The rule
Create descriptive, meaningful links that tell users exactly where they are going.
Why it matters
Descriptive links provide "information scent," allowing users to judge if the destination is relevant before clicking. Links like "click here" or "learn more" are bad for conversion and harmful to accessibility because they provide no context for screen readers. Users tend to scan for keywords, so the link text must stand out during a quick scan.
How to apply it
- Link complete phrases and ideas rather than single words.
- Avoid repetitive phrases like "click here" or "learn more".
- Place the most important part of the link text first to accommodate scanning.
- Use sentence case for standalone links to make them easier to read.
Example
Weak
"To learn more about usability, click here."
Stronger
"Check out our latest blog post on website usability."
Tensions and exceptions
While links should be descriptive, very long links can clutter an interface and make a page look busy. In informal writing like blogs, incidental links can be more oblique or "fun," but critical task-based links must remain specific and clear.