How to Make Your Hyperlinks More Effective

MONDAY, JANUARY 21, 2013

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Writing effective web copy requires so much more than putting words on a page for someone to read. You’re not just communicating; you’re inviting them to enter your site, to keep clicking and reading, to linger as long as possible and book an appointment, buy a product, sign up for a class or, at the very least, bookmark your page.

As web writers, we accomplish this goal with hyperlinked text. Links that invite readers to act – to visit a new page, download a document, use an online signup form, etc – are Call to Action links, or CTA links.

Unfortunately, hyperlinked text abounds online today, and most of those links are done in such boring and lazy ways that many readers glaze over them.

If you want your readers to respond, take the time to write effective CTA links. Let’s start with some ground rules and then move on to more advanced guidelines.

Linking 101: Basic rules for Call to Action links

Here are some basic hyperlinking rules. If you already know the basics, consider it a refresher:

Underline links or use a bold font so they stand out

Use a different color for links (most content management systems do this for you automatically)

Make sure links directing readers to external websites open in new windows or tabs

Use descriptive wording, and I don’t mean "Click here" (More on that below)

5 Tips for writing successful Call to Action links

 

1. Click me (please): Don’t use "click here …" It’s boring, unimaginative and unnecessary, and you owe your readers more than that. It can also sound a little desperate. The fastest fix? Omit those two offending words: "Click hereto read more about our company’s history" is perfectly fine as "Read more about our company’s history."

2. Make longer links: As in the above example, don’t be afraid to link phrases or short command sentences. It may actually help draw attention to your link on the page. Just be sure to use this technique judiciously, or else your entire page could be a hyperlinked mess.

3. Action!: If you want the reader to take action – visit another page, download a document, etc. – linking is not enough. That’s one of the biggest mistakes web writers make. Consider this example: "Bring your new patient information packet to your first appointment." Yes, this satisfies the basic rules of hyperlinking 101, but I bet more patients than not will call the office asking where they can get a copy of the packet. Here are some better ways to do it:

• Bring your new patient information packet to your first appointment.Download the packet.
• Bring your new patient information packet to your first appointment.Get started with your own copy.
• Bring your new patient information packet to your first appointment.Download it now so you don’t forget it.

4. Talk to readers, not at them: One of the problems with "click here" type links is that they are commanding in an impersonal way. If web writing is about striking a conversational tone with readers, the CTA links should follow suit. There are many go-to phrases:

• Learn more about our return policy.
• Take a look at our complete line of vitamin supplements.
• Find out why our customer service has been voted no. 1.

5. When a link is just a link: Not every link on your site is a call to action. It’s important to know the difference. Sometimes it’s perfectly fine to just hyperlink a word or phrase. You’re letting the reader know that there’s more information there, if they want it.