Links look like small parts of a website. But each link asks a person to make a choice.
Should I open this page? Will it answer my question? Is it worth my time?
Words like “click here” and “learn more” do not help much. They hide the next step. Clear link text makes a site easier to scan, use and trust.
A good link tells people where they will go before they click.
Links are part of your content
A link is not just a button to another page. Its words do real work.
Many people scan a page before they read it. Some move through links with a keyboard. Some screen reader users can open a list of links on the page. Clear words help each person choose the right path.
This is also a core web access rule. The purpose of a link should be clear from its text, or from the text around it.
Name the place or the task
Start with one simple test: can the link make sense on its own?
Weak: Click here
Clear: View our website case studies
Weak: Learn more
Clear: Explore our website design and development services
The clear links name the place. They also tell the reader why it may help.
You do not need to make every link long. You need to make it useful.
Match the link to what comes next
A link makes a small promise. The next page must keep it.
If the link says “view fees”, it should open the fees page. If it says “book a tour”, it should open the tour form. Do not send both links to a broad home page.
This matters most on busy sites, such as school and NFP sites. People may be looking for one key fact. A clear link can save them from a long search.
Strong pages guide people from a need to a useful next step. Our recent guide on how to make key website pages easier to choose from shows how to plan those paths.
Use words people can scan
Put the key words near the start of the link. Keep them plain and short.
- Use “View term dates”, not “Click here to view term dates”.
- Use “Read the annual report”, not “More information”.
- Use “Contact the enrolments team”, not “Get in touch”.
- Use “Download the policy (PDF)” when a link opens a file.
- Use the same words for the same task across the site.
Avoid pasting a full web address into page copy. A short, clear label is easier to read.
Fix repeated links in cards and lists
Cards often end with the same words: “Read more”. On a page with six cards, that creates six links with the same name.
Use the article or project name as the link instead. You can also make the card title the link. This gives each item a clear name.
Do not add three links to the same place inside one small card. One clear link is often enough.
Check links as part of every content update
Link quality can slip as a site grows. A new page is added. An old page moves. A team member copies a card. Soon, link words no longer match the page behind them.
Add this quick check to your content process:
- Scan the page and read only the links.
- Check that each link names its place or task.
- Open each link and check the result.
- Look for repeated “read more” or “learn more” links.
- Check file links and links that leave your site.
You can include this step in a wider website content and user experience audit. It is a fast way to find small issues that can block a user.
Make every next step clear
Good link text is simple. It names the next place. It keeps its promise. It helps people move with less doubt.
Start with your most used pages and key user tasks. Review the home page, main service pages, forms and top resources first. If your team needs help mapping clearer paths through the site, talk to IGNITE.