Choose the right type of link
Choose the right type of link based on whether the user needs to act or get information:
- action‑oriented links focus on what the user does
- outcome‑focused links focus on what the user gets or learns
Both approaches are valid. Choose based on user intent and context.
Action‑oriented links
Action‑oriented links describe an interaction the user will perform.
These links:
- usually start with a verb
- emphasise a task or action
- are direct and often short
Use when:
- the user is performing a clear task
- the link initiates a process (for example, starting an application journey)
- the journey follows clear steps
Examples
Use
Clear action:
- Download the report
- Start application
- Create an account
- Contact support
Avoid
Vague outcome‑based wording:
Outcome‑focused links
Outcome‑focused links describe the result, destination, or content the user will access.
These links are:
- content‑led rather than task‑led
- often written as noun phrases
- easy to scan in lists and navigation
Use when:
- the user is browsing or researching
- the link leads to information pages
- the link appears in body text, navigation, or lists
- clarity of destination matters more than the action
Use
Clear destination:
- Eligibility criteria
- How to apply for funding
- Design system components
- Agenda for Change pay bands
Avoid
Action‑based wording:
- Find out how to apply for NHS dental treatment
A simple rule of thumb
Use action‑oriented links when the link initiates behaviour.
Use outcome‑focused links when the link leads to information.
Practical examples
Form button (action): Submit application
Content link (outcome): How to submit an application
Navigation item (outcome/destination): Application guidance
This guidance builds on the principles in best practice for HTML links.