About three years ago at Lento, we were building websites for companies with more than one audience to speak to. Many of our clients were US startups catering to the Latin American market, and what they needed was a tool that could create professional translations instantly without damaging their SEO.
Weglot, the Paris-based company founded in 2016, came to us through a friend who knows exactly whom to recommend and why. It stood out for how well it worked with the CMS, how easily it connected to Webflow and the way the design held up after translation. It worked perfectly for what we needed.
Three years later, Weglot is back at our agency, this time as the star of a new campaign. And anyone who has worked on websites knows the typical meeting where someone has to decide how the site will speak to the world, and every person in the room has a different answer.
Many buying decisions happen in a room, and the campaign knows it
Weglot’s recently launched a new campaign with a very familiar scene. It all takes place in a business meeting where everyone is taking sides on the best option to translate a website into various languages. The fact that it’s familiar is the first insight worth noticing here: we’ve been in those business meetings where everyone has an opinion. Some will advocate for manual effort, which means paying someone to do the job with their craft. It works, but it’s slow: copy going back and forth in spreadsheets, translators to chase, and a delay every time a page changes. Others will lean toward tech and efficiency, through prompts and features that deliver quicker and seemingly cheaper than the first option, but also risk fragmentation and broken links across the site.
But others will advocate for a balance between them. Here’s where Weglot appears. Under the selling line “You mean Weglot?”, the brand launches a positioning that meets the needs of both camps: a translation partner that combines tech advantages and craft quality without delay.
Marketing Science professor Jenni Romaniuk describes category entry points as “the cues that category buyers use to access their memories when faced with a buying situation,” and those cues shape which brands a buyer considers first. Whether or not Weglot had the framework in mind, the campaign works the same way, taking a real translation problem and turning it into a positioning strategy.
Translation stopped being the product the day it became a prompt
Recently, I’ve been running translations through ChatGPT and Claude for a personal client, and what I found is obvious now for many people in the translation industry: AI does a great job at translating words, but the system beneath it fails when adapting those messages to search engines.
Google’s guidelines are crystal-clear: when you use hreflang, language versions must reference each other, tags are ignored without return links, URLs must be fully qualified, and unsupported codes such as es-419 (the one for LATAM Spanish) are ignored. In other words, these translations fail silently: the page looks fine, but the signals that tell Google which version belongs to which audience are quietly ignored.
At the same time, the need for accurate translations remains strong. In a 2020 survey of 8,709 online shoppers in 29 countries, CSA Research found that 76% prefer to buy products with information in their own language, and 40% say they won’t buy from sites in other languages. That is consumer data from six years ago, but it points to a need that hasn’t gone away: written content that feels local, earned, and familiar.
With this campaign, Weglot is moving away from its old translation tool positioning and toward what it calls an AI-powered international growth partner. But the road is not new: they had to go through a whole transformation themselves to get where they are now.
A decade of customers gave Weglot the standing to ask for a bigger role
Weglot was founded in Paris in 2016 by Augustin Prot and Rémy Berda to solve a single problem: translating a website into a second language without rebuilding it. By 2022 the company counted more than 50,000 sites and had closed a €45 million round with Partech, and it went on to report 60% year-over-year growth that same year.
Then the inner transformation started. Today Weglot has evolved into an AI-powered international growth partner, and the product fixes exactly what breaks with AI-only translation. A custom AI Language Model and a glossary keep the brand’s voice and terms consistent, the team can edit any translation directly, and every language gets its own URL with hreflang handled automatically. The signals Google quietly ignores on a prompt-translated site are set up from the start. According to Weglot, it now serves more than 110,000 websites, with names such as HBO and Decathlon among them.
This unseen shift is what makes the campaign work. For a company that wants to be seen as a business partner, listing features is not the right strategy anymore. Features belong to tools that get used and then discarded when the job is done. To be named as a solution in the meeting where the decision is made, the company needs to become a problem-solver, not a tool. “You mean Weglot?” is written for that moment. It offers people the perfect answer for those endless meeting discussions.
A rebrand tells the market who you want to be. A campaign like this one finds out whether the market agrees or not.
The brands that last keep getting picked after the meeting ends
Three years ago, Weglot was a tool a friend recommended and we used, and it did the job perfectly. Now, it is the answer to a translation argument that happens in business meetings we have all sat in.
There is something that stands out in their story, and their latest campaign confirms it. Weglot rewrote its pitch and deepened its investment in technology. It is a great lesson for any brand that needs to reinvent itself every few years: never hold too tightly to your initial ways, and adapt as quickly as possible to current market demands. Listening, responding and evolving are powerful means when you want your audience not only to use your product, but to choose you beyond a single conversation.
A campaign may win the argument in the room, but the real buying decision happens inside the product, first and foremost.
This piece was sponsored by Weglot. Going global shouldn’t mean choosing between slow and sloppy. Most teams taking their website international get stuck between the manual way, with spreadsheets and endless chasing of translators, and vibe-coding a multilingual site with AI that ships fast until the SEO quietly breaks. Weglot sits in the middle: AI-powered translation you stay in control of, with an SEO-ready structure on every CMS from WordPress to Webflow and Shopify. Trusted by more than 110,000 websites, from HBO to Decathlon. See how Weglot works.
