This study provides a framework for analyzing the extent of a company's Web localization efforts based on four constructs that capture the overall quality of Web localization: content localization, cultural customization, local gateways, and translation quality. The framework is used to measure Web‐site localization efforts directed toward the U.S. Hispanic online market. The results show that most U.S. Web sites emphasize translation of the Web content from English to Spanish without localizing the site in terms of navigation, graphics, colors, and other culturally relevant content. A scorecard is provided for practitioners to use in assessing and enhancing their companies' Web‐site localization efforts. © 2009 Wiley Periodicals, Inc.