Using good link names
Help visitors find your treasures

In one sense, using a web site is like a treasure hunt—you follow clues to reach your destination. Your progress during the adventure is measured by your level of confidence. If your current location matches the clues, you remain confident. If it doesn't, you can feel confused and uncomfortable.

On a web site, those clues are link names. If they lead to a destination your web site visitors expect, they'll feel confident and comfortable. If not, they can feel confused, even frustrated.

Your goal is to help your web site visitors feel comfortable each time they click a link. You should want the experience to be: Click. "Good." Click. "Good." Click. "Cool, there it is."

This is in contrast to: Click. "What? Back. Click. "That's not it." Back. Click. "I don't get it." Back. "Where is it? Never mind, I'll try another site."

Tips:

• Use accurate, descriptive link names. They should describe the link destination well enough so there is no surprise when someone clicks the link and views the resulting page.
   
• Avoid link names like "click here" or "here".
   
• Links aren't required to be just one or two words. When appropriate, use a phrase, e.g., "How the process works," or "What clients are saying."
   
• For links to files, rather than web pages, indicate what type of file in or near the link, e.g., "Annual Report (.pdf)" or "Entry Form (.doc)".
   
• For email links, make the link text the actual email address. Avoid email links named "contact us" or "email." They can surprise and frustrate people by launching their email application when they don't expect it.
   
• Test your link names by asking, "Is the link destination about ___ ?" Examples:
  a) Is the link destination about "available services"?
  b) Is the link destination about "click here"?

Need help improving the link names on your site? Consider our web site evaluation or web site maintenance services.