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You can do stuff on the web! Surprised? Of course not. But a writing tip from the W3C recommends that links should not include verb phrases. I disagree. A verb phrase in your link text can clarify, emphasise and improve fluency. Can I persuade you?

Tell me more…

The W3C Quality Tips for Webmasters states:

When calling the user to action, use brief but meaningful link text that… is not a verb phrase

There’s no explanation but they give an example. They say you should replace:

Tell me more about Amaya.

They say you should write instead:

Tell me more about Amaya…

However, I argue that this is even better:

Tell me more about Amaya…

It’s better for two reasons. First, it is more informative than the other two. Second, it includes a call to action.

(In fact, there’s an even better version: Learn about Amaya… This is better because it is more succinct.)

Links stand out and are sometimes read out of context. So it makes sense to put contextual information and persuasive words in link text.

Clarify what the visitor can achieve

Effective link text explains what the visitor can do if they follow the link. Ask yourself, “What can someone do?”. Some examples are:

• Register
• Watch
• Buy
• Learn
• Subscribe
• Download
• Email

Notice that these words can also help to indicate what kind of resource is being linked to.

Because links stand out and are read out of context, this useful information should be included in link text.

Emphasise the call to action

Often the whole point of a page is to persuade visitors to follow particular link.

For example, you may have to write a page of marketing copy with a link to an order form. You might want to generate a sales lead by persuading a visitor to email you. Or persuade a student to take an e-learning module.

If you are in the business of persuasion, the golden rule is sell don’t say. That means you must tell people to do the thing you want them to do. Provide a call to action like “Read the report” or “Buy the book”.

Because links stand out and are read out of context, this persuasive text should be included in links.

Improve fluency

OK, fluency is somewhat subjective. But here’s an example that might persuade you. I want link to a newsletter subscription form. What I want to write is:

Subscribe to the newsletter

Now I’ll try rewrite this without a verb phrase in the link text:

Subscribe to the newsletter

But, out of context, that might seem like it linked to the newsletter itself, not a form. (If you’re using a mouse, it’s also a smaller target to click on) I’ll try again:

Newsletter subscription form

I’ve lost my call to action. I’ve had to clump three noun phrases together which is less readable. Third attempt:

Subscribe using the form

Hmm. The link won’t reveal much if it’s read out of context.

Subscribe using the subscription form

But this is strange when read in context. I could go on – but the first version is still the best, and I think I will stick with that. If you can think of an improvement, please suggest it.

Conclusion

Including a verb phrase in your link text can serve several purposes:

• Clarify what the visitor can achieve
• Emphasise the call to action
• Improve fluency

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