Web Writing Across Cultures: The English-Japanese Divide (Part 3 – Building Trust)
Welcome back to our series on cultural differences that shape website writing. We’ve already covered how to organize information and communicate clearly. In this third column, we explore something equally essential: building trust with your audience.
Whether you're launching a global product or sharing your company’s story, trust is the foundation of every meaningful connection. What builds trust online, however, can vary dramatically between cultures.
Cultural Foundations of Trust
Trust has to be earned, and what inspires trust in one culture may not have the same effect in another culture.
Japanese websites often rely on formality, thoroughness, and a professional appearance to build credibility. But Western users, especially in English-speaking countries, tend to be skeptical of impersonal messaging and corporate polish. Instead, they are drawn to content that feels transparent, personal and direct. They want to know who you are, what you believe in and whether they can relate to you.
Tip: Balance both approaches. A professional tone is important, but let some personality come through to make your company feel real and trustworthy. Introduce your team. Tell your story. Share your mission and values in a way that feels human.
The Human Side of Professionalism
In Japan, projecting stability and competence often means avoiding anything that feels overly casual or personal.
But this is not the case in English-speaking countries, where behind-the-scenes content, employee spotlights, and short founder stories can build emotional connections and trust. When a company seems too perfect or anonymous, Western audiences may worry there’s something to hide.
Tip: Show your team. Add photos, short bios, or work culture snippets. These small human touches can give life to your brand, make it more approachable, and help win trust.
Perfection vs. Transparency
Japanese websites tend to use cautious, polished messaging that avoids drawing attention to risks and uncertainties. Projecting an image of flawless competence helps build trust in Japan.
Western audiences, on the other hand, are suspicious of perfection. They want to know not just what your product does well, but what it doesn’t do, how much it costs, and whether there’s fine print.
Tip: Address questions and concerns head-on. For example, include a comprehensive FAQ section and clear service explanations. Acknowledge limitations where appropriate because being upfront signals honesty, and honesty builds trust.
Focus on the User
Japanese websites often focus on company strengths such as advanced technologies, a long history and world-class facilities. These points matter of course, but a company-centered focus can seem self-serving to westerners, who are more likely to trust brands that focus on meeting users’ needs.
Tip: Frame your offerings around what matters to the reader. Instead of bragging about achievements, convey how you meet users’ needs and desires.
Confidence Over Humility
Japanese websites often use reserved, indirect phrasing like “we strive to meet expectations” and “we aim to deliver quality” to convey humility and measured self-presentation, which are valued in Japan.
Unfortunately, such modesty can undermine credibility with English-speaking audiences who may interpret tentative language as lack of confidence or competence.
Tip: Replace humble, cautious promises like “we try to deliver results” with direct, confident statements such as "we've helped over 200 companies reduce costs by an average of 15%." Support such claims with concrete evidence such as specific examples, metrics, and customer success stories. Let the evidence speak for itself.
Details Matter
Trust isn't built through a single bold statement, but through a combination of factors including clearly labeled navigation, correct grammar, and consistent tone and terminology. Even one awkward sentence or broken link can raise red flags, especially for international users unfamiliar with your brand.
Tip: Invest in professional English editing and user testing. Make sure your English content not only sounds natural but contributes to effortless navigation. These small touches show respect for the reader and attention to detail that builds trust across all cultures.
Real People and Proof
In Japan, company awards and official endorsements are strong signals of credibility. While these also have value in the West, they don’t always carry the same weight.
English-speaking audiences often find peer recommendations more compelling. They want to hear from people like themselves in customer reviews, candid testimonials and case studies with measurable outcomes. The key is authenticity. Polished praise and anonymous testimonials may seem staged and harm credibility.
Tip: Use real voices. Highlight satisfied customers in their own words. Share stories of how your product or service made a difference. When users see people like themselves benefiting from your brand, they’re more likely to trust you.
Meeting Expectations
Ultimately, trust grows when your website consistently meets the expectations of your audience. For Japanese users, that may mean deep detail and formality. For Western users, it often means transparency, clarity, and human connection. Global websites that succeed don’t choose one approach over the other – they find a way to bridge both.
Tip: Use your English website to demonstrate reliability and relatability. Show the facts, share the faces behind the work, and speak directly to users' needs. When your message is honest, human and helpful, trust will follow.
In our final column, we’ll explore cultural sensitivity and how to write content that resonates without overstepping cultural boundaries.
Thinking about how to build trust with global audiences? Let’s talk about how we can help.
