Proper websites, done properly

Writing good link text

3 minute read time / 415 words

Writing good link text is incredibly important, for both you, your visitors and search engines too.

You see bad link text everywhere. It's easily done, but it's also easily avoided. Any link you include in your content should feel like it flows as part of your text content.

If you find yourself reaching for the 'click here', 'more', 'read more' then try to pause for a moment and consider this: Out of context, does this text make sense?

If you took away all the text around it and just read aloud the link text, would anybody know where the link was going?

Think about your users. Not all of them will be able to see your site. Some will be using assistive technology like a screen reader. Your link might be read out as "Link, click here, article". That provides nothing of use to any user or any search engine. 

To find out where my favourite burgers are from,
<a href="/my-favourite-burgers">Click here</a>.

Try to make sure that the text around your link provides some context, and that the link text itself still makes sense out of context. Your content will flow better, be better understood and also your links will just feel right. 

Everybody knows I love me some good cheezeburger,
and now you can find out all about
<a href="/my-favourite-burgers">my favourite burgers of all time</a>
in all their juicy detail.

Bad link text could be anything that doesn't really help your users:

  • For more information Click here.
  • For more information, click here.
  • You can read more here.
  • You can read more here.
  • You can read more here.
  • For more information go here.
  • Just fill in this form
  • PDF
  • Download file

On the other hand, good link text is just making sense of the content:

  • We were founded in 1892 and have been awesome every since. You can learn more in our full company history.
  • Sounds relaxing, right? Full details about our spa days and relaxing massages are within your grasp.
  • Join us! Just fill in our membership application form, and somebody will review and get back to you within two business days.
  • This article is also available as an audio file or as a downloadable PDF.
  • You can now download hello.mp3 to your device.

It's also possible to add hidden screen reader only text to links if you want to add additional context to those users. 

You can now <a href="hello.mp3">download the file "hello.mp3"
    <span class="vh"> (1.3MB download size, audio file)</span></a>
to your device.