Link text

Links use descriptive text that tells users and search engines where they go.

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    Impact

    ScanGov impact ratings

    About

    Link text is the clickable word or phrase in a hyperlink. When link text clearly conveys a hyperlink's target, both users and search engines can more easily understand your content and how it relates to other pages.

    Risks

    Users cannot tell where links go.

    Why it's important

    Describes the link’s purpose clearly, helping users know where it leads and improving navigation for everyone.

    Code

    Failing pattern:

    <!-- Vague: does not describe the destination -->
<a href="/report-2024.pdf">Click here</a>

    Passing pattern:

    <!-- Descriptive: users know where they are going -->
<a href="/report-2024.pdf">Download the 2024 annual report (PDF)</a>

    Error

    ScanGov messaging when a site fails a standard:

    Links do not have descriptive text.

    Guidance

    Indicators

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