Flemish localization

From Dutch or international content to Flemish that sounds like Belgians speak

Literal translation isn't enough.
Flemish localization is about tone, nuance, and cultural context.

So your content sounds like it was written for Belgians,
not like it was imported.

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Why Dutch translation doesn't work in Belgium

Dutch content doesn't always work in Belgium.
Flemish people speak differently, think differently, react differently.

What sounds enthusiastic in the Netherlands quickly feels like overselling in Belgium.
What's direct in the Netherlands can come across as rude in Belgium.
What's normal in San Francisco makes Flemish people frown.

The problem isn't the words.
It's the culture.

Flemish localization is more than translation.
It's adapting without losing the essence.

How it works: Airbnb in Flanders

I once spent two weeks in Rome to position the Airbnb story for Flanders.
Sounds fancy, but it mainly involved lots of espresso, lots of questions, and lots of rewriting.

The brief: make our story Flemish without losing its essence.

The problem wasn't the language. It was the culture.
Americans are direct, optimistic, loud.
Flemish people are more subtle, more ironic, and have a built-in bullshit detector.
What sounds enthusiastic in San Francisco can quickly come across as overselling in Belgium.

We didn't rewrite the style guide by replacing words,
but by analyzing how Flemish people talk about the same things.
What do they focus on when they talk about their trip?
What makes them enthusiastic?
What does hospitality mean to a Flemish person?
And above all: where do they lose interest?

The result: their platform stayed the same, but their story suddenly clicked with Flemish audiences.

That is the power of localization.

What I localize

Websites & Apps

From Dutch websites to Flemish versions that feel local.
UX copy, interface text, product descriptions.

For SaaS companies, e-commerce platforms, and apps entering the Belgian market.

Campaigns & Marketing

Adapting international or Dutch campaigns for the Flemish market.
Social media, ads, email campaigns, landing pages.

For brands launching or growing in Belgium.

Brand Messaging

Brand messages, tone of voice, style guides.
How does your brand sound in Flemish without losing its essence?

For companies that want to maintain consistency across markets.

→ More about brand storytelling

Software & Products

Interface texts, error messages, onboarding flows.
Technical copy that needs to be understandable, not just translated.

For tech companies and product teams.

How I work

I don't start with translation. I start with understanding.

First, the context:
Why do you want to enter the Flemish market?
Who's your target audience in Belgium?
What's your core message?
What tone fits your brand?

Then the approach:
I take your existing content (Dutch, English, or other language) and adapt it for the Flemish market.

That means:

  • Replacing words that don't work ("geweldig" → "plezant", "heerlijk" → "zalig")

  • Adjusting tone (less exuberant, more down-to-earth)

  • Localizing cultural references (no Dutch radio DJs in Belgian copy)

  • Adding nuance where Flemish audiences expect it

Then testing:
We check if it sounds natural.
Does "super zalig" sound forced in that context? Adjust.
It should sound like a Flemish person wrote it.
Not like ChatGPT translated it.

Who this is for

Dutch companies entering the Belgian market

You have a Dutch website, app, or campaign.
Now you want to enter the Belgian market, but you know that literal translation doesn't work.

I'll help you make your content Flemish without losing its essence.

International brands entering Flanders

You're an international brand entering the Flemish market.
When Belgians notice they're being addressed in Dutch from the Netherlands, they lose interest.
It's that simple.

I can localize any brand into Flemish, as long as you have an English or Dutch website.

SaaS & tech companies with Belgian users

Your software works in the Netherlands, now you want Belgium.
Interface text, error messages, onboarding—it needs to feel local.

I'll make sure your product doesn't feel "imported."

Agencies with Belgian clients

You work for a Dutch or international client entering Belgium.
You need localization support that goes beyond translation.

I'll help out where necessary.

Examples of localization

Dutch → Flemish:

  • "Geweldig! Onze nieuwste feature is nu beschikbaar."
    → "Zalig! Onze nieuwste feature is nu beschikbaar."

  • "Hartstikke leuk aanbod! Profiteer nu van 50% korting."
    → "Profiteer nu van 50% korting. Dat kan al tellen, hé?"

  • "Bel ons gerust voor meer informatie."
    → "Neem contact op voor meer info."

English → Flemish:

  • "Amazing! Check out our latest update."
    → "Check onze nieuwste update." (not "Amazing"—too American)

  • "Sign up now and get started in minutes!"
    → "Schrijf je in en je kunt meteen starten." (less urgency, more matter-of-fact)

Tone adjustments:

Dutch tone: "Wij zijn super enthousiast om dit met je te delen!"

Flemish tone: "We delen dit graag met je." (less exuberant)

Investment

Per hour

€80/hour for localization projects.

Typical:

  • Website (5-10 pages): 8-12 hours

  • App interface (50-100 strings): 4-6 hours

  • Campaign (landing pages + ads): 6-10 hours

Fixed project price

For larger projects, I work with fixed prices:

  • Website localization: starting at €1,500

  • App localization: starting at €1,200

  • Brand messaging + style guide: starting at €2,000

Payment:

  • 50% upfront at the start

  • 50% upon delivery

Want to know what fits your needs?
Send me a message and I'll create a custom proposal.

→ Let's talk

Frequently asked questions

  • Translation is replacing words. Localization is adapting to culture, tone, and context. Example: Translating "Amazing" into "Geweldig" is translation. Adapting "Amazing" to "De max" or simply omitting it is localization.

  • Depending on the size:

    • Website (5-10 pages): 1-2 weeks

    • App interface: 1 week

    • Campaign: 3-5 days

  • Both. If you already have a Dutch translation, I will adapt it to Flemish. If you start from English or another language, I will localize it directly into Flemish.

  • No, for that you need someone who is an expert in Dutch culture. I am an expert in how Flemish people talk to each other.

  • I work with whatever you use. If you have a TMS (translation management system), I will adapt to that. If you just have Word files or Google Docs, that works too.

Profile photo of Vicky Frissen, copywriter and localization specialist at Airbnb.

"Working with Bram in parallel for the Dutch and Flemish markets has been an absolute joy. Bram knows exactly how to localize copy in a way that feels natural, culturally appropriate, and still sounds catchy."

Vicky Frissen — Copywriter & Localization, Airbnb

Ready to make your content Flemish?

Send me your existing content (website, app, campaign) and tell me what you want to achieve in the Flemish market.
I'll get back to you with a custom proposal.

→ Let's talk