{"id":22618,"date":"2020-01-09T10:53:06","date_gmt":"2020-01-09T14:53:06","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=22618"},"modified":"2024-01-17T10:13:19","modified_gmt":"2024-01-17T14:13:19","slug":"writing-links","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2020\/01\/writing-links\/","title":{"rendered":"Why writing links well is so important"},"content":{"rendered":"<h2>Get clicked by writing good link text<\/h2>\n<p>Users look for links on pages like puppies look for your best shoes.<\/p>\n<figure id=\"attachment_22619\" aria-describedby=\"caption-attachment-22619\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"22619\" data-permalink=\"https:\/\/www.wyliecomm.com\/2020\/01\/writing-links\/writing-links\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/writing-links.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"writing-links\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Click here&lt;\/strong&gt; Good link text does more than increase your clickthrough rate. It also helps screen readers get the gist of your message by scanning.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/writing-links-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/writing-links.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/writing-links.png\" alt=\"Writing links\" title=\"Writing links\" width=\"600\" height=\"300\" class=\"size-full wp-image-22619 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/writing-links.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/writing-links-300x150.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"22619\" data-permalink=\"https:\/\/www.wyliecomm.com\/2020\/01\/writing-links\/writing-links\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/writing-links.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"writing-links\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Click here&lt;\/strong&gt; Good link text does more than increase your clickthrough rate. It also helps screen readers get the gist of your message by scanning.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/writing-links-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/writing-links.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/writing-links.png\" alt=\"Writing links\" title=\"Writing links\" width=\"600\" height=\"300\" class=\"size-full wp-image-22619\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/writing-links.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/writing-links-300x150.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-22619\" class=\"wp-caption-text\"><strong>Click here<\/strong> Good link text does more than increase your clickthrough rate. It also helps screen readers get the gist of your message by scanning.<\/figcaption><\/figure>\n<p>Or so say Kara Pernice, Kathryn Whitenton and Jakob Nielsen, the authors of <a href=\"https:\/\/www.nngroup.com\/reports\/how-people-read-web-eyetracking-evidence\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>How People Read on the Web<\/em><\/a>.<\/p>\n<p>They should know. The authors studied more than 300 people using hundreds of different websites for a total of 1.5 million fixations \u2014 or \u201clooks\u201d \u2014 and recordings that comprise more than 300 GB of data.<\/p>\n<h3>Links have superpowers &#8230;<\/h3>\n<p>Here are some other reasons that links matter:<\/p>\n<h3>1. Readers look at links.<\/h3>\n<p><a href=\"http:\/\/www.nngroup.com\/articles\/writing-links\/\" target=\"_blank\" rel=\"noopener noreferrer\">Web visitors typically focus on link text<\/a> when they scan a page, writes Marieke McCloskey, a user experience specialist with Nielsen Norman Group.<\/p>\n<p>Want to put your key messages where readers\u2019 eyes are?<\/p>\n<table class=\"pinktable\" style=\"width:60%; background-color:#fff;\">\n<tbody>\n<tr>\n<td colspan=\"2\" style=\"width:60%; font-weight: bold; text-align:center;\">Where web visitors looked<\/td>\n<\/tr>\n<tr>\n<td width=\"50%\">Story lists (headlines that linked to stories)<\/td>\n<td width=\"10%\">35%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td width=\"50%\">Clickable teaser text or related-story summaries<\/td>\n<td width=\"10%\">27%<\/td>\n<\/tr>\n<tr>\n<td width=\"50%\">All other elements<\/td>\n<td width=\"10%\">20%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td width=\"50%\">Ads<\/td>\n<td width=\"10%\">18%<\/td>\n<\/tr>\n<tr>\n<td colspan=\"2\" style=\"width:60%; text-align:center;\">Source: The Poynter Institute\u2019s Eyetrack 07 study<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Embed them in your clickable elements \u2014 links, story lists and teaser text, according to Eyetrack07, a Poynter Institute eye-tracking study. Those elements account for nearly half the \u201ceye stops\u201d \u2014 we non-scientists call this \u201clooking\u201d \u2014 on the web.<\/p>\n<p>This finding gives us one more reason to <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-create-micro-content\/link-writing\/\">write better links<\/a>. Links draw web visitors\u2019 eyes \u2014\u00a0and skimmers don\u2019t read the surrounding text \u2014 so it\u2019s essential to <a href=\"https:\/\/revvingupreadership.com\/2020\/01\/click-here-link\/\" target=\"_blank\" rel=\"noopener noreferrer\">make yours more substantive than Click here or Read more<\/a>.<\/p>\n<p>Focus your attention on links, story lists and teaser copy. That\u2019s where you\u2019re most likely to reach readers online.<\/p>\n<h3>2. Links are scannable.<\/h3>\n<p>Users often skim for links and headings before they read other elements, according to Pernice et al. And they use links not just to get somewhere, but also to get a sense of what the page is about.<\/p>\n<h3>3. Links help SEO.<\/h3>\n<p>Search engines use linked anchor text as one clue to what the page or document is about. So good link writing can help boost your search-engine ranking.<\/p>\n<h3>4. Links increase social media reach and influence.<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"22621\" data-permalink=\"https:\/\/www.wyliecomm.com\/2020\/01\/writing-links\/quote-image\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/quote-image.png\" data-orig-size=\"600,302\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"quote-image\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/quote-image-300x151.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/quote-image.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/quote-image.png\" alt=\"\" width=\"600\" height=\"302\" class=\"aligncenter size-full wp-image-22621 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/quote-image.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/quote-image-300x151.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/302;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"22621\" data-permalink=\"https:\/\/www.wyliecomm.com\/2020\/01\/writing-links\/quote-image\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/quote-image.png\" data-orig-size=\"600,302\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"quote-image\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/quote-image-300x151.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/quote-image.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/quote-image.png\" alt=\"\" width=\"600\" height=\"302\" class=\"aligncenter size-full wp-image-22621\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/quote-image.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/01\/quote-image-300x151.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><\/p>\n<p>Links <a href=\"https:\/\/revvingupreadership.com\/2012\/09\/link-for-followers\/\" target=\"_blank\" rel=\"noopener noreferrer\">increase followers<\/a> and <a href=\"https:\/\/revvingupreadership.com\/2012\/09\/link-for-retweets\/\" target=\"_blank\" rel=\"noopener noreferrer\">are more likely to be retweeted<\/a>, according to research by viral marketing scientist Dan Zarrella.<\/p>\n<p><a href=\"https:\/\/revvingupreadership.com\/2014\/06\/link-up-on-twitter\/\" target=\"_blank\" rel=\"noopener noreferrer\">Get tips for linking on social media<\/a>.<\/p>\n<h3>5. Links are a service to visitors.<\/h3>\n<p>Worried that external links might lead your visitor to another site?<\/p>\n<p>\u201cIn online media, relevant links are always a service,\u201d writes Amy Gahran, media consultant and content strategist. \u201cIn fact, if you mention something in a story for which you could include a relevant direct link and fail to do so, you\u2019re probably only going to frustrate and eventually alienate your online audience.\u201d<\/p>\n<h3>6. Links increase credibility.<\/h3>\n<p><a href=\"https:\/\/www.nngroup.com\/articles\/communicating-trustworthiness\/\" target=\"_blank\" rel=\"noopener noreferrer\">Links to other sites increase credibility by more than 30%<\/a>, writes Nielsen, principal of the Nielsen Norman Group.<\/p>\n<p>Providing links to other sites \u201cis a sign of confidence, and third-party sites are much more credible than anything you can say yourself,\u201d he writes. \u201cIsolated sites feel like they have something to hide.\u201d<\/p>\n<h3>7. Links get reciprocated.<\/h3>\n<p>Finally, Gahran says, you get what you give on the web.<\/p>\n<p>Inbound links are essential to both website traffic and SEO. Visitors arriving by way of a link from a third party are more likely to pay closer attention to your site.<\/p>\n<p>\u201cIf you don\u2019t give many relevant links,\u201d Gahran writes, \u201cit\u2019s unlikely you\u2019ll get many in return.\u201d<\/p>\n<h3>\u2026 But links are distracting.<\/h3>\n<p>Laura Miller has joined the <a href=\"https:\/\/web.archive.org\/web\/20100613223719\/https:\/www.salon.com\/books\/laura_miller\/2010\/06\/09\/links\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">growing movement toward delinkification<\/a>. Instead of embedding links in the body of her columns, the senior editor at Salon is listing them at the bottom.<\/p>\n<p>Why this movement against embedded links like this one? Among them:<\/p>\n<h3>1. Links are distracting.<\/h3>\n<p>Always have been. That split second we spend asking ourselves, \u201cclick?\u201d draws our attention away from the copy and makes it harder for us to follow the writer\u2019s train of thought.<\/p>\n<p>And that doesn\u2019t count the cognitive juice we spend when we actually do click \u2014 even if we don\u2019t take topical sidebars. Somehow, in the course of researching this piece, for instance, I learned about Amazon\u2019s new PayPhrase and visited the blog of a \u201cmild-mannered, 28-year-old, former econ nerd.\u201d<\/p>\n<p>Links \u201cfoster a kind of attention deficit disorder, creating casual, easily distracted surfers instead of committed, engaged readers,\u201d writes Jan H. Spyridakis, professor at the University of Washington College of Engineering.<\/p>\n<p>We now know that that distraction follows us from the browser into the boardroom, thanks to Nicholas Carr\u2019s book, <a href=\"http:\/\/www.amazon.com\/gp\/product\/0393072223\/ref=as_li_tl?ie=UTF8&amp;camp=1789&amp;creative=390957&amp;creativeASIN=0393072223&amp;linkCode=as2&amp;tag=wylicomminc-20&amp;linkId=GHWZDSPEFJVMDDM5\" target=\"_blank\" rel=\"noopener noreferrer\"><em>The Shallows: What the Internet Is Doing to Our Brains<\/em><\/a>. Pointing and clicking our way through the hyperworld, it seems, makes it harder for us to concentrate in the real one.<\/p>\n<p>Now, where was I?<\/p>\n<p>Oh, yes. What are other problems with links?<\/p>\n<h3>2. It\u2019s harder to get clicked on mobile.<\/h3>\n<p>Half of your audience members now visit your web pages, look at your email messages and browse your social media channels via their mobile devices, not their laptops. Problem is, mobile readers click 40% less often, according to Mailchimp.<\/p>\n<p>Blame Fat Fingers\/No Bars Syndrome. After spending a few hundred seconds waiting for a page to load on our smartphones before our streetcar stop, we\u2019ve learned better than to try to click the right tiny button on our phones.<\/p>\n<p>As a result, a mere 3.8%, on average, of people who view emails on their laptops or desktops click on at least one link. But only 2.7% of people who look at emails on their mobile devices click on at least one link.<\/p>\n<p>Mobile readers also click on fewer links \u2014 42% fewer than desktop or laptop users and 30% fewer than tablet users:<\/p>\n<ul>\n<li>Desktop or laptop users click on an average of 6.7% of links<\/li>\n<li>Tablet users: 5.6%<\/li>\n<li>Smartphone users: 3.9%<\/li>\n<\/ul>\n<h3>3. Links can discombobulate people.<\/h3>\n<p>Why?<\/p>\n<ul>\n<li><strong>Readers will likely read the link first<\/strong>. As a result, they\u2019ll read the sentence out of order, writes Spyridakis. That makes it harder to understand.<\/li>\n<li><strong>The more links on a page, the harder it is for users to answer test questions in a study<\/strong>, <a href=\"http:\/\/www2.hawaii.edu\/~donnab\/lis670\/spool.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">writes Jared M. Spool<\/a>, CEO and founding principal of User Interface Engineering.<\/li>\n<li><strong>The more embedded links on a page<\/strong>, the harder it is for visitors to find what they were looking for, Spool\u2019s research found.<\/li>\n<\/ul>\n<h3>4. Links can lead web visitors astray<\/h3>\n<p>External links can also take visitors to another site. (Not that visitors don\u2019t know how to do that without a link.) And that makes some folks shy away from including external links.<\/p>\n<p>Plus: Following embedded links \u201ccan be the web\u2019s equivalent of traveling without an itinerary,\u201d write P. Lynch and S. Horton in the <a href=\"http:\/\/info.med.yale.edu\/caim\/manual\/contents.html\" target=\"_blank\" rel=\"noopener noreferrer\">Yale C\/AIM Web style guide<\/a>.<\/p>\n<h3>Link writing resources<\/h3>\n<p>Ready to write better links? Learn how to:<\/p>\n<ul>\n<li><a href=\"https:\/\/revvingupreadership.com\/2020\/01\/how-to-write-link-text\/\" rel=\"noopener noreferrer\" target=\"_blank\">Polish your link writing<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2020\/01\/how-to-write-a-link\/\">Write links that aren\u2019t too long or short<\/a><\/li>\n<li><a href=\"https:\/\/revvingupreadership.com\/2020\/01\/key-links-writing\/\" rel=\"noopener noreferrer\" target=\"_blank\">Avoid overlinking<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2020\/01\/link-format\/\">Format links<\/a><\/li>\n<\/ul>\n<p>___<\/p>\n<p>Sources:<\/p>\n<p>\u201c<a href=\"https:\/\/mailchimp.com\/resources\/impact-of-mobile-use-on-email-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">Impact of Mobile Use on Email Engagement<\/a>,\u201d MailChimp, Aug. 8, 2017<\/p>\n<p>Michael Bernard, Sprint Hull and Denise Drake, \u201c<a href=\"https:\/\/www.researchgate.net\/publication\/255612714_Where_Should_You_Put_the_Links_A_Comparison_of_Four_Locations\" target=\"_blank\" rel=\"noopener noreferrer\">Where should you put the links? A comparison of four locations<\/a>,\u201d Usability News, Jan. 10, 2002<\/p>\n<p>Nicholas Carr, \u201c<a href=\"http:\/\/www.theatlantic.com\/magazine\/print\/2008\/07\/is-google-making-us-stupid\/6868\/\" target=\"_blank\" rel=\"noopener noreferrer\">Is Google Making Us Stupid?<\/a>\u201d <em>Atlantic Magazine<\/em>, July\/August 2008<\/p>\n<p>Jason Fry, \u201c<a href=\"http:\/\/www.niemanlab.org\/2010\/06\/maximizing-the-values-of-the-link-credibility-readability-connectivity\/\" target=\"_blank\" rel=\"noopener noreferrer\">Maximizing the values of the link: Credibility, readability, connectivity<\/a>,\u201d Nieman Journalism Lab, June 7, 2010<\/p>\n<p>Amy Gahran, \u201c<a href=\"https:\/\/www.poynter.org\/reporting-editing\/2006\/external-links-from-stories-are-a-service-not-a-threat\/\" target=\"_blank\" rel=\"noopener noreferrer\">External Links from Stories Are a Service, Not a Threat<\/a>,\u201d Poynter, updated March 3, 2011<\/p>\n<p>Patrick J. Lynch and Sarah Horton, \u201c<a href=\"https:\/\/ieeexplore.ieee.org\/document\/596641\" target=\"_blank\" rel=\"noopener noreferrer\">Imprudent Linking Weaves a Tangled Web<\/a>,\u201d Computer, July 1997<\/p>\n<p>Lynch and S. Horton, \u201c<a href=\"https:\/\/medicine.yale.edu\/news\/yale-medicine-magazine\/web-style-guide-basic-design-principles-for-creating\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yale C\/AIM Web style guide<\/a>,\u201d 1997<\/p>\n<p>Marieke McCloskey, \u201c<a href=\"http:\/\/www.nngroup.com\/articles\/writing-links\/\" target=\"_blank\" rel=\"noopener noreferrer\">Writing Hyperlinks: Salient, Descriptive, Start with Keyword<\/a>,\u201d Nielsen Norman Group, March 9, 2014<\/p>\n<p>Laura Miller, \u201c<a href=\"https:\/\/web.archive.org\/web\/20100613223719\/https:\/www.salon.com\/books\/laura_miller\/2010\/06\/09\/links\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">The hyperlink war<\/a>,\u201d Salon.com, June 9, 2010<\/p>\n<p>Laura Miller, \u201c<a href=\"https:\/\/web.archive.org\/web\/20100512045804\/http:\/www.salon.com\/books\/laura_miller\/2010\/05\/09\/the_shallows\" target=\"_blank\" rel=\"noopener noreferrer\">Yes, the Internet is rotting your brain<\/a>,\u201d Salon.com, May 9, 2010<\/p>\n<p>Jakob Nielsen, \u201c<a href=\"http:\/\/www.nngroup.com\/articles\/trust-or-bust-communicating-trustworthiness-in-web-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trust or Bust: Communicating Trustworthiness in Web Design<\/a>,\u201d Nielsen Norman Group, March 7, 1999<\/p>\n<p>Kara Pernice, Kathryn Whitenton and Jakob Nielsen; <a href=\"https:\/\/www.nngroup.com\/reports\/how-people-read-web-eyetracking-evidence\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>How People Read on the Web: The Eyetracking Evidence<\/em><\/a>; Nielsen Norman Group; Sept. 10, 2013<\/p>\n<p>Matt Ritchel, \u201c<a href=\"http:\/\/www.nytimes.com\/2010\/06\/07\/technology\/07brain.html?_r=2&amp;pagewanted=print\" target=\"_blank\" rel=\"noopener noreferrer\">Hooked on Gadgets, and Paying a Mental Price<\/a>,\u201d The New York Times, June 6, 2010<\/p>\n<p>Jared Spool, Tara Scanlon, Will Schroeder, Carolyn Snyder and Terri DeAngelo: <a href=\"http:\/\/www2.hawaii.edu\/~donnab\/lis670\/spool.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Web site usability: A designer\u2019s guide<\/em><\/a> (PDF). User Interface Engineering (North Andover, Mass.), 1997<\/p>\n<p>Pegie Stark Adam, Sara Quinn and Rick Edmonds, <a href=\"http:\/\/www.amazon.com\/gp\/product\/0979868505?ie=UTF8&amp;tag=wwwwyliecomco-20&amp;linkCode=as2&amp;camp=1789&amp;creative=9325&amp;creativeASIN=0979868505\" target=\"_blank\" rel=\"noopener noreferrer\">Eyetracking The News<\/a>, The Poynter Institute for Media Studies, 2007<\/p>\n<p>Jan H. Spyridakis, \u201c<a href=\"http:\/\/core.ecu.edu\/engl\/tpc\/MennoMenno\/ftp\/spyridakis%202000.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Guidelines for Authoring Comprehensible Web Pages and Evaluating Their Success<\/a>\u201d (PDF), Technical Communications, August 2000<\/p>\n<div id='MMC-Display' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-87\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get the word out with display copy<\/h3>\r\n\t\r\n<p>\u201cReaders\u201d don\u2019t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.<\/p>\r\n\t\r\n<p>So how do you reach \u201creaders\u201d who won\u2019t read your paragraphs?<\/p>\r\n\t\r\n<p>Learn how to put your messages where your readers\u2019 eyes really are \u2014 in links, lists and CTAs \u2014 at our <a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>display copy-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p 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text<\/p>\n","protected":false},"author":6,"featured_media":22619,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[65],"tags":[240,71,345],"class_list":{"0":"post-22618","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-display-copy","8":"tag-headlines","9":"tag-links","10":"tag-readers","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Writing links<\/title>\n<meta name=\"description\" content=\"Writing links: Good link text increases clickthrough rates, 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