Have a question about Global Expansion? Ask an expert.
We'll email you when the anonymized answer is posted.
You have left field empty. Please fill that out.
I'm American and taking my company to the UK (London, to be specific). Since English is also spoken there, can I just keep the same content on my website?
While the primary language for both the US and the UK is English, there are differences that you'll want to consider for your website and marketing communications content. First, there are spelling differences for common words such as 'theater' and 'theatre'. Second, there are some notable differences in the words used for the same thing. Good examples of this are 'pants' vs. 'trousers' and 'French fries' vs. 'chips'. If your strategy is to proclaim your American brand, then keeping the US spellings is appropriate. On the other hand, if you want your product or service to feel local, then you will want to review your content and copy to ensure you've made the necessary updates. It never hurts to have locals help you with this process. They will be able to find not only words that differ, but phrasing and references that may not make sense to your British audience.