A link is an element on a page or in the interface that leads the user somewhere (for example, to another relevant web page). It differs from a button element that performs an action (for example, Submit or Continue). 

When people follow links, they can often lose their train of thought and fail to return to the original page, despite not having absorbed all the information it contains. So while links can add value for users, be careful not to create too many, especially within body copy. 

Best practices

The best links offer readers another way to scan information, and they should:

  • Follow our sentence case capitalization style (except when the link is a proper name).
  • Use plain language that does not mislead or promise too much.
  • Be short and descriptive (around five words is best).
  • Allow people to predict (with a fair degree of confidence) what they will get if they click – mirror the heading text on the destination page in links whenever possible.
  • Follow conventions for naming common features (such as Next/Previous).
  • Front-load user- and action-oriented terms at the beginning of the link (Download our app).
  • Indicate if the link downloads a file and the type of file (<a href="/readme.txt">download the README.txt file</a>.)
  • Include the long form of a term and its initialism, such as Application Lifecycle Management (ALM).

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Sometimes you have to rework a sentence to include a phrase that makes good link text.

When relevant, you can signal a benefit (Start your free trial) in buttons and links rather than using the more generic Submit.

Include SEO words in the link text when relevant. 

What to avoid

Don't use a URL as link text. Instead, use the page title or a description of the page. 

Exceptions: In some legal documents (such as some Terms of Service documents), it's okay to use URLs as link text. In digital press releases, you can refer to, although it should also be a link. In any other digital content types, simply make the word Anaplan a link (using, if you need to direct people to the homepage of our website.

Don’t include preceding articles (a, an, the, our) when you link text.

If a link comes at the end of a sentence or before a comma, don’t link the punctuation mark.

Avoid generic calls to action (such as Click here, Find out more, or Learn more) as standalone phrases. These terms suggest lazy writing, and they're particularly annoying to people using screenreader software to hear your page.

To avoid More, you can add words to specify exactly what readers will be getting more of, or you can use informative words as the link (More Calculation functions).

Avoid using follow a link; use select a link instead. (Note the use of the word select, rather than click or tap, as those words suggest actions that may not be possible for people using certain devices or assistive technology.)

Don't include any end punctuation when you hyperlink text (for example, periods, question marks, or exclamation points).

Don't make link text italics or bold, unless it would be so as normal body copy.

Don't add underline formatting to indicate a link. (The underline appears when a customer hovers on the link.)

Avoid email addresses in audio. Websites are permitted.

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