Every time I see a button or text link that includes or says “click here,” I pull 10 hairs out of my head.Â I have a lot of hair, so the good news is that I won’t go bald anytime soon.Â It’s troubling to see that so many sites are still using this language within their calls to action. Using this flimsy phrase makes the call to action weak!
If the call to action is underlined copy, visitors realize it’s a text link. If the call to action is a button, it’s obvious that this is click-able. Don’t tell the visitor to “click here” in order to engage them to click. Instead, persuade the visitor to click with the use of keywords or “trigger words” that speak directly to the visitor’s motivations and needs within the link, based on what they came searching for in the first place.
A great link uses an imperative verb that calls the visitor to take action, and it absolutely needs to clearly describe what the visitor will experience when they click.
Here is RelationshipHeadquarters.com’s homepage. Let’s look at some of their calls to action.
There is a big button in the active window of their homepage (the Primary call to action) that says “Are you a woman that men adore? Take free quiz.”Â The first portion of this language engages the visitor by speaking to their interests and motivations, and the second portion is the action that you’re recommending they take which is “…take free quiz.”
The links in the active window (the Secondary calls to action) each engage the visitor to help them find solutions to their problems:
There are many things you should consider when optimizing and testing your calls to action, but first and foremost, remove all of the “click here” language that might currently exist in your links and buttons.Â A quick audit of your site to write better calls to action will provide a great return on your investment in terms of persuading more prospects to take the action you want them to take.Â Don’t believe me?Â Run some tests and see for yourself
Editor’s Note: No mannequins were harmed in the writing of this blog post.