Why "Click Here" is Hurting Your Website
If your website links currently say “click here,” “download,” or “read more,” you are missing a massive opportunity to make your content clearer and more accessible. While these labels might seem functional, they are actually one of the most common barriers for users navigating with assistive technology.
Today, we’re focusing specifically on link purpose, the words you choose for your links and why they matter for accessibility, usability, and even your search engine rankings. While there are many factors to making a link accessible (like color and design), the actual text inside the link is the most important starting point.
In This Article
Why "Click Here" is a Major Accessibility Problem
How to Write Better, Descriptive Link Text
Don’t Forget Your Email Campaigns
The Simple "Out of Context" Test
What Exactly is Link Purpose?
Link purpose is a straightforward concept. A user should be able to understand exactly where a link goes or what action it will perform just by reading the link text itself. You shouldn't have to read the entire sentence surrounding the link, the paragraph above it, or the heading it sits under to figure out where you’re headed.
In an ideal world, if you took all the links on your page and put them into a single list without any other text, that list should still make sense. This clarity is the foundation of an inclusive user experience. When a link is descriptive, it removes the guesswork and builds trust with your audience.
Why "Click Here" is a Major Accessibility Problem
The primary reason "click here" or "read more" is a problem is that it provides zero context. This is particularly critical for people who use screen readers. Many screen reader users navigate a page by pulling up a "links list" to quickly find what they need without having to listen to the entire page's content.
Imagine opening a list of links and hearing, "Click here, click here, click here," or "Read more, read more, read more." None of those links have meaning on their own. The user is forced to go back into the page content to figure out what each link is for, which is frustrating and time-consuming.
Beyond accessibility, vague links also affect cognitive clarity for all users.
We’ve all been on a site where we weren't quite sure what a button would actually do, Descriptive links eliminate that friction.
How to Write Better, Descriptive Link Text
Creating better link text is often just a matter of rearranging your sentence so the most descriptive words are the ones that are hyperlinked.
Your link text should clearly describe
the destination (where they are going)
the action (what they are doing) or
the specific content they will receive.
For example, instead of saying "Click here to download our checklist," you should use "Download the Business Starter Checklist." Instead of a generic "Read more" button at the end of a blog snippet, use "Read more about scuba diving safety."
By including the specific subject matter in the link, you provide a clear roadmap for the user. Don't be afraid to make a link a bit longer if it adds necessary context, a five-word descriptive link is always better than a two-word vague one.
Don’t Forget Your Email Campaigns
It’s easy to focus all your accessibility efforts on your website, but these rules apply just as much to your email newsletters and downloadable PDFs. Screen readers and keyboard users interact with emails in the same way they do with web pages, and many email clients are even more restrictive when it comes to how links are displayed.
Buttons and links in emails are notorious for saying "Download" or "Learn more." To make these accessible, update them to be more specific, such as "Get the 2024 Planning Guide" or "Learn more about our coaching program." Consistent link practices across your website and your inbox help create a unified, inclusive brand experience.
The Simple "Out of Context" Test
If you aren’t sure if a link is descriptive enough, use this simple rule of thumb
If you read the link text entirely by itself, does it still make sense?
If the answer is no, you should rewrite it.
Think of your links as labels on a physical door. A door labeled "Open" doesn't tell you if you're walking into a restroom or an office. A door labeled "Main Conference Room" tells you exactly what to expect. Your digital links should provide that same level of certainty.
Your 10-Minute Accessibility Task
Improving your website doesn't have to happen all at once. Start by taking 10 minutes today to audit the links on your homepage or your most visited service page. Look at every button and text link and ask yourself if the destination is obvious.
If you find a "read more" or a "click here," update it immediately. Once you’ve fixed your main page, block off 10 minutes a day to check your other content. These small, incremental changes lead to a significantly more inclusive brand and a better experience for every person who visits your site.
Link Purpose FAQs
Does descriptive link text help with SEO?
Yes! Search engines use link text to understand the content of the linked page. Using descriptive keywords in your links helps Google better categorize your site, which can improve your rankings for those terms.
Is it okay for a link to be a full sentence?
While you want to be descriptive, try to keep the link to the core meaningful phrase. A very long link can be cumbersome for screen reader users to listen to. Aim for the "sweet spot" of 3 to 8 words.
What if I have "Read More" buttons that I can't change in my site builder?
Some platforms make it hard to change button text on blog feeds. If you can't change the text, try to ensure the heading immediately preceding the button is descriptive.
Should I include the file type in a download link?
Yes, that is a great accessibility practice! For example: "Download the Pricing Guide (PDF)." This tells the user what to expect and helps them decide if they want to open a large file on their current device.
Ready to Build an Inclusive Brand?
Fixing your links is a powerful "quick win," but it's just the beginning of your accessibility journey. If you want to ensure your website is truly serving everyone, we offer audits, checklists, and support to help you get there without the overwhelm.
