diff --git a/lib/index.js b/lib/index.js
index c738875..b577321 100644
--- a/lib/index.js
+++ b/lib/index.js
@@ -19,8 +19,13 @@ import isOnline from 'is-online'
 import {lintRule} from 'unified-lint-rule'
 import {visit} from 'unist-util-visit'
 
-const remarkLintNoDeadUrls = lintRule('remark-lint:no-dead-urls', rule)
-
+const remarkLintNoDeadUrls = lintRule(
+  {
+    origin: 'remark-lint:no-dead-urls',
+    url: 'https://github.com/remarkjs/remark-lint-no-dead-urls'
+  },
+  rule
+)
 const defaultSkipUrlPatterns = [/^(?!https?)/i]
 
 export default remarkLintNoDeadUrls
@@ -53,11 +58,12 @@ async function rule(tree, file, options) {
     return
   }
 
-  /* c8 ignore next 8 -- difficult to test */
+  /* c8 ignore next 9 -- difficult to test */
   if (!online) {
     if (!settings.skipOffline) {
-      // To do: clean message.
-      file.message('You are not online and have not set skipOffline: true.')
+      file.info(
+        'Unexpected offline connection, expected either an online connection or `skipOffline: true`'
+      )
     }
 
     return
@@ -139,20 +145,24 @@ async function rule(tree, file, options) {
 
       for (const node of nodes) {
         for (const message of result.messages) {
-          // To do: enclose url in backticks.
-          const copy = file.message('Link to ' + url + ' is dead', {
-            cause: message,
-            place: node.position
-          })
-
-          copy.fatal = message.fatal
+          const product = file.message(
+            'Unexpected dead URL `' + url + '`, expected live URL',
+            {ancestors: [node], cause: message, place: node.position}
+          )
+          product.fatal = message.fatal
         }
 
         if (result.status === 'alive' && new URL(url).href !== result.url) {
-          // To do: clean message.
-          file.message('Link to ' + url + ' redirects to ' + result.url, {
-            place: node.position
-          })
+          const message = file.message(
+            'Unexpected redirecting URL `' +
+              url +
+              '`, expected final URL `' +
+              result.url +
+              '`',
+            {ancestors: [node], place: node.position}
+          )
+          message.actual = url
+          message.expected = [result.url]
         }
       }
     })
diff --git a/test.js b/test.js
index c62cd00..10aa181 100644
--- a/test.js
+++ b/test.js
@@ -37,8 +37,8 @@ Here is another [bad link](https://does-not-exists.com).
   assert.deepEqual(
     file.messages.map((d) => d.reason),
     [
-      'Link to https://exists.com/does/not/ is dead',
-      'Link to https://does-not-exists.com/ is dead'
+      'Unexpected dead URL `https://exists.com/does/not/`, expected live URL',
+      'Unexpected dead URL `https://does-not-exists.com/`, expected live URL'
     ]
   )
 })
@@ -94,10 +94,10 @@ test('checks full URLs normally', async () => {
   assert.deepEqual(
     file.messages.map((d) => d.reason),
     [
-      'Link to http://a.com/ is dead',
-      'Link to https://b.com/ is dead',
-      'Link to c:\\Documents\\c.md is dead',
-      'Link to file:///Users/tilde/d.js is dead'
+      'Unexpected dead URL `http://a.com/`, expected live URL',
+      'Unexpected dead URL `https://b.com/`, expected live URL',
+      'Unexpected dead URL `c:\\Documents\\c.md`, expected live URL',
+      'Unexpected dead URL `file:///Users/tilde/d.js`, expected live URL'
     ]
   )
 })
@@ -128,13 +128,13 @@ test('checks relative URLs w/ `from`', async () => {
   assert.deepEqual(
     file.messages.map((d) => d.reason),
     [
-      'Link to https://example.com/from/a.md is dead',
-      'Link to https://example.com/b.md is dead',
-      'Link to https://example.com/from/c.md is dead',
-      'Link to https://example.com/d.md is dead',
-      'Link to https://example.com/from/folder#e is dead',
-      'Link to https://example.com/from/folder?f is dead',
-      'Link to https://g.com/ is dead'
+      'Unexpected dead URL `https://example.com/from/a.md`, expected live URL',
+      'Unexpected dead URL `https://example.com/b.md`, expected live URL',
+      'Unexpected dead URL `https://example.com/from/c.md`, expected live URL',
+      'Unexpected dead URL `https://example.com/d.md`, expected live URL',
+      'Unexpected dead URL `https://example.com/from/folder#e`, expected live URL',
+      'Unexpected dead URL `https://example.com/from/folder?f`, expected live URL',
+      'Unexpected dead URL `https://g.com/`, expected live URL'
     ]
   )
 })
@@ -159,7 +159,7 @@ test('checks relative URLs w/ `meta.origin`, `meta.pathname`', async () => {
 
   assert.deepEqual(
     file.messages.map((d) => d.reason),
-    ['Link to https://example.com/from/a.md is dead']
+    ['Unexpected dead URL `https://example.com/from/a.md`, expected live URL']
   )
 })
 
@@ -185,9 +185,9 @@ test('works with definitions and images', async () => {
   assert.deepEqual(
     file.messages.map((d) => d.reason),
     [
-      'Link to https://example.com/a is dead',
-      'Link to https://example.com/b is dead',
-      'Link to https://example.com/c is dead'
+      'Unexpected dead URL `https://example.com/a`, expected live URL',
+      'Unexpected dead URL `https://example.com/b`, expected live URL',
+      'Unexpected dead URL `https://example.com/c`, expected live URL'
     ]
   )
 })
@@ -293,7 +293,9 @@ test('should support anchors', async () => {
 
   assert.deepEqual(
     file.messages.map((d) => d.reason),
-    ['Link to https://example.com/#does-not-exist is dead']
+    [
+      'Unexpected dead URL `https://example.com/#does-not-exist`, expected live URL'
+    ]
   )
 })
 
@@ -323,6 +325,8 @@ test('should support redirects', async () => {
 
   assert.deepEqual(
     file.messages.map((d) => d.reason),
-    ['Link to https://example.com/from redirects to https://example.com/to']
+    [
+      'Unexpected redirecting URL `https://example.com/from`, expected final URL `https://example.com/to`'
+    ]
   )
 })