Sample report

What native NL/BE copy actually looks like: a real report fragment

This fragment shows the native-Dutch quality bar we hold every rewrite to — natural idiomatic phrasing, correct register, no machine-translation tells. Most stores we work with today have little or no Dutch content at all, so that same bar is what goes into the Nederlandse Storefront Starter: copy written from scratch, not patched. The example below happens to show us fixing existing (mistranslated) copy on a US apparel/lifestyle brand entering the Netherlands and Belgium; the brand name is removed, but every "before" line is copy exactly as we found it on the live storefront.

Representative sample · full Storefront Starter covers homepage, top products, and policy pages · Localization Audit team

Part 1 — Product & CTA rewrites

Four sentences from the storefront where the Dutch is technically readable but reads as machine-translated to any native speaker. Left is the original as found; right is our rewrite, with one line on why.

Why: "collectie van … essentials" is a word-for-word carryover from English, and premium/essentials are untranslated Anglicisms that read as ad-copy, not as something a Dutch retailer would write. The rewrite drops the loanwords and lands on a concrete, spoken NL register ("zonder poespas").

Why: "Je zult dol zijn op …" is a direct calque of "You'll love …" — the future tense "zult" plus "dol zijn op" is something no Dutch marketer writes. Native product copy stays in the present tense and makes a concrete promise.

Why: "Valt op ware grootte" is a literal translation of "true to size." It does not exist in Dutch clothing copy — the standard phrasing is "valt normaal uit." This is the kind of tell a shopper can't always name but instantly registers as "translated."

Why: "orders" is English where Dutch uses "bestellingen," and "Wij bieden … aan" is the stiff corporate calque of "We offer …". Dutch retail copy is shorter and more active — the rewrite says the same thing in half the words.

Part 2 — One conversion finding

The rewrite engine handles wording; the conversion check asks whether the buying journey makes sense to a Dutch or Belgian shopper. On this store, one finding stood out.

Why it matters: the button is the single most-looked-at element on the page — left in English it undoes the trust the translated copy built. And Dutch shoppers look for the iDEAL badge (and Belgian shoppers for Bancontact) as a "this store is really for me" signal before they commit. Missing it at the decision moment is a silent drop-off, not a complaint.

Part 3 — One legal-tone finding

Policy pages are where a cold or copy-pasted American register does the most damage — and where it can quietly conflict with Dutch consumer law.

Why: "Alle verkopen zijn definitief" / "naar ons eigen goeddunken" is a direct lift of the American "All sales final / at our sole discretion" register — cold, and worse, it contradicts the EU/Dutch 14-day right of withdrawal (herroepingsrecht) that every consumer here already knows they have. The rewrite keeps the formal "u," matches the law, and reads as a retailer that has its house in order.