Web Standard: Link Text

Note

All EPA public and internal content pages and web applications are required to follow this standard.

Definitions

Link text is the text that describes what happens when a user clicks on a link. It needs to clearly and accurately convey where the link is taking the user. Commonly, link text is the name of the linked page or document.

Remember, users may rely on screen readers. Make sure links are accessible to everyone. Descriptive link text has the added benefit of improving search engine optimization.

Content requirements

Write Clear and Descriptive Links

Use link text that clearly describes the linked page or page section.
Do not use general link text such as:
- More info
- Learn more
- Click here
- More
- here
Use descriptive text, such as:
- Basic information about lead
- Explore the PFAS Strategic Roadmap
- the actual name of the web page or document the user will visit
Start button link text with verbs.
Do not use the same link text for different links on the same page.
Equally, avoid linking to the same content more than once on a page. If you must, use the same descriptive, clear link text for both links.
Do not use inline links excessively. More than two links in a paragraph may look cluttered. Instead, consider adding links in a bulleted list.
When linking to other file formats, follow this format: Document Title (DOCX), including the file extension in the link (video or audio, PDF, DOC, etc.).
Links outside of epa.gov must meet the requirements set out by the External Site Links procedure.
Links to EPA's non-public web content (e.g. Intranet or Sharepoint) should be avoided on public web content (websites and applications). If you must link to non-public web content, mark the link with "(internal link)" to alert visitors.
Do not use the website address (URL) for link text unless you are trying to get your visitor to remember the URL (AirNow.gov).
When linking to related content, send visitors to the most specific, topically relevant webpage (and not a web area homepage).
When adding a link to content in a different language than your page, include "(in LANGUAGE)" in the link. For example, Lead (in Spanish) or Plomo (en inglés).

About this Standard

All EPA public web content must adhere to all federal requirements including; the EPA Web Standards, the U.S. Web Design System guidelines, federal plain language guidelines, and the 21st Century Integrated Digital Experience Act. Internal content, including Intranet and Microsoft 365, may differ from the public content. If not explicitly stated, content must adhere to all federal requirements.

Original effective date: 04/10/2024
Last approved on: 04/10/2024
Web Council review by: 04/10/2027 (or earlier if deemed necessary by the Web Council)