Flemish Copywriter | Dutch (Belgium) & English
Copywriting that clarifies what you mean
I help teams and companies clarify complex ideas, in Dutch (Belgium) and English.
That means: websites, campaigns, UX texts, brand content, and everything in between.
Based in Ghent and Barcelona.
What I mean by copywriting
Copywriting is a vague term.
The word does more confusing than clarifying.
For me, it's not about slogans or sales tricks,
but about writing clearly in a way that makes people stick around.
Write the way you talk to your friends at the bar.
Good copy tells a story in such a way
that you want to keep reading.
That no pressure is needed
to get attention.
Much communication starts with the question:
how do we convince people?
I prefer to start from a different one.
The same as with radio:
How can I make you want to listen?
See what I write
Curious to see what that looks like in practice? In my portfolio, I have compiled a selection of copywriting projects, ranging from international campaigns to clear web copy and creative concepts.
How I can help you with copywriting
Short-form copywriting
Sometimes copy just needs to be clear and to the point.
Short, sharp, and without beating around the bush.
That's where it gets difficult.
Because the less space you have,
the more every word counts.
Good short-form copy isn't loud or gimmicky.
It's clear, cleverly constructed
and sticks in your mind without trying too hard.
Always with the same approach:
say what is necessary,
and know when to stop.
Examples:
- Brand names & slogans
- Taglines & punchlines
- Social media copy
- Advertisements & campaigns (print, radio, digital)
- Product and podcast titles
- Call-to-actions & buttons
Typical project: 1 to 3 weeks
Price: On request
Long-form copywriting
Copy can also be long, relaxing, and to the point.
The goal is to get someone to read and keep them interested.
It's mainly about structure and variety.
The same rule of thumb applies here: less is more.
Say what needs to be said and delete the rest.
You've probably read a thick book before
and afterwards said:
"Wow, that was such an easy read, I flew through it."
Long text, but it felt short.
I apply the same attention to rhythm and clarity
to audio, such as podcasts and voice-overs.
Good long copy feels like someone is chatting with you.
You're on the same wavelength and feel understood.
For me, good copy is accessible, witty, and simple.
Whether it's about the latest flavor of Fristi
or the open house of the local cycling club.
Examples:
- Website copy (homepage, about, product pages)
- Blog posts & articles
- Email campaigns
- Scripts (video, explainer, voice-over)
- Manifestos & brand stories
- White papers & case studies
Typical project: 2 to 6 weeks
Price: On request
Who I do copywriting for
I work with startups, scale-ups, agencies, and international teams who want to make their story clear.
Startups and scale-ups
You have product-market fit, but your website is still unclear.
Your pitch deck works, but your homepage doesn't.
I help you make complex ideas understandable.
Agencies
Are you looking for an extra pair of hands for copywriting projects?
I can help out wherever needed: from campaign copy to website rewrites.
International teams
You want to adapt your English copy for the Flemish market (or vice versa).
I make sure it feels local without losing its core.
Dutch (Belgium) & English:
two languages, two approaches
Flemish
Flemish is the Belgian variant of Dutch,
but works differently than Dutch from the Netherlands.
Less exuberant, more down-to-earth. With influences from French and English, but above all with a lot of nuance.
Flemish people rarely say what they really mean in one go.
We don't like big claims, imposed urgency, or being told what to do.
That intuition is at least as important
as choosing the right words.
English
I also work in English.
In recent years, I have lived in the United Kingdom and Australia, which means that the language comes naturally to me.
I understand not only the words,
but also the humor, nuance, and sensitivities involved.
English is often more direct than Flemish.
This requires different choices, a different rhythm
and fewer detours.
If you feel that this is what you need,