Name the destination or action

Replace repeated labels such as click here with a description of the resource or task. A visitor should know whether a link opens a portfolio, downloads a document or starts a booking journey. If the destination is an external service, make that context understandable. Avoid promising an immediate outcome when the link only begins an enquiry or application process.

Keep the label honest

Check the destination regularly and update the wording when the content changes. A link called “Current catalogue” should not open an obsolete brochure. Where several links appear together, use distinct names rather than identical calls to action. Consider how the page reads when someone scans only the linked text. The labels should still form a useful map of the available actions.

Imagine this

Hypothetical example

A hypothetical profile uses “View the team rollout guide,” “See selected projects” and “Request an introductory call.” The labels help visitors choose without opening every destination. A previously generic “Get started” button is renamed because it leads to an enquiry form rather than immediate account activation.

Make it practical.

Use this checklist as you read. Checks are not stored.

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