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Clear links

By writing clear text links that tell you what the target page is about, ease of use is improved for all target audiences.

Describe what the link is about

Today we are accustomed web users and know that we should click on a link. Link texts should therefore be clear and contain words that describe what the link is about. Otherwise, users need to read more than necessary to understand the context. Text links are also good for visibility in search engines. 

Links with Click here or Read more give no clues about where they lead and should be avoided. For example, screen reader users can choose to navigate by reading only the links on a page. Therefore, write the link text so that where the link will lead can be understood even when taken out of context.

The law requires: Write clear links (Webbriktlinjer, in Swedish)

It is good if you can use the headline of what you link to so that the user immediately sees that they have come to the right page. If the headline is not comprehensible on its own or is too long you should keep as close as possible.

Do not allow several links on the same page that lead to different pages to have the same text. However, the same link text should be used for all links that lead to the same page.

Link to an external website

If the link goes to another website, you can write the name of the organisation or website at the end of the link text, such How to sign up at

Link to another format

Inform if you are linking to a non-web format, such as Form from the Swedish Tax Agency (PDF).

Open links in the same window

The basic rule is that all links should be opened in the same window. There are exceptions where it can be useful to open in a new tab. For example in an application where the link leads to a different type of function and where it is important that the user does not lose track of the page he is on.

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Page responsible:Sara Öhman
Belongs to: KTH Intranet
Last changed: Jan 04, 2023