If you want to be reminded about good web writing and usability, sometimes a trip to the supermarket helps.
While browsing the aisles of Wegmans over the weekend, I saw that Pantene (the official shampoo of TimsHead) was on sale. Being a fan of convenience (and cheapness), I gravitate toward their combined shampoo/conditioner options. You can tell this clearly by a 2-for-1 logo on these offerings. And I thought about that differentiation in comparison to web content.
One of the most outdated, but alas persistent, web phrases is “click here.” It predates when researchers knew anything about how users employ the web and what motivates them. Remember that people don’t read as much as they scan, looking for actions they want to take. They’re scanning for actions or phrases of interest like “apply,” “course information,” “schedule a tour,” “financial aid” or “student organizations.” So a “click here” phrase is superfluous and countervenes their hunt for information. I prefer phrasing desired actions into a contextual link: “Apply to SUNY Oswego,” “Schedule a visit,” “Browse our majors and minors,” etc.
Back to the Wegmans example — could you imagine if, instead of pertinent information, all the bottles simply said “buy me!” Sure, that — like “click here!” — is the desired outcome, but it’s irrelevant to my selection process. And remember it’s less about what you (the web writer, the college, the supermarket) want a user to do; it’s ultimately about what the user wants to do, and cues you can offer to help.
Or consider that moderately successful website known as The Facebook. There’s no “click here!” polluting the content; it’s almost all about driving action. You’ll see phrased links saying “Add as Friend,” “View Photos of Tim,” “What’s on your mind?” Navigation is self-explanatory: Messages, Events, Friends, etc. Nary a “click here!” used — because the phrase is, quite simply, not necessary. Users have moved past being treated like Pavlovian dogs … they know, and look for, the actions they want.