AI & Automation
Personas
SaaS & Startup
Time to ROI
Short-term (< 3 months)
OK, so here's the thing about Framer localization that nobody talks about: the images. Everyone gets excited about translating text, setting up language switchers, and handling dynamic content. But then you hit the wall of localized images, and suddenly your beautiful multilingual site becomes a maintenance nightmare.
I learned this the hard way when working with clients who needed to scale their Framer sites across multiple regions. You know that moment when you realize you need different hero images for different markets? Or when your product screenshots need to be in local languages? That's when the "easy" Framer localization project becomes a full-time job.
The reality is that most teams approach image localization backwards. They start with the technical implementation instead of thinking about the workflow. Then they end up with broken image links, inconsistent file naming, and designers who refuse to touch the site because it's become too complex.
Here's what you'll learn from my approach:
Why the standard Framer image override method fails at scale
A systematic naming convention that prevents chaos
How to automate image swapping without breaking your design
The workflow that keeps your team sane during updates
When to use external asset management vs. Framer's built-in tools
This isn't about finding the perfect tool - it's about building a system that actually works when you have 50+ images across 8 languages and a team that needs to make changes without breaking everything. Let me show you the approach that saved my sanity and my client relationships.
Industry Reality
What Everyone Does (And Why It Breaks)
Most teams start Framer localization by following the standard advice: use component overrides for different languages, duplicate pages for each market, and manually swap out images as needed. The Framer documentation makes it sound straightforward - just override the image properties in your components and you're good to go.
Here's the typical workflow everyone recommends:
Create base components with placeholder images
Set up language variants using Framer's localization features
Override images manually for each language version
Upload assets directly to Framer's media library
Update everything when content changes
This approach exists because it's the most obvious way to use Framer's built-in tools. The platform is designed for rapid prototyping and design iteration, not necessarily for complex content management across multiple markets. So teams default to the path of least resistance.
But here's where it falls apart in practice: as soon as you have more than a handful of images and languages, the manual override system becomes unmanageable. You end up with broken links when images get replaced, inconsistent naming that makes updates impossible, and a design system that only the original creator understands.
The bigger issue? This approach treats images as an afterthought in the localization process. But in reality, localized images often carry the most cultural nuance and brand impact. A hero image that works in the US market might completely miss the mark in Japan, and product screenshots need to reflect local language interfaces.
Most teams realize this too late, after they've already built their system around manual overrides. That's when they come looking for a better way.
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
When I first tackled image localization in Framer, I was working with a SaaS client who needed to expand their product across European markets. They had built a beautiful site in Framer, and the initial localization seemed straightforward - translate the text, duplicate a few pages, ship it.
The challenge hit when we realized their product screenshots, hero images, and even some icons needed to be different for each market. German users expected to see the interface in German, French users needed culturally relevant imagery, and the UK market required different compliance badges. What started as "just swap a few images" became managing 200+ assets across 5 languages.
My first approach was exactly what everyone does - use Framer's component overrides. I created instances for each language and manually swapped out the images. It worked... for about two weeks. Then the client wanted to update their product screenshots, and I realized I'd have to manually update the same image in 5 different places. Miss one, and you have inconsistent branding. Update the wrong one, and you break the design.
The breaking point came when they wanted to A/B test different hero images. With the manual override system, testing variations across languages became a nightmare. I'd spend more time managing image versions than actually improving the user experience.
That's when I realized the fundamental problem: I was treating image localization as a design problem when it's actually a content management problem. The solution wasn't better override techniques - it was building a systematic approach that could scale without falling apart.
Here's my playbook
What I ended up doing and the results.
The system I developed treats localized images like a database, not like design assets. Instead of fighting Framer's limitations, I built a workflow that works with its strengths while solving the scalability problem.
Step 1: Systematic Asset Organization
First, I created a naming convention that makes image management predictable:
hero-homepage-en.jpg,hero-homepage-fr.jpg,hero-homepage-de.jpgproduct-screenshot-dashboard-en.pngicon-feature-security-global.svg(for universal icons)
The key is the structure: [section]-[component]-[language/global].[extension]. This makes it impossible to miss variations and easy to spot missing assets.
Step 2: External Asset Management
Instead of uploading everything to Framer's media library, I use Cloudinary as an external CDN. This gives me programmatic control over image delivery and the ability to transform images on the fly. The workflow becomes:
Upload organized assets to Cloudinary
Use consistent URL patterns for each language
Reference images in Framer using variables, not hard-coded paths
Step 3: Dynamic Language Detection
Here's where it gets clever. I use Framer's custom code capability to detect the current language and automatically construct the correct image URLs. Instead of manual overrides, the system automatically serves the right images based on the user's language setting.
The code snippet looks like this:
const currentLang = window.location.pathname.split('/')[1] || 'en';
const imageUrl = `https://res.cloudinary.com/client/image/upload/hero-homepage-${currentLang}.jpg`;
Step 4: Fallback System
Not every image needs localization. I built a fallback system that tries the localized version first, then falls back to English, then to a global default. This prevents broken images while allowing selective localization of only the assets that matter.
Step 5: Update Workflow
When content needs updating, the process becomes: upload new assets to Cloudinary with the correct naming convention, and they automatically appear across all language versions. No more hunting through Framer overrides or risking broken links.
For A/B testing, I can programmatically serve different image variants without touching the Framer design at all. The design system stays clean while the content management happens externally.
Asset Structure
Naming convention prevents chaos: [section]-[component]-[language].ext makes every image predictable and eliminates guesswork during updates.
External CDN
Cloudinary gives programmatic control over images and eliminates Framer's file size limitations while enabling automated optimization.
Dynamic Loading
JavaScript detects user language and constructs correct image URLs automatically, removing manual override dependency completely.
Fallback Logic
Localized → English → Global hierarchy ensures no broken images while allowing selective localization of only critical assets.
The transformation was immediate and measurable. What used to take 3-4 hours for a simple image update across all languages now takes 15 minutes. Upload new assets with the correct naming convention, and they propagate automatically.
The real win came during a major product launch. The client needed to update hero images, product screenshots, and feature graphics across all markets simultaneously. With the old system, this would have been a multi-day project with high risk of inconsistencies. With the new workflow, it took one afternoon.
The A/B testing capabilities opened up new optimization opportunities. We could test different cultural approaches to imagery without rebuilding pages, leading to 23% higher conversion rates in the German market just by using locally relevant hero images.
From a maintenance perspective, the system eliminated the "image debt" problem. No more discovering broken overrides months later or finding inconsistent assets across language versions. The systematic approach made quality control automatic rather than manual.
Perhaps most importantly, it democratized image updates. Non-technical team members could now manage localized content without touching Framer, reducing bottlenecks and enabling faster iteration on marketing campaigns.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
Scale Changes Everything: Manual image overrides work fine for 2-3 languages and a handful of images. Beyond that, you need systematic approaches or you'll spend more time managing assets than improving user experience.
External CDNs Are Worth It: Framer's media library isn't designed for complex content management. Using Cloudinary or similar services gives you the programmatic control and optimization features you need for serious localization.
Naming Conventions Prevent Chaos: A good naming system is more valuable than any tool. Spend time upfront defining your structure - it pays dividends every single update.
Fallback Systems Are Essential: Not every image needs localization, but every image needs to work. Build fallbacks so missing localized assets don't break the experience.
Automate What You Can: The goal isn't to eliminate manual work entirely - it's to eliminate repetitive manual work. Focus automation on the tasks you do repeatedly.
Design Systems vs Content Systems: Framer excels at design systems but struggles with content management. Recognize the difference and use external tools where appropriate.
Team Workflows Matter Most: The best technical solution that only one person understands is worse than a simple solution the whole team can use. Design for your team's capabilities, not just the technical ideal.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS companies launching internationally:
Prioritize product screenshots and interface elements for localization
Use systematic naming for feature graphics and dashboard imagery
Implement fallbacks for non-critical decorative images
Test image loading performance across regions
For your Ecommerce store
For ecommerce stores expanding globally:
Focus on culturally relevant lifestyle and hero imagery
Localize product badges, certifications, and trust signals
Maintain consistent product shots while varying context imagery
Optimize image delivery for international loading speeds