WordWorx

How I Went From Freelancer To Business Owner With My Agency ($10K/Month)

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Elizabeth Joss-Bethlehem

Founder, WordWorx

$9K

revenue/mo

Founders

Employees

WordWorx

elizabethjoss.com

from The Hague, Netherlands

started January 2003

$9,000

revenue/mo

Founders

Employees

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Hello! Who are you and what business did you start?

My name is Elizabeth Joss-Bethlehem. I've been running my corporate communication and marketing consultancy, WordWorx, on the sideline since my early 20s (nearly 20 years now!). Back in the day, my company was called ‘Connect Write’, and it later became my own full name, ‘Elizabeth Joss’, and then ‘English Communication’ (which, admittedly, was a very boring name!). More recently, I've rebranded entirely to WordWorx.

In my 20s, I took on all kinds of freelance writing work on the side, including corporate journalism and SEO content writing—anything I could find to make extra money. I dreamed of travelling around Europe and working remotely long before remote work became mainstream! Nearly 20 years have passed since I started my business—time flies! For much of that time, I juggled part-time or even full-time jobs alongside running my business. Only in the last few years have I operated my company full-time as my sole source of income.

I no longer call myself a freelancer but a business owner, a significant mindset shift that brought about transformative changes for me and my company. When I began viewing my business as a fully fledged enterprise and myself as its CEO and solopreneur, big and inspiring changes followed.

A profound moment in my journey was writing the Mama Lumka article (screenshot below). I wrote this piece in my early 20s while living in South Africa. Mama Lumka, often referred to as the ‘township angel,’ lives in a township near Cape Town. Through my network, I learned about her incredible work rescuing unwanted and physically challenged children. She would walk through the township, place these children in a wheelbarrow, take them home, and care for them.

I immediately arranged a meeting with Mama Lumka and was escorted into the township. That meeting was life-changing. I witnessed firsthand how her work was transforming her community. I felt compelled to share her story to highlight the good people were doing to help others. I pitched the article to a magazine, and they published it, even though they couldn’t pay me.

That experience sparked something within me. I knew I wanted to continue interviewing people and writing stories like hers that mattered and made a difference. Although I’ve never considered myself a journalist, I was engaging in first-hand journalism and loved it.

This moment set me on a path where I realised I could use my writing skills to serve others and make an impact. That realization feels more relevant than ever today, especially here in Europe, where there’s a growing awareness of DEI and sustainability topics.

Here’s a video of me talking about my services at WordWorx and my background:

At WordWorx, we focus on strategic content in the English language, and our main services include:

Corporate Communication Services (Sustainability Reports/Impact Reports, Annual Reports, Corporate Magazines/Publications, Thought Leadership Stories, Feature Articles, Scripts, Internal Communication Stories/Updates, Interviews, Newsletters, Corporate Blogging etc.).
Marketing Services (Marketing Campaigns, Copywriting, Product Copy, Ad copy, SEO Content Writing, Landing Pages, Direct Mailing Campaigns, Brand and Product Narratives, etc.)
Corporate Training and Coaching (I train communication and marketing teams on various topics, such as English copywriting, business report writing, public relations writing, etc.)

Back in the day, I started off making around R500 (South African currency, which was roughly €26 per project almost 20 years ago). I now make around €100k annually, working approximately 20-25 hours per week. So roughly €7000 - €25 000 per project.

What's your backstory and how did you come up with the idea?

I’m originally from South Africa. My mother, with the help of my grandmother, raised me in a single-parent household. Finances were always tight, as single parents in South Africa received very little government support. My mom, a secretary at an investment firm, worked tirelessly to provide for me, her only child. Growing up, I didn’t fully appreciate how challenging it must have been for her. She has an incredible ability to see the bright side and find solutions, no matter the obstacles.

When I was around 11 years old, probably in 1996, my mother bought a second-hand computer from her workplace. It came with a printer, which fascinated me. I spent countless hours typing in Word and printing my words and simple shapes. I made all sorts of creations, often printing them out. I dreamed of selling my ideas, although back then, I had no real idea of what entrepreneurship was.

Later, we got a dial-up modem, and I discovered the internet — a moment that changed everything. Captivated by search engines, I eventually started designing websites and writing web copy. After completing my master’s degree at Stellenbosch University, I worked as a teacher and later in a small media company. I also began helping small business owners with websites and web copy. This extra income helped fund my dream of travelling and exploring Europe.

My mother’s love of writing and storytelling profoundly influenced me. As a secretary, she often wrote speeches and various texts. Inspired by her, I realised I could do similar work and began building a client base. A few years ago, I reached a turning point. I was stuck in a job I didn’t enjoy, but I realised that my company had been doing pretty well and that I could financially afford to work for myself and thrive.

After years of fearing risks, I finally found the confidence to take the leap. Today, I’m proud to have turned my dream of running my own business full-time into a reality, enjoying the freedom and flexibility to grow it on my own terms.

Over the years, my offerings have evolved. Initially, I provided content writing, SEO copywriting, and basic editing services, focusing on small businesses without a web presence or with little text on a page. Today, my services have expanded into comprehensive corporate communication and marketing solutions and training corporates.

My target audience has shifted to large corporate clients in the Benelux region, though I occasionally work with clients beyond this area. I handle both the strategic and execution aspects of marketing and communication activities, continually adapting my skills to meet my clients’ needs.

In the past 11 years living in the Netherlands, I quickly recognized the demand for English communication expertise. As a native English speaker, I am carving out a corporate communication and marketing niche here.

Take us through the process of building the first version of your product.

My initial research, conducted over 20 years ago, showed that very few content-writing services were available in South Africa. Today, I’m operating in a vastly different environment in Europe, where there are few native English speakers and even fewer who possess a specific combination of skills — marketing, corporate communication, search expertise, and training/teaching.

Moreover, companies often struggle to find reliable professionals with extensive experience who can think strategically. Clients, therefore, turn to me because I’m their sparring partner and trusted consultant. While AI can provide general advice to my clients, my experience shows that people prefer to connect with someone who understands their challenges and who can work alongside them to solve problems. They don’t want to go it alone, and that’s where I come in.

Over time, my offerings have evolved to adapt to changing industry needs and demands. For instance, many companies now rely on AI to write their landing pages, believing it’s sufficient. My services instead focus on restoring authenticity to marketing and corporate communication.

People value genuine stories and appreciate being treated with honesty and transparency. I thrive on interviewing people from all backgrounds and writing up their stories for corporate communication or marketing purposes—much like I did nearly twenty years ago with the Mama Lumka piece.

Moreover, since sustainability is becoming such an important topic here in Europe and elsewhere across the globe, working as a sustainability consultant lets me help clients by crafting their sustainability narratives, producing impact or sustainability reports, and developing campaigns — all compliant with the European Union’s CSRD and the latest regulatory requirements for companies in the EU.

My background, stemming from post-apartheid South Africa, with an understanding of Diversity, Equity, and Inclusion (DEI) and environmental sustainability, brings an exceptionally valuable angle to this work.

Costs:

For many working from home, start-up costs are minimal, but I rely on the following essentials to run my business effectively:

Company landline, mobile phone, and internet — €100/month
Web hosting and web design tools — €100/month
AI tools for productivity (e.g., meetings, calendar organisation, recording and transcribing interviews) — €70/month
Bookkeeping tools and bookkeeper costs — €63
Basic insurance €16
Trademark costs (I hold an EU trademark on WordWorx) — I got a grant from EUIPO for this.
Networking and education (I strongly believe in continuous learning and frequently take online courses. I also attend networking events alongside regular customer visits.) €50/month

= €399/month (this depends as some months I need more tools than others depending on the nature of the projects I’m working on).

Photo of me in my 20s back in South Africa whilst running my business part-time

Describe the process of launching the business.

I never had an official launch, but I’ve launched many times over the years. I believe staying active with your online presence is essential — if you stop, you risk becoming irrelevant. Thankfully, I’ve picked up many marketing skills along the way, which have helped me refine this approach.

Looking back 20 years, my first ‘launch’ cost me almost nothing because I was broke. It had to be as cheap as possible. All I had was my domain (www.connectwrite.co.za), a Weebly account, and social media platforms. I recall announcing my launches on every channel, mostly to friends and family. But here’s the truth: most people don’t care and have no idea how to support entrepreneurs.

Luckily, I learned the importance of defining a target audience and speaking their language over time. This shift has been invaluable. I’ve also come to believe that if you stop communicating or marketing yourself, you’ll be at a loss when clients aren’t coming in. I’ve seen too many business owners turn to LinkedIn to post desperate stories begging for clients and saying how bad the market is. By then, it’s too late, it comes across as unprofessional.

To succeed, you must stay in perpetual ‘launch mode.’ This is not a one-time event but an ongoing mindset that’s critical for long-term success. I’m constantly re-inventing my business, thinking about my next move, and reading up on business-related topics to broaden my knowledge.

Below is a screenshot from my website’s landing page 13 years ago.

This is my current website (better but still needs work! FYI - I designed it myself and maintain it myself):

Since launch, what has worked to attract and retain customers?

My primary method of retaining clients has been through building personal relationships. Many consultants operate virtually and rarely take the time to meet in person, as it can be time-consuming and costly. However, I believe maintaining in-person relationships, wherever possible, is fundamental to my success as a business owner. My biggest advice to those starting would be to value relationships and invest time in people. I approach client meetings with the genuine intention of getting to know them because I truly enjoy hearing their stories and want to support them. If my focus were solely on selling, I doubt I would have achieved the same level of success.

That said, this approach doesn’t always work. Some clients prefer not to meet in person, viewing it as a time-waster. It’s important to gauge what works best for each individual.

Developing additional products for existing clients is one of the most effective strategies I’ve used to generate more business. I often create something tailored for one client and then showcase it to others, who often love the idea and want it, too.

My lead nurturing process is straightforward but effective. I always follow up and make an effort to call potential clients. I try not to be pushy, and the personal touch makes a difference. Many freelancers assume a potential client isn’t interested if they don’t respond immediately, but that’s not always true.

I’ve also invested time in various platforms to boost my visibility, including LinkedIn (both my personal account and business page), Twitter, Pinterest, YouTube, TikTok, and — importantly — my business website. I regularly update the news section of my site, writing stories I believe will be of interest to my audience. Additionally, I maintain a portfolio showcasing my work for clients, which has been instrumental in driving new business. New clients want to see proof of what you’ve done, not just in words but in visuals, too.

How are you doing today and what does the future look like?

As a solopreneur, I take pride in working independently but also thrive on connecting with people. Looking ahead, my focus is product-driven — I’m creating products that can sell themselves, even while I sleep.

I want to dedicate more time to what truly matters: my family, building meaningful client relationships and pursuing work that aligns with my values. I’ve already written a few books (the latest of which is about Sustainability Reporting), and in 2025, I plan to write more to share my knowledge and inspire young professionals passionate about corporate communication/marketing — especially to reach those who aspire to work independently as I do. There’s a lot I can help others with.

Through starting the business, have you learned anything particularly helpful or advantageous?

When I started nearly 20 years ago, it was purely driven by a match between my skills and passions and the demand from clients. I didn’t have a strategy at the time — that only came much later. Looking back, I believe that having a stronger strategy early on and guidance from a mentor would have enabled me to quit my full-time job much sooner.

Confidence has also played a huge role in my journey. It’s something I’ve only developed fully after gaining a lot of life experience. I took things very seriously early on, but now I’ve grown a thicker skin and take a more business-oriented approach. I trust my work completely, and if a client thinks my rates are too high, that’s okay — I wish them the best in finding what they need elsewhere. I prefer to work with clients who value my contributions, see me as an extension of their team, and trust me to support them when needed.

Living abroad (and moving abroad all alone with one suitcase!) has also made me more resilient in tackling the challenges I face in my business. However, I’ve learned to step back and make tough decisions when necessary.

A key lesson for me has been embracing the idea that there are many roads to success. I strongly believe that having various skills makes you unique and invaluable. If you’re only a copywriter, that’s all you’ll ever be. But if you’re a copywriter with programming skills who speaks three languages, you have something to offer that no other copywriter can. That uniqueness is where your true value lies. So, no matter your field of business, embrace areas of yourself that you think are NOT related or relevant to your current venture because those areas and skill sets may actually become your strength or unique selling point!

This is a photograph from 2012, when I left South Africa for Europe. My big suitcase is all wrapped up for the journey

What platform/tools do you use for your business?

I am obsessed with Otter AI! It’s an incredible transcription tool that allows you to create audio notes that are then transcribed. If I have a great idea but don’t feel like writing it down, I can just talk about it, and the tool will transcribe it. Later, I can easily make edits or tweaks. It’s a fantastic way to get words down without being tied to the computer, especially when on the go.

I also use Canva for design and video creation to promote my business, and Zoom is part of my daily routine for client calls and stakeholder interviews.

What have been the most influential books, podcasts, or other resources?

Travel has been essential in helping me gain perspective. Learning about different cultures and places has significantly influenced my work as a business owner. Daily, I interact with people from various backgrounds, countries, and cultures, and I’ve learned to strive for understanding, even when I don’t necessarily agree with them.

One of my favorite books is The 4-Hour Workweek by Tim Ferriss. It’s incredibly practical, and it helped me realize that I was already applying some of the concepts he discusses without recognizing them as part of an actual business. The book played a major role in shifting my mindset and rethinking how I approach my work.

Advice for other entrepreneurs who want to get started or are just starting out?

Work in a salaried job to gain as much experience as possible. Explore different roles to discover what you enjoy and what suits you best. Continuously refine and develop your business concept. So many people are selling cheap, harmful products that negatively impact our world in multiple ways. Instead, think outside the box and create products or solutions that solve real problems or benefit people or the environment. While many chase quick money, those who build ethical, honest businesses are the ones who will make a meaningful impact and create lasting success. And don’t give up. Even if it takes 20 years…it’s worth it in the end.