When planning for the localisation of your website, a key aspect is to look at which parts of the site need translation, and which need transcreation.
While both activities have to be performed by experienced translators, transcreation is a special added skill and not something any translator can do. Transcreation, in particular, requires an experienced translator who has the confidence and experience to translate the message rather than the individual words and who has an insight of the target market to do so in the right manner. Also the approach to transcreation is very different to to translation, i.e. is more a consultative process, starting with a briefing, as the transcreator will need to understand your goals and the messages you want to give.
Given a website is about marketing the business, a pure translation is often not sufficient, but instead there is a requirement for transcreation of content, i.e. translating the text with focus on localising the marketing message the text should convey.