Gateway Market ContentAtlantic crossing

For Dutch tech companies entering the US

Your product crossed the Atlantic.
Your copy didn't.

Translated or AI-generated, most copy aimed at American buyers reads the same: fluent, forgettable, not written for them. I bring the brand direction and American-market judgment that makes yours cut through the noise, sound human, and convert — native English, twelve years inside Dutch tech.

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

Why messaging matters more now

AI writes serviceable copy all day. It can't make you the obvious choice.

Generative AI made competent copy infinite and nearly free — so your buyers are drowning in fluent, forgettable, near-identical text. Translated "Dunglish" and unguided AI land in the same place: a message that reads as generic and clearly wasn't written for Americans. Cutting through takes the one thing the tools can't supply on their own — brand direction and judgment about how US buyers actually decide. A guiding hand on the tool, not more volume.

Cut through the noise

When every competitor runs the same AI producing the same serviceable copy, sameness is invisible. Your message has to earn attention, not just fill the page.

Sound human

Writing with a pulse — specific, personable, a real point of view. The opposite of copy that was clearly assembled rather than written by someone who cares.

Convert discerning buyers

American buyers can smell generic from a mile off. Copy tuned to 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 isn't a vanity metric — it's a shift into the largest, highest-value software market on earth. The prize, in three figures:

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

Not a traffic story. A revenue-mix story: the same demand, re-pointed at the market that pays more.

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 product, rewritten to sell in America.

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 — the one who catches why a sentence that's grammatically perfect still sounds foreign 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, "Dunglish" hiding in plain sight. The other is AI on autopilot: fluent, competent, and utterly generic — the same serviceable copy every competitor is generating too. Americans read both the same way, "not for me," and they bounce.

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

  • 12 years embedded in Dutch tech — not an agency looking in from outside.
  • Native US English writer who knows how American buyers actually decide.
  • A track record you can measure, not a portfolio of vibes.
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 content to carry it.

For: A US launch or repositioning that needs a deliberate strategy, not just edits.

Scope a project →

Underlying rate €90–110 / hour · Invoiced from Rotterdam · KVK-registered

How it works

From generic to unmistakably yours.

01 · Audit

Find the leaks

I go through your live US-facing pages and pinpoint where the message reads as translated or AI-generated — and where American buyers drop off.

02 · Rewrite

Fix the message

We rebuild the copy in native American English — positioning, page by page — so it matches how your US market actually buys.

03 · Convert

Watch it move

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

Blog & newsletter

Cutting through the noise.

Twice a week I take copy that reads as translated or AI-generated and rewrite it the American way — plus notes on positioning, brand voice, and standing out when everyone has the same tools.

  • Dunglish → AmericanSide-by-side rewrites of phrasing that reads as foreign to US buyers.
  • AI draft → humanTaking generic AI output and giving it a voice American buyers actually trust.
  • US positioning teardownsWhat strong American tech messaging does that generic copy misses.

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.