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Link Text Part 2: Improve on “Learn More” To Earn More Clicks

By Erin  |  January 25, 2017  |   Business Website Tips | Website Improvement

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In our last post we discussed typical--yet serious--problems that sometimes occur when you rely heavily on generic link text like “Learn More” for your website’s links.

But what text should you use if you’re supposed to stay away from “Learn More”?

More descriptive, action-oriented language in your link text can improve the usability and overall success in your site by:

  • ensuring users know what they’re going to see if they click a link,
  • making links more persuasive and enticing,
  • allowing links to stand alone for users quickly scanning through the site,
  • providing context and confidence as users click from page to page, and
  • Improving accessibility for people using tools like screen readers.

Convinced it’s time to rewrite your link labels?

Now that you understand the importance of steering clear of “Learn More” links, here are three simple techniques you can use to improve your links’ effectiveness and site’s usability.

1) Describe the link’s destination using a few keywords.

In most cases, this is the the best approach. and is by far the most common. Review the link’s landing page and update the link text by front-loading it with the most relevant words, ideally using a strong verb. For instance, rather than a “Learn More” link that sends users to a page where they can review and select classes, use link text like “Choose Your Classes Now.” This text removes all the guesswork and will give users confidence what they’ll find if they click the link. They can then easily decide whether or not that’s the link they wish to click.

2) Augment “Learn More” with keywords.

Sometimes it makes sense to keep “Learn More” as long as the link also provides context, such as “Learn more about the theater’s history.” Depending on the situation, this may create overly long link text, the upside of which is, of course, a larger target to tap. This example would be more compelling—and easier to scan—if rephrased as simply “Theater History.” This option, however, doesn’t have a verb in it, which makes it less powerful.  Some instances may call for only the descriptive text to link, like this: “Learn more: Our Theater’s History.

3) Use the paragraph heading as your only link.

A “Learn More” link may be redundant if the paragraph header is clearly styled as a link and the text clearly describes where the link will land. No need to repeat or use generic terms.

Review effective link labels

The examples below show stronger alternatives to “Learn More” link text. These can be inspiration as you set about rewriting your link labels.

Example of stronger link labels

Example of stronger link labels

Example of stronger link labels

If you need assistance with your link text, or any other parts of your site affecting your users’ experience, we’re happy to provide guidance. Just reach out and let’s start a conversation. 

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