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Updated: 6/30/26
Overview
Descriptive links tell users exactly where a link will take them, before they click. This matters for everyone, but it is essential for users who rely on screen readers, keyboard navigation, or other assistive technologies. This article explains what descriptive links are, why they matter, and how to write them across websites, emails, and other digital channels.
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What is a Descriptive Link?
A descriptive link uses meaningful words as its visible text, including words that convey the purpose or destination of the link clearly, without relying on surrounding context.
Links should make sense on their own. Screen reader users often navigate a page by jumping from link to link, hearing only the link text — not the sentences around it. If your link text is “click here” or “read more,” that experience provides no useful information.
Comparison of inaccessible vs. descriptive, accessible link text.
| Avoid |
Better |
| Click here |
Download the project brief (PDF) |
| Read more |
Read the updated leave policy |
| https://drive.google.com/file |
View the Q2 budget report in Google Drive |
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Why Descriptive Links Matter?
Accessibility & Legal Compliance
The Web Content Accessibility Guidelines (WCAG), the internationally recognized standard for digital accessibility, require links to have a purpose that can be determined from the link text alone, or from the link text together with programmatically determined context (Success Criterion 2.4.4, Level AA).
In the United States, the Americans with Disabilities Act (ADA) and Section 504 of the Rehabilitation Act of 1973 require accessible digital content for many organizations.
Who Benefits?
Descriptive links improve the experience for a wide range of users:
- Screen reader users — hear link text read aloud as they navigate
- Keyboard-only users — tab through links without reading surrounding text
- Users with cognitive disabilities — process the purpose of a link more easily
- Users with low vision — may see only a portion of a page at a time
- All users — descriptive links reduce cognitive load and support faster scanning
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Writing Descriptive Links on Websites
Websites are the most common place where link accessibility is addressed and also where the most common mistakes occur.
Core Rules for Web Links
- Use words that describe the destination or action: not the mechanism (never “click here” or “go”)
- Keep link text concise: aim for 4–8 words where possible
- Avoid using the raw URL as link text unless it is a short, meaningful domain
- If a link opens in a new tab or window, indicate that in the link text or an
aria-label
- For file downloads, include the file type and size: e.g., “Q2 Report (PDF, 820 KB)”
- Avoid duplicate link text for different destinations: each link should be unique on the page
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Links that Open in a New Tab
Important: Opening links in a new tab without warning can disorient users, especially those using screen readers or those with cognitive disabilities. Always inform users when a link opens in a new context.
Add a visible or programmatic indicator, for example:
Examples of warning users before opening links in a new tab.
| Avoid This |
Use This Instead |
| Visit our partner site |
Visit our partner site (opens in a new tab) |
| See WCAG guidelines |
See WCAG 2.1 guidelines (opens in a new window) |
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Navigation links are among the most-used links on any site. Use clear, consistent labels. Avoid abbreviations or internal jargon that visitors may not recognize. Labels like “Resources,” “Support,” or “About” are vague when used multiple times across a site without distinct context.
Buttons vs. Links
A link navigates to a new location. A button performs an action. Use the right element for the right purpose, and make sure the text reflects that:
Distinction between button text actions and link text actions.
| Avoid This |
Use This Instead |
| Click here to submit |
Submit your application (button) |
| Download |
Download the User Guide (PDF, 1.4 MB) |
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Writing Descriptive Links in Email
Email presents unique challenges. Recipients may use screen readers, preview panes, or plain-text views. Many email clients strip formatting so the link text must carry the full meaning.
HTML Emails
- Apply the same rules as web links: descriptive text, no “click here”
- Avoid hyperlinking single words like “here” or “this”
- Do not use the raw URL as link text; long URLs are unreadable and inaccessible
- If including a call-to-action button, use clear text: “Register for the Webinar,” not “Register”
Examples of accessible email hyperlink phrasing.
| Avoid This |
Use This Instead |
| Click here to reset your password |
Reset your password |
| Learn more |
Learn more about our data privacy practices |
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Plain-Text Emails
Plain-text emails do not support hyperlinks. Paste the full URL on its own line, and precede it with a label so recipients understand where it goes:
Reset your password: https://accounts.example.com/reset-password
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Email Signatures
Links in email signatures are easily overlooked. Make them descriptive.
Distinction between unclear information and a descriptive link.
| Avoid This |
Use This Instead |
| Website |
Submit your application (button) |
| Linkedin |
Download the User Guide (PDF, 1.4 MB) |
| Schedule a call |
Schedule a 30-minute call with me |
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Descriptive Links in Other Digital Contexts
Documents (Word, Google Docs, PDFs)
Documents are frequently shared, exported, and read aloud by accessibility tools. Apply the same principles:
- Hyperlink meaningful phrases, not raw URLs or 'click here'
- In PDFs, use Adobe Acrobat Pro's tag panel or the source document's link text, the visible text becomes the accessible text
- For footnotes or references, use a label like 'See WCAG 2.2 Success Criterion 2.4.4'
Presentations (PowerPoint, Google Slides)
- Avoid pasting raw URLs onto slides, they are unreadable aloud
- Link meaningful phrases in speaker notes or slide text
- If the URL must appear on screen, shorten it (e.g., bit.ly/[descriptor]) and also hyperlink a descriptive phrase
Chat & Messaging Platforms (Google Chat, Teams, etc.)
- Most platforms support markdown-style links: use [descriptive text](URL)
- When pasting a link in a channel, add a short description so recipients know what to expect
- Avoid posting bare URLs without context, especially long or obscure ones
Social Media
Link text is often determined by the platform (e.g., a preview card).
Focus on:
- Writing post copy that contextualizes the link before it appears
- Using URL shorteners with a recognizable domain when a raw link must appear
- Adding alt text to any linked images
Quick Reference
Review this list before you send your email or share you file.
| Context |
Best Practice |
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| Websites |
Describe destination or action; note file type/size for downloads; flag new-tab links |
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| HTML Email |
No 'click here'; descriptive button text; never use raw long URLs as link text |
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| Plain-Text Email |
Label the URL on its own line so readers know what it leads to |
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| Email Signature |
Use full descriptive phrases, not bare labels like 'Website' or 'LinkedIn' |
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| Documents |
Hyperlink meaningful phrases; avoid raw URLs inline |
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| PDF |
Ensure source link is descriptive before exporting; check in Acrobat |
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| Presentations |
Never paste raw URLs; link phrases or shorten with a descriptor |
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| Chat Apps |
Use markdown links; add context when sharing bare URLs in chat |
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| Social Media |
Contextualize links in post copy; add alt text to linked images |
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Checklist
Before publishing or sending, run through this checklist for every link:
- Does the link text describe where the link goes or what it does?
- Can the link text stand alone, out of context?
- Is 'click here,' 'read more,' 'learn more,' or 'here' used anywhere? If so, revise.
- Are any raw URLs used as visible link text? Replace with a descriptive phrase.
- Do any links open in a new tab? Is that indicated in the text?
- Do file download links include the file type and size?
- Are there duplicate link labels pointing to different destinations? Make each unique.
- Have you tested with a screen reader, or used a browser accessibility checker?
See Also
Contact Information
For further assistance:
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