As a marketer and business content writer, I’ve worked on over 20 Japanese landing pages (LPs) for foreign IT companies since 2020.

When launching in Japan, many companies rely on machine translation or AI translation—but is that really enough? Especially in the SaaS and IT sectors, I’ve noticed recurring issues that drastically hurt conversions.

The most concerning scenario? Amazing IT products with completely unlocalized Japanese landing pages. To Japanese business readers, these often look like sketchy or unknown websites. I’ve seen multiple cases where potential clients left feedback like, “This site seems suspicious. Isn’t it a scam?”

1.Wrong or incompatible fonts

A common beginner mistake is using fonts that don’t support Japanese, resulting in broken or unreadable characters. I’ve also seen Japanese LPs using Simplified or Traditional Chinese fonts, which makes the page look completely off.

Even when fonts technically support Japanese, many LPs copy the English font size. Japanese characters have different visual weight, so text often ends up oversized, creating a jarring or overly aggressive impression.

Fix: Use Japanese business-appropriate fonts and adjust size, line spacing, and kerning for readability. Always have a native check to ensure professionalism.

2.Literal translation from English

Direct translation is a huge issue. Most “quickly launched” Japanese LPs suffer from this.

Literal translations rarely match Japanese business culture, making the message ineffective.
This also hurts SEO and discoverability, which is crucial for B2B products or lesser-known brands.

Fix: Rewrite copy in natural Japanese, maintaining meaning while adapting tone, style, and keywords for local business culture.

3.Unclear site purpose and value

The structure of an English LP doesn’t always translate well into Japanese.

Literal translations in hero sections often leave visitors asking: “Who is this site for? What does it do?” The result?

Some LPs appear as unknown or even suspicious websites, eroding trust.

Fix: Clearly state in the hero section who you are, what you do, and for whom, for example, “Helping global SaaS companies succeed in Japan.” Keep the value proposition simple and culturally aligned.

4.Phrasing That Doesn’t Fit Japanese Business Norms

Japanese business culture is formal but nuanced. Using the wrong honorifics or overly casual language reduces credibility.

Examples of typical English phrases that are often mistranslated:

• “Any questions?”

• “We revolutionize your workflow”

• “Seamless integration”

• “Cutting-edge solutions”

• “All-in-one platform”

• “Unlock your potential”

• “Next-gen technology”

• “We provide world-class support”

These literal translations frequently sound unnatural or awkward to Japanese readers, so rephrasing into culturally and professionally appropriate Japanese is necessary.

Some product categories have established Japanese terms that differ from English labels. Literal translations can even backfire; for instance, a product’s “All-in-One” was translated into a Japanese term also used for a mental health condition.

Fix: Rewrite the copy to ensure polite, professional, and culturally aligned language throughout your LP, adjusting wording to avoid misunderstandings or unintended connotations.

5.No SEO strategy

Even a well-designed LP can underperform if it isn’t discoverable. Without targeting relevant keywords, your site won’t appear in search results.

This is especially important in early-stage marketing, where search traffic helps gauge interest and potential customers.

Fix: Naturally integrate strategic keywords, reflecting both your product’s value and Japanese search intent. Examples: “SaaS Japan market entry,” “Japanese LP optimization,” “global SaaS Japan launch.”

Conclusion

Even small fixes can significantly improve conversions, credibility, and discoverability. Many of these mistakes are easy to correct but can make or break a first impression in Japan.

If you want to see exactly what needs fixing on your LP, I provide a 30-minute Japan Market Entry Diagnostic, which includes a personalized 1-page actionable report for global SaaS/DX teams.

Book your diagnostic today to get started!