4.1. Provide an explicit link text for each link and each button
An explicit link text must be provided for each link and each button. In other words, the destination of the link or the function of the button must be perfectly comprehensible just by reading its text.
The following link and button texts are therefore to be avoided:
- “Read more”.
- “More information”.
- “Click here”.
They should be replaced by such texts as:
- “Mr. Cameron’s statement (read more)”.
- “More information on the Wiltshire contract”.
- “Discover our welcome offer”.
If it is not practical to make some link or button texts explicit (lack of space in the mock-up, for example), there are other solutions that can be used later in the development phase.
Nevertheless, this is a compromise solution that is less effective than directly optimizing the link or the button with an explicit link text.
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