Can we know whether someone comes back to read us?

Without a persistent identifier, not with any certainty. You see an approximate volume of returning visits and little more. If that question is central to your business, the answer is to get people to sign up, not to chase them around the internet.

Can you write in French or in Dutch?

No. We write in Spanish and English, and in Brussels that leaves out exactly the part that matters most. We coordinate whoever writes it and take care of the structure, the identity and making sure each version can be compared with the other.

Do you only do identity, or the posts too?

Both, though the aim is that in the medium term you publish yourselves. What we leave in place is the judgement, the templates and the measurement, which is what lets you know whether it works without depending on our opinion.

BRAND WebCoding · Brussels

Branding and content in Brussels

We build identity and a content system. With a way of judging them that does not need to chase anybody: it measures the page and the period, never the person.

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Branding and Content en Brussels

How we work in Brussels

The same technical standard and process we apply to projects of any size. What changes is the knowledge of the local market.

Two members of the WebCoding team organising ideas with sticky notes on the glass wall

What gets read, and how far

Views per route, time on screen and reading depth, all in aggregate, are enough to know which article works and at which paragraph people leave. None of it requires recognising whoever comes back. The decision about what to write next month is just as well founded.

Before writing, look at the search data

The real queries Search Console returns tell you which words bring people in and which ones are stuck on the second page. It is the source that depends least on the visitor and the one that best orders an editorial calendar. Writing without looking at it is guesswork.

Templates that arrive already instrumented

Typefaces, palette, tone of voice and templates so your team can produce without calling us for every piece. And with the events defined inside those templates, so every new publication is measured the same way as the last one without anybody having to remember to add something by hand each time.

French and Dutch are measured separately

Two official languages coexist in Brussels, and one version can perform far better than the other without the overall figure showing it. We separate the metrics from day one. The text is written by whoever speaks the language; we provide the structure and the measurement.

Answering your questions