The paper examines the linguopragmatic features of the hypertext organization of the Internet content of Russian universities' websites in the aspect of the implementation of the category of attractiveness. Hypertextuality as a special, nonlinear organization of content and, accordingly, its perception provides significant opportunities for the actualization of the category of attractiveness in the content of university websites. It is shown that the linguistic design of a web page is determined by the principles of dividing the hypertext into sections and the linguostylistic and functional features of hyperlinks. At the same time, attractiveness is realized in the system of direct hyperlinks, precedent phenomena of the polycode type - pictograms, keywords - attractors, etc. It is concluded that the linguopragmatic diversity of means of hypertext organization of content reveals a high degree of linguo-creativity and linguistic intuition of creators of websites of educational organizations and authors of their information component, their knowledge of the peculiarities of perception of information in the interactive and hypertext mode of functioning of the content of media texts of Russian universities and the ability to adequately apply this knowledge in the formation of Internet content.
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