Copywriting for a clear online message

What is copywriting?

With copywriting, I put a message into words that suit the reader and the purpose of a page. I want people to understand what you offer, why it matters and what a sensible next step might be. A text does not need to sound complicated or aggressively commercial to achieve that. For me, clarity is a better starting point than impressive-sounding language.

I also look at writing from an online marketing perspective. A page does not exist in isolation: the reader arrives from somewhere and has a particular question. I connect writing with the website context, its content and its search visibility. I remain careful with claims throughout. Persuasive language still needs to match what you can actually substantiate.

What I do in practice

I start with the message and the information already available. What does the reader need to understand? Where is more explanation needed? Which passages mainly reflect internal language? Those questions guide my work on the text and its coherence. My experience with SEO copy, blogwriting and content enrichment provides the foundation, rather than promises about guaranteed conversions.

• I write SEO copy that connects useful content with search visibility.
• I create written content for marketing communications.
• I enrich existing web content and consider how its different parts connect.
• I use blogwriting as part of wider online marketing work.

I want copy to read naturally without reducing its substance to empty slogans. Where search behaviour matters, this connects with my SEO service. If you need greater consistency across topics and publications, content marketing is a closely related area to explore.

Tools and channels

I have worked with WordPress and Google Search Console as part of my online marketing work. At Hanzestrohm, my tools included WordPress. At Sales Marketing Coach, I combined blogwriting with broader online marketing activities and worked with tools including Google Search Console. I discuss the working environment with you, taking account of what is already in place.

For me, a tool does not replace editorial judgement. Even when a text fits neatly into a system, its message still needs to be clear. I first consider what you want to say and how the reader can understand it. Technology should support writing and publishing rather than determine the substance of the message.

Who I write for

I write for organisations and webshops that want to explain their online offering more clearly. That might involve new SEO copy or existing content that needs more useful explanation. Even when plenty of information is available, turning it into a readable message can be difficult. I draw on my experience with webshops and marketing communications, paying attention to both the content and its context.

Experience and examples

SPULLENVOORKRULLEN.nl — Online Marketeer freelance

When helping to establish SPULLENVOORKRULLEN.nl, I started by writing SEO copy. I also helped with website design and produced video content. The writing was therefore part of a broader webshop assignment. Read more about this experience.

Hanzestrohm — Content Marketing Specialist interim

At Hanzestrohm, I created content for subsidiary Hemmink, including written content. My work covered online and offline marketing and communications projects, brand building and marketing communications advice. Explore the Hanzestrohm assignment.

Sales Marketing Coach — Google Ads Specialist / Online Marketeer freelance

At Sales Marketing Coach, blogwriting formed part of my work for different clients. I combined it with other online marketing disciplines, including search engine optimisation and website management. See my responsibilities in the CV.

Ansell — Digital Analytics & SEO Manager interim

At Ansell, I worked on on-page content enrichment and search engine performance monitoring. See this assignment in my CV.

Frequently asked questions

Do you write SEO copy?

Yes, I wrote SEO copy at SPULLENVOORKRULLEN.nl. I connect the message with the website context and search visibility.

Can you improve existing content?

Yes, my experience includes content enrichment. I consider the explanation, the coherence and the question the text needs to answer for the reader.

Do you promise a particular Google ranking?

No, I do not guarantee search rankings. I work on content and clarity without promising a fixed outcome for a piece of copy.

Want copy that makes your message clearer? Get in touch to discuss what you want to communicate and which content needs attention.