You decide on the content and the link name relative to that content.
Then, define where you want the link to show: Header, Footer or Sidebox or as a combination of these three locations.
The content of the page can be anything you like. Be sure that your content is valid in regard to table and stylesheet rules.
You can even set up the links to go to Secure or Non-Secure pages as well as open in the same or a new window.
Links can also be setup to use internal or external links vs the HTML Content. See: examples below in the Link URL settings.