Naming of Links
The function of links
In addition to being an indicator of something on which to click, a link can also give the user information about where they are headed.
A good link matches the title of the page where the user is headed. If the page where the link resides is taking about Departmental Scholarships, then a good link to include would be to the application. So:
...is a good link. This is also important for Search Engines - link text that matches the destination page will produce better and more accurate results.
On its own, a "click here" link conveys no information about where the user is headed. While a user can sometimes infer where they are headed based on the surrounding text, this is not always clear. Consider this example:
A screen reader may miss the connection between the nearby text and link - leaving the user confused as to where they are headed. Clearly named links help guide all of our users to the information they need.