U or je? How to address visitors on a Dutch website

Why this matters on a Dutch site

Dutch has two ways to say "you": the formal u and the informal je. Every Dutch website has to pick one. If you run a business in the Netherlands and your site is in Dutch, this choice shows up in every heading, button and email.

The honest answer first

There's no research showing that "u" or "je" brings in more enquiries. Anyone who tells you otherwise has an opinion, not evidence.

What does make a difference: that your choice fits who your customers are, and that you keep it up everywhere. A site that says "je" in the heading and "u" in the form feels messy. Visitors read that as: this wasn't made for me.

What's usual per industry

Because research is lacking, most sites follow the norm of their industry. These are the customs in the Netherlands:

In doubt? Look at how you already talk to customers. How do you start your emails? How do customers address you on the phone? Your site should sound like you, not like a brochure.

Belgium is different

If you write for Flanders, almost always choose "u". Flemish people use "u" even in relaxed situations. Write "u kan", which is normal there. Never use "gij", and no capital "U" in the middle of a sentence. The latter is old-fashioned in the Netherlands too.

"U" isn't distant, "je" isn't cheap

The form of address isn't the same as the tone. Nielsen Norman Group distinguishes four sides of tone: formal or casual, serious or funny, respectful or irreverent, enthusiastic or matter-of-fact. The form of address only touches the first.

So "u" can be warm:

Wij helpen u graag verder. Bel gerust, ook als u nog twijfelt. (We're happy to help. Feel free to call, even if you're still unsure.)

And "je" can be premium:

Je krijgt één vaste adviseur, van het eerste gesprek tot de sleuteloverdracht. (You get one dedicated adviser, from the first meeting to the handover of the keys.)

Same facts, different tone, both credible:

Het ontwerpgesprek is kosteloos; u ontvangt binnen vijf werkdagen een vaste prijs.

Het ontwerpgesprek kost niks; binnen vijf werkdagen weet je wat het wordt.

(Both say: the design meeting is free, and you'll have a fixed price within five working days.)

Where your choice has to show up

The heading and body copy are easy. It goes wrong in the small bits of text that were often written by someone else, or by a plugin. Check these places:

• Buttons: "Plan uw afspraak" or "Plan je afspraak".
• Forms: labels, explanations and the line under the button.
• Error messages: "Vul je e-mailadres in" or "Vul uw e-mailadres in".
• The cookie banner. Often a default text in the wrong form.
• The 404 page.
• Automatic emails: the confirmation of an enquiry or appointment.
• Your review widget and booking system, as far as you can edit their text.

In short

• There's no winner. Choose what fits your customers and your industry.
• Keep your choice up everywhere, including the small texts.
• "U" can be warm and "je" can be classy: the tone is in the rest of the sentence.
• In Belgium: "u", "u kan", never "gij".

When we build your site, we settle this choice in your intake. This is how website design at Webclouds works.