WEBSITES

Website content that sells, not just fills.

Copy, photography and video for B2B websites that make the difference between "I get what they do" and "I want this". We write, photograph and film from the buyer journey: every word, image and video has a conversion role, not just an aesthetic place on the page.

Book a content conversation Take the Maturity Scan

What you get

1 day
Photo shoot delivers content for 6 months
3 wks
From brief to delivered copy
0
Stock photos in our deliverables

The observation

Most B2B content is written for managers, not for buyers.

Full of industry jargon, generic claims and stock photos of handshakes. We do it differently: we start with sales call transcripts and client interviews, write in customer language and direct visuals and video so they support conversion, embedded in our websites approach. No Lorem Ipsum that still needs swapping after launch. These are the four patterns we see in almost every content audit.

Industry jargon overload

Pages full of "synergy", "holistic solutions" and "end-to-end ecosystems". Nobody understands what you do or why it is different from the three competitors next to you.

Stock photo clichés

Hands shaking, people pointing at a laptop, glass-and-steel skyline of Amsterdam. No connection with your team, office or clients.

No social proof in visuals

Testimonials are text only. No client portrait, no video quote, no name with title and logo. Visitors do not trust anonymous statements.

No video explanation

Complex product or service explanation spread across 4 paragraphs. The visitor bounces, while a 90-second video with a presenter would have solved everything.

Approach

From brief to live content in four to five weeks.

First the brief per page, then copy, photography and video in parallel. At the end, implementation in HubSpot CMS. A production process that bundles copy, visuals and build so you get complete website content in one sprint, not three separate projects with three separate tone-of-voices.

01 01

Brief

A copy brief per page with target audience, message order, proof points, intent level and CTA. No text without a goal or a measurement point.

02 02

Copy

Hero, value props, proof and objection handling per template. Customer language from sales calls and interviews, not pulled from an AI prompt.

03 03

Photography

A one-day photo shoot with team, office and clients. Delivers imagery for six months of website and social, plus enough vertical crops for LinkedIn and stories.

04 04

Video

Client testimonials, product explanations and service stories in 60 to 90 seconds. Made for website plus campaign use, not as a YouTube block that plays nowhere else.

05 05

Implementation

Content placed in HubSpot CMS modules, image library with alt text uploaded, videos in Vidyard or YouTube with correct tracking. Ready for go-live.

Who helps you

Three specialists on your content production.

Designer, content strategist and CMS architect build together. Copy, visuals and build are developed not separately but in parallel.

Not sure where to start? Take the maturity scan first.

Sander Adriaanse

Webdesign / Frontend lead

Directs photography and video. Ensures that imagery fits the brand identity, works in all module frames (landscape, square, portrait) and does not only look good on the first page.
Dante Zwanenburg

Content & Ads Specialist (lead)

Leads copy and messaging. Conducts the sales call analysis, writes the hero, value props and FAQs and ensures that website copy carries through into ad copy and landing pages.
Carsten Huiskamp

CMS Architect

Places content in HubSpot CMS modules. Image library with alt text, video embeds with tracking and SEO attributes per page. Everything in the right place for SEO and AEO.

Case · Injuriam Expertise

A website that tells the story, not just lists the services

Injuriam Expertise had a solid website, but it showed little of the story and the people behind the organisation. In a field where trust is everything, that weighs heavier than a neat list of services.

We started with wireframes to get the structure and user flow clear, before a single colour had even been chosen. Then a consistent design across all pages, with real photography and a company video instead of stock imagery, so visitors immediately get a feel for who is behind Injuriam Expertise.

Result: a modern, clear website without unnecessary frills, that seamlessly conveys Injuriam Expertise's professional and trustworthy position. Not just information, but a site that genuinely inspires trust too.

Result: form conversion more than doubled, sales gets leads they can act on immediately, organic visibility up 20 per cent. And the entire CRM is fully connected, so marketing finally sees which pages and campaigns generate pipeline.

Read the full story

Management · Jarco van de Ketterij

Custom Wordpress

for easy management

Professional look

that fits the organisation

Collaboration

went pleasant & smooth

Frequently asked questions

What clients usually ask.

The questions that come up before a content project starts.

Do you handle copy only or also photography and video?

Both. We work with dedicated photographers and videographers who are experienced in B2B work. Everything is delivered under one production lead, so copy, visuals and video share the same tone of voice.

How long does a complete content production take?

Copy for 8 to 10 pages: approximately three weeks. Photo shoot one day plus one week of edits. Video production two to three weeks including script, filming and editing. Executed in parallel, the total comes to four to five weeks.

Do you work with SEO keywords?

Yes, but not as the goal. We write for the reader first, then incorporate keywords without it showing. We provide SEO research as part of the brief, and the copywriter integrates it naturally. For structural technical SEO see Performance and SEO.

How do you account for AI Overviews and LLM citations?

We write clear question-and-answer structures, provide concrete data and facts where possible and build FAQ blocks supported by schema.org. This makes content easier to cite by ChatGPT, Perplexity and Google AI Overviews. See also our SEO/AEO/GEO approach.

Can we adjust the copy ourselves?

Yes, delivery goes in Google Docs or directly into HubSpot CMS rich-text fields. Two feedback rounds are standard in scope. After that you can edit freely yourself, the modules are editable.

What does a content production cost?

Our services are bespoke. The price depends on the number of pages, whether we also handle photography and video, and whether multiple languages or ICPs are in the mix. Book a call for a quote tailored to your scope, or look at the ongoing RevOps as a Service retainer.

Ready to start?

Ready for content that sells?

Start with a conversation. We look at your current copy, imagery and sales input. You then get an honest scope, even if existing content can be improved through a revision without full reproductions.