Section 4.5 Use links effectively

The ability to link to related content is a major benefit of writing for the web. Below, we list some strategies for using links effectively in online health content.

Limit the number of links on a page

Users with limited literacy or digital skills sometimes click on links instead of reading content on a page. Limiting how many links you have on a page can help prevent too much “link hopping.”

Think about links as exit points — include them only in places where you really want your users to exit. 

Link directly to tools and resources that support or clarify your content

Include links that allow users to “drill down” for more detailed information.^{51, 58, 63} Avoid linking to pages with redundant content. 

Label links on a webpage clearly

Clear labeling helps make links more user-friendly. Consider these strategies:

• Make links long enough to “grab” easily. If your link is too short, it may be hard for users to tap or click on the right part of the screen to select the link.⁸⁴
• Use descriptive link labels so there are no surprises.^{53, 54} Descriptive link labels tell people what to expect from a link. Users should never be surprised by what they find when they click on a link. They can also help users find the right content and improve SEO rankings, which can make your website more visible to users.
• Use action verbs in link labels.^{53, 58} Choose actionable link labels, like “Check out these tips for getting active,” “Find out how to eat healthy during pregnancy,” or “Read more about diabetes.” Action verbs help users engage with your content.

Never use general link labels — they don’t help people know what to expect. For example, avoid link labels like “click here” or “learn more.”

Use color or underline to identify links

Display links so users will easily recognize them as clickable. Make links visually consistent throughout your site. Make it clear that links are clickable — avoid having users hover over text to see if it’s clickable. For example, make links blue or another color that stands out from the body text,⁸⁵ and add underlining so users don’t have to rely on color alone to identify links.⁸⁶

In addition, make all elements — like pictures, icons, and text — that are related to each other clickable. Users find it easier to click on a large target area.⁸⁷ If you’re using an icon for a link, combine it with another visual cue, like a text label.⁸⁷

To follow established guidelines for displaying links:

• Use blue for unvisited links and purple for visited links unless you have a reason to choose different colors.⁸⁵
• Test your color choice to make sure it stands out from the body text — and that it’s visible to people with color blindness.
• Underline links in main content areas — users still recognize underlined content as a hyperlink indicator (especially users with low vision or other accessibility issues).⁸⁶