Stop losing customers when they’re ready to buy.
The Copy Trail is a conversion marketing consultancy for B2B tech businesses frustrated with being the “nice to have” option. I’ve helped more than a dozen teams improve underperforming positioning, buyer content, and PLG and sales motions.
B2B TECH COMPANIES I’VE PRODUCED WORK FOR
“He got our pipeline to 7 figures in 6 months”
“Ashwin knows what it takes to get your brand noticed and stay top of mind with customers. He's meticulous, keeps a market-sided view, and understands how to weave brand story into every piece of copy and content he creates. When I refocused our growth strategy to prioritize in-market buyers, he created the positioning, messaging, landing pages and sales enablement materials that got our sales-led pipeline up to 7 figures within 6 months.”
Aaron Bolshaw, CMO
CEOs and founders of B2B tech startups doing $1-20M revenue. You oversee marketing and growth, and you want to close more deals that you’re losing to competitors or “no decision”.
The Copy Trail can be the right fit for…
Marketing and PMM leads who own conversion goals like trial signups, PLG revenue, and sales enablement. You want to simplify your buyer’s path and get more from your budget.
Fractional CMOs after a revenue-minded writer for their bench. You own strategy and want a copy and content partner who can build assets that get buyers to take action.
Conversion marketing really shines when your go-to-market and business fundamentals are in place.
That means you know your ideal customers and the problems you solve for them, understand how they research and buy, and have a distribution strategy and repeatable sales process.
If the only thing that’s missing is conversion optimization, our work together will help you amplify an already strong foundation.
If you’re missing those fundamentals or still figuring them out, you’ll get a better outcome if you plug those gaps first. And in the process, you may even find that you don’t need me after all.
Do buyers keep treating you as a “nice to have” even when you’re the best fit?
If you’re spending 5-6 figures a month sending traffic to your website and landing pages, the hope is that enough people will convert to make your investment profitable.
So it’s frustrating when buyers see you as useful but not essential. And it feels even worse when they choose a competitor instead.
Most conversion paths aren’t broken. They just bore or ignore buyers.
Conventional wisdom tells us to anchor messaging to the product because “clear beats clever”. For challenger brands, this often makes you sound functional but forgettable.
To take market share off your category leaders, you need to differentiate on what buyers care about: themselves. If your go-to-market motions are misaligned or focused on anything but your buyers, they’ll feel it and choose a safer option.
“The most lucrative deals in company history”
“In Ashwin, I found a collaborator who understood my vision and knew how to turn those ideas into results. His work shaping our marketing strategy grew conversion rates and drove some of the most lucrative deals in Optmyzr's history. He’s left a lasting imprint on our brand and company.”
Frederick Vallaeys, CEO & Founder
My Conversion Optimization Process
1. Discovery Call
You kick us off when you book a discovery call and share some basic information about your business.
After booking that, you’ll get an email covering our agenda and what data you should bring to the call.
The purpose of discovery isn’t to pitch you. It’s to learn where your business is, where you want to take it, and see if my skill set is a match for those goals.
2. Proposal & Scope
If we both agree after the discovery call that there’s an opportunity to team up, I’ll share a proposal that covers:
Scope and terms of work
Quote, deliverables, timeline
Your e-signature is needed to reserve your project window, as well as either payment in full (projects) or your first installment (retainers).
4. Production
If our scope includes positioning, we’ll start with 3 routes for you to review internally, then we’ll do a live workshop to get it where we want.
After that, we start producing the conversion assets we agreed on in the proposal.
Each deliverable includes an outline, draft, a round of revisions, and final delivery of copy with wireframe or buildout instructions.
3. Conversion Audit
I start by diving into your business profile, performance data, customer reviews, messaging, and conversion paths.
I’ll audit your top competitors to see how they’re positioning themselves.
I’ll also run several interviews with a few of your customers to understand how they buy (or don’t); internal leadership; and the people running sales, success, and marketing.
5. Delivery & Handoff
Along with handing over the final assets are my notes to your internal teams.
I also include an optional implementation briefing call and written testing recommendations.
If you want to discuss extending your retainer slot or converting a project engagement to a retainer model, this is the ideal time.
What do I actually produce?
In addition to foundational positioning and messaging exercises, I can help you create and/or optimize the following conversion assets:
Home, product, audience, and use case pages
Demo, signup, and other conversion pages
Landing pages
Product comparisons, alternative pages, and tool reviews
UX copy and in-app notifications
Onboarding emails for PLG motions
Decks, battlecards, case studies, and other sales enablement assets
Meaningful A/B testing hypotheses and frameworks
6. Optimization
My clients get their best results after implementing what we learn from initial testing.
Projects include one round of post-testing optimization, and retainers have them baked in.
If you want to hire me for ongoing testing and optimization support (or think you might), please let me know during our discovery call so I can include the option in your quote.
Need help with a different CRO, copywriting, or content marketing project?
Select the “Custom Scope” option when booking a call.
Want to know the path to a better conversion rate? Book an audit to see where your pipeline’s bleeding.
With my Conversion Infrastructure Audit, you’ll get a clear picture of the leaks in your pipeline and what to fix first.
Many clients find this alone to be worth multiples of the fee. And if we do work together, we’ll have our foundation.
Audits are $2,999 and delivered in 1-2 weeks depending on calendar space.
Ashwin did a phenomenal job with research, segmentation, and targeting before even sharing a draft. His work was exceptional; I felt like I had an additional writer who shared our goals and put the same effort as we do. I seriously can’t recommend him highly enough.
– Jack Virag, Marketing, Nutshell
Working with Ashwin is an absolute delight. He’s an incredible writer with great attention to detail and consideration for both the customer and the teams that he works with. His holistic approach brings exceptional value to every project that he's a part of.
– Crystal Carter, Wix
– John-Henry Scherck, Growth Plays
– Monica Reddy, Lenovo
Ashwin is one of the brightest marketing minds I've worked with. He thinks about the whole funnel and what type of content will move the needle. His advice and consultation lifted our key performance metrics. Hiring him will be the best investment you make this year.
– Vinnie Wong, Piktochart
Ashwin knows his stuff and is a benefit to any GTM team. He came in and helped our team create value from day 1. He's smart, learns quickly, and adjusts fast when you provide feedback. He's got a marketers mindset and is a solid writer with creative chops.
I've never met a more original, straight-shooting, sincere person than Ashwin. He converts creative briefs into stellar ideas and compelling stories, has an incredible grasp of communication in digital mediums, and possesses quick strategic thinking and commitment to great work.
In Ashwin, I found a collaborator who understood my vision and knew how to turn those ideas into results. His work shaping our marketing strategy grew conversion rates and drove some of the most lucrative deals in Optmyzr's history. He’s left a lasting imprint on our brand and company.
– Frederick Vallaeys, Optmyzr
I’ve made a career out of getting buyers to take action.
Hey, I’m Ashwin!
→ 10 yrs in B2B SaaS across IC + leadership roles spanning growth, copywriting, conversion rate optimization, and content marketing
→ 5 yrs creating brand and direct response campaigns for consumer-facing clients including Diageo, Viacom, and DHL
→ Conversion marketing partner to 12+ B2B tech brands including TrueClicks, Atria, Wix, Nutshell, Fireflies, God Tier Ads
→ Two-time founding growth marketer scaling from sub-$4M to $15M+ ARR
→ Tolkien disciple, wannabe DJ, Lego aficionado, and habitual road-tripper