Why You Should Cut Your Links to Increase Your Clicks. A hard lesson to learn but one that will give better returns when you follow the rule
blog by Peter Hanley coachhanley.com
The Email That Changed Everything
Last month, I sent what I thought was the perfect newsletter to my 1,000 subscribers. It was packed with value—seven incredible resources, five must-read articles, three useful tools, and two bonus downloads. I was generous with my links, providing direct access to everything I mentioned. Surely, my audience would appreciate the convenience, right?
Wrong. Dead wrong.
The click-through rate was a dismal 1.0%—my worst performance in months. Meanwhile, my unsubscribe rate spiked. I stared at those analytics in confusion, wondering where I’d gone wrong. After all, I’d given my readers exactly what they wanted: instant access to everything.
The Counterintuitive Discovery
However, the following week, I decided to try something different. Instead of including every link, I mentioned the same valuable resources but only provided one primary call-to-action button. I teased the other resources and invited readers to reply if they wanted specific links.
The results were shocking. My click-through rate jumped to 3.3%—nearly three times higher than the previous week. Moreover, I received dozens of engaged replies from subscribers asking for additional resources. What happened next changed my entire approach to email marketing and content strategy.
The Psychology Behind Link Overload
Decision Paralysis Strikes Again
When faced with too many choices, our brains essentially freeze up. This phenomenon, known as decision paralysis, affects everything from grocery shopping to digital engagement. In fact, research shows that when people are presented with more than three options, their likelihood of taking action decreases dramatically.
Furthermore, each additional link in your content creates a new decision point. Your readers must constantly evaluate whether to click now, bookmark for later, or continue reading. This mental juggling act exhausts their cognitive resources and often results in them doing nothing at all.
The Strategic Benefits of Link Cutting
Increased Focus and Engagement
By limiting your links, you create a more focused experience for your audience. Consequently, readers spend more time engaging with your content rather than feeling overwhelmed by choices. This increased dwell time signals to algorithms that your content is valuable, potentially boosting your reach and visibility.
Additionally, when you have fewer links, each one carries more weight and intention. Your audience understands that if you’re linking to something, it must be truly important.
Enhanced User Experience
Moreover, a cleaner content experience leads to better user satisfaction. Readers can consume your content without constant interruption or the anxiety of missing out on other linked resources. This streamlined approach builds trust and positions you as someone who respects their time and attention.
Better Analytics and Insights
With fewer links, your analytics become more meaningful. Instead of scattered click data across multiple URLs, you gain clear insights into what truly resonates with your audience. This focused data helps you make better content decisions moving forward.
The Strategic Implementation
The One-Link Rule
Start by implementing the one-link rule: each piece of content should have one primary call-to-action. This doesn’t mean you can’t mention other resources; rather, you should strategically choose which action matters most for that particular piece.
Create Curiosity Gaps
Instead of providing immediate access to everything, create curiosity gaps. Mention valuable resources but require a small action—like replying to an email or visiting a dedicated landing page—to access them. This approach increases engagement while filtering for genuinely interested readers.
The Bottom Line
Cutting your links isn’t about being stingy with value—it’s about being strategic with attention. By reducing choices, you paradoxically increase action. Your audience will thank you for the clarity, your analytics will improve, and your content will have greater impact.
Sometimes, less truly is more.
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