Links and Hypertext

Introduction to Links and Hypertext

The ability to hyperlink text—turning a word or string of words into a clickable link—isn’t readily available on most social media channels except for articles on LinkedIn and blogging platforms, which can be considered social media-adjacent.

It’s also very relevant for digital marketers who are responsible for email marketing. And let’s face it, many people who work in social media also handle other marketing responsibilities for their organization outside of social. Digital marketers and social media professionals who have decided to freelance full-time should also know the ins and outs of hyperlinking text properly.

Descriptive Links

You should avoid using the outdated marketing tactic of typing “Click Here” when hyperlinking copy. Whatever text you choose to hyperlink should be descriptive so that a screen reader user gets an accurate idea about the destination or purpose of the link they’re clicking. 

Simply using “Click Here” for hyperlinked text isn’t descriptive enough to be accessible. If you’re worried about less tech-savvy individuals not clicking your link because the hyperlinked copy is less obvious, you can always include a short index of links at the end of your message, use a short vanity URL, or, when possible, utilize hyperlinked buttons.

Descriptive Link Examples

New Tabs and Windows

According to the WCAG, it’s a best practice to not have links open a new window or tab because it can be confusing for people who have difficulty perceiving visual content. However, there are some scenarios where a link opening a new window is preferable for privacy and security reasons. Here are two such situations as outlined by the WCAG:

• Opening a page containing context-sensitive information, such as help instructions or an alternate means of completing a form like a calendar-based date picker, will significantly disrupt a multi-step workflow, such as completing and submitting a form, if the page is opened in the same window or tab.‍
• If the user is logged into a secured area of a site, following a link to a window outside of the secured area would terminate the user’s logon. In this case opening external links in an external window allows the user to access such references while keeping their secure login active in the original window.

It is recommended that you provide advance warning to users when a link is going to open in a new window or tab. You can do this either through literal copy in your content or a window that pops up with a short warning message.