LINKS THAT HELP YOUR READER.

Read a website page as though the business is new to you. Where does another question arise? If a paragraph introduces a service, the reader may want the details. If it explains a difficulty, they may want to know how to get help. That need is what justifies the link.

A link should lead to a page that delivers the promised answer. Always sending people to the homepage makes them start searching again. Choose the service page, guide or contact route that fits the stage. Check that the destination is current and accessible.

“See our advice on preparing your photos” describes the next step. “Click here” does not. You do not need to repeat an exact keyword in every link: natural, specific wording helps readers choose. The link should make sense when someone scans the page.

Illustrative example: a coaching page explains that you can learn to film yourself. It can link to a shot-planning guide. That guide can link to coaching when it explains where support can help. Each link then serves a different reader.

For an important page, note where it is linked from, which answers it leads to and what action a visitor can take next. Test links after changes. A page appearing only in the sitemap does not create a clear journey. The final question is simple: does this link help someone move forward?