Using links in content

Do not duplicate information. If it exists elsewhere on or can be better supplied by an organization outside government, link to that instead.

Writing link text

When you write a link, use a verb so there's a call to action. Make the link descriptive and front-load it with relevant terms instead of using something generic like "click here" or "more". This is because generic links do not make sense out of context or tell users where a link will take them.

They’re also not accessible for visually impaired people using screen readers, who might use links to navigate a page.

Links help people scan content so do not overwhelm them with too many or link to the same tool or web page throughout your page. Only link to other pages on or external sites if it’s necessary for the user to complete their journey. You should always link to online services first, offering offline alternatives afterwards (where possible).

If you need to link to an external site, read the External linking policy to find out what you should check first.

Formatting links

You can add links anywhere in body text but not in titles, summaries or subheadings.

Never write out URLs. The link must always be part of the wording. 

Links should open in the same window.

Last update:
Jul 16, 2019