Impotent call to action hyperlinks like “read more,” “click here,” and “submit” sometimes make me feel embarrassed for the website owner. They should know better.
On Lost Remote, Don Day’s TV blog, he got me thinking again about calls to action:
“Don’t be a “more-on” ….That’s a mantra I repeat in our newsroom often. Why it’s so easy to write a generic, cookie cutter web tease that says “for more on this story, log on to our website at klmn.com.” Dumb. Very few viewers will actually follow through.”
Dan is right and what he says applies to the Web.
Persuasive call to action hyperlinks should include an imperative verb and a benefit.
For example, which hyperlink is more persuasive: A or B?
A. Steve found an investment secret that changed his life. Read More
B. Steve found an investment secret that changed his life. See how Steve doubled his income in one year.
This technique is easy to learn. So, please, stop being a more-on!
P.S. There is a framework for thinking about writing effective calls to action. Would you like to learn more about registering for our Persuasive Online Copywriting seminar?