Copy link text from the page it points to
When you write a link, you're making a promise. The anchor text tells people where they're going. If it doesn't match what they find when they get there, you've lied.
This isn't about being precious. It's about not making people work to confirm they're in the right place.
Use the actual heading
If you're linking to a page called "Breadcrumb trails need a consistent depth model," your anchor text should say Breadcrumb trails need a consistent depth model. Not "breadcrumb best practices." Not "our guide to navigation patterns." The exact title.
People scan. They click a link, land on a page, and glance at the heading to verify they're where they expected to be. If the words don't match, they pause. They re-read. They wonder if they clicked the wrong thing. You've added cognitive load for no reason.
Paraphrasing isn't helpful
You might think varying the anchor text makes your writing less repetitive. It doesn't. It makes your navigation less predictable.
If your link says "improving your site's wayfinding" but the page title is "Breadcrumb trails need a consistent depth model," the user has to translate. They have to figure out that wayfinding = breadcrumbs in this context. That's your job, not theirs.
Same goes for category pages. If you're linking to /category/structure, call it "structure," not "organizational tips" or "content architecture resources."
When you can't use the full title
Sometimes the full page title is too long for inline flow. Fine. Use a distinct, anchoring phrase from that title. Not a synonym you invented.
For "Label your form sections before you add the fields," you could use "label your form sections" as anchor text. That's a direct substring. It's unambiguous. Someone reading "label your form sections" and landing on "Label your form sections before you add the fields" will recognize they're in the right place immediately.
What you don't do: link "form organization" or "section naming strategy." Those aren't on the page. You made them up.
This applies to your own site and others
If you're linking externally, same rules. Copy the page title or a clear, recognizable fragment. If the destination page is "Understanding WCAG 2.1 Success Criterion 1.4.3," don't write "color contrast guidelines." Use the actual criterion number or the official page title.
Your reader should never have to guess whether they're in the right place. The link text and the destination heading should match closely enough that confirmation is instant.
It's not about SEO
Yes, descriptive anchor text helps search engines. But that's a side effect. The main reason to match link text to destination titles is that it makes navigation legible. People don't have to translate. They don't have to second-guess.
You're not writing link anchor text to game an algorithm. You're writing it so people can move through your site without wondering if they took a wrong turn.
Just copy the heading. It's already written. Use it.