How to Build and Optimize a Website for the Chinese Audience
By Laura McElroy

If you want to launch a business of any kind in China, it’s essential to cultivate a localized web presence.

Most people think that all you have to do to achieve this is to just translate all of the content on your website from English to Chinese but it goes way beyond that.

You must customize your website to local search engine and consumer trends. This means that there are more than a few technical adjustments that you must pay attention to in order to be effective.

The goal is to ensure that your website goes through the Great Firewall of China to actually reach people’s attention.

Sure, it’s going to take a little more effort than normal, but it’s well worth it to get a part of the country’s massive market share.

To help you along, here are some tips on how to build an effective website to help launch your brand on the Chinese market.

Create a Horizontal Navigation Layout

Traditional websites in the west are designed to optimize the customer experience by reducing navigational items.

Adversely, one of the things you’ll notice when you start marketing in China is that there are a lot of navigation options on Chinese websites, including several menus with different categories each that cover different topics.

Click on any of these and you’ll notice that they always open to a different tab or window. This is by design and it’s to make a comparison between the different types of information.

Not only that, but Chinese website menus are horizontal instead of vertical, and this goes for the entire web page as well.

Maximize Web Space

With modern websites, it’s all about keeping things simple and minimal. That’s why you see a lot of websites that use a white background.

However, Chinese websites are the exact opposite. The goal is to maximize the available web space and if that means filling up an entire page with banners and large chunks of data, then so be it.

Integrate QR Codes

A QR code is a common occurrence on Chinese websites, particularly on the home page. That’s because they’re designed to integrate perfectly with the site’s mobile platforms.

All that site visitors have to do is just scan the QR code in order to get relevant information on the company’s products, benefits, customer loyalty programs, and promotional discounts.

Use Many Colors

Chinese colors embrace colors compared to their more minimalist Western counterparts. Chinese websites are known for having all kinds of colors of the rainbow instead of focusing on just one color.

In addition to the adverse color schemes, it’s common to find animated and flash content with lots of pictures, bouncy colors, and vibrancy.


Well, there you have it! That’s all you need to know about how to build a website for your business in China.

Follow these tips and you’re guaranteed a successful launch into the Chinese market thanks to your effective and attractive website.


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