Using unique text for hyperlinks on the same page

Accessibility 

Using different link language on the same page or navigation menu, when the links go to different destinations makes navigation much easier for people using screen readers, keyboards, voice control, or magnification.  

Reason 

Repeated link text creates ambiguity. For example, if a navigation menu contains several links called “Services” but each opens a different section, users have to guess which one is correct.

Best practice 

Use unique, descriptive link text when links go to different destinations or perform different actions. If two links have the same visible text, they should normally go to the same place or serve the same purpose.  

In menus and repeated page sections, make each link specific enough to stand alone, such as  

• Visit Student services 

• Visit Research services 

• Visit Accessibility services. 

Example of poor practice 

Poor practice would be placing three different navigation links all labelled “Resources,” in the same page with each one going to a different page. Similarly, in a nav menu, if different sections all have “About” as a link, it is not helpful to those using screen readers.

Additional benefits 

Clear, specific link text improves the overall quality of a page.  

Usability 

Unique link text makes navigation easier by helping users quickly identify where links lead. This reduces confusion, supports faster scanning of content, and improves the experience for users navigating with keyboards or assistive technologies. 

SEO 

Descriptive link text helps search engines understand page relationships and content topics. Using meaningful labels instead of generic terms creates clearer site structure, improves internal linking, and provides better context about linked pages. 

Marketing 

Clear link text creates stronger calls to action by telling users exactly what to expect. Specific labels communicate value, build confidence, and can encourage more engagement than vague links such as “Learn more.” 

What WCAG says 

WCAG Success Criterion 2.4.4, (which you find under Link Purpose (In Context) on the WCAG site) says the purpose of each link must be determinable from the link text alone or from the link text together with its programmatically determined context.