Tips for Linking in Web Content

Reasons to link in your copy

  1. You have a desired call to action for users to follow.
  2. You want to direct users to a more specific page that may be a better match for the information they’re looking for.
  3. You want to continue engagement with the website and/or content subject matter.

Issues with linking in copy

  • Excessive linking can lead to information overload
  • Links can promote a less desirable outcome, such as directing to a less specifically relevant page
  • Redundant links may increase information cost without increasing value (i.e. the more links are added to a page, the less valuable already existing links appear)

Link solutions

  • Only add a new link if value is added for the user, not simply because you can
  • Practice “deep linking” — meaning content should get more specific as a user progresses through your site’s links
  • Inline links should be used if the new page may be more appropriate than the current page
  • Group relevant, but non-specific links together at the side or bottom of a piece of content
    • Note: Our sidebars are set up automatically, so the bottom of the article is where any manual lists should be added.
  • Avoid overly redundant links
  • Make sure all links are specifically labeled
  • If linking to something other than a webpage (e.g. an email address, file download), make sure the user is aware
    • Drupal will insert an icon for files
    • Email addresses and phone numbers should be written out and linked

Published by

Schweigel, Brynne A

Creative Media Specialist

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