Who I Am

My name is Joel Klettke.


The short version? I’m..

  • A conversion-focused copywriter who’s worked with clients like HubSpot, WP Engine, Safelite and Ion Interactive.
  • A BComm holder who runs his company like a business – not a creative divahood. I love deadlines, strategy documents and clear communication.
  • digital marketer with 5+ years of experience leading strategy and execution agency-side. I don’t just write – I help you figure out what content you actually need to reach, nurture and convert your audience.

Here’s the whole story:

At the age of 3 I penned my first-ever poem, an inquisitive epic titled “What Will You Do In Winter?”

What I lacked in grammatical correctness I made up in unbridled passion. It hung on my Mom’s fridge as a testament to my literary greatness. The seed was planted.

I desperately wanted to be hung on more fridges.

I grew up and earned a BComm from the Haskayne School of Business in Calgary.

To pay my way through University, I worked in an accounting department. It was a comedic goldmine. I wrote about it, eventually publishing a book on the subject of Eastern European accountants and my tumultuous relationship with birds of prey.

It made a lot of people laugh – but soon, I got serious.

I flew the coop on accounting and landed a job as the Lead SEO Specialist at Vovia Online Marketing, also serving as the agency’s resident copywriter.

There, I learned online marketing inside and out, leading campaigns for over 40 brands. Along the way, I picked up insights into SEO, conversion rate optimization, user experience and online marketing that other copywriters simply don’t have.

While at the agency, I discovered content strategy and began writing copy for websites and ads. I enjoyed the challenge of attracting an audience in a world with an awful lot of noise.

Starting in 2011, I began freelance copywriting on the side. I saw where the digital world was going and knew I had the chops to bring businesses a better option.

In 2013, I launched Business Casual Copywriting as my current, full-time career. This is my 9 – 5 (or more like 24/7) job, and I love it.

What was once a hobby became a business that paid for illustrious waterproof couches and my first car.

I’ve been self-employed ever since, having written high-converting copy for dozens of  SaaS companies, B2B businesses, digital agencies, and clients in niches ranging from luxury watches and electric bikes to home builders and oil and gas.

I still want to hang on your fridge.

Enough chitchat.

>Scope my process, see my portfolio or drop me a line!<