Multilingual websites in Switzerland: best practices for an efficient architecture

Multilingual Websites in Switzerland: Best Practices for an Effective Architecture

Switzerland has 4 official languages: German, French, Italian, and Romansh. With over 65% of consumers preferring to buy in their native language, a multilingual site is essential to reach this diverse market. Here's what you need to know to create a high-performing site:

• Main Languages: German (60%), French, Italian, Romansh.
• Business Benefits:
  • Conversion: 65% of customers buy in their language.
  • Retention: 72% spend more time on translated sites.
  • Accessibility: 40% refuse to buy if the site is incomprehensible.

Recommended Domain Structures:

• For Local Switzerland: Use a .ch domain with subdirectories (example.ch/fr, example.ch/de).
• For International Reach: Combine a .ch with subdomains or ccTLDs (.ch, .swiss).

Keys to a Successful Multilingual Site:

1. Language Selector: Position at the top right, manual choice, and automatic detection.
2. Quality Translations: Cultural adaptation and specialized glossaries.
3. Multilingual SEO: Configure hreflang tags and avoid duplicates.

A well-designed multilingual site enhances user experience, strengthens local visibility, and boosts your results in Switzerland.

How to Build the Best Multilingual Website (Multi Language ...

Selecting Your Multilingual Domain Structure

Choosing the domain structure plays a key role in the success of a multilingual website in Switzerland. It influences both visibility and how your site is perceived by different language communities.

Here are three common options for structuring a multilingual site in Switzerland:

Structure	Advantages	Disadvantages
ccTLDs (.ch, .swiss)	• Automatic geotargeting • Strong local credibility • Clear signal for search engines	• Higher cost • Separate domain authority to build
Subdirectories (example.ch/fr)	• Utilizes main domain authority • Easy to set up • Simplified maintenance	• Weaker geographical signal • Less technical flexibility
Subdomains (fr.example.ch)	• Hosting on multiple servers possible • Clear technical separation	• Separate domain authority • Risk of SEO authority dilution

These options help you choose the structure that best fits your needs.

Domain Choice for the Swiss Market

Based on the advantages and limitations discussed, here are our recommendations for the Swiss market:

1. For a Business Targeting Mainly Switzerland
   A is ideal to enhance local legitimacy and recognition.
2. For International Presence from Switzerland
   Combining a .ch domain with subdirectories is an effective solution. For example:
   • www.company.ch/fr for French
   • www.company.ch/de for German
   • www.company.ch/it for Italian
3. For Official Institutions
   The , reserved for Swiss institutions and companies, adds an extra level of institutional credibility. It is also suitable for a clear multilingual structure.

For simplified management and good SEO authority, subdirectories on a .ch domain are often the best choice, respecting the specificities of the Swiss market.

Setting Up an Effective Language Selector

A well-thought-out language selector is essential for a multilingual site in Switzerland. According to a study, 72.4% of consumers prefer to buy when information is available in their language.

Guide to Designing a Language Selector

The choice of positioning and design of the language selector plays a key role in navigation. Here are some important recommendations:

Element	Recommendation	Why?
Positioning	Top right (desktop) In the navigation menu (mobile)	Easy access and intuitive
Format	Display the language name in its native form	Example: "Deutsch" instead of "German"
Visual Indicators	Globe icon accompanied by clear text	Internationally recognizable
Accessibility	Compatible with keyboard navigation and screen readers (ARIA)	Inclusive for all users

Here is a simple example of presenting available languages:

• French
• Deutsch
• Italiano
• English

Once the selector is well-designed, it is useful to add automatic language detection to enhance the user experience.

Language Detection Techniques

Automatic detection can simplify navigation, but it should respect user preferences. Here are three best practices:

1. Initial Detection
   Set the language based on browser settings, as they often reflect user preferences.
2. Change Option
   Always allow manual language change. For example, Zara offers users the choice to stay on the UK version or switch to the French site when automatic detection is enabled.
3. Preference Saving
   Retain the user's chosen language to avoid repeated redirects.

Users are often strongly attached to their native language, emphasizing the importance of a smooth and intuitive system.

Mobile Optimization

On mobile, the language selector should be:

• Easy to access in the navigation menu,
• Spaced adequately to prevent clicking errors,
• Adapted to different screen sizes.

A good language selector naturally integrates into a multilingual strategy, ensuring smooth and consistent navigation across all devices.

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Multilingual Content Management

Multilingual content management plays a key role in creating a high-performing website in Switzerland. Here are the essential points to ensure accurate and adapted translations.

Quality Standards for Translation

To ensure high-quality translations, a rigorous process is essential:

Criterion	Description	Result
Understanding of Source Text	In-depth analysis of context and nuances	Respect for the original message
Cultural Adaptation	Integration of local specificities	Regional relevance
Terminological Consistency	Use of specialized glossaries	Uniformity in communication
Quality Control	Review by local experts	Natural and accurate translation

"Understanding the source text by the translator is the foundation of a successful translation process." - Liraz Postan, International SEO and Content Expert

Investing in localization can yield up to 25 times the initial sum, highlighting the importance of an SEO-aligned strategy.

Regional Guidelines for Swiss Content

Once quality standards are established, it is crucial to adapt content to regional specificities to maximize local impact:

• For Swiss German, use standard German in technical documents.
• In marketing communication, adjust the tone to reflect local sensitivities.
• Manage regional variations following specific recommendations for each region.

Region	Specific Considerations	Recommendations
Swiss German-speaking region	Presence of numerous dialects	Adapt based on context
French-speaking Switzerland	Use of standard French	Respect local conventions
Italian-speaking Switzerland	Use of regional Italian	Consider specificities

For effective multilingual content management, it is advisable to use:

• A multilingual CMS
• Translation memory tools
• Regular quality control processes

According to 84% of marketing managers, localization has a direct and positive impact on revenue growth. This underscores the importance of a well-thought-out content strategy adapted to different cultures.

Multilingual SEO Requirements

To succeed in multilingual SEO, rigorous content management in each language is essential. These practices ensure consistency and improve the visibility of each linguistic version of your site.

Hreflang Tags Configuration Guide

Hreflang tags play a key role in multilingual SEO. They help search engines display the appropriate language version to each user.

Hreflang Code	Usage	Target Audience
de-CH	Swiss German	German-speaking Switzerland
fr-CH	Swiss French	French-speaking Switzerland
it-CH	Swiss Italian	Italian-speaking Switzerland
rm-CH	Romansh	Romansh-speaking Switzerland
x-default	Default Page	Other regions

"TBH hreflang is one of the most complex aspects of SEO (if not the most complex one). Feels as easy as a meta-tag, but it gets really hard quickly." -