Web Words That Work: Writing Online Copy That Sells

9. Utilizing Links and Outside Content

The World Wide Web is just that—a web of interrelated content. When reading a web page or online article, readers expect to find links to related content on other websites. This sort of linkage makes the original text more useful, by expanding it to include additional information found elsewhere.

Adding links to your online copy is both necessary and challenging. Done right, you enhance the value of your content. Done wrong, you either annoy readers with too many links or lead them off your site, never to return.

How do you best add links and other outside content to your online content? That’s what this chapter is all about.

How, When, and How Often to Link

When you add links from your text to other content ...