The weakest links: ‘click here,’ ‘read more’

Don’t worry about the “missing link”: It doesn’t matter anyway to your Web readers. Savvy site visitors (and even your great aunt Gertie) want speed and purpose when they click through.

When it comes to link writing, “click here” is so 1996. We’re talking 14.4k modems, a CompuServe account and the Spice Girls singing “Wannabe” on your portable electronic device, aka a Sony Discman.

Remember Dolly the sheep, the first cloned mammal? Your “click here” link does.

“But our visitors have never been on the Web,” you explain. “They have no idea what blue underlined words mean unless we spell it out for them.”

You know what? Mom opened a Twitter account last year; Dad watches YouTube videos on his iPad; and your Web visitors know what a link is.

(Still think they don’t? Does that mean you believe they made all the arrangements to get online just so they could visit your website? “I don’t know what this browser thingy is, but I can’t wait to get on the World Wide Web so I can see for myself this that everybody’s talking about.”)

The problems with the weakest links

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