Half of your website is full of words nobody reads.
Website copy, email campaigns, outreach and a tone of voice that sounds the same everywhere, in Dutch, French and English. We start from your clients and their questions rather than a blank page, and we keep writing until every sentence has a reason to be there.
Writing starts with thinking.
Copy is the outcome of a process. Before we type a single word, we get to know your brand, your audience and what you want to achieve. We write website copy that turns visitors into clients, email campaigns people actually open and read, and a tone of voice that makes your brand sound the same everywhere. Recognisable. Consistent. Yours.
Why words are strategic
The right sentence at the right moment does more than a campaign budget.
People decide on feeling and justify with logic. Copy speaks to both. A well-written homepage attracts the right visitors and filters out the rest. A strong email sequence builds trust before someone is ready to buy. A clear tone of voice makes your brand bigger than the people working on it at any given moment. That’s what words do when they’re used well.
How we work
From briefing to copy that’s ready to use.
Every writing project at Stuw starts with understanding and ends with copy that does what it needs to do.
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Intake and brand research
We dig into your brand, your market and your clients. What drives them? What are they unsure about? What has already convinced them? Those insights shape the tone, the structure and the message.
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Strategy and structure
Before we write, we set out the architecture. Which page has which goal? What is each email meant to achieve? Structure is half of persuasion.
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First draft
We write. Sharp, without filler and tuned to your brand’s voice. Every sentence earns its place or goes.
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Feedback and refinement
You read, we revise. We keep going until the copy sounds like you at your best.
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Delivery
Copy delivered in the format you need. Ready for your website, your email platform or your developer.
What you get
Copy you can put to work straight away.
Depending on your project, we deliver one or more of the following.
Website copy
Homepage, service pages, about page and contact page. Written with a clear goal for every page.
Email campaigns
Welcome sequences, nurture flows, promotional campaigns. Copy that guides people through your funnel without being pushy.
Tone of voice guide
A practical document with your brand voice, writing principles and concrete examples, so everyone who writes for you speaks the same language.
Copywriting review
Existing copy that we analyse, rewrite and sharpen.
Copy that sounds the way the client talks.
For Reno Geerinck, we rewrote every page of the website, with the About page in the first person. Warm, honest, with craftsmanship at the centre and without hollow superlatives. The French and English versions followed, with the same tone in all three languages.
For Wewatt, we chose English as the primary language and wrote a dedicated solutions page for each audience, so a buyer at an airport immediately recognises their own situation. And for Betinoc, we wrote two outreach campaigns, one for installers and one for facility managers, each with its own message.
Frequently asked questions
Questions about copywriting.
Do you also write in French and English?
Yes. We write the Dutch ourselves. For French and English copy, we work with native copywriters from our network rather than a translation engine, so the tone stays the same in every language. The websites of Reno Geerinck and Winsol Brebo are in three languages.
Do you use AI to write copy?
As a tool, yes, for example for research or to compare variations side by side. What makes copy strong comes from the intake: your figures, the questions clients really ask and examples from your work. No language model can make that up. We rewrite every piece until it sounds like you.
What is a tone of voice and do we need one?
A tone of voice sets out how your brand sounds: formal or casual, how you address the reader, short or detailed, with or without humour. As soon as more than one person writes for your company, it pays to put that on paper. Otherwise the website sounds different from the newsletter, and the newsletter different from the quote.
Do you also write copy that ranks well in Google?
Yes. All the web copy we write takes into account the search terms your audience uses and the way AI search engines put their answers together. If you want a full strategy around that, with keyword research and a content plan, that falls under SEO & GEO.
How many rounds of feedback are included?
Two per deliverable as standard. In practice that’s almost always enough, because the structure and core message are fixed before we start writing. Major changes of direction then happen during the briefing, long before the third version of the homepage.
What do you need from us to get started?
An hour for the intake, whatever copy, brochures or presentations already exist, and ideally a conversation with someone who talks to clients every day. The best lines on a website usually come from the questions your salespeople answer week after week, and rarely from the marketing department.
Case studies
Brands we wrote for.
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Branding
More for your brand.
Ready to communicate better?
Send us a message and we’ll look at what you need together. A first conversation costs you nothing and usually already yields a few sharp insights.
Let’s meet