Attracting German Customers: Why a Translated Dutch Website Isn't Enough

Germany is close by, has a large industrial market, and seems like a logical next step for Dutch companies. The website is translated, Google Ads is launched, and the first brochure is published in German. Yet inquiries are often few and far between.

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That’s because international growth isn’t just a translation project. German customers evaluate not only what you offer, but also how professional, reliable, and locally relevant you come across.

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Translation is different from localization

A literal translation does not take into account technical terms, search behavior, forms of address, and information needs. Therefore, research which words German buyers and engineers actually use and how competitors describe their categories.

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Also update examples, certifications, shipping information, and contact details. Localization shows that the market is being taken seriously.

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Trust needs to become apparent more quickly

An unknown foreign supplier must provide additional evidence. Provide relevant references, technical documentation, certifications, German contact information, and clear terms of service.

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Make sure your legal pages, forms, and privacy information are in order. Details that might go largely unnoticed in the Netherlands can make all the difference during an initial review.

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Marketing without local follow-up ends prematurely

A campaign can generate interest, but someone needs to follow up on inquiries quickly and in proper German. Agree in advance on who is responsible, response times, and what sales information is available.

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It’s best to start with a single segment, product group, or region. This way, you can make targeted improvements to keywords, value propositions, and sales feedback before expanding your investment.

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Practical First Steps

· Research local search terms and competitors

· Identify the proposition and the line of reasoning

· Make German case studies and documentation available

· Set up local measurement and campaign pages

· Organize German-language sales follow-ups

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From Insight to Digital Growth

A German website is not simply a copy of the Dutch version, but a commercial channel for a new market. TMC Media helps B2B companies with positioning, multilingual websites, international SEO, and campaigns to drive export growth. Please contact us for a no-obligation introductory meeting.

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