Links

Links are what allow users to navigate across the World Wide Web. Link text is incredibly important both to the user experience and accessibility of a page.

Link Purpose

Write link text that makes it clear what the purpose of the link is or what a user can expect if they click on the link.

For level AA compliance, the purpose of the link should be determinable by the linked text and its surrounding context. For level AAA compliance, the purpose of the link should be determinable by the link text alone.

Learn more about 2.4.4 Link Purpose – In Context (Level A)

Writing Effective Link Text

Link Words That Reveal Link Purpose

Avoid generic link text that hides the purpose of the link:

• Learn more
• Click here
• This link
• More

Instead, link the words that describe the link destination, revealing why you would click on the link. These action-based examples are especially good for button text:

• Learn how to apply
• Explore our programs
• Download brochure

Sometimes, when looking at a sentence that has generic link text, simply changing the words that are linked will improve clarity. For example:

• Generic link text: Learn more about the 12th Man.
• Specific link text: Learn more about the 12th Man.

Describe Link Destination in Link Text

Sometimes, link text that is more action-driven (as seen in earlier examples) is difficult to fit into paragraph-like copy. In these instances, it is better to work in words that match (or nearly match) the H1 heading of the page you are linking to. This provides a better user experience as it is obvious when a user arrives on the linked page that they are arriving at the correct destination.

Use Distinct Link Text to Go to Different Locations

Each link on a page should have unique link text, unless two links are going to the same destination.