Translating a website into English may look like a matter of replacing text. In practice, every page must remain useful to someone who may not know the company, its local references or the Brazilian context behind a phrase. That includes headings, service descriptions, calls to action, forms, text in images and confirmation messages.

Start with the audience and its intent

A service page should explain what the company offers, who it serves, which languages it covers and how to start a conversation. A phrase that works in Portuguese may sound unusual in English or match a different search intent. The English version therefore needs editorial review and its own language research, as well as translation. Service names, acronyms and commercial claims should stay consistent across the site.

Give each language its own URL

Google recommends distinct URLs for different language versions, such as / and /en/, and advises using hreflang to connect equivalent pages. Each version must also link back to its counterpart. A visible language switcher lets people choose; relying only on browser settings may hide pages from users and search engines.

Translated pages should have titles, descriptions and main content in the right language. If an article does not yet exist in English, leaving the Portuguese page without a counterpart is clearer than sending visitors to a different text. Check each page's canonical URL in the published HTML.

An example of adaptation

A call to action such as “Request a quote” should reflect what happens after the click: a form, a conversation or the submission of a brief. The wording depends on the service, the audience and the next step in the buying process. The same applies to service pages with specialized terms. Translate the promise, check the vocabulary customers actually use and keep the button aligned with the sales process.

A pre-launch checklist

  • Review menus, buttons, forms, error messages and legal pages.
  • Check figures, dates, currencies, contact methods and cultural references.
  • Test links between language versions and mobile navigation.
  • Verify that every page has a consistent URL, title, description and language.
  • Have a fluent reader review the complete site in the target language.

A useful English version preserves the brand's purpose while answering questions from a new market. Technical structure helps people find the page; the writing helps them take the next step.

References: Google Search Central: multilingual sites and localized versions.