Web copy is designed to sell, telling people why your products are so good and why they should choose you, above your competitors. Good copy will already have the power to begin converting people, so what they need to take that final step is a clear call to action. People must know what action you would like them to take, so that they can then go ahead and take it and become a converted customer.
A good call to action is usually a simple one. You may have it as a link through to a page where people can make an enquiry about a service, or you might be instructing them to put a product into their basket in an eCommerce environment. Just make sure your make it clear – don’t write something that is too long and wordy. People can get lost at this stage of the sales funnel, and you definitely don’t want this to happen.