Is the most obvious way actually the most effective method of getting potential customers to find the information they're looking for?

I'm sure you've seen something like this before: For more information on XYZ, please click here. So, does it work?

The "Yes" Camp

The pro "click here" argument is very straightforward. If you want someone to do something, you'll get better results if you tell them exactly what to do. Simple as that.

The "No" Camp

While there are certainly lots of supporters of the "click here" link, the opposers are much more vocal about their views. Here are just a few of them:

• "Click here" detracts from the value of the text.
• It is redundant and insulting to our reader's intelligence. You know what they say: "If it's blue and underlined, it must be a link."
• "Click here" doesn't help our readers scan pages looking for meaningful actions within links.
• It's bad for accessibility for things such as keyboard-based navigation and screen readers.
• "Click here" draws unnecessary attention to the mechanics of how the web works.

How to Write Great Links

• Call your reader to action.
• Use brief but meaningful text.
• Explain what the reader will find at the other end of the link.
• Aim for short text with a call to action at the end.
• Include some of the key information-carrying terms in the link itself.

Decide for Yourself

Which of the following examples are more compelling? What ones are you more likely to click on?

a) To download our meal planning software Meals-Made-Easy, click here.
b) You could save up to three hours per week with our meal planning software. Get Meals-Made-Easy!

a) For more information on our meal planning software Meals-Made-Easy, click here.
b) With our new meal planning software, you can spend more time enjoying life. Find out more about Meals-Made-Easy.

Emily Amos is a Halifax copywriter specializing in writing for the web. She helps companies convert more people into clients by writing key marketing messages that resonate. Check out some of her work at www.wordsavvy.ca.