What Mooi Online does

Mooi Online BV is a privately held Dutch full-service digital agency founded in 2000 and headquartered in Hengelo, Netherlands. The company serves small and medium-sized businesses (MKB) throughout the Netherlands with website design, webshop development, and integrated online marketing services. The operating team comprises approximately 12 specialists covering strategy, design, development, and performance marketing, with leadership including Claudia Voorhorst (Creative Director) and René Dijk (Operations Director). Mooi Online positions itself as a single in-house vendor for the entire digital presence stack — from initial strategy and build through post-launch growth — in contrast to freelancer-network agency models.

The core product line is built on WordPress and WooCommerce and centers on three tiered website packages — Basis (€1,250), Premium (€1,950), and Op Maat (€2,750+) — supplemented by a Webshop Basis product and a custom Webshop Op Maat offering. A specialty B2B Webshop module set adds dynamic pricing, volume discounts, contract pricing, customer-specific assortments, EU VAT handling, and the ability to combine B2B and B2C in a single storefront. Complementary services include SEO (Essentials €495 one-time plus an ongoing SEO Continu package), Online Marketing Pakketten (€445–€1,125/month), Linkbuilding Pakketten (€325–€1,490/month), content marketing, email marketing, and a newer AI Zichtbaarheid service for visibility in ChatGPT/Gemini/Claude. Custom integrations span CRM, booking systems, ERP, payment gateways (iDEAL, PayPal), and Dutch-specific data sources such as RDW vehicle data.

Revenue is generated through a mix of one-time project fees for website and webshop builds and recurring monthly subscriptions for marketing retainers, linkbuilding, and SEO Continu, with stated 6-month minimums on subscription products and prepaid maintenance via the Mooi Makkelijk Strippenkaart sub-brand. The go-to-market blends a direct, sales-led consultation motion — including free AI visibility scans and advisory calls — with self-service tiered package pricing and online quote requests. The company claims more than 2,000 cumulative customers served (with one variant figure of ~1,800+), a 9.6/10 customer satisfaction rating, and a 95% referral rate, and holds Google Partner status. Mooi Online operates exclusively in the Netherlands with no disclosed outside investment, subsidiaries, or M&A activity.

Name

Mooi Online

Legal name

Mooi Online BV

Website

https://mooionline.nl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Mooi Online BV is a Dutch full-service digital agency founded in 2000 in Hengelo, serving Dutch SMBs throughout the Netherlands with WordPress/WooCommerce websites, B2B webshops, SEO, linkbuilding, and AI visibility services via a 12-person in-house specialist team.

Ownership category

akta.pro rank

Product category

Web Design and Online Marketing Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Enterprise SEO (Large Sites, Governance, Workflow) (BPAFAJAF)

akta.pro secondary industry

SEO/SEM & Performance Marketing Tools (BPAMALAM)

Keywords

• Web design services
• Webshop development
• Search engine optimization
• Online marketing services
• Digital agency services

Headquarters

HQ city

Hengelo

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Website Development: One-time website development services with three tiers: Basis (€1250), Premium (€1950), and Op Maat/custom (€2750+). Projects include design, development, and basic SEO optimization.
2. Webshop Development: Custom webshop development including B2B and B2C functionality. Additional modules and custom features available for additional fees.
3. Online Marketing Retainers: Monthly marketing packages from €445 to €1125 per month providing ongoing SEO, SEA, content marketing, social media management and linkbuilding services with monthly reporting.
4. SEO Services: SEO Essentials package (€495 one-time) for foundation setup, and SEO Continu packages for ongoing optimization with custom pricing.
5. Linkbuilding Packages: Monthly linkbuilding subscriptions from €325 to €1490 per month with varying levels of article volume and link quality.
6. Website Maintenance (Mooi Makkelijk Strippenkaart): Prepaid maintenance cards for ongoing website updates and changes, with hourly rates from €90-105 and prepaid bundles of 3, 5, or 10 hours.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Mooi Online is a Dutch digital agency that builds business websites and webshops (primarily WordPress and WooCommerce) and provides online marketing services including SEO, SEA, content marketing, social media, email marketing, linkbuilding, and AI visibility optimization. Their offerings target Dutch small and medium-sized businesses (MKB), with bundled packages combining design, development, hosting, and ongoing marketing support.

Product overview

Mooi Online is a full-service Dutch digital agency offering a tiered portfolio of website and webshop packages alongside structured online marketing services. The core product line consists of three website tiers: Basis (from €1,250), Premium (from €1,950), and Op Maat (from €2,750), all built on WordPress/WooCommerce. Complementary webshop offerings include Webshop Basis and Webshop Op Maat for custom-built e-commerce, with a dedicated B2B Webshop module offering dynamic pricing, customer-specific assortments, and EU VAT handling. Online marketing is delivered through structured packages: SEO Essentials (one-time €495) and SEO Continu (ongoing) for search optimization; three Online Marketing Pakketten (from €445/month) combining SEO, content, and channel strategy; and Linkbuilding Pakketten (from €325/month) for backlink profile building. AI Zichtbaarheid Pakketten address emerging visibility in AI-generated answers from ChatGPT, Gemini, and Claude. A Mooi Makkelijk Strippenkaart provides prepaid website maintenance support. Mooi Online also holds Google Partner status.

Differentiator

Problem solved

Functional benefit

Brands

• Mooi Makkelijk Strippenkaart: A prepaid service card for website maintenance and small changes, offering priority service and reduced hourly rates.

Products and services

• Website Basis

Quantifiable outcome

• 95% of customers recommend Mooi Online to others
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature4 records

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Lukkien: Dutch digital agency combining strategy, design, technology and marketing. Comparable full-service agency profile targeting Dutch enterprise and mid-market customers.
• OrangeValley: Dutch digital marketing agency offering SEO, SEA and online marketing services to mid-market clients. Comparable on marketing retainer and SEO service lines.
• Seeders: Dutch digital agency focused on SEO, SEA and linkbuilding services. Comparable to Mooi Online on the performance marketing and linkbuilding side of the business.
• Van Ons: Dutch full-service digital agency offering web development, design and online marketing to mid-market and SMB clients. Closely comparable to Mooi Online in service mix and customer segment, though larger in headcount.
• Traffic Builders: Dutch SEO and digital marketing agency specializing in organic search, content and linkbuilding for SMB and mid-market clients. Directly comparable to Mooi Online's SEO and linkbuilding retainer offerings.
• Webpartner: Dutch web design and development agency serving SMB clients. Directly comparable to Mooi Online on website build services and WordPress-based development.

Emerging players

• ActiveCampaign: Marketing automation and email platform for SMBs. Overlaps with Mooi Online's email marketing and content marketing services, where SMB clients may opt for self-service tooling.
• Wix.com: DIY website builder targeting SMBs globally. Competes with Mooi Online's entry-tier website packages by enabling self-service website creation, increasingly augmented with AI tools.

Broad incumbents

• Dept Agency: Large Dutch-headquartered global digital agency offering web, e-commerce, creative and marketing services. Overlaps with Mooi Online across the full digital stack but operates at significantly larger scale.
• HubSpot: All-in-one CRM, marketing and content platform for SMBs. Adjacent competitor on the marketing retainer side, as SMB clients may choose HubSpot's tooling over agency-managed services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mooi Online