When creating a website, we tend to focus on speed, design, functionality, and responsiveness. However, we often neglect an important aspect: the cultural context in which the website will be used. As someone who has worked with clients in both Germany and New Zealand, I've noticed significant differences in what works for each culture.

German customers (my customers that need a website built for the German market) responded surprised about my use of friendly slogans and a fresh design approach, they were used to a very formal language and muted colour scheme.

Here in New Zealand, we prefer a more direct and casual tone, sometimes quite cheeky, fresh colours and a certain “How to” approach.

Even the language we use can make a difference. For instance, when working with a recycling company in Germany, I used the term "Muell" (meaning "rubbish") in the banner slogan. While the client liked it, they were concerned they wouldn't be taken seriously. However, I argued that meeting users where they are is important, rather than using overly academic terms like "Abfall" or "Waste".

Another difference I've noticed is the amount of content that works for each culture. German clients often want to include lots of research, statistics, and background information, even if their target audience may not read it. In New Zealand, people prefer a more concise approach that gets to the point quickly and tells them what's in it for them.

Even the way we present ourselves on a website can vary by culture. In Germany, professional backgrounds and formal language are the norms, whereas, in New Zealand, people tend to use more casual language and are application focused.

Yes, we are living in a global world, but you can gain some advantages by being tuned in to the culture you are addressing.

Ultimately, the key is to understand your target audience and tailor your website to their cultural expectations. This means using language and tone that resonates with them, presenting information in a way that's most receptive to them, and even considering colour choices that work for their culture. By doing so, you can create a website that's both successful and culturally relevant.