Buyers abroad may search in English or in their local language. IWH’s English-language site attracted visitors from more than 15 countries. Türkiye accounted for the most visits, followed by Russia.
Which languages should you offer?
- English is often a useful starting point for export sales.
- Languages of countries where demand already shows — check the geography report.
- Russian — for CIS buyers, if you serve them.
How to set up language versions
- A separate path per language: /en/, /tr/, /ar/.
- hreflang tags so the search engine shows the right version.
- Use the terms buyers actually search for in each market, especially product names and specifications.
- Local units and terms: currency, Incoterms, delivery times.
What IWH showed
Contact rates varied by market. Of 195 visits from Türkiye, 18% triggered a contact goal. The figures were 6.9% for Russia (130 visits), 7.9% for the US (114), 17% for the UAE (53), 21.6% for Azerbaijan (37) and 28.6% for India (35).