The verdict in three sentences
For an exporting SME, a multilingual website is a direct sales tool: a buyer in Germany, Spain or the Nordics shortlists three suppliers online before requesting a sample, and drops the ones they cannot read. The heaviest cost item is not development but translation: 25,000 words per language cost EUR 2,500 to 4,500 with human translators, and around 40% less with AI translation reviewed by a subject-matter linguist. Without hreflang tags, clean subfolders and local keyword research, translated pages bring in almost no organic traffic.
What translation really costs in 2026
Industrial websites are bigger than their owners think. Company pages are short; product pages, data sheets, terms of sale and case studies are what drive the word count. A manufacturer with 120 product pages easily reaches 25,000 words per language.
| Translation method | Per-word rate (2026 estimate) | Cost for 25,000 words | Lead time per language | Best use |
|---|---|---|---|---|
| Specialist technical human translation | EUR 0.14 to 0.18 | EUR 3,500 to 4,500 | 4 to 6 weeks | Data sheets, standards, terms |
| General human translation | EUR 0.10 to 0.13 | EUR 2,500 to 3,250 | 3 to 5 weeks | Corporate pages |
| AI translation with human review | EUR 0.06 to 0.10 | EUR 1,500 to 2,500 | 2 to 3 weeks | Large catalogue, news |
| Raw machine translation | Near zero | Under EUR 100 | Hours | Avoid on a B2B site |
| SEO adaptation of key pages | Flat fee | EUR 600 to 1,500 | 1 to 2 weeks | 10 to 15 strategic pages |
| Glossary and translation memory | Flat fee | EUR 300 to 800 | 1 week | Essential from 2 languages |
Raw machine output is tempting, but a technical buyer spots a mistranslated tolerance or a wrong standard reference instantly. On a B2B site, that mistake costs more than a review. The sound approach: AI plus human review for the catalogue, human translation for pages that create legal commitments.
International SEO architecture: hreflang and subfolders
Translation alone will not get you found in Stuttgart, Valencia or Gothenburg. Google has to know which version to serve to which market, and each version has to target the queries buyers actually type there. A German buyer does not search for the literal translation of your English keyword.
| Technical choice | Upside | Downside | Recommendation for an SME |
|---|---|---|---|
| Subfolders (/de/, /es/) | Shared domain authority | Weaker country signal | Best choice in 80% of cases |
| Subdomains (de.site.com) | Technical separation | Diluted authority | Rarely justified |
| Country domains (.de, .es) | Strong local signal | Cost and link building per country | Only with a real local subsidiary |
| Hreflang tags | Prevents cannibalisation | Error-prone when manual | Generated automatically by the CMS |
| Keyword research per language | Targets real queries | EUR 400 to 900 per language | Mandatory before translating |
| Language switcher, no forced redirect | Respects the user | None | Always |
Automatic redirects based on IP address are a classic mistake: a Spanish buyer travelling to France can no longer reach the Spanish version, and Googlebot, which mostly crawls from the US, may never see some versions at all.
Overall budget and timeline
At Kolonell, the technical base of the site (multilingual architecture, CMS, automatic hreflang, design, performance) follows our grid: Starter 800,000 to 1,200,000 FCFA (EUR 1,220 to 1,830), Growth 1,200,000 to 2,000,000 FCFA (EUR 1,830 to 3,050), Premium 2,000,000 to 3,500,000 FCFA (EUR 3,050 to 5,340). Languages are set in the quote, and translation is priced separately based on your volume and the chosen method. A realistic timeline for a four-language site is 10 to 14 weeks, with translation as the critical path.
A typical schedule: 2 weeks of scoping and keyword research, 4 weeks of design and build in the source language, then 4 to 6 weeks of translation running in parallel, and 2 weeks of acceptance testing per language with a native speaker from your team or distributor network.
Mini case study
Thomas, export director of an 85-person valve manufacturer near Birmingham, wants a site in English, German, Spanish and French. The site holds 25,000 words.
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- Full technical human translation for 3 languages: 3 × EUR 4,000 = EUR 12,000.
- Chosen option: AI translation with review for the catalogue (18,000 words) and human translation for the rest (7,000 words). Per language: 18,000 × 0.08 + 7,000 × 0.16 = 1,440 + 1,120 = EUR 2,560. For 3 languages: EUR 7,680, a saving of EUR 4,320 (36%).
- Keyword research: 3 × EUR 600 = EUR 1,800.
If the site brings just 2 extra qualified export enquiries a month, with a 20% close rate and an average contract of EUR 18,000, that is roughly EUR 86,000 of additional revenue over a year. The investment pays back with the first signed contract.
FAQ
Should the whole site be translated at launch?
No. Start with the 20 to 30 pages that carry 80% of visits and quote requests, then extend the catalogue. That cuts the initial budget by 40 to 60% without hurting rankings.
Is AI translation good enough for an industrial site?
For a large catalogue, AI translation reviewed by a technical linguist is reliable and about 40% cheaper. For terms of sale, compliance sheets and warranties, keep human translation at EUR 0.14 to 0.18 per word.
How long before foreign traffic shows up?
Allow 3 to 6 months after launch for foreign versions to rank on long-tail queries. A site with correct hreflang often gains 15 to 30% in total organic traffic in its first year.
Who updates the foreign versions afterwards?
A multilingual CMS flags pages changed in the source language but not yet updated elsewhere. A maintenance plan at 75,000 FCFA per month (EUR 114) covers technical upkeep; translation of new content is billed per word.
Do I need one domain per country?
In 80% of cases, subfolders on a single domain are enough and concentrate authority. A national domain makes sense mainly if you run a local subsidiary with its own sales team.
Let's scope your project. Send us your target markets and current page count, and we will propose a multilingual architecture, a translation method per content type and a launch timeline. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
