This blog is ironically named Nobody Scrolls in honour of the digital, ahem, gurus who used to bleat at us constantly that ‘nobody scrolls’ on websites or emails – despite massive evidence (and personal experience) to the contrary.
Now of course it’s recognised that we all scroll. So they’ve invented a new ‘rule’ to spout at every opportunity.
It’s “You must never say Click Here”.
Why? Because ‘it’s like writing Open Here on a door, so it’s unnecessary’. (I wish I were making this up!) You should use a phrase for the link that relates to what you’ll find at the end of it.
And because 60% of web users view it on a tablet, phone or other portable device so don’t actually click, they just touch and therefore it’s ‘wrong’ to say ‘click’ (as if the punter gives a monkey’s!).
This is all fine and dandy. Except it isn’t based on any evidence whatsoever. So it’s just more made-up ‘Expert Knowledge’ like ‘nobody scrolls’ was.
Wise marketeers and web designers who actually TEST the techniques they use on their sites and, especially on digital ads, know that using Click Here actually increases click through. (And of course, Buy Now and so on will work too.)
Again, this is a perfect example of how tried-and-tested techniques developed over millennia in print and broadcast media work just as well in the digital world. It’s simply because you’re giving the punter a clear and decisive Call To Action CTA).
Now there’s an important SEO element, of course, to links; and clearly Google will prefer a link that shows relevance to a search topic.
But if you just want the punter to move to the next level, just ask her to do it.