A multilingual website can be perfectly in sync on launch day.
Then the website evolves. Products get renamed. Someone rewrites the About page. Marketing launches a campaign, SEO tweaks a heading, and new landing pages are added.
These small differences continue to accumulate until the cracks start to show. By that stage, working out which language versions need updating can feel like a daunting task.
That is one of the problems that we here at Comunica – a Nordic language and content specialist – are tackling through a new partnership with Easy Web Partner.
Comunica X EWP: One Setup, Synced from the Start
Easy Web Partner is a Málaga-based web agency working across the Nordic markets. It builds and maintains websites and webshops on subscription, from new builds and relaunches to SEO and ongoing maintenance.
When those websites need to work across several languages, another layer appears. Content has to move between systems, terminology needs to stay consistent, translated pages need to keep pace with the originals, and every version must sound right to its readers.
That is where our work meets theirs.
We build the multilingual workflows around the website, shape the linguistic setup behind them and make sure the content is translated, reviewed and ready for each market. Easy Web Partner keeps the technical side running; we keep the language side moving with it.
The result is a single setup designed from the start with both sides in mind. Each of us handles what we do best, while the customer gets a simpler, more joined-up solution.
As it happens, both companies are Nordic businesses based in Málaga, which is how the conversation started in the first place — and it means we can sit down together rather than coordinating everything over email.
What Happens When Someone Makes a Change?
Imagine someone edits a product page in the company’s CMS. Instead of exporting the updated text, emailing it somewhere, keeping track of different versions and eventually pasting the translation back into the website, the content can move directly into the translation workflow.
The new text appears in our translation platform. It is translated, reviewed and approved there, and then returned to the correct place on the website.
The exact technical setup will depend on the CMS. The customer might be using Shopify, Webflow, Umbraco, HubSpot, a headless CMS or something built specifically for them. The details differ, but the principle stays the same: content moves automatically, rather than people moving files around manually.
That means the multilingual versions can keep pace as pages are added, products change and the website continues to evolve.
More Than Just Moving Words
The partnership puts a framework in place to make sure that content always sounds native and natural to its target readers. In the first instance, this means: a glossary for terminology, a style guide that captures the company’s tone of voice, and a translation memory that keeps approved language consistent.
We then choose the AI model that works best for the language pair and content, and give it tailored instructions built around those assets. This gives the first translation a much better chance of sounding like the company rather than simply sounding translated.
Before anything goes live, a native professional reviews the text for meaning, terminology and tone. For higher-stakes pages and projects, a second linguist can then carry out an additional quality review, adding another layer of scrutiny before publication.
“By the time a company comes to us about their multilingual website, the problem is usually a year old. Nobody did anything wrong. The English site simply kept moving and the other languages didn’t, and now somebody has to work out which pages are still accurate. Building the language side in from the start means that conversation never has to happen.”
– TINA JULSGAARD
Nordic Expertise, Tuned to the Market
Besides simplifying the localisation process, the partnership also combines Nordic expertise on both sides – which matters when the goal is not simply to translate content, but to make it work for the people it is meant to reach.
Easy Web Partner already works extensively across the Nordics, while Comunica specialises in adapting language and content for the different markets and audiences that make up this region.
This local focus matters, even in a region where English proficiency is high and neighbouring languages are often mutually understandable. Being able to understand a website is not the same as being persuaded by it: people read, compare and make decisions more easily in their own language, and this is well supported by the research.
For a company currently serving Nordic customers in English alone, localisation is therefore not really a question of comprehension; it is a question of how easily people engage, compare and decide.
Furthermore, success here requires a highly tailored approach depending on who is reading. Business customers in Sweden will have different expectations and requirements from consumers in Norway. In some cases, the target audience may be even more niche – think hikers in Aarhus or parents in Bergen – and the language, tone, style and positioning all need to reflect that.
Bringing this understanding together with Easy Web Partner’s experience of building and managing websites for Nordic audiences means that localisation can be implemented as part of the overall digital experience, rather than added afterwards.
“The language side and the technical side of a website are usually handled by people who never speak to each other. That’s where things fall apart — not in the translation itself, but in the gaps between systems. Working with Comunica means those decisions get made together, before anything is built.”
– ØYSTEIN FOSEN-WINJE
A Simpler Way to Work
The cracks in a multilingual website rarely appear because somebody has done something badly. More often, they appear in the spaces between systems and everyday updates – when one version of the site moves forward and another quietly gets left behind.
That is the gap this partnership is designed to close.
By connecting Easy Web Partner’s web expertise with Comunica’s language and localisation know-how, the ongoing multilingual workflow can become part of the setup from the very start. And whether you come to the project through Easy Web Partner or Comunica, there is no additional markup.
You can read Easy Web Partner’s perspective on the partnership here.
If you’re building a multilingual website, relaunching an existing one or looking for a better way to manage the one you already have, get in touch with us. We can help you put a setup in place that keeps every language moving with the website.
About the author
Michael Purvis works at Comunica, helping companies communicate clearly across languages and markets. Comunica specialises in Nordic language, content and localisation, combining human expertise with technology to build multilingual workflows that are practical, scalable and built around the way each customer actually works.
