Link

Standalone links#

Standalone links are not full sentences, and do not have punctuation at the end. Treat these like calls-to-action by writing them as short verb phrases.

Since standalone links are at the end of a sentence or paragraph, they’re often perceived by users as optional or supplementary to surrounding content.

Links within sentences#

Links within — or as — sentences are written just like they’re part of a paragraph. Make sure you include enough context in the link text to communicate the value and expectation of the landing experience.

This approach can draw a user’s focus to the linked text, such as for need-to-know updates or high-signal information. If the link leads to more content, it can be helpful to write it as a descriptive noun (e.g., “survey feedback”). If the link launches a task or action, start it with a verb (e.g., “Share your feedback”).

Keep in mind that it’s easier to localize links that are entire sentences, rather than sentence fragments. This is because, depending on which part of a sentence is included as a link, the word and link order may be re-arranged when translated.

Avoid generic language#

Avoid overly generic link language like “learn more,” “click here,” “more information,” or “continue reading.” It’s more accessible and inclusive to write link text as unique descriptions of the navigational target or function.

Links need to be descriptive enough that they make sense without any other context. Generic links don’t make sense out of context, and don’t communicate where they go or what happens if a user interacts with them. Unique link language is essential for screen reader and magnification users who may not have the supplementary language around a link, or may not follow the content order of an experience.

Try to avoid using a series of generic, standalone links that say “learn more” at the end of multiple sentences or paragraphs as a truncation strategy.

Write specific and descriptive link text#

Links act as wayfinding tools that offer contextual clues about how to navigate an experience. Write link text so that, even if someone were not able to view any surrounding context, they could still understand a link’s purpose and what they should expect by interacting with it. Try to front load the link with the most important word(s).

Be conscious about repetition#

Don’t use the same link text to link to different information in the same view. If link text needs to be duplicated within a single page or view, find ways to make each link unique, such as using accessibility labels or other text alternatives.

It’s OK to incorporate multiple links into the same sentence as long as the links are contextual and relevant. Do not overload sentences and pages with links purely for SEO purposes.

Create intuitive landing experiences#

Don’t place a generic “Learn more” link in design specs without thinking through what happens when a user interacts with that link. The landing experience needs to work in partnership with how the link text is written. Identify exactly where that link will go or what it will do, then ensure the link text reflects that.

Use anchor links whenever possible to ensure that users can quickly find the most helpful next steps after interacting with a link. Collaborate with help content writers or customer service representatives to determine the most natural and intuitive content to supplement your experience.