Almost nobody in Luxembourg sells only to Luxembourg.
The domestic market is roughly the size of a mid sized city, a large share of the workforce crosses a border to get to it every morning, and the buyers speak French, German, Luxembourgish and English in the same week. A site built for one country is built for the wrong thing.
Start with the free 15 point site check. Two working days, no call required.
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What is actually different about selling into Luxembourg
The specifics that change the build, not a list of countries I will work in.
The regulator
The Commission Nationale pour la Protection des Données. The GDPR applies in full, and a great many Luxembourg businesses process data about people in Belgium, France and Germany as a matter of course.
The languages
French and German are the working languages of business and administration, Luxembourgish is the national language, and English is normal in finance and technology. French usually comes first for search.
Checkout
The euro, so no currency work. Payment habits follow the neighbours more than anything domestic, which means offering what a Belgian, French or German buyer would expect.
What the site must publish
The Luxembourg transposition of the same European provider information duty: identity, establishment, electronic contact details, trade register number and VAT number.
What usually goes wrong on a Luxembourg site
A site aimed at a market of half a million
Search targeting scoped to the country, when the realistic buyer pool runs across the Belgian, French and German borders and searches in those languages.
One language chosen and the rest dropped
French only or English only, on a business whose buyers genuinely move between three languages. The missing versions are usually the least contested ones.
Volume used as a reason not to bother
Keyword tools report almost nothing for Luxembourg, so the conclusion is that search does not work here. The tools are measuring the wrong geography.
Cross border data treated as domestic
Processing information about people in three other countries while the privacy policy describes a purely Luxembourgish operation.
Not sure which of those it is? Send the web address and the written 15 point check says so in two working days, free.
What the work actually is
The same list whether you are in Luxembourg or anywhere else I work.
The 15 point technical check
Speed, indexing, structured data, redirects, consent and the rest, written out in the order worth fixing rather than the order a crawler found them.
Pages for what buyers search
Built from real search data in the language your buyers type, not translated from an English page and hoped over.
A redirect map before anything moves
Every old address mapped to a new one and tested before launch, because this is the step that loses rankings when it is skipped.
Tracking that waits for consent
Nothing loads before a choice is made, and the banner says what it does. This is the part regulators are actually acting on.
Google Ads on a flat fee
A fixed monthly amount whatever the spend, so the advice does not get more expensive when the budget does.
Shopify and WooCommerce moves
Products, variants, media and URLs moved with the search positions held, on the same domain where that is possible.
Custom systems when software is the problem
Order flows, stock feeds and internal tools, when the honest answer is that no amount of marketing fixes the process underneath.
Plain monthly notes
What was done, what it changed and what is next, in a page you can read without a glossary.
Want the number first? Every price is published, including the ones I would not charge you.
The market is the region, not the country
If you scope a Luxembourg site to Luxembourg, the search data will tell you there is nothing there, and the search data will be right about the wrong question. The people who buy from Luxembourg businesses live in Arlon, Trier, Thionville and Metz as well as in the city, and they search in French and German from those places.
So the targeting is built around the languages and the cross border region rather than the national border, which usually means a French version first, a German version where the buyers are on that side, and English where the sector runs in English anyway. That is also why the neighbouring country pages matter here more than anywhere else: SEO and websites in Belgium, SEO and websites in Germany and SEO and websites in France each cover rules you may be inside without having noticed.
Small volume, almost no competition
The upside of a market that everybody writes off is that the results pages for it have had very little attention. Pages rank in Luxembourg that would not get near the first page of the same query in France or Germany, because nobody has bothered to do the technical and content work for a market this size.
For a single supplier that is a good trade: modest volume, a buyer with real money, and a results page you can actually enter. The work is the same work I would do anywhere, and the prices are the same prices, which are published.
A furniture retailer: three storefronts, three ad accounts and a CRM
A Dutch furniture retailer with three brands and a ten to twelve week order cycle, where the online numbers alone made a busy business look like a failing one until the measurement was fixed.
What I will not do
Said before you ask, because it is usually the deciding part.
Promise a position
Nobody controls Google's results, and anyone who promises a ranking is either guessing or lying. I will tell you what is winnable and what is not, with the search data in front of you.
Hold your accounts
Analytics, Search Console and every ad account are registered in your name from day one. If you stop working with me you lose nothing but me.
Bill a percentage of ad spend
A percentage pays me more when you spend more, which is the wrong incentive. Advertising is a flat monthly fee whatever the budget.
Take the work if it is the wrong spend
If the free check says your problem is not a website problem, the report says so and I tell you what would actually move the number.
Rather just ask? One question by email or WhatsApp is fine.
The rest of the Benelux
Neighbouring markets, each with its own regulator, language and checkout.
Every market I work in is listed on where I work, with what differs in each one.
Fair questions before you get in touch
You are not based here. Does that matter?
It has not so far. Everything runs by email and WhatsApp, the accounts are in your name, and the work is the same work wherever it is typed. I am in Pakistan and I say so on every page, because finding that out later is worse than reading it now.
Is the market big enough to be worth doing search work at all?
Not if you scope it to the country. It usually is once the targeting covers the cross border region your buyers actually live in, which is the thing keyword tools do not show you by default.
Which language should come first?
French for most businesses, German where your buyers sit on that side of the country, English where your whole sector already runs in English. I will show you the real volumes per language before anything gets written.
Do we need Luxembourgish?
Rarely for search, because very little commercial searching happens in it. It can matter for how a local buyer feels about you, which is a brand decision rather than a traffic one.
Why are the prices on the website?
Because the alternative is a quote form, and a quote form exists to get you on a call before you know the number. The free 15 point check, the 290 euro audit and the monthly and rebuild prices are all published. You can decide before you ever write to me.
How long before any of this shows up in search?
A new page on a site that already carries some authority can move within weeks. On a site with very few links pointing at it, expect months, and expect the first movement on specific questions rather than on the obvious commercial terms. I will not give you a date, because nobody controls the result. What I will give you is the order of the work and what each step is meant to change.
Send your web address. That is the whole first step.
The written 15 point check comes back within two working days, free. It says what is holding the site back, in the order worth fixing.