Links

Don't add unnecessary links

Links can be distracting and might waste a user's time if they follow a link that’s not relevant. Only have links that help a user with their task.

Make links open in the same tab

By default, all links should open in the same tab. This is better for accessibility and UX because:

• not all users will understand that the link has opened in a new tab and that the original tab is still open
• the user might want to stay in the same tab
• a user might struggle to get back to the original tab
• a user can choose to open the link in a new tab

Make sure any important instructions are above the link, as a user might not return to your page.

If the link is in a place where the user is working on something, such as a form:

• have it open a new tab
• add '(opens in new tab)' to the link text

Add links in context

Add links in context, at the point in the content where they're useful. Do not put all the links together at the bottom of the page.

Think about your link text

Well written link text makes content easier to navigate for everyone.

Be active, clear and descriptive

Link text should be active, clear and descriptive. For example, 'order a new bin' rather than 'new container service'.

Make it make sense by itself

Link text must be understandable by itself. This is especially important for screen reader users who can choose to jump from link to link. For example, use 'You can report a problem in a park', not 'You can report a problem in a park using our online form'.

Be inclusive

Use inclusive language that is accessible to everyone, including people who have a visual impairment. 

Avoid using words such as, 'read', 'view' and 'see'.

You can just link the name of the page or document.

If you have to use a verb, think of a way to say it avoiding sensory specific words. For example:

• use 'go to x' instead of 'view x' or 'see x'
• use 'find out more' instead of 'read more'

Be consistent

Make the link text the same or similar to the title of the page or document it links to. This is reassuring to the user because they then know they’re in the right place.

Be concise

Users know how links work, so don’t use 'click here' or 'more information' as part of link text.

Don't be repetitive

Don’t link to the same content more than once on a page. If you can't avoid it, use at least similar link text. It does not need to be identical but should convey the same meaning. This is so users can tell that the link goes to the same place.

Don’t link to different places using the same link text. For example, do not say 'More information' repeatedly on a page. It makes it harder for everyone, especially screen reader users who can choose to just hear a list of links on a page. If several links have the same text, it's impossible to know which to choose.

Use words not the URL

Use words for link text, not the URL. For example, use 'comment on a planning application', not https://www.bristol.gov.uk/residents/planning-and-building-regulations/planning-applications/comment-on-a-planning-application.

Avoid very short links

It can be difficult for users with limited dexterity to select links with short text. Link text with just one word should have at least 3 syllables.

Make the destination clear

For external links, you must make it clear that a link will take users away from our site. For example:

• Shelter or the Citizen’s Advice Bureau might also be able to help.
• You can report crime on the Avon and Somerset Police website.
• You can check which council you’re in on GOV.UK.

Show file information

When linking to a file, you must include the file type and size in the link text. For example, 'Collection dates 2026 to 2027 (pdf, 19KB)'.

Avoid anchor links

Anchor links take users to a particular point on the same page or on a different page. Try to avoid using anchor links. They can be disorientating for some users with access needs who may have a problem getting back to where they were before.

Try to rearrange your content to avoid anchor links on the same page.

If you have to use an anchor link, make the link as descriptive as possible so that users what to expect. Include:

• where the link goes to, ideally including the page title
• what they need to do there
• why the link goes there

For example 'read Annex A of the park byelaws to see if you're eligible'.