The brief a manufacturer brings is usually the same: we sell abroad, put the site in English. What they mean is that they want to be found and believed by someone who has never heard of them, in a market where three other companies do the same thing.
Translation alone does not do that. The Turkish page answers a question a Turkish buyer asked. The buyer in the Gulf or in Italy asked a different question, in different words, with a different thing to check before they will write to you — a certificate, a minimum order, whether you have shipped to their port before.
The language versions are not copies of each other. They diverge exactly where the buyer diverges.
So the language versions are not copies of each other. They share a structure and a catalogue, and they diverge exactly where the buyer diverges. Then the technical part starts to matter: one canonical page per language, hreflang that actually reflects the routes, and a URL a person can read.
None of this is exotic work. It is deciding, market by market, what the page is for — and refusing to let a translation memory make that decision instead.
