Article · ~8 min read

Better Link Labels: 4 Ss for Encouraging Clicks

Kate Moran (Nielsen Norman Group) · Nielsen Norman Group Free Beginner

A button or link label makes a promise, and this article gives you a simple test for whether it will be kept: specific, sincere, substantial, succinct. It is the clearest short piece on why 'Submit' and 'Click here' fail and what to write instead. Directly answers the read-it-out-loud test in our short answer.

  • A label should set an expectation the next screen instantly meets
  • Be specific about the outcome, not the mechanism
  • Two to four concrete words usually beats a vague verb
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The question it answers

  1. How do I write clear button and error messages so users know exactly what to do next?

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