Click Here, I've Been A Jerk to You.
I've fervently believed that using "click here to whatever" on one's links is always a terrible idea. After all, "click here" doesn't mean anything; it doesn't tell the visitors (or the search engines) what's on the other side of that link. "Click here" seemed to me to be a completely useless, lazy, and dangerous forerunner to mystery meat navigation. Even Jakob Neilsen said don't use it.
Recently, I've read an article that convinced me that I'd been unfairly harsh to "click here". It's still true that "click here" isn't appropriate for navigational use, or for informational pages. But landing pages have a completely different goal - getting the visitors to do one specific thing - convert.
When a web page has a specific goal, many of the general rules of web design don't apply. When on a landing page, users very quickly decide whether they are interested in the goal, and if interested, will try to do it. In this case, best to tell the users what you want them to do, and why they should do it. Being direct is generally quite effective, and there's nothing more direct than "click here to whatever".
"Click here", I hope you'll accept my apologies. I will be nicer to you in the future, and I pledge to remember that the actual goals of a website determine what user navigation (or herding) techniques are appropriate.
Tags: landing-pages marketing