AI tools like DeepL and ChatGPT are excellent at turning Dutch sentences into German ones. But they don't challenge the logic, structure, or assumptions baked into your original content. They preserve your Dutch decision-making framework and serve it back to you in perfect German.

The result? Linguistically correct content that fundamentally misunderstands how Germans buy.

German buyers don't decide like Dutch ones

Dutch marketing often leads with identity and relatability. We want to know: Are you like us? Do we vibe? Can I trust you on a gut level?

German decision-making is different. It's structured around risk assessment: What could go wrong? Who's accountable? What happens if this doesn't work?

Germans are often misunderstood. This isn't about being cold or overly formal. It's about needing clarity before commitment. They don't want to be charmed into a decision, they want to be equipped to make one confidently.

When you translate Dutch content that's built around "we're friendly, approachable, and excited to work with you," you're asking Germans to trust you based on tone. But tone isn't proof. And without proof, there's hesitation.

What AI actually does (and why that's dangerous)

AI translation tools are fast, affordable, and impressively accurate. But they operate on one assumption: that the content you're translating is already strategically sound.

Here's what they preserve:

• Your argument structure

• Your content hierarchy (what comes first, what comes last)

• Your framing (problem → solution, or story → offer)

• Your unspoken assumptions about what matters to the reader

If your Dutch homepage opens with "We help companies grow" and a team photo, AI will translate that. Perfectly. But it won't tell you that German visitors expect to see what you do, for whom, and with what methodology before they care about your team's smiling faces.

AI accelerates production. It doesn't fix positioning.

How German buyers actually read your content

Let's say you're a SaaS company. Your Dutch homepage might look like this:

• Hero: "We help businesses grow with smart software"

• Section 2: Meet the team

• Section 3: Our story

• Section 4: Features

• Section 5: Customer logos

• Footer: Contact

A German visitor sees this and thinks:

• What kind of software?

• For which industry or company size?

• What's the pricing model?

• What happens if I need support?

None of these questions are answered above the fold. And unlike Dutch visitors, who might scroll out of curiosity or trust the vibe, Germans are more likely to leave. Not because they're skeptical of you but because you didn't manage their expectations.

What's missing in most translated content:

Concrete scope: Not "we help businesses grow," but "we help mid-sized B2B service companies automate customer onboarding."

Responsibility signals: An Impressum (legally required), clear contact info, named team members. Germans check these before they trust.

Failure scenarios: What if it doesn't fit? What if we need changes? How do returns, cancellations, or migrations work?

Proof from outside sources: Certifications, third-party reviews, partnerships. Self-praise is expected but external validation moves the needle.

You don't need more content. You need different prioritization.

What actually works: reorder, don't rewrite

I've worked with Dutch brands who thought their German content underperformed because "Germans don't like our tone." But tone wasn't the issue. Structure was.

Here's what changed when we reordered their content:

Move trust signals up. Customer logos, case studies, certifications. These don't belong at the bottom. They belong near the top, as evidence that supports your opening claim.

Lead with scope, not aspiration. Replace broad promises ("We help you succeed") with specific positioning ("We help ecommerce brands in DACH scale paid social without burning budget").

Answer objections preemptively. Create an FAQ or include a "What if…" section. Not because Germans are pessimistic, but because they want to see that you've thought through the details.

Show, don't just tell. Don't say "best-in-class." Say "Used by 150+ companies in logistics and manufacturing." Let the reader conclude quality, don't demand they accept it.

One client moved their case study section from the footer to directly under the hero. Conversion rate jumped 40%. Same content. Same language. Different order.

The real risk of "just translating"

Here's the uncomfortable truth: most Dutch brands treat the German market like "Netherlands, but bigger."

Same playbook. Same content structure. Same assumption that what worked in Amsterdam will work in Munich.

It doesn't. Not because Germans are difficult, but because you're solving for the wrong decision-making process.

AI makes this mistake invisible. The content looks right. It reads smoothly. And because you can't evaluate it yourself (you're not a native German buyer), you assume it's fine.

Meanwhile, your German landing page is quietly underperforming, and you're left wondering if you just need "more traffic" or "better ads."

You don't. You need content that matches how Germans evaluate, compare, and commit.

If your German content feels right but consistently underperforms, the issue is rarely the language - it's the logic behind it.

Not sure if your content is structured for how Germans actually decide? Let's talk.

I work with Dutch brands on German market entry: from positioning and creator strategy to content that actually converts. First step is always a discovery call to see if we're a good match and what you actually need.

Get in touch send me a mail to hallo@leapelzer.com to get started.