Abstract: This paper investigated the Chinese and English web pages in the official websites of four well-known jewelry companies and discussed their translation strategies based on translation as adaptation and selection. The translation of web pages for the jewelry business website is a multidimensional conversion. Three main dimensions are linguistic, cultural and communicative, and they overlap and interact with each other. Web pages in different languages conform to the culture in which the language is located, share the same communicative intention and are easy for the target readers to understand and accept. The literal meaning and cultural connotation of the original text can be understood from the linguistic and cultural dimensions, and the intention of the original text can be grasped from the communicative dimension. The environmental characteristics of the target language should be taken into account and translation methods such as direct translation, addition, subtraction, replacement and reorganization should be adopted flexibly to make adaptation and selection, so as to achieve the balance and harmony in the source and target language, culture and communication ecology.