What Does Adding a Second Language Cost?
By CodexierPublished 5 min read
Adding English to a Swedish site, or Swedish to an international one, sounds like a translation job. In practice the cost has four parts: the technical setup, the copy itself, search optimisation for each language, and the ongoing work of keeping both versions current. The last one is the most often forgotten. This guide breaks down each part, so you can budget honestly and decide whether to do it all at once or in stages.
Technical setup for languages
A multilingual site needs a clear URL structure per language, usually subfolders such as /en/ and /sv/, a language switcher that goes to the same page in the other language, hreflang tags that tell Google which version is for whom, and templates where every piece of text, including buttons, forms, error messages and emails, can be translated. On a site built with languages in mind, this is modest work. On an older site where text is hard-coded in templates, it can mean rebuilding large parts.
| Setup item | Why it matters |
|---|---|
| Language subfolders or domains | Each version gets its own URLs to rank and share |
| Language switcher to the same page | Visitors do not land back on the home page |
| hreflang tags | Search engines show the right version to the right market |
| Translatable templates and forms | No mixed-language buttons or confirmation emails |
| Separate titles and descriptions | Search results in the visitor's language |
Translation vs rewriting
Machine translation is good enough to understand a text and weak at selling in it. It keeps Swedish sentence structure, misses idioms and often gets industry terms wrong. For pages whose job is to persuade, such as the home page, service pages and landing pages, plan for rewriting by a native speaker who understands the offer, or at least a thorough edit of a machine draft. For legal and support content, careful translation is usually enough.
| Content type | Approach | Relative cost |
|---|---|---|
| Home, service and landing pages | Rewrite for the market | Highest |
| Product descriptions in volume | Machine draft plus native edit | Medium |
| Terms, privacy, support articles | Professional translation | Medium |
| Interface text: buttons, forms, emails | Translate once, review in context | Low |
Market differences matter as well. English-speaking visitors may need prices without VAT, a different contact route or an explanation of things Swedish visitors take for granted, such as ROT deductions or Swish. Our guide to a Swedish-English bilingual website covers these choices in detail.
SEO work per language
A translated page does not automatically rank. People search with different words in each language, and a direct translation of your Swedish keywords may miss what English-speaking buyers type. Each language needs its own keyword check, titles, meta descriptions and headings. Links and mentions in each market also help; an English version with no English-language links pointing to it will often rank weakly.
- Research keywords per language, not by translating the Swedish list.
- Write unique titles and descriptions for each page and language.
- Register both versions in Google Search Console and check hreflang reports.
- Update the Google Business Profile description if you serve customers in several languages.
Ongoing updates in two languages
Every change now happens twice: a new service, a price change, an updated team page, a blog post. If the second language falls behind, visitors see outdated information and trust drops. Decide a rule before launch: which pages are always kept in both languages, who writes or edits the second language, and how quickly updates must follow. A site where only the key pages exist in English, all current, is better than one where every page exists and half are wrong.
Doing it in stages
- Build the technical support for languages first, even if you launch with one.
- Launch the second language with the pages that bring enquiries: home, main services, contact.
- Measure traffic and enquiries from the new language for a few months.
- Expand to more pages, blog content or a third language only where the data supports it.
When not to add a language: if your customers are all Swedish-speaking, a second language adds cost without adding buyers. A short English page with who you are and how to reach you may be enough. When you do need it, our business website launch can include language support from the start, with packages on the pricing page. Book a short call to scope which pages are worth translating.
Frequently asked questions
Can I just use an automatic translation plugin?
For a quick way to let visitors understand content, perhaps. For pages that should rank and sell, no: the quality is uneven and many plugins handle SEO poorly.
Should I use subfolders or separate domains?
Subfolders, such as /en/, are simplest and share the main domain's authority. Separate country domains make sense mainly when you run distinct businesses in different countries.
Do I need to translate the whole site?
No. Start with the pages that drive enquiries and keep them current. Add more only when there is evidence visitors in that language need them.
Who should write the second-language copy?
Ideally a native speaker who understands your offer. A good compromise is a machine draft carefully edited by a native speaker with your input.
Planning a second language for your site?
Tell us which market you want to reach and how your site is built. On a short call we will say what the setup involves and which pages are worth translating first.
Book a free 15-minute call