Paying for distribution that isn’t paying you back?

The Copy Trail is a conversion marketing consultancy for B2B tech companies frustrated with driving traffic to their offers and monetizing too little of it.

I help you get full value from your marketing budget by building stronger positioning and messaging, content for in-market buyers, new user onboarding, and sales enablement.

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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, ex-CMO

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The Copy Trail could be the right fit for…

CEOs and founders of B2B tech startups under $15M revenue. You oversee marketing and want to close more deals that you’re losing to competitors or “no decision”.

CMOs and PMM leaders 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 shines for businesses with clear foundations.

That means you have at least some idea which customers are most valuable to your business and what problems you solve for them. You also have a distribution strategy to reach them and repeatable go-to-market motions (sales, PLG, hybrid).

If what’s missing is a stronger conversion rate, our work together will help you amplify that foundation.

If you’re missing those fundamentals or still figuring them out, you’ll see better outcomes if you plug those gaps first.

Do buyers keep treating you as nice-to-have… even when you’re the best fit?

If you’re spending 5+ figures a month getting buyers to your website and landing pages, enough of them need to convert to make your investment profitable.

Naturally, it’s frustrating when those same buyers see you as useful instead of essential. And it feels even worse when they choose your competitors instead of you.

Most conversion paths aren’t broken. They bore or ignore what buyers want.

Conventional wisdom tells you to anchor messaging to the product because “clear beats clever”. For challenger brands, this often makes you forgettable, too.

To take more market share off the category leaders, you need to differentiate based on what buyers care about: themselves.

And if your messaging is misaligned or focused on anything but their problems and value, they’ll feel it and run straight to the 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.”

Fred Vallaeys, CEO & Founder

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My Conversion Optimization Process

Retainers begin at $6,000/month for hands-on fractional support and $7,500 minimum investment for fixed-scope projects.

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).

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.

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.

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.

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.

What do I actually produce?

SEE MY PORTFOLIO

In addition to foundational positioning and messaging exercises, I help teams like yours create and/or optimize conversion assets such as:

Home, product, audience, and use case pages
Demo, signup, and other direct conversion pages
Landing pages for paid campaigns
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

Need help with a different CRO, copywriting, or content marketing project? Want to discuss advisory or coaching?

Select the “Custom Scope” option when booking a call.

Find out exactly where your pipeline is bleeding and see the path to a profitable conversion rate.

My Conversion Infrastructure Audit gives you a clear picture of why your pipeline’s leaking and what to fix first.

Many clients find this alone to be worth multiples of the fee. And if we do work together, the foundation is in place.

Audits are $2,999 and delivered in 1-2 weeks depending on calendar space.

You’ll get results and you will enjoy it.

Fred Vallaeys, Optmyzr

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.
Aaron Bolshaw, ex-My Ally

Ashwin knows what it takes to get your brand noticed and stay top of mind with customers. 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 in 6 months.
Vinnie Wong, ThriveCart

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.
Jack Virag, ex-Nutshell

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.
Crystal Carter, Wix

Working with Ashwin is an absolute delight. He’s an incredible writer with great attention to detail, as well as 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.
JH Scherck, Growth Plays

Ashwin knows his stuff and is a benefit to any GTM team. He came in and helped our team create value from day one. 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.
Ed Leake, God Tier Ads

You need Ashwin. He gets marketing and gives you the confidence to run your business. There’s no drama working with him. And even when a wrench hit the system, he handled it without bluster and adapted as needed.
Monica Reddy, Lenovo

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.