A technique for translating a portion of a website includes receiving a language set of a user indicating a primary language of the user is received. A content feed to be displayed to the user is received and parsed to identify a text portion of a user generated content. The original language of the text portion is determined and compared with the one or more languages in the language set. When the original language of the text portion does not match the languages in the language set: (i) the text portion, the original language, and the primary language are provided to a translation engine, (ii) a translated version of the text portion is received from the translation engine, (iii) the translated version of the text portion is inserted into the content feed to obtain a modified content feed, and (iv) the modified content feed is displayed to the user.