How do you generate leads from NIS2 as a software company?

You generate leads from NIS2 by answering the questions your buyers are asking right now. Does my organisation fall under it? What do I have to do, and by when? What should I ask my suppliers? Build one page per question, separately for Belgium and the Netherlands. That way buyers find you when they compare solutions, without you paying per click.

Sales receives NIS2 questionnaires, but your website says nothing about it. How to keep that kind of content accurate and up to date is covered in regulation as a lead source. Here you read how we use content marketing to turn NIS2 itself into a source of pipeline.

How can a cybersecurity company use NIS2 to get leads?

By not building one NIS2 page, but a series that catches every buyer on their own question. NIS2 creates three kinds of buyers:

• The organisation that has to comply. It wants to know what to do and by when.
• The management body. It has to approve the measures and take a training.
• The procurement team. It has to help manage the security of direct suppliers.

That last point is bigger than it looks. Even without security software, you get questions as soon as a customer falls under NIS2. In practice we start from the questionnaires sales has already received, supplemented with Search Console. Then build the pages closest to a purchase first.

If you sell to banks or insurers, DORA is mostly what matters there. See DORA as a lead source.

What do you need to know about NIS2 as a software supplier?

Not much, but it has to be precise. This is the situation as of 28 September 2026:

The Belgian figures come from the NIS2 Act in the Belgian Official Gazette. That law requires risk management measures, including the security of the relationship with direct suppliers. The management body approves those measures and takes a training. For a significant incident, you send an early warning within 24 hours, a notification within 72 hours and a final report no later than one month after. An essential entity risks a fine of up to 10 million euros or 2 percent of worldwide annual turnover. Whichever is higher applies.

For conformity, essential entities choose the CCB’s reference framework, CyberFundamentals, or ISO/IEC 27001. If they opt for certification, the implementing decree of 9 June 2024 gives 18 months for a first step. That is a CyberFundamentals verification or, for ISO 27001, the scope and the statement of applicability. For the certification itself it is 30 months. Counted from 18 October 2024, that means 18 April 2026 and 18 April 2027 (later for those identified later).

In the Netherlands, a registration duty, duty of care and reporting duty have applied since 15 August 2026, according to the NCSC. There too, directors have to take appropriate training.

How much search volume is there around the NIS2 directive in Belgium and the Netherlands?

More than you would expect for a law. Average monthly searches over the last 12 months, from Google Ads data (28 September 2026):

Two things stand out. The Netherlands searches more than twice as much as Belgium. And you can see the jump to the buyer term. “Nis2 compliance” costs about USD 13 per click in Belgium and USD 11 in the Netherlands, against USD 7 for “nis2”. And “nis2 checklist” is mostly searched in the Netherlands, with 170 searches a month.

Someone who types “nis2” is still figuring out what to do. That is who you want to catch before they compare suppliers. Content costs 2,450 euros per month with us for 15 articles, minimum three months. Work it out for your own terms with the click or article calculator. The broader plan is in our guide to becoming less dependent on Google Ads.

Which NIS2 pages generate leads?

Each page answers one buyer question. This series covers the whole purchase:

The comparison page and the software page are closest to a lead. How to build them is covered in comparison pages for SEO. The checklist can also work as a download, see gated content for B2B leads.

What questions do buyers ask you about NIS2?

Two kinds: questions about their own obligation and questions about you as a supplier. Both deserve a page.

About their own obligation, they mostly ask who falls under it, what they have to do and by when they have to register. Those are exactly the questions Google shows for “nis2 belgie”. Answer them with the facts from the table above and link to the legal text every time.

About you as a supplier, the questions come from their questionnaire. Their law requires measures for the relationship with direct suppliers, so they want to know:

• How do you secure our data? Describe your measures concretely, per domain.
• How quickly do we hear about an incident on your side? Their own reporting deadlines of 24 and 72 hours make this a sharp question.
• Which framework do you follow? Say whether you work with CyberFundamentals or ISO/IEC 27001, and how far along you are.

Write them for Belgium and the Netherlands separately: a different law, a different date, a different authority. How to serve both markets is covered in SEO in Belgium vs the Netherlands. Mention the fine once at most, factually: a CISO who already knows the law does not buy out of fear.

What is still moving around NIS2?

The law itself. The Belgian NIS2 Act already appears in Justel in an updated version. The law of 19 December 2025 on the resilience of critical entities amended it. So legal texts move, even after publication.

On top of that, the deadlines are not the same for everyone. Registration and certification are counted from entry into force or from the identification of an entity. An organisation identified later therefore has different dates. Put that on your deadline page, or it will be wrong for part of your readers.

In the Netherlands the Cbw is new. Follow the NCSC for its implementation. In Belgium, check the Official Gazette and the CCB every month.

When we are not the right choice

If your buyers do not fall under NIS2 and do not ask about it, this series will deliver little. If you are looking for a CyberFundamentals verification or an audit, you need an accredited conformity assessment body, not an agency. And for your own obligations, you need a legal specialist.

Frequently asked questions