Links and URLs

How to write links and URLs in different types of content.

Web content

Use descriptive link text instead of web addresses when linking in web content. When writing link text: 

• describe where the link is going 
• front-load it with relevant terms 
• keep it short and unique 

Users need to understand where the link goes even if it's read out of context with the text around it. This happens when someone is using screen-reading software. 

Always link to online services first. Offer offline alternatives afterwards, when possible. 

Do not:

• use generic terms like ‘click here’ as link text
• use links in titles, subheadings or summaries
• duplicate content available elsewhere across the site, link to it instead
• use the same link text to link to different places
• use unsorted lists of links at the bottom of the page to point users to content you think they might be interested in

Follow GOV.UK guidance about using links in web content, including:

• providing links in context
• writing link text
• anchor links
• formatting links
• linking to attachments and documents on other websites

Offline content and notifications

These rules apply to notifications like letters, emails and text messages as well as printed content like paper forms. 

To help users understand and follow links in these formats: 

• use URLs instead of link text
• replace long URLs with short URLs that are easy to read and type
• only include URLs when needed so users are not overwhelmed
• use lowercase
• prioritise linking to pages where we can control the URL such as mygov.scot or socialsecurity.gov.scot

Do not: 

• include a full stop after the URL, this could break the link when typed
• link directly into online forms such as application forms or the document upload portal, these URLs do not follow standard format and are more likely to return an error when typed
• link to external websites in emails or text messages, this helps protect users from scams and phishing
• link to external websites in letters and forms unless it’s part of an agreed component, this helps us keep these details accurate and current

URL format in emails and text messages

In emails and texts, write web addresses in full and hyperlink it as link text. This shows the user where the link is going and protect users from spam and phishing. Include the ‘https://www.’ prefix. 

For example: https://www.mygov.scot/example 

URL format in letters and forms 

In letters and printed forms, remove prefixes so they can be easily typed. Do not hyperlink the URL as link text. 

For example: mygov.scot/example 

Short URLs 

Short URLs are shorter versions of web address that take users to the same page. 

Create these as alias URLs in the content management system. Do not use external URL shortening tools.  

Keep short URLs as short and simple as possible. Short URLs should:  

• describe the user’s task or information need 
• use short action words, for example ‘apply’ instead of ‘applying’ 
• not include unnecessary words such as ‘an’, ‘the’, ‘and’ 
• not include spaces, you can use hyphens between words if it’s hard to read without 
• not use acronyms or abbreviations unless they’re exceptions