The hyperlinks of any website can be roughly divided in four categories with no real distinctions but which you need to employ using a rule of thumb: a) Clix generating click throughs (brand awareness)* b) Clix generating repeat visits by internal referral (e.g. bookmarks, newsletter signups, brochures); c) Clix generating traffic (agreements for inbound links, online marketing for third parties); d) Clix generating sales

*Do not confuse our use of term “click throughs” with click throughs as in pay per click concept. Pay per click is all about inbound traffic into a site. Here, I am discussing internal navigational path.

Once I have idea of a website’s structure along these lines, I start floating into writing stage and as I go along, I tend to keep a continuous check that profile of content and links actually match up with vital points.

Each website is unique of course and to categorise links into four categories very rigidly does not make sense. For instance, a link to an article that has also been published elsewhere on web creates both inbound traffic and repeat visit value and possibly also a click through.

It makes sense to assess each link and construct content around it on using common sense. In this process, I tend to take into account a number of factors, including navigational path, design possibilities and optimal content size.

Although most sites differ, links making up navigational path are generally quite similar in their relation to vital points; click throughs are generally way less closely related to a site’s vital points than for instance sales clicks. Or at least when you build up your sales idea right, ultimate click will be entirely logically connected with your business concept. As for middle two categories, they generally are somewhere in middle in relation to vital points too.

There is not a lot else to writing good website content, apart from gloating over results with your clients a few months later!

Some are live workshops, others are e-courses, some focus strictly on one type of copywriting leaving all others by wayside, some are correspondence courses while others are downloadable. But because they all appear in response to query "copywriting course," they all have potential to take sales away. Even if your site falls into coveted #1 position, others on page could potentially grab some of your sales.

So how do you get surfers to click on your site's listing? Your title and description have to be first rate.

If your copywriting course has a specialty (sales letters, search engines, catalogs, etc.) say so. Choose most powerful benefit and a way to set yourself apart (your USP) and use those in tags for your search results along with your keyphrases. Simply having keywords in your title and description might get you ranked with engine but it sure won't entice anybody to click to your site.

Other Options

There are options and substitutes for practically everything in world. If people don't want to pay for a computer and Internet access so they can send email, they can write letters or call their friends and family. If customers decide cost of groceries is out of control, they can plant a garden and eat a vegetarian diet. There are even alternatives to cars: taking a cab (as most do in New York), bicycling (very popular in London) or walking (great exercise). All of these alternatives can be competition for you.

To overcome pull of other options, when you write copy be sure emphasize why those other options really aren't viable. The sheer act of writing letters takes time in and of itself. Then you have to mail letter and wait. If person wants to respond, they have to get motivated enough to sit down and write a reply and mail it. Then you wait again. The phone? Yes, people could use phone to talk like they always have, but what about when you want to show person you're talking with something? A picture of your new grandchild or your new car can't be shown over phone. You get idea.

Drop egotistical viewpoint that you have no competition and take a good, hard look around. Once you've realized that there is always an alternative to buying what you offer, you'll be in a better mindset to write copy that outlines why yours is only option prospect should consider.

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