Engine overtemp, the way to present a link with different text to click is to write the text first, highlight it, and then click on the link button in the reply view.
That way you get (e.g.) a
Visiting Pilot's Guide to Jersey link like this, which is constructed like this:
[URL = "http://www.atsx91.dsl.pipex.com/Documents/visitingpilotsjersey.pdf"]Visiting Pilot's Guide to Jersey link like this[/URL]
The site you linked to is mine, so thanks very much, although the Guides are produced by the Jersey Flying Club and the CAA respectively - I chose to host them as direct links often change, especially on the CAA site!