Dont make new program and product names into links by themselves

Many organizations create new programs and new products with cute names. Once people know the name, it may make sense. It may even be memorable. But until people know what it means, it's meaningless to them.

Why should people click on a link if they don't know what to expect? Remember that your web site must serve new people not just those already in the know.

Both The British Museum (Figure 12-1) and the Colorado Historical Society (Figure 12-2) have links to something called Compass. Would you click on it on either site? What do you expect to find? Do you expect the same type of information in both cases?

1. Don't make new program and product names into links by themselves 309

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