Click for Related Content: Pull Users Deeper into Site Content

20 February, 2011

Copywriting, web content

How are you introducing related content to web users? “Associated,” “related,” “recommended,” “suggested,” and the like.  And what calls to action are we leveraging to pull them deeper into the content?

One of the old standards is the Quick Links.

Depending on the situation, it’s debatable how “quick” such a list of “related” links may be. But in efforts to expand the lexicon, I have dug up a few examples that offer something different and across a range of markets:

The magazine layout like the New York Times, Wall Street Journal, and Slate all offer up content snacks — a virtual pupu platter of “related” content using variations of the following:

(“Popular” attracts others…)

example of popular and related content from

The BBC’s spin on this theme is to attract users to most popular multimedia, using the “Most watched/listened” label:

most watched listened from the

Besides showcasing “popular” content, another strategy for pulling users deeper into content is via recommendations and suggestions. When we consider a website or business an authority on a topic, recommendations can work well:

recommended content examples from

IBM uses the following on some of its web pages:

recommended content - IBM

A few samples that are loyal to the “related” content category…Do they work?


traditional cta for related content

As an alternative, the BBC features a “Spotlight” content section. This implies authority, relevance, and currency:

spotlight content -

A major retailer does something similar to the BBC’s “spotlight” to highlight deeper content using a more titillating label, “This Week’s Deals”:

weekly deals from best buy- sample related content labels

A subtler way to direct users to content includes the Weather Channel’s contextual links that, here, sit within the forecasts pages with “Plus” and “…Features” content links:

related content - weather channel

JetBlue’s “Helpful Information” content:

example of helpful information label - jetblue.comand Microsoft’s use of the “More” label to direct users to additional and valuable content:

more to explore content -

more articles content label -


Reuter’s features an “Editor’s Choice”– here it’s a multimedia item, but this could also work on other content:

Editors choice content from

Just to prove the value of related content, check out a small snapshot of WordPress’s plugins that enable bloggers and site owners to curate “related” content from other sources:

sample wordpress plugins for related content



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