SEO & Conversion Copywriter

To see it
is to believe it my portfolio

Each client is unique, every project is different. This is what I’ve been working on.

All Recent! projects

Web editing, copy & SEO for The Dutch Council for Refugees

What started with bringing structure to a website of over 1,000 pages has grown into a broad role spanning content, search visibility and web strategy.

At the Dutch Council for Refugees, my initial approach included:

Developing a long-term SEO and data strategy
Updating content and creating a clear roadmap for the year ahead
Training the team in SEO through interactive workshops

The results quickly followed: a clearer website structure, higher click-through rates, improved Google rankings and over 800 keywords ranking in the top 10. Our strategy also won the Best SEO Award at Friends of Search.

Today, my role goes well beyond SEO. I write and edit articles and evergreen content, optimise for both Google and AI search (GEO), and develop web copy for major campaigns.

I’m also working on one of the organisation’s biggest transformations to date: its new brand strategy and rebrand. Together with a web agency, we’re translating this into a completely renewed website. With a clear structure, a stronger brand story and a closer connection to society.

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Career copy for Woonstad Rotterdam

On behalf of Het Creatiehuis

Woonstad Rotterdam’s website received a complete makeover, including a new tone of voice and brand identity. For the careers section, I created fresh, persuasive copy designed to attract potential new colleagues.

The content was structured around six professional fields. I developed job vacancy templates, email templates and copy for over 10 new careers pages.

To this date, I regularly interview Woonstad employees, turning their experiences into personal, engaging stories that offer potential candidates an authentic glimpse into what it’s really like to work at Woonstad.

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Employer Branding & Copy for bol.com

What’s it really like to work at bol? As an Employer Branding Copywriter, I help bring that story to life and connect bol with the talent they’re looking for.

I write and optimise content for bol’s careers website, turning their employer brand into clear and engaging copy. Employee stories are a big part of that. I interview people from across the business and share their experiences, covering everything from their roles and teams to company culture, career development and everyday life at bol.

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SEO, data & copy for Roadtrip Africa

As experts in adventurous road trips through East Africa, Roadtrip Africa wanted to inspire more travellers to embrace adventure. With the expansion of their self-drive offerings, it was time to take their content to the next level.

My approach:

Leading and optimising content for landing pages, blogs, emails, and campaigns
Safeguarding tone of voice and brand consistency across teams and languages
Developing an SEO strategy and driving results using data and a custom dashboard

The results:

A 40% increase in web traffic within three months
Nearly 600 keywords in top 10 positions
Over 300 newly indexed pages on Google
A growing email subscriber base

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Copy & tone of voice for Martin de Jong

Data, dashboards, AI and tracking systems: they can quickly become a technical story. For data-driven marketing specialist Martin de Jong, I developed a clear tone of voice and new website copy.

The challenge: making his expertise accessible without compromising on substance or authority. I translated complex services into clear, persuasive copy built around one central idea: getting a grip on your data.

The result is a website that doesn’t just explain what Martin does, but shows businesses what reliable data can actually do for them.

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Employer branding for Danone

What does it mean to be a ‘Danoner’? Based on four key pillars – putting people first, going beyond your role, making an impact and growing – I interviewed employees about their work, development and experiences at Danone.

I turned their stories into personal, authentic content for Danone’s international careers website. Furthermore, I supported the Employer Branding team with web editing and social copy, and translated the new ATS platform into Dutch.

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Conversion copy for Move Up

A new website that doesn’t just inform, but persuades and converts. That was the goal for Move Up Marketing.

I initiated the project by exploring their ideal customer, competitive edge and key USPs. From there, I developed sharp, audience-focused website copy designed to drive conversions.

The result: copy that makes it instantly clear what sets Move Up apart – and why potential clients should choose them.

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SEO & blog for I Work Remote

What started as a personal side project grew into a successful SEO case study. Through my blog I Work Remote, I spent several years sharing practical tips and first-hand experiences of remote working – the kind of information I often searched for myself but struggled to find.

At the same time, I used the platform as a testing ground for SEO, content and online visibility. The results:

953% growth in website traffic within 12 months
Over 250 keywords ranking in the top 10, across just 10 blog posts
An average increase of more than 20 positions in Google within three months

See the website

SEO & Conversion Copywriter

SEO & Conversion Copywriter

To see it is to believe it my portfolio

All Recent! projects

Web editing, copy & SEO

Career copy

Employer Branding & Copy

SEO, data & copy

Copy & tone of voice

Employer branding

Conversion copy

SEO & blog

Ready to work on your copy ?

To see it
is to believe it my portfolio