparing English proficiency, but they should not be treated as direct evidence of whether a market needs website translation.
How to decide when to translate
Before deciding whether to translate your website, consider three key factors that influence how well your content serves a local audience:
- English proficiency: Assess how comfortably your target audience uses English when browsing websites, comparing products, and making purchasing decisions. High proficiency does not necessarily mean customers prefer English content.
- Legal requirements: Check whether local regulations require product information, safety instructions, or other essential content to be available in the local language.
- Customer needs: Consider language preferences, accessibility, trust, and purchasing behavior to determine whether localized content could improve the customer experience.
Use English-only content when it adequately serves your target audience and meets all applicable legal requirements. If certain information needs localization, translate selected pages, such as product descriptions, checkout instructions, and customer support resources. Consider translating the entire website when local-language content is important for reaching a broader audience, building customer trust, and improving business performance.
Once you identify which pages need localization, consider how to manage translations efficiently as your website expands into new markets. A website translation solution like Linguise can help you translate website content into multiple languages, making it easier to manage a multilingual website and adapt your content to different audiences.
Konklusion
High-English-proficiency markets still need website translation when local regulations, customer preferences, or business goals call for localized content. As the seven markets show, high English proficiency does not automatically mean English-only websites are sufficient. Businesses should evaluate each market to determine whether English-only content, selected page translations, or a fully localized website best serves their target audience.
To make your website accessible to international audiences, consider using Linguise to translate your content into multiple languages and support your website localization strategy. Choose the languages that align with your target markets and customer needs.
