What is the purpose of a website link? The utilitarian answer is that it’s what you click on to get from one page (or place) to another. But most of us don’t just automatically click on all the links we see. We rely on the link itself to give us more information about what we will see and receive if we choose to click on the link. This is why generic or ambiguous link text like Learn more or Click here can impact your site’s performance, usability and accessibility.