‘Link text’ is the clickable text in a hyperlink that connects to another webpage.
It tells users where they are going before they click, helping them decide if the link is relevant.
Good link text benefits everyone, and it’s especially important for people with access needs, who use a screen reader or other assistive technology to access the web. It can also improve your page’s search ranking (SEO).
5 tips for writing good link text
Here are some of our top tips for improving the link text on your webpages.
1. Make sure the link text makes sense on its own.
If the sentence surrounding the link was removed, could you still tell where it would take you?
Example:
The accessibility fundamentals page tells you about best practice
Not: Click here for accessibility best practice
It can also be more difficult to click on a one-word link like “here”.
2. Never use a URL as link text.
We sometimes do this in emails, but it should never be done on the web. It doesn’t help anyone understand what the link is, and can be completely incomprehensible to people using screen readers.
Example:
The Geography website showcases our latest research
Not: Information about research can be found at: https://geography.exeter.ac.uk/’
3. Make link text unique on the page.
Don’t use the same link text more than once on the same page if you can help it.
E.g. If you have a page with three links to campus tours, don’t use ‘campus tour’ as the link text for all three. Instead, use descriptive text such as:
This way users can tell what each link leads to, just by reading or listening to it.
4. Prioritise keywords in the first 2 words.
People pay most attention to the first two words of a link, when scanning a page. Put a keyword relating to the destination page in the first two words if you can.
Example:
To find out more, view our sustainability plan for 2026
Not: To find out more, view our sustainability plan for 2026
5. Keep calls to action concise, and position them as separate paragraphs
Bear in mind that users will often scan over a page looking for actions to take. Help reduce cognitive load by positioning links below a related paragraph, rather than mid-sentence.
When your link is also a call-to-action, lead with a verb that encourages users to take a clear action.
Example:
An undergraduate degree is your first step into higher education. You’ll combine in-depth subject knowledge with the skills employers are looking for. It provides the foundation for a huge range of careers or further study, while helping you build confidence, independence, and real-world understanding of your chosen course.
Why does good link text matter?
1, It helps everyone.
Accessible link text improves the experience of all website users – not only those who have access needs or use assistive software.
2. It can improve your page’s search engine performance.
Making your link text contextually relevant to the page you are linking to helps search engines and AI tools, such as Google and ChatGPT, better understand the page’s content and purpose. This helps us attract more relevant visitors.
3. It demonstrates our values.
Inaccessible link text risks sending the message that the university is not concerned about the needs of disabled people. As a socially-just university, accessibility should be second nature to everything we do.
4. It’s the law.
As a public institution, the University is required to comply with the government’s Web Accessibility Guidelines.
More information
How to add a link in T4 (T4 registered users only)
References
Level Access: Best Practices for Hyperlink Accessibility
University of Dundee: Writing useful and accessible link text