To "click here" or not to "click here"--that is the question.

A recent article by Malcolm Davison in Writing for the Web (www.writingfortheweb.co.uk) weighed the pros and cons of using click here as a link phrase.

"The answer is not so cut and dried as some might want to make out and I fervently believe that we shouldn't insist on an outright ban on the use of click here," Davison wrote.

"There are times when click here can and should be used for best effect. But I would say that we should avoid its repetitive use and pay more attention to the wording of our links.

"For example, instead of:

* For a biography of our chief executive, click here.

* For an overview of our financial performance, click here.

* For an insight into the structure of the group, click here.

You might consider something more persuasive on the lines of:

* Read our new chief executive's impressive track record.

* Learn about our strong financial performance.

* Check out the international scale of the group."

Davison provided readers' arguments both for and against using the phrase.

Arguments against "click here"

* Waste of space. When it comes to the web we have to be very frugal with our wording, and not clutter the screen with unnecessary words.

* Text-to-speech. Just consider how annoying it would be for those relying on text-to-speech (TTS) software when it mechanically and synthetically reads out click here over and over again because of its repetition on a web page.

* Waste of time. People are busy and simply don't have the time to read unnecessary wording.

* Patronizing. Most internet users are web navigation literate, they know that if they don't click they will get nowhere on a website. They instantly recognize that words that are underscored and perhaps appear in blue are navigation links, so click here is superfluous.

* Hyperlinks aid scanning. To speed the process of taking in a page of content at a glance--web writers use headlines, subheads, numbered lists, bulleting and hyperlink navigation. These are collectively known as "microcontent" and greatly contribute to rapid text comprehension.

Using click here embedded with other linked words significantly slows this scanning process.

* Search engine placement. Replacing click here for more information with relevant keywords relating to the content such as content management, staff appraisals will help the process of search engine optimization.

* Not everyone can click. Some users with repetitive strain injury prefer keyboard equivalents to using a mouse. There are disabled users who rely on "assistive technology" that responds to verbal responses, or perhaps a touch screen, a pressure switch triggered by blowing into a tube, or microswitches that respond to available muscle action.

* Click area too small. A common navigational mistake made on websites is not providing a large enough area for the mouse to click on. Expecting people to precisely place a mouse on just the two words click here requires precise manual dexterity and that can be difficult for some.

It's usually easily resolved by hyperlinking a thumbnail image, the headline or the supporting linking text--and this makes websites much easier to use for everybody.

Arguments in favor of "click here"

* Better accessibility for some. For the very young, the very old, those with dyslexia, those with cognitive disabilities and the computer illiterate, being told what to click on will ensure that the navigation is used correctly.

* Progressive step. Particularly for online shopping, or completion of forms, phrases such as click here to proceed to checkout, click here to buy this clearly direct the reader to the next stage in the process.

This might also be reinforced with click to step 2 and indicating that it is, say, a four-part process.

* Call to action. Take for example click now for our free quote--in advertising parlance this is a "call to action." The advertising industry has used this persuasive technique for years.

Marketing and advertising students are taught that every ad should have a call to action at the end of the copy to drive the reader to follow through.

Other call-to-action words may be preferable, though. Consider View example, Sign up now, Take a look!, Try for free today--and there are plenty more that are more descriptive than click here.

* Banner research confirmation. Research into banner advertising shows that the single most effective way to boost response is to use the words click here on the ad. In part, this may help the reader recognize that the graphic is in fact an ad, but the inclusion of the words are also a call to action and statistically proven to be an irrestible persuader.