Hypertext is the word or phrase that users click in order to link to another page or site.
Effective hypertext is succinct but descriptive, leading users easily to the information they seek.
Poorly worded hypertext can be confusing and misleading, and users may leave your site feeling frustrated and unsatisfied. First, try to think like your audience thinks. That may mean avoiding terms that you use around the office. Using your discipline's lingo as hypertext may work if your audience is knowledgeable of the subject, but it may fail if you are trying to entice newcomers. Stay away from terms and acronyms that aren't commonly known or clearly defined on that page.