Imagine a page with six useful articles. Each ends with the same “More”, while its heading gets lost among images. Choosing a next step means reconstructing the context again and again. A small editorial change can make the route clearer: describe what someone will find, rather than the act of clicking. This is a fictional interface example, not a client case study.
Name the expected destination
Start with the destination, not an attractive button. “Browse the article archive” is more specific than “More”; “Website support terms” explains the content better than “Information”. Do not turn the label into a long promotional sentence. Give enough detail to recognise its purpose and let nearby copy provide the rest. Pay particular attention to external documents: the wording should match what actually opens, not what the team hopes to publish later.
Context must be accessible, not merely nearby
WCAG 2.4.4, Level A, allows a link’s purpose to be understood from its text alone or with programmatically determined context. The word “More” is therefore not automatically a failure. However, visual proximity to a heading does not by itself establish a relationship that assistive technology can use. The editorial approach is to make labels meaningful on their own where practical and ask a developer to check more complex relationships. One wording change does not establish whole-site WCAG conformance.
Use consistent names for the same destination
An archive called “Journal” in the header, “Publications” on a card and “Knowledge base” in the footer may appear to be three different sections. A synonym is not necessarily wrong, but accidental variety adds work for the reader. Keep a small vocabulary for key destinations. For different articles, do the opposite: include enough subject information to distinguish them. In translations, review meaning and length separately rather than simply preserving the structure of the original sentence.
A real destination matters more than button styling
Google recommends ordinary a links with href attributes for reliable link discovery. Something that only looks like a link and responds to a script is not an equivalent substitute. Editors need not rewrite the code themselves: distinguish navigation to another page from other interface actions in the developer brief. Check that the address points to the intended article rather than a general section. Correct link markup does not guarantee indexing or rankings.
Check one complete route
Choose a card, open its link and compare the wording with the destination heading. Did the result match the expectation? Repeat in every language, then navigate the page with a keyboard. Separately read the list of link names: can you distinguish the articles without revisiting every paragraph? On a phone, check how longer labels wrap. The goal is not the greatest number of words but enough clarity for this specific situation.
A label is a small promise
A good link does not try to win a click at any cost. It helps someone decide whether that journey is useful now. Judge accuracy as well as visibility: the reader should receive the content the label offered.