How to Sell to the Irish: A Research-Backed Guide to Website Copy and Digital Marketing in Ireland

Many British businesses treat Ireland as “the UK with euros”. They copy their British site, swap the pound sign and wait. Then the enquiries don’t come. Irish buyers share a language with Britain, but the rules on prices, tax, consent and delivery differ, and so does what sounds trustworthy.

This guide covers selling to Irish buyers through your website: wording, proof, prices and tax, and getting visitors onto a sales call. As in our guides to selling to the British and selling to Americans, we separate research from our own experience, and we split advice for service and product businesses where it differs.

A note on names. The Constitution says the name of the State is Éire, or, in English, Ireland (Bunreacht na hÉireann, article 4). “Republic of Ireland” is a common description. Northern Ireland is part of the United Kingdom, uses sterling and follows UK law in most areas. In this guide, “Ireland” means the State, home to about 5.46 million people (CSO), and we name Northern Ireland separately when it matters.

What the research says about Irish buyers

Hofstede’s model, now published by The Culture Factor, scores countries from 0 to 100 on six dimensions, based on large surveys about work and life values. Scores only mean something in comparison. Three matter here (The Culture Factor):

• Power Distance (how much people accept hierarchy): Ireland scores 28, lower than the UK’s 35. The Culture Factor describes “an easygoing, anti-pretentious culture where people relate as equals”. In practice, copy that talks down to readers, or leans on titles and status, grates.
• Uncertainty Avoidance (how uncomfortable people are with the unknown): 35, the same as the UK. People are open to new ideas, and “making a point with practical facts is valued over heavy technical language”. In practice: plain facts, not jargon.
• Motivation towards achievement (once called Masculinity): 68, achievement-oriented, but The Culture Factor notes this drive is “carried lightly”. In practice, Irish buyers respect success; they just don’t want it shouted.

Research on Irish English adds a useful warning for British writers. Linguist Anne Barron compared how Irish and English students make requests. She found Irish English speakers softened requests more in some situations, though not in all, so “more indirect” is too simple a label (Barron, 2008). The lesson: shared English does not mean shared habits.

Some concrete examples from our experience:

• “Would you ever send that over?” is a polite request, not a question about whether they ever might.
• “That’s grand” can mean anything from “great” to “fine, I suppose”. Ask a follow-up question before you count it as a yes.
• “I’ll have a think about it” often means “probably not”. A low-pressure follow-up a week later works better than chasing hard.

How to write website copy for Irish readers

Warm, plain and specific

Irish readers, in our experience, respond to copy that sounds like a helpful person: friendly, direct about facts, light on hype. Compare:

• Hype: “Ireland’s #1 revolutionary booking platform!”
• Irish-friendly: “Online booking for salons and clinics. Set up in an afternoon, with help from a real person in Dublin.”

Modesty versus self-promotion

The anti-pretentious streak means self-praise backfires. What puts Irish buyers off, in our experience:

• “Leading”, “world-class” or “best-in-class” with no evidence.
• American-style urgency: “Only 3 spots left! Act now!”
• Treating Ireland as a region of the UK: “UK and Ireland” with British prices, spelling of places or “nationwide” when you mean Britain.

What works: a fact, said lightly. “Used by 400 salons. Most were set up within a day.” Let customers do the praising.

Irish language and local detail

Irish is the national and first official language under the Constitution, with English the second official language (Bunreacht na hÉireann, article 8). Most commercial websites are in English, but a short Irish greeting or bilingual detail can be a nice touch if it is accurate. Never machine-translate it. More useful for most businesses: Irish place names, euro prices, Irish phone numbers and forms that accept an Eircode, the Irish postcode (Eircode).

Proof and trust signals Irish buyers look for

Company details

If you are a company registered in Ireland and have a website, the Companies Act 2014 requires it to show, prominently and readably, your company name and legal form, place of registration, registered number and registered office (Companies Act 2014, section 151). If you are registered elsewhere, show your own details just as clearly. Hiding where you are based does not help.

Reviews

Show genuine, recent reviews on a recognised platform. EU consumer law, updated by the Omnibus Directive, bans fake reviews and requires you to explain whether and how you check that reviews come from real customers (Directive (EU) 2019/2161). Irish reviews from named Irish businesses, even a few, carry weight, in our experience.

Data protection and cookies

GDPR applies in Ireland alongside the Data Protection Act 2018. On cookies, the Data Protection Commission says that if your banner has an “accept” button, it must give “equal prominence” to an option to reject or manage cookies. A banner with only “Got it” is not compliant (Data Protection Commission).

Pricing pages and the tax rules

Ireland has a VAT. The standard rate is 23%, with reduced rates of 13.5% and 9% for some goods and services (Revenue).

• Consumers (B2C): prices must show the total selling price, including VAT and any other taxes, in euro. For online sales, any extra charges such as delivery must be made clear before purchase (CCPC).
• Businesses (B2B): those rules are about consumers. In our experience, Irish B2B buyers expect prices excluding VAT, clearly labelled “ex VAT”.
• Not VAT registered: an Irish business only has to register once turnover passes €85,000 for goods or €42,500 for services (Revenue). If you are below that and not registered, you do not charge VAT. Say “No VAT charged” on your price list so buyers don’t expect a VAT line.
• Selling in from another EU country: for goods sent to consumers in other EU countries, a single €10,000 a year EU-wide threshold applies. Above it, you charge Irish VAT, usually through the One Stop Shop (European Commission). Selling from Great Britain is different again, because Ireland is outside the UK. Take advice on customs and VAT before you set prices.

Northern Ireland versus Ireland

This trips up many websites. Northern Ireland uses sterling and UK VAT. Under the Windsor Framework, goods moving between Northern Ireland and the EU follow EU VAT rules, and Northern Ireland traders use an XI VAT number for those sales (GOV.UK). That guidance covers goods; services are dealt with under HMRC’s separate place of supply rules. For your website, this means:

• Don’t show one “UK and Ireland” price. Show euro prices including Irish VAT for Ireland, and sterling prices for Northern Ireland.
• Let customers choose their country at checkout or in a delivery selector, so the right currency, tax and delivery terms appear.
• If you serve one but not the other, say so plainly.

For service businesses

Show a starting price or a typical range, ex VAT for business buyers and including VAT for consumers. In our experience, Irish buyers are happy to talk, but “price on application” with nothing else makes them wonder what you are hiding. Example: “Most small business websites cost €3,500 to €6,000 ex VAT. Here’s what changes the price.”

For product businesses

Delivery is where trust is won or lost. Show delivery costs and times on the product page, not just at checkout, as the CCPC expects extra charges to be clear before purchase (CCPC). Two practical points from our experience:

• Offshore islands and remote areas. Some couriers price or schedule islands such as the Aran Islands or Arranmore differently. Check your courier’s terms and say so on the page.
• Shipping from Great Britain. In our experience, Irish customers are wary of surprise customs or VAT charges on delivery. If your prices include all duties, say “No extra charges on delivery” clearly.

Irish shoppers buy online a lot: 95% of people in Ireland made an online purchase in the past year in Eurostat’s 2025 survey, against an EU average of 74% (Eurostat). They know what good looks like.

Forms, contact and booking pages

Ask for the minimum: name, email and one question about their situation. Data minimisation is a GDPR principle (GDPR, article 5). Make phone numbers optional, accept Irish formats (+353) and Eircodes, and say who will reply and when.

CTAs and the path to a sales call

Irish buyers, in our experience, like to feel they are talking to a person, not entering a funnel. Good CTAs:

• Sound human: “Have a quick chat with [Name]” works better than “Schedule a consultation”.
• Set expectations: “15 minutes, no hard sell”.
• Offer an easy way out: “If we’re not a fit, we’ll tell you, and point you to someone who is.”

Buyers who feel no pressure and know they can leave are more likely to book. Add a softer second option, such as a price guide or short video, for people not ready to talk.

Follow-up emails and consent

Ireland’s marketing email rules are in the ePrivacy Regulations (SI 336 of 2011), read alongside GDPR (SI 336/2011, regulation 13):

• Individuals: you need consent before sending marketing emails.
• Work addresses: an email to an address that reasonably appears to be used mainly for someone’s business is not covered by that consent rule, if the message relates solely to their business. They can still opt out.
• Companies and other non-individuals: you can email unless they have told you they do not want it.
• Existing customers: you may email about your own similar products or services without fresh consent, if they had a chance to opt out at the time and in every message. The Data Protection Commission adds that the first marketing message must go within 12 months of the sale (DPC).

Every marketing email needs an easy, free opt-out. A factual recap after a sales call is a follow-up, not marketing.

Running the sales call

Most first calls happen on video. In our experience, expect a few minutes of friendly chat before business, and don’t rush it. Then be clear: what you’d do, what it costs, what happens next. Listen for softened signals (“I’d be a bit worried about…”) and treat them as real objections.

Honesty can win. A scenario we see often: a prospect mentions a cheaper quote from a local firm. If that is true and you can’t match it, say so. Explain what the difference buys. If the local firm suits them better, tell them. In our experience, Irish buyers remember that, and recommend you. Ireland is small, and word of mouth travels.

No Irish clients yet? Starting from scratch in Ireland

“We have no Irish clients or reviews yet. Will that hold us back?” A little, at first. It is a stage, not a wall. Visitors can’t yet see anyone like them who has used you, and in a country this size, buyers often ask around. So make it easy to say yes.

• Use the proof you have, honestly labelled. British, European or American case studies still count. Keep the client’s location visible: “Client in Manchester”.
• Show you understand Ireland. Euro prices with VAT, Irish phone number, Eircode-friendly forms and correct Northern Ireland handling are proof in themselves.
• Lower the risk. A free trial, a monthly contract or a short paid pilot with a clear exit.
• Recruit founding clients. Offer your first Irish clients a launch rate in exchange for honest, published reviews, and say that they received one.
• Borrow credibility. Membership of a relevant Irish trade body or local chamber of commerce, an Irish partner, or a talk at a local business event.
• Say you’re new. “New to Ireland, and here’s why we came” reads as honest. Pretending to be local, then being found out, is far worse.

Landing page copy: the Irish way to say it

Eight common landing page lines adapted for Irish buyers, for an imaginary online booking system for salons and clinics.

Sample hero (illustrative)

Online bookings for Irish salons and clinics, sorted.
Clients book and pay online, and you get fewer no-shows. From €35 a month, including VAT. No setup fee, cancel any month.
[Have a 15 minute chat with Aoife] [See how it works in 2 minutes]

Ireland vs UK vs US at a glance

Sources: The Culture Factor. For the UK and US, see our British and American guides.

Common mistakes when selling to the Irish

• Treating Ireland as part of the UK, in copy, prices or delivery.
• Sterling prices, or euro prices without VAT, for consumers.
• Forms that demand a UK postcode or phone number.
• Hype and fake urgency.
• Surprise delivery charges or customs costs.

Practical checklist

• Euro prices including VAT for consumers, “ex VAT” for businesses, or “No VAT charged” if you are not registered.
• Clear handling of Northern Ireland: currency, VAT and delivery.
• Full company details in the footer.
• A cookie banner with equal “Accept” and “Reject” options.
• Delivery costs, times and any island exceptions shown on product pages.
• Short forms that accept Eircodes and +353 numbers.
• A human, low-pressure CTA and a softer second option.
• Consent for marketing emails to individuals, and an opt-out in every email.

FAQs

Can I use my UK website for Ireland?

You can start from it, but adapt it: euro prices with Irish VAT, Irish contact details, correct Northern Ireland handling and Irish-friendly forms. In our experience, a dedicated Irish section or site converts better than a UK site with a flag added.

Do Irish consumer prices have to include VAT?

Yes. Prices for consumers must show the total price including VAT and other taxes, with extra charges such as delivery made clear before purchase (CCPC).

Is Northern Ireland covered by Irish rules?

No. Northern Ireland is in the UK and uses sterling and UK VAT, though goods trade with the EU follows EU VAT rules under the Windsor Framework (GOV.UK).

Anything to know if we meet in person?

Expect some friendly conversation before business, and join in rather than rushing to your slides. In our experience, that warmth is part of how Irish buyers decide whether they trust you. It is the only etiquette tip this guide needs.

Céad míle fáilte, online: making Irish visitors feel at home

“Céad míle fáilte” means “a hundred thousand welcomes”, and Irish buyers notice when a website makes them feel like an afterthought. The fixes are rarely big: the right currency, the right tax, a form that accepts their address, and copy that sounds like a person.

Before you launch in Ireland, we check:

• That Ireland and Northern Ireland are handled correctly, from prices to delivery.
• That your claims are confident without sounding pleased with themselves.
• What Irish buyers search for, which often differs from British search terms.
• That your forms, consent wording and cookie banner meet Irish rules.

Want a second pair of eyes on your Irish pages? Have a chat with us. No hard sell, and if we’re not the right fit, we’ll say so.

References

1. Bunreacht na hÉireann (Constitution of Ireland), articles 4 and 8. Irish Statute Book. https://www.irishstatutebook.ie/eli/cons/en/html
2. Central Statistics Office. “Population and Migration Estimates, April 2025: Key Findings.” 26 August 2025. https://www.cso.ie/en/releasesandpublications/ep/p-pme/populationandmigrationestimatesapril2025/keyfindings/
3. The Culture Factor. “Country comparison tool” (Ireland, United Kingdom, United States). https://www.theculturefactor.com/country-comparison-tool
4. Barron, A. “The structure of requests in Irish English and English English.” In Schneider, K. P. and Barron, A. (eds), Variational Pragmatics, Pragmatics & Beyond New Series 178, John Benjamins, 2008. https://doi.org/10.1075/pbns.178.04bar
5. Eircode. “What is Eircode?” https://www.eircode.ie/what-is-eircode
6. Companies Act 2014, section 151. Irish Statute Book. https://www.irishstatutebook.ie/eli/2014/act/38/section/151/enacted/en/html
7. European Union. “Directive (EU) 2019/2161 (Omnibus Directive).” EUR-Lex. https://eur-lex.europa.eu/eli/dir/2019/2161/oj
8. Data Protection Commission. “Guidance on Cookies and Other Tracking Technologies.” https://www.dataprotection.ie/en/dpc-guidance/guidance-cookies-and-other-tracking-technologies
9. Revenue. “Current VAT rates.” https://www.revenue.ie/en/vat/vat-rates/search-vat-rates/current-VAT-rates.aspx
10. CCPC (Competition and Consumer Protection Commission). “Product pricing obligations for Irish businesses.” https://www.ccpc.ie/information-for-businesses/selling-goods-and-services/pricing-and-price-reductions
11. Revenue. “Finance Act 2024: VAT Notes for Guidance” (registration thresholds from 1 January 2025). https://www.revenue.ie/en/tax-professionals/documents/notes-for-guidance/vat/vat-guidance-notes-fa2024.pdf
12. European Commission. “The One Stop Shop.” VAT e-Commerce. https://vat-one-stop-shop.ec.europa.eu/one-stop-shop_en
13. GOV.UK. “VAT on movements of goods between Northern Ireland and the EU.” https://www.gov.uk/guidance/vat-on-movements-of-goods-between-northern-ireland-and-the-eu
14. Eurostat. “Internet purchases by individuals (2020 onwards)” (isoc_ec_ib20), 2025 data. https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table
15. European Union. “Regulation (EU) 2016/679 (General Data Protection Regulation)”, article 5. EUR-Lex. https://eur-lex.europa.eu/eli/reg/2016/679/oj
16. European Communities (Electronic Communications Networks and Services) (Privacy and Electronic Communications) Regulations 2011 (S.I. No. 336 of 2011), regulation 13. Irish Statute Book. https://www.irishstatutebook.ie/eli/2011/si/336/made/en/print
17. Data Protection Commission. “FAQ on Consent for Electronic Direct Marketing.” April 2020. https://www.dataprotection.ie/sites/default/files/uploads/2020-05/FAQ%20on%20Consent%20for%20Electronic%20Direct%20Marketing%20-%20April2020.pdf

Kira KhoroshilovaFounder of Diary of an SEO and international SEO specialist since 2021. Member of the Chartered Institute of Marketing. More about Kira