Language switchers: let visitors change language easily

Key takeaways

A good language switcher sits in the top right of the header, lists each language in its own name, such as 'Cymraeg' or 'Polski', and keeps visitors on the equivalent page when they switch. Avoid flags, which represent countries rather than languages, and avoid forcing visitors into a language based on their location.

• Place the switcher top right, in the utility area.
• Write each language in its own name.
• Use language names, not country flags.
• Switching should keep visitors on the same page.

Where should the language switcher go?

Put it where visitors look for site tools: the top right of the header, in the utility navigation, on every page. Repeat it in the footer. Nielsen Norman Group's guidance on utility navigation places language selection with other tools such as search and login, separate from the main menu.

• How clear website navigation improves user experience
• Utility navigation: login, basket and search, out of the way

How should languages be labelled?

Label each language in that language: 'English', 'Cymraeg', 'Polski', 'العربية'. A visitor who does not read English will not recognise 'Polish'. A globe icon or the word 'Language' beside the switcher helps visitors spot it. Mark each option with its language code in the code so screen readers pronounce it correctly.

Why avoid flags?

Flags represent countries, not languages. English is spoken in many countries, and many countries have more than one language. A Union flag can feel wrong to visitors from the US or Ireland, and Welsh speakers in Wales may not look for it. Use language names; flags can sit beside region selectors where country matters.

Should the site detect language automatically?

Suggest, do not force. Detecting the browser language and offering a switch is helpful; redirecting visitors based on location is not, because travellers, expats and bilingual visitors get the wrong language. Google's guidance on multilingual sites advises against automatic redirection based on perceived language.

What happens when visitors switch?

They should land on the same page in the new language, not the homepage. If a page has no translation, say so and offer the nearest page. Keep URLs clear, such as /cy/ for Welsh, so visitors and search engines can see which version they are on.

• URL structure: addresses that tell visitors where they are

What does this look like in practice?

A pattern we see: a UK firm serving Polish-speaking customers adds a Polish version, signposted only by a small flag in the footer, and switching always lands on the Polish homepage. Moving 'Polski' to the header and keeping visitors on the same page makes the translation usable.

• See client work
• Website Design & Development for UK businesses

Language switcher checklist

• Top right of the header and in the footer.
• Each language in its own name.
• No flags for languages.
• Suggest a language; do not force a redirect.
• Keep visitors on the equivalent page.
• Mark language codes for screen readers.

• Consistent wording: call each thing by one name
• Consistent navigation: same menu, same place, every page

Next step

Switch language on your own site from a service page and check where you land.