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The two fundamental skills of web writing (20 Jun 2005)
Your links are signposts. Your readers are asking you directions and they are following your signposts. If you send them in the wrong direction, you have wasted their time, frustrated them, and they will not be happy.

I find that most websites do a very poor job of writing links. I would advise you to go to your website as a customer with a specific task. Try to complete that task and pay particular attention to the simplicity and clarity of your links. Make sure that your links are using your customers’ words, not yours.
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