We use a lot of links in our writ­ing, which is to be expect­ed. But it’s impor­tant we’re for­mat­ting them con­sis­tent­ly and in the most acces­si­ble way for our users.

Whenever you’re includ­ing a link in a sen­tence or para­graph, don’t just add the URL and call it good. Create an in-line link over the phrase that makes the most sense. Use as many words as you need to accu­rate­ly describe what’s being ref­er­enced, while still being con­cise. Your linked text should tell the read­er exact­ly where that link will take them and should make sense with­out the sur­round­ing copy. 

You may need to restruc­ture a sen­tence to craft the best link text pos­si­ble. Include rel­e­vant key­words, prefer­ably at the begin­ning of the link. This helps a read­er scan the page and find what they’re look­ing for. Search engines also use link text as a cue for mean­ing and relevance. 

And don’t rely­ on gen­er­al loca­tion words, like​“here” or​“there,” or on actions like click here.” Maybe your read­er is look­ing at your copy on their phone or using an assis­tive device such as a screen read­er — they won’t be click­ing” any­thing. Leaving those words out is bet­ter for acces­si­bil­i­ty. And while we’re at it, don’t include end punc­tu­a­tion in your in-line link.

Click here to see our blog.

Don't use words like "here" or "there" to tell your reader where to click.

Here’s our support page:

Don't copy and paste full URL links.

For more details, visit our blog.

Do leave end punctuation out of the link.

Check our support tutorials for step-by-step instructions.

Do link the phrase that best describes the link destination.

Short for calls to action,” these are the designed but­tons we include in emails, land­ing pages, social ads and in prod­uct. They’re like a pumped up ver­sion of an in-line link and are used to draw the reader’s atten­tion. They also have a few more for­mat restrictions:

  • Short (two to three words)
  • Action-ori­ent­ed (start with verbs most often)
  • Avoid pro­nouns
  • No punc­tu­a­tion

Similar to how we write in-line links, you should give the read­er an expec­ta­tion of where that CTA will take them. It’s bet­ter to be spe­cif­ic than mis­lead­ing or vague. Stick to our pre­ferred words for CTAs to keep them consistent. 

Make sure your con­tent flows nat­u­ral­ly. If you asked a ques­tion in the title, the CTA should answer that question.

We cov­er CTA cap­i­tal­iza­tion in anoth­er sec­tion, so be sure to refer to it with any ques­tions. TL;DR: we use title case.

Last Updated: 17 Sep 2020 at 10:58am CDT