Communicating your message goes beyond knowing how to string together a few sentences in a foreign language. If it was as simple as translating one word at a time everyone would use Google Translate or BabbleFish to bring in more sales. The fact is, language is actually about a lot more than a series of individual words strung together. Knowing which word has the right connotation, the right level of complexity to choose, matching the tone to your audience and selecting a style that sells are exceptionally important decisions.
Look at your own site in your native language. Is it written effectively? Why does your text ‘work’ well? The same answers apply to every other language you choose. Customers care if your have typos and poor grammar and they care even more about the word choices you make.