Meaningful, scannable link text
Brace yourself, revelation ahead: your link text should use words that describe what you’re linking to. (I know, right?) A reader should be able to scan your page, visually (or using assistive technology) skipping from link to link until they find the link they want to click.
This doesn’t need to be the actual title of the page you’re linking to, but it should have enough meaning so that when the reader arrives at the linked page, they won’t be surprised or disoriented.
For example, this style is not so great: Click here to read the full report. (Actually, it’s terrible!)
- ‘I want to find out if I’m eligible’
- ‘How do I register to attend?’
- ‘How do I turn this damn autocorrection off?’
- ‘I need a review of Ulysses, so I don’t have to read it before I write my assignment.’
- Does it make sense in isolation?
- Is there enough of an information scent in the first two words?
- White Paper 001: Cheese consumption in Australia
- White Paper 002: Correlation between cheese consumption and reality TV growth
- White Paper 003: Beans—Australia’s silent killer.
- The first two words: A signal for the scanning eye (Nielsen Norman Group)
- Cognitive load (Wikipedia)