How Global B2B Companies Can Write Website Texts That Succeed in the Japanese Market

For global B2B companies entering the Japanese market, the website is far more than just a digital brochure.
It serves as a trust-building tool, a lead generator, and a cultural bridge that introduces your value in a way that resonates with Japanese business culture.

However, simply translating your existing website into Japanese won’t be enough.
To truly engage Japanese audiences and convert them into customers, you need localized copy that reflects the mindset, expectations, and communication style of Japanese business professionals. In this article, we’ll cover essential principles of website text writing for B2B success in Japan.

1. Focus on Solving Japanese Business Challenges, Not Just Features

Japanese buyers care less about product features and more about how your solution directly addresses their specific pain points.
While feature-driven copy may work in your home market, Japanese readers look for outcome-driven content tailored to their environment.

Poor example:
Our cloud-based automation tool integrates via open API with enterprise systems.

Better localized example:
Seamlessly integrates with ERP and legacy systems to automate complex workflows common in local enterprises.

Shift the focus from what the tool does to how it improves daily operations or business results.

2. Build Trust with Localized Proof and Specifics

Trust is paramount in Japanese B2B transactions. Decision-makers want to know who else is using your service, what results it has produced, and whether it has been adopted in Japan.

Over 1,000 global clients, including 30 companies in Japan
Trusted by leading Japanese manufacturers
Reduced operational time by 25% within 3 months of implementation

Include specific figures, recognizable client names (if permitted), and local relevance to build credibility quickly.

3. Use Culturally Appropriate, Soft CTAs

Direct CTAs like “Buy Now” or “Get Started” are common globally, but they may feel too aggressive in Japan. Use polite, specific, and lower-pressure language that gently guides the reader toward action.

Poor example:
Get Started Now

Better localized example:
Contact us for a free consultation
Request a free demo today

Keep your CTAs clear, helpful, and culturally sensitive to improve conversions in Japan.

4. What NOT to Do: Avoid Literal Translation and Excessive Jargon

A common mistake is using literal translations or technical jargon that doesn’t translate well into the Japanese context.
Overuse of buzzwords or katakana-English (loanwords) can confuse or alienate your audience.

Poor example:
We support the promotion of BPR through native collaboration with EAI and RPA.

Better example:
Automatic linkage with other systems improves operational efficiency and reduces costs.

Use plain, professional language that is easy to understand, even for non-specialists. Simplicity fosters trust.

Conclusion: Let Your Website Text Act as Your Local Sales Representative

To succeed in Japan, your website text must go beyond explaining your product.
It should communicate your value, demonstrate cultural awareness, and encourage the right actions—all while reflecting the expectations of Japanese business professionals.

✔ Emphasize specific value for Japanese companies
✔ Show social proof with local relevance
✔ Avoid literal translation and unclear expressions

And above all, don’t just translate—localize. This is the number one rule for entering the Japanese market successfully.

If you’re launching your B2B service in Japan and need help localizing your homepage content, our team of native Japanese copywriters and international marketers can support your entry strategy. Contact us today to get started.