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Joel Klettke
Currently planning what’s next. Prev. Co-founder of Case Study Buddy (acquired), conversion copywriter/consultant via Business Casual.
Joel Klettke is a prominent conversion copywriter and CRO consultant based in Canada, known for his strategic approach to copywriting that emphasizes conversion optimization. He is the founder of Business Casual Copywriting Ltd., which he established in 2013, and has worked with notable clients such as HubSpot, WP Engine, Safelite, and Ion Interactive.15
Background and Education
Klettke holds a Bachelor of Commerce (BComm) degree from the Haskayne School of Business in Calgary. His career began in the field of online marketing, where he initially worked as an SEO specialist before transitioning into copywriting and digital marketing.12
Professional Journey
Starting his freelance writing career in 2011, Klettke focused on content marketing and website copy. By 2015, he shifted his focus entirely to conversion copywriting, driven by a fascination with consumer decision-making processes and customer psychology.14 He has developed a reputation for helping businesses improve their conversion rates through thorough customer research, copy audits, and the creation of effective marketing strategies.16
In addition to his work at Business Casual Copywriting, he is also the founder of Case Study Buddy, an agency dedicated to creating compelling case studies for SaaS companies. This venture reflects his expertise in storytelling and narrative crafting within the business context.36
Key Skills and Services
Klettke specializes in:
- Conversion-focused copywriting
- Customer research program development
- Copy and user experience audits
- Full-funnel marketing strategies, including landing pages and email campaigns.12
His approach combines creativity with analytical insights, ensuring that the content not only resonates with audiences but also drives measurable business results.67
Overall, Joel Klettke is recognized as a leading voice in the field of conversion copywriting and digital marketing strategy, leveraging his extensive experience to help businesses achieve significant growth through effective communication.

