First things first, website localization is NOT website translation. It is much more than that. Localization refers to the process of determining your target market and adapting your website and/or mobile app not only to the local language but also the culture.
One of the elements of localization is thus translation. But it is not the only element here. The overall message, the color schemes, the design, and the images should reflect the specific language and cultural preferences of the given target market.
So, if you are trying to localize a website, make sure to not only translate the web copy but also make it fit the context from the perspective of both language and culture.
Let's take the example of Starbucks. You remember when in Saudi Arabia they changed their logo because "the original showed too much naked female flesh?" People perceive your brand not only physically but also digitally. So it's key to fit their expectations both offline and online.
In this respect, website localization can have a ton of benefits for a business. It is basically the process of speaking your customer's or client's language: both literally and figuratively. Let us examine the benefits of website localization one by one: