How to write good links

Links are used to navigate through websites and provide the opportunity to direct traffic and convert readers into customers. However, it is not simply a case of planting text links such as "click here" and "more information" in the text and hoping for the best.

Readers respond positively to links which make it clear exactly what they are clicking through to and which emphasise the benefits of doing so.

For example,

Click here for information about MediaCo's services

Would be better as:

Online marketing services provided by MediaCo - useful information.

The more descriptive approach makes it clearer to the reader exactly what they will be getting when they click the link. It should whet the appetite and make the reader want to click through, which is vital if you are promoting a product or service. Some understanding of clickology would help make links work for you.

Contact us to discuss the psychology of link clicking

Firstly, you should ensure that your links are clearly visible, it is obvious where the reader should click and why they should do so. Action verbs should be used and the link must be a clear call to action. To use another example, discover the secrets of email marketing makes it clear what the reader can expect after clicking.

A number of search engines consider text in and around hyperlinks to be more important and this forms part of MediaCo's strategy for search engine optimisation. So writing effective links will not only help with conversion but also boost your visibility within the search engines.

Writing links for different platforms

The link text will depend upon the platform being used. If writing for emails then you want to tease them to click through to your website then convert them into a customer whereas you must think in terms of both optimisation and conversion alike when writing for websites.

MediaCo's services include analysis of "who clicked what, where and when", enabling us to increase conversions, understand behaviour and tailor services accordingly.

This is particularly useful when looking at the relatively new phenomenon of social network sites and understanding the clickology of MySpace users.

Your link should make it perfectly clear what they can expect on the page that follows but you must remember that online readers scan text rather than read closely. Therefore, the link text should be quickly and easily scannable.

To discuss how MediaCo can write better links and employ other techniques to revitalise your online marketing strategy, contact us.