“don’t click here”
a copout, more than anything else. perhaps a placeholder, if appropriate, but I really can’t think of an appropriate time for even that. A call to action should describe that action, not the method for executing that action. For example:
“Click here” tells the user what they need to do, but not what the action of clicking will accomplish. I think that it is a safe assumption that if a user has gotten so far as to turn on and log into a computer, open a web browser, and navigate to your page…there is NO need to specify what they need to do with a link. “Click” is the default action, and therefore, to specify it is redundant and un-necessary. “Click here” is non-descript, and therefore, is a sucky call to action.
Linking text that explains what the click will accomplish makes sense.
“Send us your message” as a link is a perfect call to action. It tells the user exactly what the default action they are about to perform on the link will accomplish. It will take an assumed message that has been, or will be, provided…and send it to the owner of the page. Perfect.
So what’s the rule of thumb?
“Don’t Click Here”