How to point out links

While your site visitors are in a searching mood they will click on the first link that looks plausible. A link is like a promise. The site visitor must be able to predict a link’s destination. He expects that the information appearing on the site will fit the link he clicked.


  • Colour and underline the link text.
  • Unvisited links should be blue. Visited links should be purple. If you plan to use other colours use a bright, vivid colour for the unvisited link and a weaker variant or shade of the same colour for the visited link.
  • Put the most important keyword into the first 11 characters of the link.
  • Keep your links short (2-5 words).
  • Use descriptive links that are meaningful to your users.
  • Turn relevant words or a phrase within the text into links.
  • Write informative links that explain what kind of information is waiting behind the click.
  • Use an active phrase for an active link: “Sign up now”, “Go to the shop”, “Search for articles”.
  • Indicate if the link is linking to a PDF file or launching an audio or video player.


  • Don’t use verb phrases in links. (You can click here to get more information about…)
  • Don’t use single nouns for links.
  • Don’t promise too much.
  • Don’t colour text when it’s not a link.
  • Avoid generic instructions, such as: read more, click here, go.
  • Don’t underline text that is not a link.
  • Don’t create additional links if the word is already used within the text.
  • Don’t add visual effects when the cursor hovers over a link.

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Tranquil and reliable

Blue is a very balanced colour. It conjures up thoughts of sympathy, harmony, friendship and confidence. Blue is the opposite of red. It’s the most popular colour and the colour most preferred by men.


  • Blue is the colour of the sky and the water. It puts us in an airy, tranquil mood and gives us the feeling that we can go with the flow.
  • Blue evokes confidence. It’s associated with constancy and reliability.
  • Blue has a cooling and tranquilizing effect.
  • Blue is related with serenity and peace.
  • Blue is wide, open and endless. It opens our mind, and advances productivity.


  • Blue it not an appetizing colour. Don’t use it for food pages.
  • Blue is not a warm, heart-opening colour.
  • Blue can make us feel sad and depressive.

Where to use

  • Blue is often used for links (in various shades).
  • Blue is often used in company websites to evoke reliability.
  • Blue can give a professional and trustworthy look to your website.

Related links