{"id":913,"date":"2026-01-20T11:38:04","date_gmt":"2026-01-20T16:38:04","guid":{"rendered":"https:\/\/www.citadel.edu\/web\/?page_id=913"},"modified":"2026-01-20T11:38:33","modified_gmt":"2026-01-20T16:38:33","slug":"text-buttons-links","status":"publish","type":"page","link":"https:\/\/www.citadel.edu\/web\/standards\/content\/text-buttons-links\/","title":{"rendered":"Text, Buttons, Links and PDFs"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-how-written-content-and-interactive-elements-should-be-used\">How Written Content and Interactive Elements Should Be Used<\/h2>\n\n\n\n<p>Text and interactive elements, such as links, buttons and documents, are the primary way users interact with a webpage. When used correctly, they improve readability, accessibility and usability for all visitors.<\/p>\n\n\n\n<p>These standards apply to <strong>all Citadel webpages<\/strong> and are required to meet accessibility, SEO and content clarity expectations.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-text-content\">Text Content<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-always-use-real-text\">Always Use Real Text<\/h4>\n\n\n\n<p>All important information must be written as real, editable text, not embedded inside images or graphics.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Use real text to:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ensure content can be resized and read by screen readers<\/li>\n\n\n\n<li>Allow search engines and AI tools to index and understand content<\/li>\n\n\n\n<li>Improve accessibility and usability for all users<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Do not:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use images of text (such as flyers or posters) as the primary source of information<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns has-pt-barracks-background-color has-background is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>If an image with text must be used:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The same text must also appear in the page body<\/li>\n\n\n\n<li>The text must be included in the image\u2019s alternative description<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Search engines and AI tools cannot reliably read text embedded in images.<\/p>\n<\/div>\n<\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-qr-codes-not-allowed\">QR Codes Not Allowed<\/h4>\n\n\n\n<p>QR codes should not be used on webpages.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Many users access Citadel websites on mobile devices<\/li>\n\n\n\n<li>Users cannot scan a QR code on the same device they are browsing with<\/li>\n\n\n\n<li>QR codes may be used for <em>print materials only<\/em>, not web content.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1596\" src=\"https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/do-not-embed-flyer-scaled.png\" alt=\"Screenshot of a Citadel webpage demonstrating an incorrect use of an image containing text and a QR code instead of real page content.\" class=\"wp-image-980\" srcset=\"https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/do-not-embed-flyer-scaled.png 2560w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/do-not-embed-flyer-300x187.png 300w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/do-not-embed-flyer-1024x639.png 1024w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/do-not-embed-flyer-768x479.png 768w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/do-not-embed-flyer-1536x958.png 1536w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/do-not-embed-flyer-2048x1277.png 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1463\" src=\"https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/content-on-page-scaled.png\" alt=\"Screenshot of a Citadel webpage demonstrating the correct use of content in HTML format on the page.\" class=\"wp-image-981\" srcset=\"https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/content-on-page-scaled.png 2560w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/content-on-page-300x171.png 300w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/content-on-page-1024x585.png 1024w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/content-on-page-768x439.png 768w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/content-on-page-1536x878.png 1536w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/content-on-page-2048x1171.png 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-text-formatting-standards\">Text Formatting Standards<\/h4>\n\n\n\n<p>Use formatting intentionally to support readability and accessibility.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Do:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use headings, spacing and lists for emphasis instead of visual styling<\/li>\n\n\n\n<li>Write in clear, sentence-style capitalization<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Avoid:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Highlighting text for emphasis<\/li>\n\n\n\n<li>Underlining text unless it is a hyperlink<\/li>\n\n\n\n<li>Writing in ALL CAPS<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p><em>See<\/em> <strong><a href=\"https:\/\/www.citadel.edu\/web\/standards\/content\/header-structure\/\">Headings &amp; Page Structure<\/a><\/strong> <em>for heading-specific rules.<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-links-and-buttons\">Links and Buttons<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-write-descriptive-link-text\">Write Descriptive Link Text<\/h4>\n\n\n\n<p>Links must make sense when read on their own. <\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Do:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Write link text that clearly describes the destination or action (e.g., \u201c<em>Register for the Leadership Seminar<\/em>\u201d versus \u201c<em>Click here\u201d<\/em>)<\/li>\n\n\n\n<li>Keep link text short, clear and meaningful<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Avoid:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cClick here\u201d or &#8220;Learn more&#8221;<\/li>\n\n\n\n<li>Pasting full URLs into page content (Screen readers read URLs character by character, which creates a poor user experience.)<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-use-buttons-for-primary-actions\">Use Buttons for Primary Actions<\/h4>\n\n\n\n<p>Buttons should be used for important actions, such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Apply Now<\/li>\n\n\n\n<li>Register for an Event<\/li>\n\n\n\n<li>Request Information<\/li>\n\n\n\n<li>Submit a Form<\/li>\n<\/ul>\n\n\n\n<p>Links should be used primarily for navigation or supplemental information.<\/p>\n\n\n\n<p><strong>Link Examples<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Good Example<\/th><th>Not Good Example<\/th><\/tr><\/thead><tbody><tr><td><a href=\"http:\/\/www.citadel.edu\/ocm\">Office of Communications and Marketing<\/a><\/td><td><a href=\"https:\/\/www.citadel.edu\/communications-marketing\/\">https:\/\/www.citadel.edu\/communications-marketing\/<\/a><\/td><\/tr><tr><td><a href=\"https:\/\/www.citadel.edu\/ocm\">Register for the Event<\/a><\/td><td><a href=\"https:\/\/www.citadel.edu\/ocm\">Click this link<\/a> to register for the event.<\/td><\/tr><tr><td><a href=\"https:\/\/www.citadel.edu\/ocm\">Contact the Office of Communications and Marketing<\/a><\/td><td>Click here: <a href=\"https:\/\/www.citadel.edu\/ocm\">https:\/\/www.citadel.edu\/ocm<\/a><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1406\" src=\"https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/button-url-scaled.png\" alt=\"Screenshot of a Citadel webpage demonstrating an incorrect use of a written out URL as a hyperlink.\" class=\"wp-image-983\" srcset=\"https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/button-url-scaled.png 2560w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/button-url-300x165.png 300w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/button-url-1024x563.png 1024w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/button-url-768x422.png 768w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/button-url-1536x844.png 1536w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/button-url-2048x1125.png 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1434\" src=\"https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/buttons-scaled.png\" alt=\"Screenshot of a Citadel webpage demonstrating the correct use of a button as a link, versus the written out URL.\" class=\"wp-image-984\" srcset=\"https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/buttons-scaled.png 2560w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/buttons-300x168.png 300w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/buttons-1024x573.png 1024w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/buttons-768x430.png 768w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/buttons-1536x860.png 1536w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/buttons-2048x1147.png 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-maintain-links-carefully\">Maintain Links Carefully<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Check links regularly to ensure they work properly<\/li>\n\n\n\n<li>Remove or update broken links promptly<\/li>\n\n\n\n<li>Avoid linking to outdated or unofficial resources<\/li>\n<\/ul>\n\n\n\n<p>Broken links harm usability, accessibility and SEO.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-pdfs-and-downloadable-documents\">PDFs and Downloadable Documents<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-pdfs-are-not-primary-content\">PDFs are Not Primary Content<\/h4>\n\n\n\n<p>PDFs are not allowed to be used as the main piece of content. PDFs should support web content\u2014not replace it. <\/p>\n\n\n\n<p>PDFs are not mobile-friendly, accessible or easy to read by search engines. <\/p>\n\n\n\n<p>Do:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Place all essential information directly on the webpage<\/li>\n\n\n\n<li>Use PDFs only as supplemental downloads<\/li>\n\n\n\n<li>Ensure any information in a PDF also appears in page content<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1589\" src=\"https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/embedded-pdf-scaled.png\" alt=\"Screenshot of a Citadel webpage demonstrating an incorrect use of an embedded PDF. \" class=\"wp-image-987\" srcset=\"https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/embedded-pdf-scaled.png 2560w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/embedded-pdf-300x186.png 300w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/embedded-pdf-1024x636.png 1024w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/embedded-pdf-768x477.png 768w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/embedded-pdf-1536x953.png 1536w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/embedded-pdf-2048x1271.png 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1590\" src=\"https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/pdf-as-button-scaled.png\" alt=\"Screenshot of a Citadel webpage demonstrating proper use of on-page content with a supplemental \u201cView Full Report\u201d button.\" class=\"wp-image-986\" srcset=\"https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/pdf-as-button-scaled.png 2560w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/pdf-as-button-300x186.png 300w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/pdf-as-button-1024x636.png 1024w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/pdf-as-button-768x477.png 768w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/pdf-as-button-1536x954.png 1536w, https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/pdf-as-button-2048x1272.png 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>How Written Content and Interactive Elements Should Be Used Text and interactive elements, such as links, buttons and documents, are the primary way users interact with a webpage. When used correctly, they improve readability, accessibility and usability for all visitors. These standards apply to all Citadel webpages and are required to meet accessibility, SEO and [&hellip;]<\/p>\n","protected":false},"author":694,"featured_media":0,"parent":853,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"class_list":["post-913","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Text, Buttons, Links and PDFs - The Citadel&#039;s Website<\/title>\n<meta name=\"description\" content=\"Standards for using text, buttons, links and PDFs on Citadel webpages to support accessibility, usability and search visibility.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Text, Buttons, Links and PDFs\" \/>\n<meta property=\"og:description\" content=\"Standards for using text, buttons, links and PDFs on Citadel webpages to support accessibility, usability and search visibility.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.citadel.edu\/web\/standards\/content\/text-buttons-links\/\" \/>\n<meta property=\"og:site_name\" content=\"The Citadel&#039;s Website\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-20T16:38:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.citadel.edu\/web\/wp-content\/uploads\/sites\/3\/do-not-embed-flyer-scaled.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1596\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.citadel.edu\\\/web\\\/standards\\\/content\\\/text-buttons-links\\\/\",\"url\":\"https:\\\/\\\/www.citadel.edu\\\/web\\\/standards\\\/content\\\/text-buttons-links\\\/\",\"name\":\"Text, Buttons, Links and PDFs - 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