Choosing links that clearly communicate

Links are the roads between pages - and like real-world signs, they need to be clear, relevant, and helpful.

Why good link text matters

When someone visits your page, links act as critical signposts. But unlike road signs, web links often fail to clearly indicate where they lead or what users will find when they arrive.

Consider these real-world scenarios:

The frustrated parent looking for information about research participation encounters: "For more details about who can participate in our studies, click here." They click, hoping for eligibility criteria, but land on a general research overview page. Now they're lost and have to start over.
The efficient screen reader user presses a key to hear all links on the page: "Click here, click here, read more, click here, find out more." Without surrounding context, these links are meaningless. They can't quickly jump to the information they need.
The mobile user in a hurry sees "More info" at the end of three different sections. They can't remember which section was about pricing, which was about booking, and which was about locations. They have to scroll back up to figure out what each "More info" refers to.

Clear, descriptive links prevent all of these problems by guiding users logically through your content, giving immediate clues about the linked page's content, helping users relying on assistive technology navigate efficiently, and reducing cognitive load for everyone.

Describing destinations, not directions

Link text should clearly describe what users will find at the destination rather than simply instructing them how to get there.

Vague links like "Click here," "Read more," and "More info" offer no indication of what's coming next. They're especially unhelpful for screen reader users navigating through lists of links without surrounding context.

Clear, descriptive alternatives like "Learn about our study enrollment process," "Participation criteria for the ABC Study," and "Meet our research team" help every user confidently choose their next step.

The difference becomes obvious when you imagine hearing only the link text without any surrounding context. "Click here" provides no useful information, while "Download the referral form" immediately clarifies both the action and the outcome.

Context-independent clarity

Effective link text makes sense even when separated from surrounding content. Screen reader users often navigate by jumping between links or generating lists of all links on a page. In these contexts, your link text needs to work independently.

Consider how these links would appear in a list:

"Click here"
"Read more"
"Click here"
"More info"

Versus:

"Download the study information sheet"
"Check participation requirements"
"View our current research studies"
"Meet our paediatric research team"

The second list tells a complete story about what the page offers and allows users to navigate directly to relevant information without guessing or backtracking.

Links for people, not algorithms

While search engines do consider link text when understanding content relationships, the most effective approach focuses on user needs rather than keyword optimisation. Natural, helpful linking patterns serve both users and search engines better than artificial keyword stuffing.

Instead of "Our speech pathology services Perth clinic offers comprehensive paediatric speech therapy treatment programs," use "Book a consultation at our Perth clinic to discuss your child's speech development." The second version sounds natural, clearly indicates what users will find, and builds trust through clarity.

User-focused linking works because it matches how people actually think and search, builds trust through clear expectations, reduces bounce rates when people find what they expect, and encourages genuine engagement rather than accidental clicks.

Common pitfalls and better alternatives

URLs as link text create accessibility barriers and poor user experience. Screen readers read every character of long URLs, making them painful to listen to, while users gain no insight into the content behind the link. Instead of displaying the full URL, describe the destination: "Learn about our paediatric assessment programs for children aged 3-12."
Repeated vague links throughout a page create navigation confusion. Multiple sections ending with "Read more" or "Learn more" force users to remember context or navigate by trial and error. Make each link specific to its content: "Read more about our assessment process," "Learn more about insurance coverage," "Read more about our Perth location."
Misleading link text sets wrong expectations and frustrates users. If your link says "Download our brochure" but leads to a page with multiple downloadable resources, users feel deceived. If "Book an appointment" leads to general information rather than actual booking functionality, you've broken trust. Ensure link text accurately describes the destination.
Context-dependent links require surrounding text to make sense. "This program runs for 6 weeks and costs $300. Sign up here" works visually but fails when the link text "Sign up here" appears in a links list. Use "Register for the 6-week communication program" instead.

Placement and user flow

Where you place links within content affects how useful they are for different user goals and navigation patterns.

In-line linking helps explain concepts or provide necessary background information without interrupting the main content flow. "Before your first appointment, you'll need a referral from your GP and should complete our intake assessment" provides relevant links exactly when users need them.
Call-to-action linking guides users toward specific next steps with action-oriented language that clearly describes both the action and the outcome. "Book your initial consultation" or "Download the parent information packet" set clear expectations about what happens next.

Avoid overwhelming paragraphs with too many links, which can distract from the main content and create cognitive overload. Strategic placement of fewer, more relevant links typically serves users better than comprehensive linking to every possible related page.

Screen reader users navigate pages in ways that make link clarity essential for efficient information access.

Tab navigation involves jumping from link to link using the Tab key. If every link says "Click here," users learn nothing about page content or structure. Descriptive links create a logical progression that helps users understand available options and make informed choices.
Links list generation allows screen readers to create comprehensive lists of all page links. Users can scan this list to find specific information quickly, but only if link text clearly describes destinations. "Download the referral form" helps users find forms, while "Click here" provides no useful information.
Link text searching enables users to search for specific words within link text. Someone looking for pricing information can find "View our fee schedule" but not "Click here" that happens to lead to pricing information.

These navigation methods demonstrate why link clarity benefits everyone - they represent efficient ways that all users mentally organise and access web content, whether they use assistive technology or not.

Before finalising links, test whether they work independently of surrounding context. Read only your link text and ask whether someone would understand where each link leads and why they might want to follow it.

Consider how your links would appear to someone scanning quickly on mobile, someone using voice commands to navigate, or someone returning to your page after several days. Clear, descriptive links serve all these scenarios better than vague alternatives that require users to remember or reconstruct context.

Check your understanding

Copy and paste this to ChatGPT when you're ready for feedback:

I've been completing some questions as part of an SEO course. I'm currently answering questions for a section titled "Choosing links that clearly communicate". Please check my answers and let me know if I've understood the key ideas correctly. My responses are below.

1. A colleague argues that descriptive link text makes content "too wordy" and prefers using "Read more" consistently throughout the site because it "looks cleaner and more professional." Analyse why this approach creates fundamental problems for accessibility and user experience, even when the visual design appears more streamlined.

2. What is the primary reason "Click here" fails as effective link text?

It doesn't include relevant keywords for search engines
It lacks semantic meaning when read without surrounding context
It's too short to be memorable for users
It doesn't follow modern web design conventions

3. You're editing a page where every section ends with "Find out more." The page covers eligibility, costs, locations, and booking processes. A stakeholder argues that changing these links would create "inconsistent design" and asks you to keep the uniform appearance. How would you balance their design concerns with user needs while demonstrating why link clarity matters more than visual consistency?

4. Which approach best balances natural language with descriptive link text?

Download our comprehensive paediatric speech therapy assessment and intervention services brochure PDF document
Get our brochure about services for kids
Download our paediatric services brochure
Click here to access information about our children's programmes

5. Consider this scenario: Your organisation's website uses "Learn more" as the call-to-action for research study information, donation appeals, volunteer opportunities, and newsletter subscription. Analytics show that users frequently click these links but immediately return to the previous page. Analyse what this behaviour suggests about link effectiveness and propose specific improvements that address both user expectations and organisational goals.

6. A screen reader user contacts your organisation saying they frequently get lost on your website because they can't tell where links lead without reading entire paragraphs for context. Using examples from the lesson, explain how this accessibility issue actually reflects broader usability problems that affect all users, and why addressing it improves the overall user experience.