Events have never been more global – but the digital journey for many events still assumes a single language. That quiet gap can cost registrations, engagement, exhibitor leads, sponsor enquiries plus overall conversion and discoverability.

Website translation is no longer a nice-to-have. It’s one of the most effective ways to grow international reach – provided it’s implemented in a way that is structured, indexable and clear to both users and search engines.

In 2026, multilingual is one of the quickest wins available on an event website. Add just one language and you instantly create a second version of your key pages – pages that search engines and AI systems can crawl, index and surface.

The result is simple: more entry points, more qualified international traffic and a better experience for overseas exhibitors, sponsors and visitors from the moment they land on your site.

So let’s look at why multilingual sites matter more than ever, and what it takes to make them perform.

1. Higher engagement and stronger conversions

Visitors stay longer and convert more when content appears in their preferred language – whether they’re browsing exhibitors, checking the agenda or starting registration.

A multilingual website doesn’t just translate what you already have. It builds confidence, reduces friction and makes the experience feel intuitive and trustworthy for international audiences.

And because most commercial revenue comes from exhibitors and sponsors, this uplift matters in two key ways:

• Discovery: overseas exhibitors and sponsors are far more likely to find your event when searching in their own language

• Conversion: once they arrive, multilingual content increases the likelihood they will enquire, download sales information or request a sales conversation

The same applies to visitors. Whether a show is free or paid, getting the right visitors to register is what brings value for exhibitors and sponsors. Multilingual pages help significantly here by increasing completion rates on high-value journeys.

2. Reach high-value international markets

International audiences often represent the strongest commercial upside: larger delegations, higher-value exhibitors, new sponsors and long-term partnerships.

But if your website feels difficult to navigate, many international users simply won’t get far enough to convert.

Offering key pages in relevant languages removes that barrier and creates a clearer, more confident path for:

• international exhibitor enquiries

• sponsor interest and briefing requests

• high-quality visitor registrations from target regions

The result is more qualified demand across every revenue stream.

3. Boost your SEO performance across every language

When multilingual pages are set up properly, they unlock substantial organic growth across visitor, exhibitor and sponsor journeys.

You benefit from:

• dedicated URLs for each language

• more search reach in key global markets

• stronger relevance signals for queries made in multiple languages

• higher-quality international traffic across your commercial and attendee pages

This is not about adding a translation overlay. For SEO value, search engines need real, language-specific pages that can be crawled and indexed.

Add one language and you can roughly double the number of indexable URLs for the pages you choose to translate – particularly valuable for commercial content. Add two languages and visibility scales even further.

4. Improve discoverability in AI search

AI-driven discovery tools increasingly answer questions in the user’s preferred language – and they draw from sources available in that same language.

If your website only exists in one language, you’re far less likely to appear when someone searches – or asks an AI tool – in another language.

Proper multilingual pages give AI systems:

• clear language-specific URLs

• correctly signposted content

• stronger understanding of your event across regions and sectors

This dramatically increases the chance your event appears when:

• an overseas exhibitor searches for shows in their industry

• a potential sponsor evaluates regional opportunities

• a visitor asks an AI tool for event recommendations in their native language

Multilingual content lets your event show up in more places, for more people, in more languages – with minimal changes to your broader event strategy.

5. Why setup matters – and why DIY often falls short

Multilingual sites only deliver these gains if the setup is done correctly. This is where many DIY installations fall short, especially around the technical foundations that drive visibility.

Common pitfalls include:

• no indexable language URLs

• incorrect or missing hreflang implementation

• search engines unable to crawl language versions

• a bolted-on language switcher

• inconsistent terminology on exhibitor, sponsor or commercial pages

The result is a website that looks multilingual but fails to generate meaningful increases in exhibitor leads, sponsor interest or international visitor registrations.

6. How ASP delivers a high-performance multilingual setup

We partner with Weglot to power the translations – and ASP makes them perform. Weglot provides the AI translation engine and dashboard for ongoing refinement, while we handle the technical setup that makes multilingual pages work properly: clean URLs, correct language signals, indexing and full SEO configuration.

Our multilingual setup includes:

• defining which pages and modules should (and shouldn’t) be translated

• clean, indexable URL structures for every language

• correct language signals, including hreflang where needed

• submitting new sitemaps and language versions to Google Search Console

• a prominent, brand-styled language switcher

• configuring translation preferences to match your tone, terminology and industry language

• full translation and UX checks before go-live

Your multilingual site doesn’t just display translations – it behaves like a native, fully optimised part of your commercial and attendee journeys.

It requires minimal effort from your team. ASP handles the setup; you retain full control of refinements in the Weglot dashboard.

AI Visibility February – our multilingual launch offer!

February is our one-off offer month designed to help organisers move faster in an AI-led search world. Multilingual setup is one of the quickest wins available.

ASP setup fee: £500 + VAT (one-time)
Usually £750 + VAT
Includes full configuration, crawling, SEO setup, indexing support and quality checks.

Weglot subscription:
Monthly fee based on word count and number of languages selected.
A separate Weglot subscription is required for translations and ongoing multilingual functionality. Use discount code ASP10 for 10% off your Weglot subscription.

Offer ends midnight, Saturday 28 February 2026.
To secure the £500 setup price, you must confirm your booking before the deadline.

If you’re aiming to grow international exhibitor sales, sponsorship revenue or overseas visitor registrations, multilingual setup is one of the fastest ways to widen your reach with almost no operational load.

Frequently Asked Questions

Who provides ongoing support?
ASP supports the integration within your website. Weglot provides translation dashboard support.

Will translations be accurate?

Weglot uses advanced AI translation with simple human refinement. Organisers can fine-tune terminology, exhibitor messaging, sponsor language and sector-specific phrasing with ease.

Do multilingual sites really make a difference?

Yes – especially commercially. They increase reach, build trust with global exhibitors and sponsors, and improve visitor conversion rates, which directly increases value for partners.

Can we just add the JavaScript to do it cheaply?

You can – but you miss almost all SEO and AI visibility value. The JavaScript overlay does not create real, indexable language URLs.

ASP’s setup creates fully indexable language pages that Google and AI systems can crawl and surface. This is what drives exhibitor discovery, sponsor visibility and international reach.

If you’d like to explore multilingual for your event website, we can recommend the best first language based on your visitor markets, exhibitor growth priorities and international strategy – then handle the full setup and launch.

Multilingual setup requires both ASP’s integration service and an active Weglot subscription.

Contact your Account Manager or speak to our Head of Performance, Jon Monk on jon.monk@asp.events to find out more.