Linking to a page with different text
If you don’t want to use the page’s name as the link text, you can specify your own text by placing a vertical bar | and the link text in the link like so: The Text To Display
HTML and Textile
To style things how you want, you can use either HTML (with some restrictions) or a simple formatting language called Textile. It’s up to you, but Textile is pretty easy, while simultaneously allowing for lots of customization.