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E-Marketing Performance Blog

No Surprise Here: Make Your Link Text Accurate and Descriptive

link text

Nobody likes negative surprises. One of the worst kind of surprises you could give your website visitors is when they click a link and land on a page other than what they expected. That’s the fastest way to the back button, or worse, the visitor leaving the site altogether.

Whether it’s navigation text or you’re linking text within the content of your page, the actual underlined text should accurately reflect what the visitor will see when they click.

The text used in each navigation link should accurately (and very succinctly) describe the destination page. You usually have space for one to three words, depending on where the link is. Incorporate descriptive keywords that ensure the visitor doesn’t have to guess what they will find once they click the link.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

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