A good link or button label helps users understand which action they want to perform, or what will happen next.

Labels should:

• Explain what the button/link does, not be generic (such as “OK”)
• Start with a verb to describe the action or result. For example a confirmation dialog might use ‘Cancel’ and ‘Discard’. The affirmative action text ‘Discard’ clearly indicates the outcome of the decision
• Be short—one or two words is best, but no more than four
• Be consistent across the experience when the result is the same to improve recognition and comprehension
• Use title case

Links should:

• Be embed within text using natural language. Avoid phrases like "click here".
• Spell out contact information like phone numbers and email addresses, even when linking to call or email apps.

Use active verbs and be specific.

Do not be generic.