Copywriter

I’m Kelly. A South Africa-born, UK-raised, Spain-based copywriter.

My thing is using words to make the complex clear and the mundane magical. My other thing is crafting personality-packed voices and campaigns that catch the right eye.

For the last 8 years, I’ve written copy for tech companies, startups, and agencies. I now do the brainwork behind how innovative businesses speak to the world.

Talk to me about your project, your struggles, or your ideas at kelly@kellyabel.com.

Nice words from nice people

"Kelly is always precise, writes amazing copy, and understands what our needs are. We’ve worked with many copywriters and freelancers over the years and she’s definitely one of the best. We couldn’t ask for more, I’d recommend her to anyone without hesitation."

— Elisabetta Fanelli

CEO at CreativeCo

“Kelly led numerous successful projects, campaigns, and content pieces from idea to execution at BMAT. She played a key part in transforming our brand messaging across all digital channels, making it better positioned and more impactful. She connected well with sales and tech teams to make sure content efforts were aligned with company goals.

Her ideas are unique and creative but there’s always method in her madness/strategy behind her thinking!

I was happy for her to manage the direction of the team and mentor other members. I trust completely in her work and it was a pleasure to have her at BMAT.”

— Alex Loscos

Founder & CEO at BMAT

"Kelly set clear expectations from the beginning, provided me with helpful suggestions throughout, and delivered exactly what I was looking for on time. Her expert recommendations were also very much appreciated. I had a great experience working with Kelly, and I look forward to working with her again in the future."

— Myron Davis

Founder at Omnivativ

“Kelly quickly understood the purpose of our service, and delivered efficient communication throughout the project. She presented the work in a format that allowed me to directly review the end results. I recommended her immediately to my network.”

— Guillaume Tisse

Founder at madewithyou

“We were looking for a copywriter to help define our brand tone of voice and write our messaging guidelines as part of a broader branding effort. Before working with Kelly, I was hoping to find someone who could bridge the gap between startup energy and enterprise credibility, and she completely delivered.

Not only did Kelly lead the creation of our brand and writing guidelines, she’s also become an essential part of our team. She plans and supports our communication initiatives across the board—from product launches to LinkedIn posts, newsletters, and client messaging—always working closely with different team members and external designers to bring things to life.

Working with Kelly is not just enjoyable; it’s incredibly effective. Her writing is always spot on —clear, human, and perfectly aligned with our tone. She helps us tell our story in a way that feels authentic and impactful. On top of that, she coaches our team members individually to become better writers and communicators.

In short: Kelly is a joy to work with and brings great value. Highly recommended.”