Writing English Website Copy When It's Not Your First Language

Short answer: Write short, plain sentences in the active voice, cut formal words, and watch for German false friends such as "actual", "eventually" and "become", which mean something different in English. Use AI tools to check grammar and suggest simpler phrasing, not to rewrite your whole voice. Before launch, have a native speaker review at least your homepage, service pages and anything customers sign or pay through.

Your English is probably better than you think

Founders in Vienna, Munich or Zurich often write good English. The problems on their websites are rarely grammar. They're three other things: sentences built like German sentences, words that look English but mean something else, and a formal tone that sounds stiff to native readers. All three are fixable with a checklist.

Plain English helps everyone, not just beginners. The GOV.UK writing guidance makes the point that people with higher literacy also prefer plain English because it lets them understand information quickly. It also notes that some readers won't have English as their first language either. Your international customers are in the same position as you.

The mistake list, with fixes

1. False friends

These words exist in English but mean something different from the German word they resemble.

2. German sentence shape

German allows long sentences with the verb at the end and several clauses stacked up. In English, that becomes hard work.

• Before: "With our many years of experience in the area of web development for small and medium-sized enterprises in Austria, we offer you individual solutions."
• After: "We build websites for small businesses in Austria. Every site is made for the business it belongs to."

Rule: one idea per sentence. If a sentence needs a comma and an "and" and a "which", split it.

3. Nouns where verbs should be

GOV.UK's guidance warns that words ending in "-ion" and "-ment" tend to make sentences longer and more complicated.

• Before: "We offer the implementation of the optimisation of your booking process."
• After: "We'll make your booking process faster."

4. Passive voice

GOV.UK recommends the active voice because it's more direct and keeps sentences short.

• Before: "Your enquiry will be answered within one working day."
• After: "We'll answer within one working day."

5. Formal words

GOV.UK suggests "buy" instead of "purchase", "help" instead of "assist" and "about" instead of "approximately". On a business site, the same goes for "utilise" (use), "commence" (start) and "in order to" (to).

6. Prepositions and time phrases

Common slips for German speakers:

• "since 10 years" → "for 10 years" (seit becomes "for" with a length of time).
• "on the website" vs "in the website": English says "on our website".
• "We are looking forward to hear from you" → "We look forward to hearing from you."

7. Mixed British and American spelling

Choose one and stick to it. For a European audience British spelling is a natural choice; if most customers are in the US, use American. Set your spell-checker and your AI tool to the same variety, then search the site for both "colour" and "color" before launch.

The editing workflow

Step 1: Write in your own voice first

Draft in English, not in German then translated. Your phrasing will be simpler and more personal. If an idea is hard to say, write the German in brackets and come back to it.

Step 2: Run a plain-English pass yourself

Go through the mistake list above. Split long sentences, swap nouns for verbs, cut formal words.

Step 3: Use an AI tool as an editor, not an author

Ask it for specific things, and paste one section at a time:

• "Mark any false friends a German speaker might use. Don't rewrite the text."
• "Suggest shorter versions of sentences over 20 words. Keep my wording where possible."
• "List any spelling that isn't British English."

Accept the fixes that are clearly better and reject the rest. If you ask an AI tool to "make this sound more professional", you'll usually get generic marketing language that sounds like every other site. Your specific details (the district you work in, the type of client, how you actually work) are what make the page credible; don't let the tool smooth them away.

Step 4: Read it aloud

Anything you stumble over, a customer will stumble over too.

Step 5: Get a native review where it matters

Prioritise the pages that carry money or trust: homepage, service pages, pricing, booking and checkout text, emails sent automatically, and anything customers agree to. Ask the reviewer to flag meaning problems first, then tone, then style. A freelance proofreader or a native-speaking colleague both work; agree in advance which spelling variety to use.

Step 6: Keep a house list

Collect the corrections you receive in a short document: your preferred terms, the false friends you tend to use, spelling choices. It makes the next page faster and keeps the site consistent.

FAQ

Is it a problem if my English sounds slightly non-native?

Not if it's clear. Many customers in Europe are non-native readers too. Clarity and accuracy matter far more than sounding like a London copywriter.

Should I use contractions like "we'll" and "you're"?

Yes, on most business sites; they sound friendlier. GOV.UK's guidance accepts contractions like "you'll" but advises avoiding negative ones like "can't" and "don't", which some readers misread as the opposite. For a government site that matters; on a business site, use your judgement.

Can I translate my German site with a machine and publish it?

As a first draft, yes. Then run the plain-English pass, check false friends and get key pages reviewed.

If your English pages were translated straight from German and you'd like them rewritten in plain English that still sounds like you, send us the pages that matter most.

Sources

• https://guidance.publishing.service.gov.uk/writing-to-gov-uk-standards/writing-guidelines/clear-language/
• https://dictionary.cambridge.org/dictionary/english/eventually
• https://dictionary.cambridge.org/dictionary/english/actual
• https://dictionary.cambridge.org/dictionary/english/become