Links that clearly communicate their destination help users decide what action to take. Studies show that most users inevitably skim the page for links and headings, so your link titles should be punchy and clear; specific calls to action, even out of context. It’s most important for link text to make sense without the surrounding sentences or content. The link text alone should convey the function and purpose of the link. Link text should also be unique and easy to speak out loud.

For people using screen readers or other assistive devices, meaningful links can save much time and frustration. Screen reader users may choose to navigate the content of a page by tabbing through links and bypassing other content. It is important that each link has meaningful text describing the purpose of the link without relying on the surrounding text. While it is important to be descriptive it is also important to keep links as concise as possible. Screen readers already inform users that they have encountered a link so there is no need to include language such as “link to” or “click the link” in link text.