Click here is a throwback to the early days of the web when many users really didn’t know what links were and had to be taught how to use a mouse. It’s now 2007, and most users have been trained to click on a link, and even if they don’t know what to expect at the destination they are more than capable of using their mouse or keyboard to find it. Using “click here” on a link shifts the attention away from the interface and onto the mouse, which is unnecessary and patronizing. click here

The ambiguity of the phrase also creates problems for search engines. Google reads your entire page to figure out what a webpage is about, and it looks at the words around each link to establish context. By writing “click here” in your links, you’re concealing information about where the link is going, which causes search engines to take longer to evaluate each page and sucks relevance out of your site.

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The best way to make links stand out is to be descriptive, as well as to provide a clear visual cue, like a different color or bolding the text. This makes your links visible and understandable to users, regardless of whether they’re using a desktop browser, mobile device, or assistive technology. In this email from Warby Parker, the call to action is “Blog it up!” which provides an appropriate visual cue, as well as a clear description of where clicking will lead.