Make Destinations Clear with Link Text
Links are what allow users to navigate across the World Wide Web. Link text is incredibly important both to the user experience and to the accessibility of digital content.
The Americans with Disabilities Act (ADA) Title II requires all university websites, mobile applications, documents made available online and digital course materials must be fully compliant with WCAG 2.1 Level AA accessibility standards by April 24, 2026.
Links in Digital Content
When navigating the web, it is common for readers (both sighted and those using assistive technology) to read links without reading the surrounding text. As such, linked text needs to be descriptive enough on its own that readers have a good idea of what will happen or where they will go if they click the link.
Writing Effective Link Text
Write link text that makes it clear what the purpose of the link is or what users can expect if they click on the link.
For Level AA compliance, the purpose of the link should be determinable by the linked text and its surrounding context. For Level AAA compliance, the purpose of the link should be determinable by the link text alone.
Link Words that Reveal Link Purpose
Avoid generic link text that hides the purpose of the link:
- Learn more
- Click here
- This link
- More
Instead, link the words that describe the link destination, revealing why you would click on the link. These action-based examples are especially good for button text:
- Learn how to apply
- Explore our programs
- Download brochure
Sometimes, when looking at a sentence that has generic link text, simply changing the words that are linked will improve clarity. For example:
- Generic link text: Learn more about the 12th Man.
- Specific link text: Learn more about the 12th Man.
Describe Link Destination in Link Text
Sometimes, more action-driven link text (as seen in earlier examples) is difficult to fit into paragraph-like copy. In these instances, it is better to work in words that match (or nearly match) the H1 heading of the page you are linking to. This provides a better user experience as it is obvious when users arrive on the linked page that they are arriving at the correct destination.
Use Distinct Link Text to Go to Different Locations
Each link on a page should have unique link text, unless two links are going to the same destination.
- Links with different text should not go to the same destination. For example, if you have two links that both say “Texas A&M University,” both of those links need to go to the same place.
- Links with the same text should not go to different destinations. For example, if you have two links that go to www.tamu.edu, they need to have the same link text.
Practical Tips for Links
- Avoid generic link text like “click here.”
- Link words that reveal where users will go if they click the link.
- Use unique link text for links going to different destinations from the same page.
Links in Aggie UX
There are multiple call to action (CTA) options built into Aggie UX components. When you’re writing your content, consider which CTA option will work best for your needs and write your link text following the best practices outlined above.
When to Use Each CTA Type
- Linked headings: best for when the heading matches (or nearly matches) the link destination
- Buttons: best for short calls to action (1-3 words), usually starting with an action
- CTA links: best for longer calls to action
Use Siteimprove to Find Issues with Links
Siteimprove can help you find accessibility issues related to links on your webpages, including:
- Links missing a text alternative
- Links in the same context that have the same text alternative
- Links with same text that go to different pages (find under “Potential Issues”)
Find and Address Issues with Links
To see if you have any of these issues on your site:
- Log in to Siteimprove.
- On the left side menu, open Accessibility > Issues.
- On the Issues table, set the filters to Element type: Links.
- Click on each issue to get more information about how to address the issue and see affected pages.
- Repeat this process on the Potential Issues (Accessibility > Potential Issues) page to review occurrences that need a human to review to see if they are issues.
Almost all link issues can be addressed by content editors without having to touch code.
Once you have identified the issue, go into your content management system to address the issue and publish your changes.
After the page has been republished with your changes, go back to Siteimprove to rescan that page to see if the issue has been resolved.
Get Access to Siteimprove
All Texas A&M website owners have the ability to monitor the accessibility (and quality assurance) of their sites using Siteimprove. Use Siteimprove to identify potential issues, learn how to address them and watch your scores over time. If you are responsible for a Texas A&M website, email web@tamu.edu with your name, NetID and the sites you are responsible for to get access.