Website localization is the process of adapting an existing website to local language and culture in the target market. It is the process of adapting a website into a different linguistic and cultural context— involving much more than the simple translation of text. This modification process must reflect specific language and cultural preferences in the content, images and overall design and requirements of the site – all while maintaining the integrity of the website. Culturally adapted web sites reduce the amount of required cognitive efforts from visitors of the site to process information, making navigation easier and attitudes toward the web site more favorable. The modification of the website must additionally take into consideration the stated purpose of the new website with a focus on the targeted audience/market in the new locale. Website localization aims to customize a website so that it seems "natural", to its viewers despite cultural differences between the creators and the audience. Two factors are involved—programming expertise and linguistic/cultural knowledge.