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I came across a really good copywriting post at Grokdotcom, Stop Being a “More-On”. This argues for eliminating the web copywriting cliche of ending a paragraph with a hyperlinked “click for more on…”. The argument is sound:

• If you really want people to click, you need to entice them with something more alluring than “more on…”. Otherwise, why should they bother risking a click. Tell them what they get by clicking. Make it a call to action, not an excuse for inaction.
• There are obvious internal SEO benefits of loading your site with keyword-rich hyperlinks between pages.

I know I’ve been guilty of variations on this practice, and am feeling inspired to go back and review some of my copy. Replace the dull with florid, enticing, irresistable calls to action.

More on this topic…