Set accurate user expectations for page links. Hyperlink phrases that describe the content on the destination page. Reword sentences so the actual title of the page you’re linking to is linked. Don’t say “click here”, or “download here”.
Be sure labels for links make sense to the user. Avoid using cute terms and making your users guess what might be on that page. It’s much more effective to use the most obvious title. E.g., Use “About us” instead of “Nostalgia”.
Make sure link title describes the content. “Symposia” might not be the most appropriate title when the page also contains information on workshops, webcasts, etc.
Avoid using internal jargon for links.
Clearly show what text is linked. Don’t have people guessing, hovering over different parts of the page to see what is clickable and what is not.
Use link labels that will give people confidence they are on the right track to find the information they are looking for.