Tips for Publicizing Links

In General

  • Don’t leave off the www
    Many print publications and radio spots leave off the “www” of a web address because it’s seen as clutter. This can be a bad practice if the website doesn’t work without the “www” portion.
  • Don’t publicize https:// links
    The extra “s” of an encrypted website often confuses users, especially when it’s published in a print publication. The better solution is to publish an address that’s easy to remember that automatically redirects to your secure website. For example, points to To get a redirection for your website, email
  • Don’t put punctuation immediately after a link address
    Never place periods, commas, etc. immediately after an email address or web address. Many people assume this is part of your address, which makes it not work when they try to use it. Leave off the punctuation (as I have done in the previous paragraph), reword your sentence so punctuation isn’t near the address, or use a colon at the end of your sentence before the web address to break the address away from the sentence.

When Using Email

  • Don’t assume the link can be activated from the email message
    Some email software still doesn’t allow links within email messages. As such, you shouldn’t include linked words within your email unless you’re sure your audience’s software can access these links.
  • Long links will word-wrap and may not work correctly
    Email software may not be able to handle multi-line links—it often only links the first line of the link. If you have a long link you need to publicize, email for a redirection.
  • Always include the full link, including http://
    Don’t drop off the http:// portion of a link because email software often uses this indicator to turn an address into an actual link. (This advice can be ignored if the web address begins with "www.")

When Emailing Newsletters

  • Provide a way to unsubscribe
    Most people hate to get spam. If you’re mass emailing a group of people, make sure to tell them how they can get off the list receiving the email. Also, tell people how they can subscribe—you never know when someone will forward your email to a colleague.
  • Display the email address sent to, if possible
    If you’re emailing a group, try to reference the email address the message was sent to initially. This prevents you from getting blamed for spam if someone forwards the email to a friend.