Links

Links should tell people what action to take, where to go next, or what information to expect when they select the link.

• Use natural and descriptive language.
• Hyperlink the most relevant word or phrase.
• Don’t make the link so long that the relevant words get lost.
• Avoid “Click here” as the CTA text.
• Avoid generic CTA links like “Learn more,” “See more,” and “Read more” by themselves.
• Don’t punctuate standalone CTA links. Exception: When the link text is a question.
• If the embedded link text comes at the end of a sentence, don’t hyperlink the ending punctuation.
• When a link opens a PDF, YouTube video, XLS or other file format, note that after the link in parentheses. Example: Download a home toolkit (PDF) from the Consumer Financial Protection Bureau.

Embedded text links vs. CTA links

Use embedded text links to cross-link related, helpful information

Embedded text links are hyperlinks that are part of running text in body copy. We use them to link people to related, but not essential, information.

• Because too many embedded links can be distracting or overwhelming to readers with traumatic brain injuries or other cognitive impairments, we try to not overuse them.
• Link information when it will be helpful to the Veteran, and it’s related to the subject being discussed, not just for the sake of linking.

Use CTA links to call out actions

CTA links are standalone hyperlinks that are calls to an action, but that don’t warrant a primary button CTA.

We generally reserve button CTAs to launch an application, to sign in, or other primary, essential action on a page. But there are other kinds of actions that may call for a CTA as a text link, like downloading a form, learning about important information (like eligibility or copay rates, etc.).