Website look and feel

Website look and feel

Website look and feel

Look and feel of your business on the Chinese internet checklist

Look and feel of your business on the Chinese internet overview

Chinese companies and consumers want to see overseas internet sites with the look and feel of your local country. They do not want to see a Chinese looking website that will question the genuine source of product or service.

Creditability of information, products, services, etc., on the internet has been an issue for many years, "How do you know what you are reading is correct or are you purchasing a genuine product?".

As reported in the press, multi-media, etc.; inside and outside China, the issues of creditability and genuine on the China internet is a significant issue for internal and external information and products.

Chinese, through publishing laws and regulations, have some control over the creditability of data on the internet in China. Chinese laws and regulations have not been so successful for products and services.

Products have two main issues; brand creditability and where the brand is not known, quality.

Our recommendation is to keep your website look and feel unchanged for the Chinese market, provided responsive design: display clearly on mobiles and tablets.

Look and feel of your business on the Chinese internet mobile and tablets

Most websites, social media, etc., in China, are accessed using mobiles or tablets.

Shenma is confirming this. Shenma is the first major Chinese search engine which has been written for mobile / tablet user only:

Most internet sites in China are viewed using mobiles or tablets. Businesses use desktop and laptops. Chinese internet content, like the rest of the world, is designed as a dynamic internet site or APPs.

A dynamic website is when the presentation of your content changes with the size of the screen being used to view your data, multi-media, etc., a "responsive internet site design."

A non-Dynamic internet sites is hard to read on smaller screens and therefore not viewed on mobile successfully. In some cases, tablet as well.

If you wish to test your website to see if it is mobile friendly: Please follow this Google link:

The Changes in Chinese internet content

Historical traditionally Chinese internet sites are full of information using all space available on a desktop screen; – Chinese news website.


Chinese websites look and feel

Chinese written words are about 30% less text than English, and the Chinese do not use space as punctuation. One-page Chinese data contains 50% to 60% more information than the English page of data.

Chinese internet site design has undergone significant changes over the last five years. These changes are not to make the contents look "Western" in style.

Due to the use of mobiles and tablets worldwide, the overall design of website pages had to change. Mobiles and tablets formats demand that the information is in column(s) with many links between the website pages.


Chinese websites look and feel

Our recommendations for look and feel of your business on the internet in China

  • • Give that China internet users are mostly mobile / tablet, make sure your internet sites in mobile / tablet friendly.
  • • Other than any changes required for mobiles/tablets, keeping your website in your local format will help keep a “genuine” look and feel of the brands, products, and services.
  • • Local hosting of your internet site in China / Hong Kong; increase response time.
  • • Local language for SEO data; each critical website page for the Chinese market description and title
  • • Menu translation as required to strengthen Chinese search engines SEO
  • • Translate heading as necessary to reinforce Chinese search engines SEO

If you are developing a website for the Chinese market, we recommended keeping the look and feel foreign. Your internet site to look and feel does not follow the Chinese look and feel. There is a problem in China with the Chinese knowing if the product you are looking to purchase is a "copy" product or not. By having your internet site keep the “overseas” look and feel will help give confidence that your internet site is genuine.

Note: beware of large images on international internet sites. They can take a long time to load inside China. Given the heavy use of the public global internet correction between China and the rest of the world.

Last modified: - 22 May 2020 - Version 1.7e