Web Writing Across Cultures: The English-Japanese Divide (Part 2 – Clear Communication)
Welcome back to our 4-part series on how English and Japanese website writing differ. In Part 1, we explored how to organize and present content effectively. In this installment, we focus on another key element of successful web writing: making your message clear.
Different languages. Different Styles.
Japanese is a high-context language with meaning often shaped by shared understanding and what’s implied rather than explicitly stated. Writers commonly build up to main points indirectly and allow the message to gradually unfold. This approach is polite, respectful, and leaves room for nuance.
English, by contrast, is a low-context language. Clear communication usually means getting straight to the point and making the message unambiguous. On English-language websites, readers expect to understand key ideas right away without reading between the lines or scrolling to the end. If the message isn’t clear from the start, many visitors will quickly leave.
What feels natural in Japanese can seem vague or confusing in English.
Tip: Effective English websites tell visitors what they need to know without delay. They often lead with a headline and short summary that clarify what the page is about and why it matters to readers. Important points should appear early and be easy to find.
Keep it Simple
In the Japanese language, polite wording and indirect expressions demonstrate respect and consideration. Elaborate phrasing and lengthy explanations seem thoughtful and sincere.
While courtesy is valued in all cultures, English writing tends to favor simplicity and precision even when addressing prestigious audiences. Lengthy, elaborate writing can seem bloated and insincere to Westerners, who associate straightforward language with honesty and efficiency.
Research from the Nielsen Norman Group shows that Westerners mainly scan rather than read web content line by line. They’re looking for quick takeaways, not literary elegance. This underscores the importance of presenting information in a concise and easily scannable format to enhance user comprehension and engagement.
Tip: Use short sentences and familiar words, rather than formal or flowery ones in English websites. If you must introduce complex ideas, break them down into digestible chunks using bullet points, numbered lists and visual elements.
Friendly but Professional
Tone is another area where cultural expectations differ. Japanese websites lean toward formal, neutral expressions that emphasize humility and group harmony, while English websites take a friendly approach even in traditionally conservative industries.
A warm, conversational style doesn't sacrifice professionalism in English websites. It feels more accessible and engaging to readers, who respond more positively to conversational content than dry statements.
Tip: It helps to write English websites as if speaking directly to an individual rather than addressing a faceless audience. For example, "We help you find effective solutions" is more personally engaging than "Our company provides effective solutions”.
Don’t Beat Around the Bush
Introducing messages gradually by leading with context before arriving at main points can feel meandering and unclear to English readers. They don’t want to work hard to understand what your company does, what the product is, or what action to take next. Ambiguity is considered irritating, rather than intriguing.
Tip: Present key messages early. On a product page, start by saying what the product is and how it helps the user. On a company overview page, start with what the company does and what makes it different. Readers shouldn’t have to scroll or guess.
Remove the Clutter
In Japanese, repeating ideas and expressing them in multiple ways can show care and thoroughness. But English readers think lengthy, repetitive writing wastes their time. To make English writing clear, you need to make it lean. Straightforward communication demonstrates a respect for the reader.
Tip: Ruthlessly edit English website writing. Every sentence should serve a purpose. If it doesn't add value (such as by informing readers of useful features or addressing their concerns) it’s best to simplify it or remove it.
Clarity Shows Consideration
English readers come from diverse backgrounds, and many use English as a second language. So writing clearly helps ensure more readers understand your message.
When your message is easy to understand, it shows you value your readers’ time and want them to succeed. This mindset shift is important when moving from Japanese to English web writing.
Tip: When writing, consider whether someone unfamiliar with your company or industry will understand. If not, simplify the message, explain terms and avoid using buzzwords unless they’re essential.
Bring It All Together
Crafting clear and effective English content doesn't mean abandoning your company's Japanese heritage or unique personality. It means expressing that identity in ways global audiences can easily understand and appreciate.
By prioritizing key messages, embracing straightforward language, adopting an approachable tone, and focusing on readers’ needs, you’ll create an English website that feels natural, professional, and accessible—while still honoring your company’s roots.
Need help creating English content that connects with global audiences? Let's talk about how we can help.
In our next column, we'll explore how building trust differs across cultures—and how English website writing can build confidence in your brand.
