Web addresses

Generally use lower case for all web addresses, as this is how most are written and what readers are used to seeing.

Most web addresses will start with ‘www’ but they rarely need the ‘http://’ or ‘https://’ prefix. But if you decide to edit a URL you have copied directly from a web browser, make sure it still works once it’s in place.

If a web address ends your sentence, add a full stop (or other terminal punctuation) directly after it. But make sure you don’t include this punctuation in any hyperlink formatting you add.

Use live hyperlinks in content that will be read online, particularly where it can replace traditional endnotes or footnotes.

Format your links consistently so they are immediately clear to your site users. Underlining is the most common practice, as it makes links stand out on screen and aligns with web accessibility principles. You can also use colour, but don’t use colour alone.

Consider whether you should use the URL as your link’s display text. For very long URLs, it is often better to display a short but precise description, which will be clearer and more accessible.

A hyperlink will often relate to a marketing call to action (CTA), such as ‘Sign up now to receive a 10% discount’ or ‘Download the annual report’. Avoid the ubiquitous ‘Click here’, which adds little value and will make no sense out of context. Also consider which part of the CTA you will link.

While underlining is common for onscreen hyperlinks, it can clutter the page in a print document where readers have no way of clicking on the link. Unfortunately, it remains MS Word’s default hyperlink style.

Don’t accept the Word default. Look for clearer and more creative options to present web addresses, such as colour and icons.

Also consider whether you present the addresses as a URL or a description, or both. For example, if a page URL is very long and complex, don’t expect readers to retype it from your document. Instead, give the homepage address, then use page titles to show the pathway to the relevant content.

If you must include a long URL and it runs on to a second line of text, make sure it breaks at a sensible point. For example, don’t break it after a full stop as this might imply the end of the sentence. Never add a hyphen to show the break, as you might with body text, because URLs often include hyphens.