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.

Related links


Royal and creative

Purple is the colour of royalty and spirituality. It’s the bridge between warm red and cool blue. Purple is the third favourite colour after blue and green.



  • Purple is associated with royalty, wealth, or prosperity. Kings, queens and emperors have worn purple for many centuries.
  • Purple is a rare colour in nature. It’s associated with lavender, orchids, and lilacs.
  • Purple is different. It’s the colour of individuality and attracts people who like to consider themselves different from the common herd.
  • Purple denotes stability and balance. It calms down the mind and nerves.
  • Purple offers a sense of spirituality and mystery. It’s the colour of good judgment.
  • Purple is the colour of trendy, powerful and sophisticated young women.
  • Purple is associated with nostalgia.


  • Too much purple can cause moodiness.
  • Purple is the colour of intrigue.
  • Dark purples are heavy and can evoke depressions.

Where to use

  • Purple is often used for visited links.
  • Purple can give a creative and individual look to your website.
  • Purple can be used for websites addressing creative people such as artists.
  • Light purple can be used to create a romantic and nostalgic feeling.

Related links