Words that carry a concept, in the language the audience actually reads in.
Short, declarative sentences over ornamental ones. A concept has to survive translation, not just be translated — "Find Your Business Match" works as a dating-app conceit in English and Arabic because the mechanic itself is universal, not because the words map one-to-one. Bilingual work isn't "write it twice" — it's deciding, platform by platform and audience by audience, which language actually gets read, and writing that one properly instead of running both at half effort.