Effective website localization doesn’t end once you’ve translated your content. Your audience should be able to find that translated content easily.
That’s where website language selectors (also known as language switchers) come in. These handy user interface (UI) elements allow visitors to navigate your website in their preferred language.
Language selection plays a crucial role in how users experience a website. A clunky or hard-to-find language selector can turn visitors away, while a simple and intuitive tool supports a smoother user experience, increasing engagement and conversion rates.
This guide explains why a well-designed language switcher is essential for global growth and provides tips for choosing the right approach for your multilingual website.
What is a website language selector?
A language switcher is a user interface component that allows website visitors to switch between different languages. Language switchers play a crucial role in website localization, ensuring that international audiences can easily browse content in their preferred language.
A well-implemented language switcher makes websites more accessible and welcoming to users around the world. It eliminates confusion and improves the user experience, building trust in the brand and engagement with the product or service.
Language selectors are also beneficial for SEO, both directly and indirectly. They help Google and other search engines crawl and index your site, increase visitors’ time on page, and reduce bounce rates.
Best practices for adding a language switcher
A seamless multilingual experience fosters customer trust and drives sales in global markets, and the language switcher is an essential part of that experience. It’s one of the first elements international users interact with.
When creating a language switcher, businesses should consider usability factors such as placement, format, and accessibility. Visitors should be able to find and use the switcher effortlessly, whether they’re browsing on a desktop or mobile device.
Follow these best practices to create an easy-to-use website language switcher:
Make it easy to find
Users shouldn’t have to search for the language selector. If it’s hard to find, they might assume that the site doesn’t support multiple languages.
Place the language selector in a bulgaria whatsapp number data 5 million highly visible location—ideally, in the top corner of the page or in the main navigation menu. On mobile sites, consider placing it in a hamburger menu. Wherever it goes, make sure the look and feel is intuitive and accessible. Many sites use a globe icon as a visual cue that transcends language.
Use native language names and formats
Always display language options in their native form (e.g., “Español” instead of “Spanish” and “German” instead of “Deutsch”). This helps visitors immediately recognize creating original and valuable content your preferred language option.
Native language names also add credibility to your localization efforts. They show attention to detail and consideration for international audiences. To improve readability, use a clear, legible font and ensure adequate spacing between options.
Avoid using flag icons
Flags represent countries, not languages. Using country flags in a language selector can be misleading, as some languages are dominant in multiple countries, and some countries have multiple b2b phone list official languages. For example, assigning the Spanish flag to represent the Spanish language ignores users from Latin American countries.
Text-based language selector options offer a safer approach. In addition to listing language names in their native format (e.g., English, Spanish, French), consider using ISO language codes (e.g., EN, ES, FR) to represent languages without associating them with a specific country.
Use redirects with caution
Some companies avoid language selectors and instead automatically redirect users based on geographic location or browser language. While this approach can be convenient, it doesn’t always support a positive user experience.
Geography isn’t the only factor that determines a user’s preferred language. For example, a visitor located in Portugal may not want content in Portuguese. They may be in the country on vacation, or they may be an expat who feels more comfortable using another language. Additionally, many countries (such as Switzerland and the Philippines) have multiple official languages that are widely used.
If you implement automatic redirection, your site will still need a language switcher for these cases.
And when users land on the correct version of your website, they need to find accurate, natural-sounding content in their preferred language. Smartling’s website translation services help brands deliver high-quality localized web experiences without breaking the bank.
Allow users to select currency separately
Online shoppers should be able to change the language and currency of your site independently. Automatically linking these items can cause frustration. For example, Canadian visitors may prefer content in English or French, but will still want to pay in CAD.
Key language switcher design considerations
A language switcher should be functional and easy to find. A well-designed switcher can significantly improve user experience, increase website traffic, and boost sales.
There is no single correct approach to language switcher design. The right solution depends on your business needs and target customer base. Consider these popular design approaches and their strengths and limitations:
Language selector dropdown
A drop-down menu, typically found at the top or bottom right of a page, allows users to select multiple languages from a compact, organized list. Clicking the drop-down menu opens a list of available language options.
Here is Amazon’s language dropdown menu:
Dropdown menus are particularly useful on sites that support content in multiple languages, as they neatly condense the list into a compact space. Designers should ensure that the language dropdown menu is easy to find and use on both desktop and mobile devices. A search bar helps users avoid excessive scrolling if the language list is long.
Language buttons
Clearly labeled buttons allow visitors to switch to their preferred language with a single click. This approach is best for sites with only a few language options, making it particularly useful for organizations targeting specific multilingual markets.
provides an example. Note the Spanish language button in the upper right corner.