And then comes the offer.
Suddenly, „we'll translate a few pages“ becomes a budget item that feels like a dedicated project team – every month. For many SME websites, this isn't „too expensive because it's a luxury,“ but too expensive because it scales beyond what is needed.
If you are at this point, you are probably looking for a Smartling Alternative: a solution that neatly replicates WordPress – but remains economical.
In this article, I will show you:
- Why Smartling often tips the balance economically in the WordPress context
- What typical cost traps do we see time and time again?
- How to tell if you are wasting money unnecessarily
- What a useful Smartling alternative must be able to do, at a minimum
There is a significantly cheaper setup option that we regularly implement at Superblau and which, under the right conditions, can save five-figure sums per year.
Why you need a Smartling alternative in the first place (WordPress reality vs. enterprise tool)
Smartling is powerful when you...
- have a lot of languages (10+),
- you need multiple teams and approval processes,
- Continuously translate huge amounts of content (help centre, app strings, product catalogues).,
- need complex integrations and role models.
However: Many WordPress websites are different. Typical examples are:
- 20–200 pages of core content (home page, services, case studies, blog)
- 1–3 languages
- a small marketing team (or agency)
- Updates in waves instead of a „24/7 content machine“
In this exact setup, the following often happens:
You pay for enterprise infrastructure, even though you actually A sleek, brand-compliant Smartling alternative need.
Smartling too expensive? The 7 cost traps that will lead you to a Smartling alternative
1) Licensing model does not fit the content reality
Many enterprise tools pay for themselves through volume, users, workflows and add-ons. For smaller websites, this is often like a „flat rate at the stadium“ when all you want is a sandwich.
2) Translation volume is incorrectly estimated
WordPress pages have more text than you might think: menus, footers, cookie banner texts, SEO metadata, template snippets, reusable blocks. It all adds up.
3) The connector factor
As soon as a tool is connected between WordPress, the translation platform and, if applicable, other systems, costs arise due to:
- Setup & mapping
- Maintenance during theme/plugin updates
- Debugging (and yes, it happens)
A good Smartling alternative reduces precisely this „connector pain“.
4) Process costs instead of just tool costs
An enterprise workflow sounds great – until you realise you have to operate it too. Roles, approvals, statuses, tickets. It takes time. Time costs money.
5) Brand tonality becomes a permanent work in progress
Without clear rules (glossary, tone guidelines, terminology), loops arise:
„Doesn't sound like us.“
„Please, again.“
„And again.“
A clean Smartling alternative must start right here: Tone and terminology belong in the system – not in 300 comments..
6) Translations ≠ good website experience
Many teams optimise the translation process but forget about the UX:
- Language switch in the wrong place
- SEO structure falls apart
- URL logic is inconsistent
- Duplicate content risks
Result: expensive to translate, but performs poorly. A Smartling alternative for WordPress must take SEO and UX into account.
7) Lock-in & fear of change
When a setup is expensive, sometimes the only reason you stick with it is because changing seems „too risky“. Spoiler alert: A well-planned change is often less dramatic than one might think.
Case: Smartling alternative in use – over £30,000 saved per year
At Superblau, we recently replaced a Smartling setup for a customer because the running costs were no longer in proportion to the benefits.
The objective was clear:
- Massively reduce costs
- Translations remain professional (not „Google Translate vibes“)
- Secure brand language (Terminology & Tone)
- Workflow suitable for everyday use for a small team
Result: The customer saves more than €30,000 per year. – with an integrated glossary, defined tone and a process that runs smoothly in everyday life. And most importantly, everyone is more relaxed because translations no longer feel like a separate IT project.
So if you're thinking, „Smartling is too expensive,“ yes, a Smartling alternative can pay for itself very quickly.
Checklist: Do you need a Smartling alternative?
If you can tick off two or more points, it's worth taking a look:
- You translate a maximum of 1–3 languages, but pay enterprise prices.
- Your website translations are only a small part of your marketing – but they eat up a large budget.
- You have regular correction loops because terms/tonality are not right.
- The connector constantly causes minor issues („Something's missing,“ „Why is there a duplicate?“).
- You want to publish new landing pages quickly, but translation slows you down.
- No one in the team really „likes“ the tool – they use it because they have to.
- You're afraid of updates because afterwards something won't sync anymore.
What a Smartling alternative for WordPress must be able to do at a minimum
Not everything that is „cheaper“ is automatically good. A sensible Smartling alternative must (at least) deliver the following:
- WordPress-compatible workflow (editors can work without technical complications)
- Glossary / Terminology rules (so that „feature“ does not have 5 variants)
- Tone control (formal/informal, brand voice)
- SEO cleanliness (hreflang, metadata, clean URL structure)
- Scalability (new pages, new languages without rebuilding)
- Cost control (transparent and predictable, no „surprises at the end of the month“)
This is precisely where many DIY setups fail – and this is precisely why implementation (and the right construction plan) is crucial.
Superblue: Smartling Alternative Audit (30 minutes)
If you use Smartling (or a similar enterprise setup) for WordPress and find the costs strange, here's what we do:
- Brief audit of your setup (languages, content volume, processes)
- Identification of cost drivers
- Rough target architecture for a Smartling alternative
- Assessment of effort, risks and realistic savings potential
No sales spiel – just a clear recommendation on whether it's worth switching.
👉 Want to know if you can save five figures with a Smartling alternative?
Send us a message with the subject line ‘Smartling Alternative Audit’, We will get back to you with suggested dates.
