Case study

My portfolio is almost entirely confidential (it’s mostly internal business communication), so I hope the case study below gives you a flavor of the type of work I do and how I work with clients. Many thanks to my client, Philippe, for giving me permission to share our story!

Shinzui Bodywork International Institute

In 2018, BelEdit Consulting was approached by Shinzuikai. They were then a small business offering professional training and bodywork sessions in Shiatsu. They also provided training and sessions in their own proprietary bodywork technique, which is based on Shiatsu and other bodywork traditions, combined with modern medical knowledge.

But although the business owner and practitioners were extremely skilled, experienced and held in great respect in their field, their communication was lackluster and failing to generate new customer leads. Active internationally, Shinzuikai had several separate websites in different languages, and their brand and offer were unclear. Moreover, there was no communication about their proprietary bodywork technique, even though it was one of the main reasons for their international repute.

We immediately set to work to help Shinzuikai build their communications strategy and transform their business.

  • I supported the owners to clearly identify their business scope, target audiences, goals and long-term ambitions.

  • Together we decided how their offer could be differentiated into distinct categories. We defined each service separately and then brought them together under a new umbrella brand identity, the Shinzui Bodywork International Institute.

  • From this groundwork, I proposed a complete communications strategy. It would be the foundation for all future communication, from website to newsletters, to social media, to banners and print material used in their retreats and workshops.

  • The new brand identity included a new logo and a defined style guide (colors, fonts, etc.).

  • The core of the communication is the organization’s single multilanguage website: I built the website in WIX, so it’s easy for the staff to update it themselves and manage online orders.

  • Throughout the process, I coached the business owner, to raise his understanding of the importance of sticking to the strategy, clearly differentiating the different parts of the offer, and building a strong brand through consistency and repetition. (This is also a great way to save money on communication!)

A core part of the proposed strategy was INDEPENDENCE. This small business now has an established communication platform, a strategy to follow, and the tools and know-how to continue on their own. So they can keep their spending down in the long term. Small businesses simply don’t have the resources to continually pay for communications support!

I’m delighted to say that the Shinzui Bodywork International Institute has gone from strength to strength on this solid foundation. The business is thriving! The business owner has thanked me, saying that not only did I help them create and implement a communications strategy — more importantly, I gave them them insights into how to communicate their business effectively day to day, with new-found confidence in their brand and their offer.

Intrigued? Call or email me to discuss how we can work together to grow your business through better communication.

Services and Clients

Communications strategy | Website strategy

Content mapping | Web content creation | SEO copywriting

Business writing and editing

  • FEPE, BE
  • H2WIN, BE
  • H&O Equipments, BE
  • Hoffman & Associates, BE
  • Inter IKEA Systems, NL
  • Shinzui Bodywork International Institute, JP
  • Artepub, BE
  • Bran.ding, DE
  • Business & Decision, BE
  • FEPE, BE
  • H2WIN, BE
  • H&O Equipments, BE
  • Hoffman & Associates, BE
  • Inter IKEA Services, SE
  • Inter IKEA Systems, NL
  •, BE
  • Nickel Institute, US/BE
  • Publifer, BE
  • Scaled Access, BE
  • Shinzui Bodywork International Institute, JP
  • Tipik Communications, BE

  • Absolute Agency, BE: ING Group; BESIX Group; Compositi; TG2, etc.
  • H2WIN, BE
  • Eluminas Ltd., UK
  • European Round Table of Industrialists, BE
  • Faqbot, BE
  • FEPE, BE
  • International Dairy Federation, BE
  • RAS Security, BE
  • Sefica, BE
  • Shinzui Bodywork International Institute, JP
  • Tipik Communications, BE


Technology — Medical and medical equipment — Recruitment — Sustainability — Construction & Engineering, Industrial — HR, Training — — Retail, Consumer products — EU, NGO — Web/apps/mobile, UX, SEO — Writing & Communication skills

Websites from A-Z

  • My main business services are communications strategy and writing/editing. But I’ve been building websites — as a hobby and a business — for many years.

Would like to have a great website but you don’t know how to do it yourself? Are you worried that it’s too difficult or expensive? I can help! For small businesses or associations, I can create an effective website to represent your brand and drive your business forward. I can create a website from start to finish including:

strategy and conception: 

define core and key messages; brand identity (look and feel); styleguide (colors and fonts)

content plan: 

complete content map including IA (site information architecture) and detailed page content

site build: 

identify the best platform for your needs (WordPress, WIX, SquareSpace, etc.)

find the right theme and site builder for you

  • design and build the website templates


create the pages and write the content

set-up, launch and maintenance:

set up the site technical aspects (domain, emails, contact forms, spam protection, Google My Business, Google Analytics, redirect links from old site pages to new content, etc.)

launch the site and verify performance

maintain the site

document the entire process so that you or anyone else can take over fully at any time, without me!

Examples of sites I've designed, built and written

Examples of sites I've planned and written

All text content copyright 2016-2022 BelEdit Consulting | Company reg. no.: 2.253.650.191 1 | VAT no.: BE0655.942.605 | All rights reserved. Image sources: Pixabay (with CC0 licence) or BelEdit Consulting.