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When I first started my business as a foreigner in France, I quickly realized that being good at what you do isn’t always enough. In a new country, you don’t just need skills, you need visibility. You’re stepping into a different culture, trying to build a network from scratch, and figuring out how to compete with local businesses that already have a strong presence. Your website isn’t just a formality, it’s your best tool for standing out, building trust, and attracting the right clients. But making an impact online isn’t about being the loudest voice in the room. It’s about creating a website that’s clear, professional, and truly speaks to your audience.
First impressions matter, especially for expats
If you’re an expat entrepreneur, chances are that people are discovering your business online before they ever meet you in person. Your website needs to instantly communicate trust, professionalism, and value. A messy or outdated design can make potential clients hesitate, especially if they’re already unsure about working with a foreign-owned business.
A clean, well-structured website reassures visitors that you’re serious about what you do. But beyond aesthetics, your messaging has to be crystal clear. If your audience is a mix of locals and fellow expats, make sure your content speaks to both. Avoid generic phrases and instead highlight what makes your service uniquely suited to your market. Maybe you offer international expertise, a fresh perspective, or a bilingual approach that local competitors can’t. Whatever sets you apart, make sure it’s front and center.
Your website should do more than just exist
A great website isn’t just there to look pretty, it should actively help you build connections and grow your business. For expats, one of the best ways to stand out is by creating value-driven content that establishes you as a trusted expert in your niche. Blog posts, free guides, or even a simple FAQ section that answers common customer concerns can make a huge difference.
For example, if you’re a web designer working with other expat businesses, why not create a resource about how foreign entrepreneurs can optimize their websites for the local market? Or if you run a consulting business, share insights about navigating local business regulations. When your website becomes a helpful resource, people remember you, and ultimately that builds trust.
Performance also matters. Expats often rely heavily on digital tools to bridge gaps in communication and accessibility, so a slow, outdated website won’t cut it. Your site needs to be fast, mobile-friendly, and easy to navigate, especially if your audience includes non-native speakers who might struggle with overly complex layouts or jargon-heavy content. The easier you make it for people to find what they need, the more likely they are to stay, engage, and ultimately become clients.
Building trust in a new market
One of the biggest challenges of running a business as an expat is building credibility in a community where you might not have an established reputation. This is where your website can do some heavy lifting. Testimonials, case studies, and client reviews will help you in making potential customers feel comfortable choosing you over a local competitor. If you’ve worked with clients from different countries, highlight that too, because it showcases your international experience and adaptability.
Your brand voice also plays a big role. People connect with stories, so don’t be afraid to share yours. What brought you to this country? Why did you start your business? How does your unique background help you serve your clients better? A little personality goes a long way in making your brand feel relatable and human.
At the end of the day, making your website stand out isn’t just about fancy design or aggressive marketing. It’s about building trust, creating value, and making it easy for people to choose you - especially in a market where you might not have the advantage of being a "local." Do that, and your website won’t just stand out, it will become your strongest asset in growing your business.
