A client came for an online store redesign. You look at their catalog and realize: there are foreign buyers here, but the website is only in Russian. Should you bring up the topic of website translation, or not interfere?
Websites with localization on average get +13% conversion rate just because of the language — without changing the design or product. This is not abstract statistics: this is real business profit.
Most agencies don't talk about this. Not because they don't know, but because they don't understand how to sell it without feeling like they're pushing something unnecessary. Below are specific arguments and a script.
When to bring up the topic
Not every client needs multilingualism. Before the conversation, quickly check:
- The client works in a niche with international buyers: tourism, education, B2B export, IT, craft, art
- The site has traffic from other countries (you can check via a counter or ask directly)
- The client has already mentioned entering new markets or working with foreign partners
- The catalog or portfolio contains something interesting for an audience outside their country
If at least one point is present, the topic should be raised. This is not imposing, it's a useful recommendation.
How to Start the Conversation
The mistake most agencies make is starting with the technical side. “We can connect Multify, and the website will be in several languages.” This tells the client nothing.
Start with their situation:
“I looked at your website. You work with clients from the CIS, Asia, or Europe. Do you have foreign traffic?”
If the client says “yes” or “I don’t know” — continue:
“On average, customers are much more willing to place an order when they see the website in their own language. For an online store, this usually directly affects conversion. Would you like to see how this would look for your website?”
This is not a sale, it's a question. The client decides if they are interested.
Script for Three Typical Situations
Situation 1: New Project
The client is just starting to build a website. It's easiest to incorporate multilingualism from the start.
“While we're building the website, we can add multilingualism right away. This doesn't complicate development — the website will simply be available in several languages immediately. This allows you to attract clients not only from the local market but also from other countries from day one.”
Emphasis: not on complexity, but on lost profit and immediate scale.
Situation 2: Redesign or Improvement
The client is already operating, has an audience, and has data.
"I looked at your website. You have [X% of traffic from other countries / mentions that you work with international clients]. You are currently losing some of this audience — they see the site in Russian and leave. We can set up translation, and this traffic will start converting."
Emphasis: there is already an audience that you are losing.
Situation 3: The client himself started talking about entering new markets
The easiest case — the client is already thinking about it.
"If you plan to enter the international market, a multilingual website is the first thing you need to do. Without it, all other promotion work loses its meaning. Let's include this in the project right away."
Emphasis: without localization, everything else doesn't work.
Answers to typical objections
"It's expensive"
Multilingualism does not require creating a new website. We set up the system once, and then everything works automatically. There is a subscription, but it is many times cheaper than employing someone for translations and administration in multiple languages.
If the client compares it to manual translation and maintaining a separate domain, explain the difference: here, it's one website, one content, you update it once. Translations are pulled automatically.
Another argument: comparison with hiring a content manager or SEO agency. Yes, the translation service costs more than the basic Tilda plan, but this cost is recouped by convertible traffic, and the price only grows with the scale of your business. If you hire a live content manager for each language, the costs will be incomparably higher, and the management burden will be many times more complex (constant communication, training, control).
If you delegate this to an SEO agency, monthly bills start from $584.92-$1169.85. Multify is a tool that, for a relatively small monthly fee, takes on all technical and content support, which is many times more cost-effective than maintaining a staff or paying for agency services.
"We don't need it, we don't have international clients"
Two possible answers:
If there is no data: "Let's check the analytics. If there are at least 5-10% visits from other countries, these are potential clients you are currently losing."
If there is no data and no analytics: "Then let's not do it yet. We'll install a counter, check in a month – and if we see international traffic, we can quickly connect it."
This shows that you are not imposing, but offering a solution based on facts.
Another option is to run a quick test for 2-3 months. You can connect Multify to your current website without deep SEO optimization for foreign queries. Even in this mode, Google will start indexing pages, and you will see the first results in Search Console. This is an inexpensive way to test demand before investing in full localization.
"We'll translate it manually ourselves"
Manual translation on Tilda means duplicating all content: pages, texts, buttons, form messages, catalog. Every time you update, you'll have to do it again. Plus, there's no automatic SEO markup: hreflang, separate URLs for each language in search.
Honestly say: "The manual option works for 5-7 static pages. If you have a catalog or a blog, in six months it turns into a separate job."
"Later, not now"
Accept. Don't push. Document in an email:
"Ok, we'll come back to this when you launch the main project. I'll add it to my tasks — I'll remind you in two months."
The client will appreciate it. And when they're ready, you can connect.
How to show a demo during the conversation
Words are less convincing than a picture. If you feel that the client could potentially agree to a translation, create a Multify demo — show how the translation looks on the client's website right on the call.
This works much more powerfully than any arguments: the client sees their website in English right here and now. The question changes from "do we need this" to "how quickly can we launch".
If you want to try it, just write to our support. We will set up a free 7-day demo without any conditions: you just send us a link to the site and the desired languages, and we will deploy a demo version on a technical domain.
After the conversation: how to formalize the agreement
A verbal "I'll think about it" is not enough. After the call, send a short summary in a messenger:
"As agreed: we are adding multilingualism to the project. We connect Multify, set up Russian and English versions, automatically generate hreflang and internal linking. The cost is [X] USD, included in the final bill."
Or if the client took a pause:
"Ok, we'll get back to this in [period]. If you want, we can set up a free 7-day demo right now – it's non-binding, but you'll immediately see the result on your project."
The deal is closed not during the call, but in what happens after it. Don't lose the thread.
FAQ
How not to seem intrusive?
A simple rule: offer once, explain the specific benefit, accept any answer without pressure. If the client says "not now" — record it and return to it in a month. Aggressive sales in the agency business work worse than the reputation of an expert who speaks to the point.
Do you need to delve into the technical side when selling?
No. At the sales stage, it's enough to explain that Multify is a tool that handles all the technical routine: there's no need to set up hosting or manually edit pages after every content update. The main setup is done once. However, SEO work remains: the agency still needs to select keywords and optimize content, which is an additional volume of paid work for you.
This is a win-win-win situation: Multify gets a client, the agency gets paid SEO work, and the website owner gets business growth through new reach and markets.
How to respond if the client asks, "What if the translation quality is poor?"
Be direct: the translation is done via neural networks, and the quality depends on the chosen model and settings. You can test different models, set instructions (prompt), and make specific manual edits if necessary. In practice, this yields good results for most websites — we can show you a demo.
It's important to understand that Multify is a flexible tool, not a "black box." If the translation quality on a project needs improvement, it doesn't mean the solution isn't suitable. You can always change the neural network, give it additional instructions, or set up replacement rules for specific terms. Every project is unique, and the ability to fine-tune is a standard part of the work that allows you to achieve perfect results.