So says web content guru Gerry McGovern in a well-researched article on The Web Content Cafe.
When writing website content, McGovern says you “don’t get to the point. Start with the point.”
Nowhere is this more crucial than with headings and links. That’s because multiple studies show the first two words need to hit home. An 2004 Eyetrack study from the Poynter Institute found that, “Most people just look at the first couple of words, and only read on if they are engaged by those words.”
Therefore, whenever possible, you must start headings and links with attention-grabbing words that convey the essence of the message.
A study by Jakob Nielsen on links also found people prefer links that are:
- Written in plain language
- Specific and clear, and
Avoid bland generic words (“solutions” comes to mind) and made-up words or terms.
Other helpful tips include:
- Make sure the link delivers on expectations
- Links and headings should be no longer than eight words
- Avoid marketing hype and focus on what your customers really care about.
You can read the full article here:
Writing killer web headings and links