Eight tips for writing strong hyperlink text

Hyperlinks are the clickable text that take users to another page on your website, another location on the web, or to a document. They are sometimes also called “anchor text” or “link labels”. They’re the words that are often underlined, in a different colour, or both.

 

The hyperlink text needs to tell people where they’re going if they click on it. Get hyperlink text right and everyone benefits: it’s great for user experience, accessibility, and search engine optimisation (SEO). It’s best practice and is part of the Web Content Accessibility Guidelines (WCAG)

 

Effective hyperlink text:

• Makes your site easier to navigate, with people quickly understanding where links will take them
• Supports disabled users, especially people who use screen readers
• Boosts your SEO, making it easier for people to find you online

Here are eight top tips to writing strong hyperlink text. Also take a look at Mind’s guide on how to write hyperlink text for better accessibility.

 

 

Be precise and descriptive

 

Your hyperlink text needs to be descriptive enough to allow people to know exactly where the link will take them. So, for example, avoid using phrases such as “click here” or “read more” as they don’t give users any context.

 

Phrases like “click here” are particularly unhelpful for people using a screen reader. Screen readers can often present all the links on a page in one go. Without context, users won’t know if the link is helpful to them. Instead, spell out what you’re linking to. For example, if you’re directing someone to your annual report, instead of writing “Click here” write “Read our 2024-25 annual report”.

 

Also, remember that most people will scan a page of content, rather than reading it line by line. Your hyperlink text needs to stand out from the rest of the page and be descriptive enough to work in isolation.

 

Keep it short…

 

Keep your hyperlink text concise, while also being specific enough for the user to know where they’re going. Use the least number of words that tells your user where they’ll be directed to. As well as being simple to understand for people scanning the page, too many lengthy hyperlinks will make the page difficult to navigate. 

 

 

…But not too short

 

If a link is only one digit or letter it can be difficult to view on screen, and hard to click or tap on (particularly for people with motor impairments). 

 

 

Don’t use the same link text for different links

 

Avoid using the same link text for links that go to different locations. This can be difficult for people using a screen reader, as if the links are read out in one go, users won’t know which to choose. 

 

For example, if the phrase ‘fundraising guide’ is used in two places on the same page, with one sending the user to a fundraising poster guide and another to a complete fundraising kit, the user won’t know which to go to. Spell it out and be specific. 

 

 

Think mobile

 

Over 60% of website traffic comes from mobile devices, so hyperlinks need to be clear enough to be visible on small screens and stand out from the other content. But they also need to be long enough so that they are easily tappable.

 

With that in mind, it’s worth making sure that you don’t include too many hyperlinks in any one section of content, both for visibility and to avoid users tapping on a link they didn’t mean to.

 

 

Link to trusted sources

 

When you’re linking to external websites, make sure they’re reputable and trustworthy. Similarly, make sure the pages you link to actually work. That might mean regularly checking your website for any broken links that are out of date. 

 

Doing both these things will help users to trust your own organisation. Also, avoid linking to sites that you need to pay for to view content or need to be registered with to be able to read.

 

 

Don’t use the word ‘link’

 

Most screen readers will tell users that a piece of text is a link, by saying the word ‘link’ before the hyperlink text. For example, “Support us” would be read out as “Link: support us”.  So there’s no need to include the word “link” because users already know it is.

 

 

Include file size and format

 

If you’re linking to a file download, such as a PDF, include the file type and size. This will help users to know if they’ll be able to open it and what to expect if they click on the link. For example, “Read our 2024-25 annual report (PDF, 1.8 MB)”.