Let’s Stop Saying “Click Here”: Smarter Call-to-Actions for Smarter Users

Back in the 1990s, when the internet was shiny and new, the idea of clicking on a hyperlink was still a novelty. Most people didn’t quite understand how to navigate the web, so we had to be explicitly told: “Click Here.” It was simple, clear, and at the time — necessary.

Myself included — I didn’t just assume there was more juicy content waiting behind a link. If the instructions weren’t there in plain sight, I might’ve missed it altogether.

But here we are in 2025, and things have moved on.

The Internet Grew Up — And So Should Our Links

Today’s web users are smarter, faster, and far more discerning. According to a 2024 report by Nielsen Norman Group, the average web user spends less than 5.59 seconds looking at a website’s main content area before deciding whether to engage or leave. Your words — especially your calls-to-action (CTAs) — matter.

And when it comes to links? HubSpot found that anchor text using specific, descriptive phrases increases the likelihood of a click by up to 87%, compared to generic phrases like “click here.”

Why “Click Here” Doesn’t Always Work

“Click here” is outdated. It’s vague. It adds zero context. And more importantly, it wastes an opportunity to tell your reader what they’ll get if they follow that link. Instead of helping, it makes your content feel clunky — like you're pointing at a door and saying, “Open this,” instead of, “Step inside for a free download.”

No Fancy Link Tools? No Problem.

If your website platform doesn’t support buttons, bold highlights, or dynamic visuals for links — don’t stress. You can still make your hyperlinks stand out by formatting them with clear, direct language. Use strong verbs, benefit-driven phrases, and proper sentence structure. Think of it as a chance to have a mini conversation with your reader. Make it interesting, fun, or even cheeky!

Here are a few examples from my own work:

Moderating the Madness of Social Media. The comments section isn’t just chaotic — it can be a reputational minefield. That’s why having internal and external moderation guidelines is crucial. Read: Social Media Moderation – Best Practices for Protecting Your Brand and Your People

The Algorithms Are Coming for Our Jobs. AI is reshaping the workplace. But what happens when we’re not ready to adapt? Explore: Outpaced by the Algorithm – Career Crisis in the Age of AI

Is Your Business Ready for AI Assistants? The hype is here. But are we equipped for the integration of AI into our daily workflows? Download the eBook: Is the Workplace Ready for AI Assistants?

When Comments Become a Free-for-All. From keyboard warriors to conspiracy theorists, we’re in the wild west of digital dialogue. Take a look: The Wild West of Online Comments

When Guidelines Blur into Governance. How much is too much? Knowing the difference between policy and overreach is key. Read: The Fine Line Between Code of Conduct and Social Media Guidelines

We’re no longer writing for users who need their hands held — we’re writing for savvy humans with short attention spans and infinite distractions. That means every word counts, and your hyperlinks should work as hard as your headlines.

So, next time you’re tempted to write “click here,” stop and think:

• What’s in it for the reader?

• Can I make this more useful, fun, or meaningful?

• Will this make someone want to actually click?

Let’s make the web smarter, one link at a time.