Corporate homepage structure: Japan vs Europe

A homepage can carry exactly the same information and still perform very differently in the two markets. The order is what changes, because the two audiences want answers in a different sequence.

Order that works in Japan

1. What the company does, in one line
2. Clients and track record — material for an internal case
3. Full service list, comprehensive rather than selective
4. Company profile — founding year, location, size
5. Contact

A Japanese contact usually has to justify the choice internally. Evidence that the company is established needs to appear early, which is why the track record sits near the top.

Order that works in Europe

1. The problem you solve, written from the reader's side
2. Price range — a range is enough
3. Who they will work with — name and face
4. How it runs — what happens in week one
5. Contact, three fields maximum

A Dutch contact can usually decide alone and wants to know quickly whether you are a fit. That is why price and people come early.

The common mistake

Translate a Japanese homepage word for word and European readers are left asking what it costs and who does the work. Translate a European one and Japanese readers conclude there is not enough information to take it seriously.

Neither is a translation problem. It is a structure problem, and reordering alone often changes the response rate.

What both markets need

• The intended audience is clear above the fold
• A route to contact at the end of every section
• A layout that works on a phone — mobile share is significant in European B2B too