Tip 1: Don’t click here
Users scan pages; don’t make them read the surrounding text to understand what the ‘click here’ will do.
So often I hear others working in marketing (even with the ‘online’ in their title) using the ‘click here’ phrase when talking about a call to action in a web page or email campaign.
We know how users read on the web, they scan.
Look at the below piece of text:
With Corporate Banking Centres across England, Wales, Scotland and Northern Ireland, you will find that our local Relationship Directors can work with you closely bringing ideas and enthusiasm to meet your aspirations for business growth. Click here to read more. Their considerable expertise and experience shines through in the value and commitment they can offer to your business. Click here to read more.If you scan it briefly, you will quickly see that to understand what the 'click here' does, you have to read the preceeding sentence. Even worse, you aren't even sure what will come up if you click.
As good practice, if your linking text matches the title or heading 1 of the page your linking to, and build this into the sentence, it will really help visitors understand more quickly, and you will see greater click-through rates.
Our example reworked could be:
With Corporate Banking Centres across England, Wales, Scotland and Northern Ireland, you will find that our local Relationship Directors can work with you closely bringing ideas and enthusiasm to meet your aspirations for business growth. Their considerable expertise and experience shines through in the value and commitment they can offer to your business.The naughty usage of 'click here', is the most established, but there are some other baddies to watch out for.
- Read more, more and more information
- Download report, download now
- > and >>
Often when taking copy from print to online, its best to look at reworking it to best optimise the opportunity to get visitors clicking through.
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