Multilingual Websites: When They Actually Bring More Inquiries

Why “Just Adding English” Often Backfires

Many freelancers add “English too” to their website because it seems more professional. In practice, the opposite often happens: the English version looks half-finished, the messaging is watered down, and prospects don’t get the feeling: “They understand my problem and can deliver.”

Even more common: the second language gets published but isn’t maintained properly. Service descriptions differ, references are missing in one version, and the contact page is inconsistent. This creates friction - and friction is the fastest way to lose inquiries.

And even if the content is good: if search engines can’t clearly determine which page has which language, the wrong version may appear in search results. Then German-speaking prospects click on English, bounce, and that’s it.

When Multilingualism Actually Makes Sense

The sensible question isn’t: “Should we be multilingual?” The sensible question is: “Does a second language help us get to the right conversations faster?”

If your customers are almost exclusively German-speaking and you don’t see regular international inquiries, then a second language isn’t a lever - it’s just effort. Invest first in a strong German website with clear services, clear results, and a contact page that actually triggers inquiries.

If you’re already receiving inquiries from abroad or working with international teams, then an English version often makes sense - but only if it explains your offer as precisely as the German one. “I can basically do English too” isn’t enough. Your positioning must work in both languages, otherwise the English page is just a business card without pull.

If you rarely update your website, then multilingualism is easier to maintain. But if you regularly adjust services, add new references, or sharpen your copy, then you need to take maintenance seriously. Otherwise, you gradually create a “two-tier website”: one version current, the other outdated.

The Pragmatic Approach

In implementation, a clear start has proven effective for freelancers: begin with a few revenue-relevant pages and keep the rest monolingual for now. This isn’t a compromise - it’s clean prioritization. A second language doesn’t have to be “everything” - it needs to cover the right pages so a prospect quickly understands your competence and takes the next step.

Clear language guidance on the page itself is also important. Each page should be written consistently in one language, including navigation and calls to action. Mixed-language pages appear unfocused and make visitors doubt whether structured work is really happening here. Additionally, search engines need unambiguous language attribution per page so the right version appears in search results.

Case Study: IT Service Provider with Targeted English Addition

An IT service provider works primarily in the DACH region but increasingly receives project inquiries from product teams with English as their working language. Instead of translating the entire website, he added his services, approach, two references, and the contact page in English. Result: conversations became concrete faster because decision-makers could simply forward the relevant link internally.

The Real Effort - Unvarnished

The initial translation is the smaller part. The real effort comes afterward - every time you adjust copy, rename services, explain pricing, add new references, or sharpen formulations. If you can’t or won’t sustain that long-term, then plan the second language deliberately small or skip it entirely. Sloppily maintained multilingualism is a trust loss waiting to happen.