Copywriting
Words that work wherever they’re needed
Clear, clever, and emotionally intelligent content for brands that value substance and style.
Clarity with purpose
Creativity with depth
Collaboration with trust
COPYWRITING
I’m a bilingual freelance copywriter and content creator with 15+ years of experience working independently with local and international clients. My work spans multiple industries, from tech and agriculture to luxury travel and lifestyle.
I specialise in creating content that’s clear, clever, and quietly persuasive, always aligning with brand voice and business goals. I’ve spent over a decade working remotely, contributing to long-term projects and one-off campaigns with equal dedication. Whether I’m writing for a global software provider or a family-run wine label, I bring insight, structure, and emotional intelligence to the work.
COPYWRITING
I’m a bilingual freelance copywriter and content creator with 15+ years of experience working independently with local and international clients. My work spans multiple industries, from tech and agriculture to luxury travel and lifestyle.
I specialise in creating content that’s clear, clever, and quietly persuasive, always aligning with brand voice and business goals. I’ve spent over a decade working remotely, contributing to long-term projects and one-off campaigns with equal dedication. Whether I’m writing for a global software provider or a family-run wine label, I bring insight, structure, and emotional intelligence to the work.
Technical
I specialise in demystifying complex ideas for technical and non-technical audiences alike. I’ve worked closely with teams from Aeris (IoT), Altron (Digital Business, Healthcare, FinTech, and Infrastructure), and bountiXP (employee engagement SaaS), creating content that spans thought leadership, solution overviews, brand messaging, and internal comms. I’m skilled at extracting key insights from SMEs and translating them into strategic copy that supports product adoption, client education, and stakeholder alignment.
Agriculture
With deep roots in South Africa’s agricultural landscape, I bring a rare combination of industry insight and strong storytelling skills to every farming brief. My clients have included Sernick Group (beef genetics and feedlots), Bonzo Bonsmaras, and Hanfra Boerdery. I’ve written across formats, from breeding catalogues and brand stories to social content and product brochures, ensuring authenticity while honouring the legacy and innovation that define this sector.
Food & Wine
My work in the food and wine space pairs an understanding of artisanal value with lifestyle appeal. I’ve written for Jan Hendrik van der Westhuizen, Eatsplorer, Bester Family Wines, Boschendal, Swartland Wine & Olives, Kloovenburg, AA Badenhorst Family Wines, and Wolf & Woman Wines. Whether crafting web copy, tasting notes, or storytelling campaigns, I aim to capture the sensory detail, heritage, and ethos behind each brand.
Fashion
I’ve developed campaign and brand content for a range of fashion and lifestyle labels, including Poetry, Old Khaki, and smaller design labels like Mareth Colleen. From TOV guides and lookbook captions to brand manifestos and seasonal campaign rollouts, my writing helps fashion brands express who they are clearly, consistently, and with creative flair.
Health & Lifestyle
I write lifestyle content that’s informative, empathetic, and backed by research—because when it comes to health and wellness, clarity and credibility matter. This is a space I feel genuinely connected to, and it shows in the care I take with each word.
For wellness-forward brands like SIP, Noobeing, and registered dietician Marita Serfontein, I’ve developed everything from product copy and brand messaging to long-form blogs and educational resources. I translate complex information into accessible content that empowers readers, always striking a balance between science-smart and emotionally engaging.
Retail
Retail clients rely on me for engaging, well-structured copy that drives both in-store foot traffic and digital engagement. I’ve created content for Somerset Mall, the Shopping SA industry publication, and boutique centres like Optenhorst. Projects have included tenant communications, event campaigns, shopper-focused web copy, and promotional messaging, all tailored to the unique needs of each centre and its community.
Beauty
In the beauty space, I blend clarity and creativity to help brands communicate product benefits in a way that resonates emotionally and visually. I’ve worked with SKINJOY (tech-forward skincare) and Lyftaal (holistic beauty sanctuary), developing everything from packaging copy and treatment menus to EDMs, social media captions, and blog content, all grounded in brand voice and audience insight.
Travel
From bespoke safaris to curated cultural experiences, I’ve written for high-end travel brands such as Ker & Downey and Expat Explore, crafting evocative copy that inspires exploration. I balance logistics and storytelling, creating itinerary descriptions, destination guides, and campaign narratives that help discerning travellers connect with a place before they even arrive.
Art
I’ve had the privilege of working with esteemed art institutions like Norval Foundation and Stellenbosch Triennale, writing exhibition text, catalogue copy, donor communications, and curatorial statements. My art writing focuses on accessibility and meaning—helping audiences connect with works, spaces, and themes in ways that are intellectually and emotionally engaging.
TESTIMONIAL
“Anna-Bet is the type of freelancer that any editor can only dream of working with. She’s created and edited content for Expat Explore for well over 3 years, and with every single piece, she went above and beyond to please.
On top of that, Anna-Bet is a true delight to work with. She brings energy, innovative ideas, and a wealth of knowledge to any boardroom, office or online space. What she doesn’t know, she researches and studies to make sure she can always deliver her best work. I cannot recommend Anna-Bet’s services enough!”
Ingrid van der Walt, Expat Explore Travel
TESTIMONIAL
“Anna-Bet is the type of freelancer that any editor can only dream of working with. She’s created and edited content for Expat Explore for well over 3 years, and with every single piece, she went above and beyond to please.
On top of that, Anna-Bet is a true delight to work with. She brings energy, innovative ideas, and a wealth of knowledge to any boardroom, office or online space. What she doesn’t know, she researches and studies to make sure she can always deliver her best work. I cannot recommend Anna-Bet’s services enough!”
