Learn More Must Die

Learn More, you have been good to me and I appreciate you. You have helped me tremendously over the past years, especially early in my web copywriting career. When I didn’t know what to call my link, you were always there for me. But like all good things, our relationship must come to an end.

In the world of content marketing, the produced content over the last five years has improved and evolved to fit the changing Internet landscape; content on the web is more centric toward SEO, providing users with the right keywords so it can be found, and has become more information rich and helpful, not the filler content for content sake (like the Top Ten list, a content pandemic that must also be eradicated).

However, there is an exception to this progress and it concerns one of content marketing’s most critical components: The Call To Action (CTA). The CTA is arguably is the most important component of any landing page, article or blog post; its sole purpose is to convince visitors to take the next step and complete a specified action. Yet most CTAs are totally lame and uninspiring, and one CTA in particular is as old as the Internet itself but still in widespread use: Learn More.

To all copywriters and content managers: it’s time for Learn More to die. We can do better. Not only is Learn More tired, it’s deceptive and without detail: the very phrase infers that by clicking it, you will learn something you did not know before, you will be provided with more detailed information. But in reality, this is very rarely the case. Often, it’s a link to something completely unrelated, a cop-out by the writer who didn’t know what else to use.

I say it’s time to start using our imaginations to come up with better CTA’s; no more can we rely on the old cop-outs like Learn More, Sign Up, Buy Now, or, shudder, Click Here. We as web professionals have done our jobs well; the Internet user community has bought into what we have sold and consequently have become more smart and savvy, but also demanding, and are less-likely to click on the links we provide unless they are interesting and enticing.

So what can be used as a good call to action instead of tired old Learn More? Google “Good CTA examples” and you can find literally hundreds of examples; blogger and designer Christian Watson has a list of over 30 CTA’s that you can substitute for Learn More. Hubspot has a PDF with over a 150 CTA suggestions.

As writers, the descriptive CTA is our secret weapon; an enticing action that leads our readers and users where we want them to go. With such a powerful weapon in our arsenal, why waste using something as lame as Learn More? Be creative! Who knows, as a writer you might even….learn more.