For European tech companies entering the US

Your business crossed borders.
Your message didn't.

Translated or AI-generated, most copy aimed at American buyers has no impact. Fluent, but forgettable. Obtain brand direction and American-market analysis that makes your message land, inspire, and convert.

Book a US Conversion Audit → See the packages
52.37°N Amsterdam 40.71°N New York €350 entry package

Why messaging matters more now

AI writes serviceable copy all day. It can't make you stand out.

Generative AI saturated the market with competent, but robotic copy. Your buyers are smothered by forgettable, near-identical text. Translations and untrained AI land you in the same place: messaging that nobody actually reads. Cutting through takes the one thing the tools can't supply — brand direction and knowledge about how US buyers actually decide.

Cut through the noise

When every competitor runs the same AI producing the same serviceable copy, you become invisible. Your message has to earn American buyers' attention by clearly communicating your value.

Sound human

Your message should feel alive with a specific POV coming from your experience. Inject your knowledge and passion into a brand vision that lets your buyers know how much you care.

Convert discerning buyers

American buyers can smell generic, AI-written copy from a mile off. Adjust your narrative for how they read, what earns their trust, and what actually moves them to act.

The opportunity

America is where the bigger deals are.

Winning the US is a shift into the largest, highest-value software market on earth. This is why it can't wait:

~45%
of global software spend
The US is the single largest software market in the world with the biggest pool of buyers you can reach.
Higher
US vs. European deal size
North American contracts carry higher ACVs than comparable European ones, meaning the same win is worth more.
~$26K
median US B2B SaaS ACV · rising
Up from ~$22K a year earlier, with the US running ahead of Europe.

Sources: SaaS Capital, 2025 (median private B2B SaaS ACV); industry software-market benchmarks, 2025.

The results · proven in-house, under 12 months

What I moved — in revenue terms.

More traffic, but also a revenue-mix story: the same demand, re-directed at the market with larger ACV.

20 → 55%+
US share of revenue
The US went from a fifth of revenue to the majority — a decisive shift toward the higher-value market.
+108%
organic traffic growth
More qualified American demand into the funnel — pipeline built without paid spend.
80 → 54%
bounce rate · −26 pts
The same traffic converting instead of leaving — more visits turning into opportunities.

Before → after

The same page, rewritten and designed to sell.

Before
solution page · original
After
solution page · rewritten

B2B cybersecurity · solution page. Rebuilt from the original into benefit-led American copy — sharper headers, a cleaner hierarchy, and phrasing written the way US buyers actually read.

View the live page → See the original →
Whitney Koontz, founder of Gateway Market Content Whitney Koontz · Rotterdam

Who's behind this

American by birth. Fluent in Dutch tech.

I'm Whitney Koontz. For twelve years I've worked inside Dutch technology companies as the native English speaker in the room. I pride myself on being the one who catches why a sentence that's grammatically perfect still sounds unappealing to an American buyer.

There are two ways a message gives itself away to a US prospect. One is translation — phrasing a touch too literal, claims structured the European way that is spec-focused but has no vision. The other is AI on autopilot: fluent, competent, but slop full of AI tells — the same serviceable copy every competitor is generating, too. Americans glaze over this writing, and may be more inspired by a competitor.

What I bring is the part neither a non-native writer nor an misguided AI can: American-market judgment. The taste and brand direction that make a message sound personal, bold enough to stand out from the noise, and move a discerning US buyer to act. Then you see the results in numbers.

  • 12 years embedded in Dutch tech start-ups and scale-ups.
  • Native US English writer who knows how Americans purchase vision over mere products.
  • A track record that's reliable and measurable.
CybersecurityAdtechHR-techEngineering softwareE-commerceFintech

Services & packages

Four ways in. Start small, scale when it works.

Most clients begin with an audit, see exactly what's costing them American deals, and grow into a retainer from there. No long contracts to find out if this works.

Lower commitmentHigher commitment
Start here One-off

US Conversion Audit

€350–500

I tear through your US-facing pages — translated or AI-written — and tell you exactly where American buyers bounce, and the three things to fix first.

For: Teams who suspect their US messaging is leaking deals and want proof before committing.

Book the audit →
Month 1

Starter Retainer

€750 first month

A reduced-rate onboarding month. We rewrite your highest-impact pages and prove the fit before you sign on for more.

For: Companies ready to move now, but who want a low-risk on-ramp.

Start the month →
Ongoing · ~15–17 hrs

Standard Retainer

€1,500 / month

Continuous rewriting, positioning, brand-voice direction, and US go-to-market content. This is the core of how I work with clients.

For: Teams actively expanding in the US who need a steady American voice.

Talk retainer →
One-off project

GTM Strategy Project

€2,500–5,000

A focused engagement to reposition a product or build out a US launch — messaging, positioning, and the impactful content to carry it.

For: A US launch or repositioning that needs a deliberate strategy as opposed to line-item edits.

Scope a project →

Underlying rate €90 / hour · Based in Rotterdam · KVK-nummer: 42103530

How it works

From generic to lead generating.

01 · Audit

Find the leaks

I go through your live US-facing pages and pinpoint where precisely where American buyers are likely drop off, and why they aren't engaged.

02 · Rewrite

Fix the message

We rebuild the copy in American English that gets remembered, so US buyers think of your service before your competitors.

03 · Convert

Watch it move

Lower bounce, more targeted traffic, and a bigger share of revenue coming from the States. We track it and keep tuning.

Blog & newsletter

The brain behind the brand.

Get inside my creative and brand-building process with regular posts on what's changing in the world of content marketing in the US.

  • American business trendsUS business spend moves fast. Familiarize yourself with these changes first.
  • AI slop → crafted copyFind out why AI copy still misses the mark when it comes to creating conversion.
  • Who gets it rightWhat European companies are doing to make themselves competitive in America.

Read it on Substack

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Open the Substack →

Contact

Tell me what's not converting.

Send me your US-facing page or just describe what's stalling. I'll tell you whether an audit makes sense — no pitch, no obligation.

Usually a reply within one business day.