Wording of links
  • Links to be worded so the clickable part is meaningful.
  • The wording of a link should include the key phrase in the title of the page which it links to.
  • ‘Click here’ is not to be used.
  • Where the clickable part of a text link is not fully explained, there should be mouseover text to explain it (through use of the ‘link title’ tag), which should use standard punctuation.
  • Where possible, the link should be active and succinct, so the user knows what to expect when they click on the link.

For example:

How to redeem your Avios
rather than
Find out more about how to redeem your Avios
(The second one ┬áis too long and ‘Find out more about’ is redundant.)