No Click Here

Here’s a periodic reminder of my favorite content writing guidance on the internet. It was written (by Aaron Swartz) back in 2001 and is still as relevant as ever.

When calling the user to action, use brief but meaningful link text that:

  • provides some information when read out of context
  • explains what the link offers
  • doesn’t talk about mechanics
  • is not a verb phrase

So, for instance, instead of saying:

To learn more about swimming at the YMCA, click here.

you could instead say:

The YMCA offers swimming opportunities for folks of all ages.

Making links like this is:

  • more accessible (screen readers will speak more relevant text),
  • more actionable (linking more words means a larger target for clicks/taps), and
  • more relevant (so you don’t have a bunch of the same words on a page).

</This ends your PSA. Carry on.>