Links

Descriptive, accurate links help people find what they need faster.

Terminology

Before we begin, here is some terminology you should know.

This is an example of a link: Example Domain

• The link text is Example Domain.

• Clicking the link text takes you to the link destination which is https://example.com.

Create standalone link text

Write your link text as if it’s the only information that people see.

Think of the people who visit your site as information foragers. They are trying to complete a goal. Usually that goal is learning a skill, completing a task, understanding an idea, or getting specific information. When they enter your site they are estimating how strong the information scent is. They rapidly scan the page to determine whether your site will help them complete their goal. They are not reading every word. Their eyes are attracted to links because they’re usually formatted differently than normal text. Links become critically important when they feel that the page they’re currently on doesn’t have what they need but some other page on your site probably does. At that point they focus a lot of attention on your links. If your link text seems relevant to their goal they are likely to click the link. If none of the links look relevant they will probably abandon your site.

References:

• A Link is a Promise. See the Links Should Stand Alone section.

• Information Foraging: A Theory of How People Navigate on the Web

• Information Scent: How Users Decide Where to Go Next

Start with important words

Put the most important words at the start of your link text.

People mostly look at the first 2 words of link text.

References:

• First 2 Words

Avoid vague phrases

Avoid using vague phrases like ``learn more``, ``get started``, or ``click here`` as link text.

Vague phrases usually don’t clearly communicate what kind of content people will get if they click the link. Is it a page dedicated to the topic? A link to an app store? A landing page? Also, when there are multiple learn more links on a page some people assume that all the links go to the same destination.

References:

• “Learn More” Links: You Can Do Better

• “Get Started” Stops Users

Fulfill the link’s promise

Accurately describe the link destination in your link text.

For example, suppose you see link text that says How to change a car tire. You click the link and it takes you to the Wikipedia page on car tires. Weird, right? The problem is that the link did not fulfill its promise. You were probably expecting how-to guide content but you got encyclopedia content instead.

References:

• A Link is a Promise. See the Confirm the Person's Assumption section.

Link to sections

When possible, link to the exact section containing the information that people need.

Don’t link to the top of the page and force people to scroll through a lot of content.

References:

• A Link is a Promise. See the Confirm the Person's Assumption section.