‘Click here to continue.’
‘For more information, Click Here.’
‘’50% off your favourite gizmo. Click Here!’
Click below for more.
The paradigm continues today. Every good web design book/site will tell you that using the words ‘click here’ should be avoided at all costs, and they have been since the beginning of the web.
The hyperlink interface is well–established and easy to use: if you hover your mouse over a link, the cursor will change, indicating that this can indeed be clicked. This is a simple, yet effective system that rarely needs to be improved.
Why then do many designers continue to direct users to click on these links? The simple reason is that the call to action appeals to marketing types. A simple stand–alone image that isn’t an obvious link will get overlooked. Anything not garnering traffic is bad; we can’t rely on people to find what they want, we must tell them what they should have.
Haven’t we been here though? Didn’t we learn anything from the ‘push’ technology experiment? The web is not TV; we do not tell people where to go. The web is interactive, and its users dictate their own path. The beautiful thing is that if we don’t like something, we go somewhere else.
Instead of spending all our time finding new ways to direct our users to information we want them to see, we should instead be providing them content that they truly want. ‘Click Here’ is a sure sign that the information we can expect to find behind the link is something an advertiser wants us to see, and is rarely worth our time.