[ArcticCelt]

The problem is that the article seems to give advices based on the personal opinion of the author and has no data to test his theories. By testing different versions on my web sites I often got better results from "ugly formulations" like "click here to order" than something "pure" that has no call to action. What I found was the most important is that the context must be clear and descriptive of what the user will find the other side of the link but also contain some call to action.

[einhverfr]

I think this may be an important point, but it makes me wonder if "click here to order" would be less effective than "order today." Certainly the latter contains a call to action and perhaps a better one. Again it's a question but one which I have not studied in terms of user behavior.

[Evbn]

The former is a simpler more immediate action that is easier to induce.

[einhverfr]

The second is more imperative.

As I say, I don't have data on this, but it would be interesting to study.

[hrktb]

IMHO introducing a time dimension might be contrary to the goal. 'today' means later in the day perhaps (==never, acutally). You could use 'now', but it would still induce a reflection on doing it now or not. Just 'order here' feels like less to parse and less ways it could go wrong.