This article was initially written for a government audience, but the information is relevant to most websites.
Recently, we reviewed some content on the web. It was filled with links that read “more,” “click here,” or it just had the link. Also, in the documents were links to files and non-VA websites. As part of the review, we always validate the links to make sure they work and to understand what is on the other end. It was not a good experience. As we discussed how to address this, we came up with a mnemonic to help others with this before we receive the content — MICE. In this instance, the acronym MICE stands for Meaningful, Informative, Credible, and Engaging.
Meaningful – what should I expect
In the world of accessibility, this is probably the number one error when linking in an electronic document or on the web. Decades of “more,” “here,” “click here,” and other meaningless terms forced all users to go somewhere just to see what is intended. Those using assistive technology are even more frustrated because they are told there are a series of links on the page, but they are all announced as “click here.” Why should I? What do I get when I do? You should ask these questions as you prepare to add a hyperlink.
The checklist
When you are creating hyperlinks, here are some tips to remember
- Don’t use here, click here, or more.
- Keep the text concise.
- Make sure it is relevant to the surrounding content.
- Make sure it is informative enough to let people know what will happen when it is followed — what’s at the other end. “Download the [name of the document],” “visit the [name of organization] website,” or “learn more about [the name of the topic]” are meaningful to all users.
- If you use “learn more,” “continue reading,” or something similar, ensure there is an aria-label that is more informative. If you don’t know what an aria-label is, or how to set it, use meaningful text.
- You should not link to the same location multiple times within a single page; if you do, the meaningful text must be the same.
- Do not set links to open in a new window or tab. This must be the user’s choice.
- Do not use the URL as the meaningful text. In other words, don’t use something like www.va.gov/maryland-health-care/work-with-us/ as the text for a link.
Informative – what’s the meaning of this
Related to meaningful is the idea that the link should be informative. This primarily applies to links to documents for download or to sites outside your control — external links. For our definition, external links are any website outside of your control.
External links
Links to external sites should be clearly marked with an external link indicator and an appropriate aria-label or text on the link text indicating an external site. Do not open external links in a new window.
Note: If using RankMath, check the settings and ensure the “Open External Links in a New Window” feature is not turned on.
Linking to files
If you are working on a website that references official documents, point to the authoritative source of the files or, ideally, to the webpage that hosts them. By linking to the webpage, you ensure that people get the necessary contextual information, and the owning entity will get better analytics. If you link to a downloadable document, whether we own it or not, you should check accessibility and add the proper file information in line with the title – Title (File Type, Number of Pages, File Size). If the document is not a document you created and currently maintain and is not accessible, do not point to the file; instead, point to the page where the individual can download it.
Example:
Preferably link directly to the page:
If you must link to the file:
Credible content – can I trust this
Whenever you link to a page or document, make sure it is credible. You should not use vanity URLs that redirect or shortened URLs, as these are typically used for reading purposes. Other tips for credibility:
- Test the link and make sure it works correctly.
- If linking to a document, test the download and check accessibility.
- Do not link directly to inaccessible documents.
- Convert smart links to the actual link.
- Do not use link shortener URLs. You’re using meaningful text.
- Do not link to pages you know redirect to another site.
Engaging – help me make a decision
If you add a link to a page, you hope someone will find it, determine it is useful, and click it. This is why meaningful text and informative links are so important. Are there other ways to make some links more engaging? Yes.
Links that look like links
Within your content, you must ensure that all your links are underlined, have a hover and focus state (a different color is typical), and, if they are external links, marked with an external link indicator. Do not use underlined text in your webpage if it is not a hyperlink.
Links that look like buttons
Links that look like buttons can also be very helpful in getting a user to interact, but they should be used purposefully and not in all instances. The primary purpose for using a link that looks like a button is in a call to action. People recognize this element and know to click on it. Like links, the link text in the link button must be meaningful and concise. All other best practices for links still apply. As a rule, you should not use a button to link to external websites. There are exceptions for things like linking to an offsite video or other media source, but those are few and far between, and it needs to be apparent to the user they are going to another location.
Links are one of the features that make the web so powerful, but with that power comes great responsibility (I couldn’t resist). As a content manager or website admin, you have that responsibility, and you need to ensure that links meet the needs of all users.
