FREELANCE WEBSITE COPYWRITER
Jef van de Graaf
Jef van de Graaf helps B2B companies stop losing buyers to competitors with better messaging. Since 2017, he's been the "Functional CMO" for industrial, manufacturing, HVAC, roofing, and SaaS businesses that need both strategy and execution—without the consultant nonsense.
Based in Southeast Asia since 2014, Jef runs BAOB.ca and HXCopywriting.com, organizes local WordPress meetups, and trains for Ironman triathlons when he's not building websites that convert.
Ready to fix your website's messaging? Book a 60-minute intro call and let's figure out why your site is losing you money.
21 May 2026
If you’ve spent any time online lately, you’ve likely encountered “AI slop.” The phrase initially went viral to describe bizarre, algorithm-chasing visuals—think mass-produced pictures of a […]
17 May 2026
TL;DR: Unclear website messaging is a positioning problem, not a writing problem. B2B buyers decide in 5 seconds whether to stay or bounce, and 95% buy […]
16 May 2026
Does your website talk more about you than your customer? If so, you've got "We" Syndrome. Here's how to flip the script and write copy buyers care about.
15 May 2026
When your website demands too much mental effort to read and understand, visitors experience COGNITIVE LOAD. This mental exhaustion is the silent killer of B2B sales, directly resulting in lower website conversions. To fix this, read my latest article:
13 May 2026
We all love a quick fix. Just as an injection promises instant volume for thin lips, an AI prompt promises an instant facelift for a bare website. But when you rely too heavily on injected "fluff," you end up with an over-inflated, unnatural mess. Here is why using AI to write your copy is turning the internet into one big, botched cosmetic procedure.
12 May 2026
TL;DR: Every dollar you spend on your website is a marketing bet. There are three worth making: (1) fixing the site’s copy for conversion, (2) running […]
11 May 2026
B2B buying isn't one decision. It's six decisions made by ten people. Meanwhile, most B2B websites are written for just one of them. It's no wonder pipeline goes quiet, eh?
9 May 2026
This is how Joseph Sugarman sold over 20 million pairs in 1986.