Links

Links help people move through the website and find what they need. Good link text tells users where they are going or what they will get before they select it. If link text is vague, users have to stop and guess. Clear links make pages easier to scan and easier to use.

 

Make link text clear

Link text should describe the destination, the action, or both. People should be able to tell what a link does without having to read the full paragraph around it.

 

Good examples

  • Review admission requirements

  • Download the student handbook

  • Contact Student Affairs

  • View campus parking map

  • Submit a website update request

 

These are stronger because they tell users what to expect.

 

Avoid vague links

Avoid generic phrases that do not tell users anything on their own.

 

Avoid

  • Click here

  • Read more

  • Learn more

  • More information

  • Open link

 

These phrases are too broad and often force users to guess.

 

Instead of

  • Click here for the student handbook

 

Use

  • Download the student handbook

 

Name the destination or action

A simple way to write stronger links is:

 

[action] + [destination or content]

 

Examples:

  • View tuition and fees

  • Download immunization form

  • Read library borrowing policy

  • Contact Human Resources

 

This pattern works well because it is short, direct, and easy to scan.

 

Make file links obvious

If a link opens a file instead of a webpage, make that clear in the link text. When helpful, include the file type and size.

 

Examples

  • Student handbook (PDF, 1.8 MB)

  • Budget request template (Excel, 92 KB)

  • New employee orientation slides (PowerPoint, 3.4 MB)

  • Campus emergency procedures (Word, 240 KB)

 

This helps users know what will happen before they select the link.

 

Keep link wording consistent

If two links go to the same place, use the same wording each time. If they go to different places, the wording should reflect that difference.

 

For example, if several links all point to the same page, choose one label and keep it consistent:

  • Residency application requirements

 

Do not switch between labels like:

  • Apply now

  • Learn more

  • Residency details

  • Click here

 

unless those links truly go to different destinations.

 

Avoid raw web addresses in page content

Do not paste full URLs into body content unless the web address itself is what users need.

 

Avoid

  • https://example.edu/admissions/forms/2026/application

 

Use

  • Download the 2026 admissions application

 

Raw URLs are harder to read, harder to scan, and usually less helpful than a clear label.

 

Linked images should still be clear

If an image is being used as a link, the image needs to make sense as a link. Users should be able to tell what selecting it will do.

 

For example, if an image links to directions, the description should reflect that purpose:

  • View campus map and directions

 

Do not rely on an image alone if the purpose is not obvious.

 

Do not overlink

Too many links in one paragraph can make content harder to read. Link the most useful words, not full sentences and not every repeated mention of the same thing.

 

Less helpful

 

For more information about parking permits, parking services, and parking rules, visit the parking page.

 

Better

 

Review parking permits and rules.

 

Keep links focused and readable.

 

Use links where users expect them

Links should appear where users are ready for the next step. Put them close to the related content so people do not have to hunt for what comes next.

 

Examples:

  • after a short explanation

  • near instructions or deadlines

  • at the end of a section when users may want more detail

  • next to related forms or resources

 

A link is most useful when it appears at the moment users need it.

 

Before publishing

Use this quick review before adding or approving a link:

  • The link text tells users where they are going or what they will get.

  • The link does not rely on “click here,” “read more,” or a raw URL.

  • File links identify the file type when needed.

  • The wording is consistent when links go to the same place.

  • Linked images are clear and purposeful.

  • The link goes to the correct destination.

  • The page does not feel overloaded with links.

 

Related guidance: Content Development, Office Files, Image Files, and Page URL.