Copy for Originals · English copywriting
Copy for Originals writes sales copy in American English for Swedish companies that want to reach customers in the United States: landing pages, ads, emails and website copy. The copy is written by Jesse Bastide, an American copywriter and native English speaker who lives in Tidaholm, Sweden, and has managed more than SEK 20 million in ad spend.
Swedes write good English. It is still rarely enough to sell to Americans, for the same reason a correctly translated ad rarely sells in Sweden: the text is right, but it doesn’t sound like anyone the customer trusts. I rewrite your copy so it sounds like a company an American buyer recognizes, and so it answers what the buyer wants to know before getting in touch. Send the page and I’ll reply in writing with the first thing I’d change. No charge.
| Service | Copywriting in American English: landing pages, ads, emails and website copy |
|---|---|
| For whom | Swedish companies that sell, or want to sell, to customers in the US |
| Who writes | Jesse Bastide, an American from Maine and a native English speaker |
| Location | Tidaholm, Sweden. In-person meetings in Västra Götaland and Stockholm, otherwise remote. Meetings and calls are in English. |
| Experience | More than SEK 20 million in managed ad spend. Wrote “Love Fishing More” for Fishbrain in Stockholm in 2016. |
| Price | A quote once I’ve read the copy to be rewritten |
| First step | A free written reply: the first thing I’d change on the page |
| Contact | Contact form or phone +46 70 306 64 82 |
Good Swedish English is correct, but correct copy doesn’t sell by itself. Sweden ranks 8th of 123 countries and regions in the EF English Proficiency Index 2025, so the mistakes are rarely grammatical. They are in word choice, tone and details that an American reader notices within seconds, and that make the company seem far away.
| Common in Swedish English | Where it comes from | How an American reads it | Write instead |
|---|---|---|---|
| “Welcome to contact us” | “Välkommen att kontakta oss” | Translated and stiff | “Call us at …” or “Get in touch” |
| “We have long experience within …” | “Lång erfarenhet inom” | Vague, and “within” is the wrong preposition | “We’ve been building … since 1987” |
| “Actual prices”, “eventual costs” | The false friends aktuell (current) and eventuell (possible) | Means “real prices” and “final costs” | “Current prices”, “any costs” |
| “Our competence” | “Vår kompetens” | Sounds like an HR handbook | Say what you can do, with an example |
| “We think we may be able to help” | Swedish caution | The company seems unsure of its own service | Say what you do and what it costs |
| “Colour”, “organisation”, “turnover” | British school English | Not from here | “Color”, “organization”, “revenue” |
| 13/10/2026, 14.00, 1 000,50 | Swedish formats for dates, times and numbers | There is no thirteenth month | October 13, 2026 · 2:00 PM · 1,000.50 |
| Prices in kronor or euros, measurements in millimeters and kilos | What we use ourselves | The customer has to convert, and often doesn’t bother | Dollars, inches and pounds, with metric in parentheses |
None of these is a grammar mistake a spell checker will find. That is why they stay in.
A translation moves the text from Swedish to English. Copywriting starts with the buyer instead: what an American customer searches for, what they want to know and what makes them get in touch. That is why good English sales copy is rarely a sentence-by-sentence version of the Swedish.
A Swedish company page often starts with the company: when it was founded, where it is and what it stands for. An American buyer first wants to know what you do for them, what it costs and how fast it goes. The rest can come further down, as proof.
So a rewrite changes four things more than the words: the order, the headline, the proof and the call to action. I’m a copywriter, not a translator. If you need a certified translation of contracts, manuals or legal texts, a translation agency is the right choice.
Yes, often. When American visitors reach the page but don’t get in touch, it is usually because the page doesn’t answer what they want to know, or because it doesn’t look like it was written for them. That can be checked before a single line is rewritten.
An American buyer considering a Swedish supplier looks for these things, roughly in this order:
Sometimes the fix isn’t more words. It’s one fewer form field, one fewer step, or one sentence that makes people flinch. I look for the place where a single change does the most to what a new customer costs. Because I also run ad campaigns, I’ve watched, with other people’s money on the line, which words made strangers click and which made them leave.
Copy for Originals writes landing pages, ads, emails and website copy in American English, down to the words on the button. All of it is written by Jesse Bastide.
| Copy | When it is needed |
|---|---|
| Landing page | When ads or emails send American visitors to a page that should produce inquiries |
| Ads | When search ads are shown to Americans. See Google Ads in the USA for Swedish companies. |
| Emails | When inquiries need following up, or cold contacts need to become conversations |
| Main website pages | When the English website is a translation of the Swedish one |
| Forms and buttons | When visitors reach the form but don’t send it |
What I don’t write: certified translations, legal texts, technical documentation and copy in languages other than English.
AI tools such as ChatGPT and Claude translate Swedish text into correct English in seconds, and that makes a good first draft. The problem is that your competitors use the same tools, so the copy ends up with the same rhythm and the same words. What the tool doesn’t know is what your particular American customers want to know, and which of ten possible claims should come first.
I use AI myself, as an assistant and not as the one who decides. Everything published in your name goes through me. Copy that sounds like a person, and dares to say something concrete, is one of the few advantages that can’t be copied in a minute.
Advertising in the United States must, according to the Federal Trade Commission (FTC), be truthful and non-deceptive, and the advertiser must have evidence to back up its claims. Under the FTC’s Endorsement Guides (16 CFR Part 255), testimonials and endorsements must reflect the honest opinion or experience of the person giving them. The principle resembles section 10 of the Swedish Marketing Act, which prohibits incorrect and misleading claims.
For Swedish copy being rewritten for the US, that means in practice:
This is not legal advice. I write so the claims can be substantiated. You and your lawyer decide what the company may say.
Copy for Originals quotes copywriting after reading the copy to be rewritten. There is no price list, because a landing page with one form and a website with thirty pages are different jobs. The first written reply, on what I’d change first, is free.
The quote is a fixed price for a defined job, so you know the cost before anything is written. If I also run your Google Ads campaigns, the ad copy is included in the management fee.
A copywriting job at Copy for Originals starts with you sending the page that is supposed to sell to American customers. You get a written reply about the first thing I’d change, and then a quote if you want to go further.
The copy is written by Jesse Bastide, an American copywriter from Maine who lives in Tidaholm, Sweden, and runs Copy for Originals. He is a native English speaker, has managed more than SEK 20 million in ad spend, and in 2016 wrote the line “Love Fishing More” for the fishing app Fishbrain in Stockholm.
The copy is written in American English and is meant for customers in the United States. That covers spelling, word choice, dates, measurements and tone.
Yes. The edge is in how you speak and how much of the truth you dare to say, not in the claims. Honest copy with a pulse can be written even in industries where every claim has to be substantiated.
No. Nobody can know in advance how a piece of copy will perform. What can be done is to change what is most likely costing customers, measure the result and change it again. If ads run to the page, the difference shows up in cost per inquiry.
Yes. Copy for Originals also manages Google Ads campaigns in the US for Swedish companies. Then the same person writes the ad and the page, and is responsible for what an inquiry costs.
Meetings and calls are in English. Jesse Bastide is American and a native English speaker.
Remote works fine. Copy for Originals is in Tidaholm and is glad to meet in person in Västra Götaland and in Stockholm, but a copywriting job doesn’t require a meeting. The first reply is in writing.
Paste the address of the page and tell me who it is for. I’ll read it the way an American customer would and reply in writing with the first thing I’d change, and why. No charge, and you don’t owe me a call.
The form is on copyfororiginals.com. Phone: +46 70 306 64 82.
Related: Google Ads in the USA for Swedish companies and Google Ads lead generation in Sweden.
Sources were read on October 13, 2026.