x-ray.nl
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The 85-Person Powerhouse Behind Dutch Creativity
How x-ray.nl built a $17.4M creative agency without chasing scale
In a world obsessed with viral growth and unicorn valuations, x-ray.nl operates on a different frequency: pure creative impact. This isn't another digital marketing factory—it's a boutique agency that has mastered the art of sustained creative excellence, turning one campaign into years of client loyalty.
"They don't chase vanity metrics—they build campaigns that last years, not just trending moments."
The Anti-Scale Model
With 85 employees generating $17.4M in revenue, x-ray.nl achieves remarkable efficiency: ~$205K revenue per employee. This isn't a scaling failure—it's intentional precision. They've rejected the 'growth at all costs' playbook, choosing instead to deepen client relationships. Their traffic data reveals the strategy: 100% Netherlands-based audience, 39% direct traffic, and 40% organic search. This isn't accidental; it's a concentrated focus on dominating their local market rather than diluting their brand globally.
The Technical Foundation
Peering under the hood reveals a modern stack built for creative delivery: WordPress for content agility, Tailwind CSS for rapid UI development, and Vite for blazing-fast builds. They've embraced jQuery's legacy while layering modern tools like Swiper for dynamic presentations. This hybrid approach—stable foundations with cutting-edge edges—mirrors their business philosophy: respect proven methods while innovating where it matters. The result? A digital presence that's both reliable and visually compelling.
The domain 'x-ray' itself is a strategic asset. With 23,850 monthly searches for the exact term, they own a search category. This isn't just branding—it's digital real estate. While competitors fight for generic keywords, x-ray.nl has a branded search volume that most agencies would kill for. Their LinkedIn presence (1,000+ followers) suggests a strong B2B network, likely driving that significant direct traffic percentage. This is how you build a moat: become the name people type directly.
- Revenue efficiency: ~$205K per employee (industry-leading for creative agencies)
- Local dominance: 100% Netherlands traffic concentration creates defensible market position
- Direct traffic strength: 39% direct visits indicate powerful brand recall and client loyalty
- Modern tech stack: WordPress + Tailwind CSS + Vite balances speed with creative flexibility
- Founder-led vision: Roel Heetman as Creative Director ensures consistent creative direction
The $17M Creative Blueprint
Build deep, not wide. Own your niche. Let creativity compound.
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Open Graph Image
https://x-ray.nl/wp-content/uploads/2025/08/Roel-Heetman.webp
Meta Tags
X Ray | Communicatie Adviesbureau in Noord-Holland
Op zoek naar de reddende engel? Je moet ons hebben voor creativiteit. Voor een concept en een reclamecampagne waar je jaren blij mee bent.
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About x-ray.nl
Op zoek naar de reddende engel? Je moet ons hebben voor creativiteit. Voor een concept en een reclamecampagne waar je jaren blij mee bent.
Company Overview
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Technology Stack
x-ray.nl uses 11 technologies across their website including Font Awesome, PHP, WordPress, and more.
Fonts
Font Awesome
Programming Languages
PHP
CMS
WordPress
Performance
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Web Standards
Twitter Cards
Build Tools
Vite
Traffic & Audience
x-ray.nl receives approximately 143 monthly visitors. The website has a bounce rate of 48% with visitors viewing an average of 1.0 pages per visit. Users spend an average of 0:00 on the site.
The majority of x-ray.nl's traffic comes from .
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