In web marketing, copy is one of your key tools. Copy refers to any of the words that are written on your website, or that are seen in relation to your brand (such as on a PPC ad or a display ad, or perhaps your social media channels). If you use copy well, it can be a key part of your sales funnel and can help drive conversions.

When you are exploring copy as a sales tool, think about what you want to achieve and how you want your customers to act. There will be certain web pages that are targeted towards conversions – the copy on these will generally be short, snappy and to the point. The people who are ready to convert are much further down the sales funnel and already know what they are looking for; it’s the job of your sales copy to make sure they choose you.