This is a continuation of a series of website marketing checklists. Check out all Web Marketing Checklists in this series.

What this is about: This list covers a few aspects of textual links and call-to-action buttons, and how they should be implemented on your website pages.

Why this is important: Links and calls to action are a great way to allow visitors to navigate from page to page, finding the information they feel is important to helping them make the purchase decision. Without these calls to action many visitors will simply not know what they are expected to do next.

What to look for:

  • Limit the number of links on a page: This varies from page to page, but there is a threshold that, once crossed, creates too many decisions and renders the page ineffective.
  • Avoid small buttons and tiny text for links: Text links should not be smaller than standard text and call to action buttons should stand out significantly.
  • Leave space between links and buttons: Don't crowd your calls to action. Make sure there is enough space around them to draw the eye.
  • Avoid using images as the only link: If you use image calls to action be sure to accompany that with a textual call to action nearby as well.
  • Link important commands: If there is somethign the visitor is expected to do then say so and link it to make it obvious and easy.
  • Underline all links: Links in body text areas should always be underlined. People expect it, so do it.
  • Accurately reflects the page it refers: Every link should give the visitor a basic understanding what information they'll find once they click the link.


Stoney deGeyter is the President of Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. Stoney is a frequent speaker at website marketing conferences and has published hundreds of helpful SEO, SEM and small business articles.

If you'd like Stoney deGeyter to speak at your conference, seminar, workshop or provide in-house training to your team, contact him via his site or by phone at 866-685-3374.

Stoney pioneered the concept of Destination Search Engine Marketing which is the driving philosophy of how Pole Position Marketing helps clients expand their online presence and grow their businesses. Stoney is Associate Editor at Search Engine Guide and has written several SEO and SEM e-books including E-Marketing Performance; The Best Damn Web Marketing Checklist, Period!; Keyword Research and Selection, Destination Search Engine Marketing, and more.

Stoney has five wonderful children and spends his free time reviewing restaurants and other things to do in Canton, Ohio.


Stoney - what a fantastic concise and useful article. I have clients whom I will make this mandatroy reading.


@ Eric, thanks Eric, I'm glad you found it useful. This one of the shorter checklists in my series but sometimes short is sweet!

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Search Engine Guide > Stoney deGeyter > The Best Damn Web Marketing Checklist for Links and Buttons