Make sure all links are provided in context, at the point in the content at which they're useful.
Writing link text
When writing a link, make it descriptive and front-load it with relevant terms instead of using something generic like 'click here' or 'more'.
- Link text should be relevant and meaningful such as 'Reporting a pothole'
- Links should be descriptive so they make sense in isolation
- Check all links work and go to the correct internal or external web page
- You can add links anywhere in body text, but not in titles, summaries or subheadings
- Three to six words is often a good length for a link. Do not link whole lines or multiple lines.
A friendly URL is a website address which is easy to read, and includes helpful words which describes the content on a web page. This type of URL can:
- help visitors to remember a website address.
- help describe the page to search engines and improve search engine optimisation.
- help advertise internal web pages which appear in print.
If you require a friendly URL please make a formal request to the Web team.
We consider linking to other websites if we believe the link will help a customer complete a task.
- For accessibility, it is important that our users know when a link is external before they click it. This is shown by adding a symbol directly after the link
- All links open in the same browser window
- Link titles should make sense when read out-of-context
- When considering whether to link to another website check our hyperlinking policy
- All links (internal/external) are managed by our Web Content Management System. Therefore, if a link breaks we are able to fix it immediately
Reduce avoidable contact by answering questions in the content of your web pages
- Use a team or generic email address for contact information
- Do not use individual staff phone numbers or email addresses unless you have permission from a Divisional Manager.
How to display links
We have three ways to display a link on our website:
- within a sentence
- within a box displayed directly under a specific paragraph
- within a box positioned at the bottom of a page
You cannot add a link to a title, heading or subheading.