I was on the weekly call with Ed. Somebody asked about how to get the link into the alert email. I had spent most of a few days working though this and was told to share my work.
This started when my NOC told me they wanted to have a link to the website that is "down" so they can do a one click verify process before calling to the admin saying it is "down".
After some digging I found this
Put the URL in an alert when the HTTP monitor goes down - SolarWinds Worldwide, LLC. Help and Support
Then I started in to the madness.
Requirements to use...Application Custom Properties named....
${N=SwisEntity;M=Application.CustomProperties.PrimaryEmail}
${N=SwisEntity;M=Application.CustomProperties.PrimaryPhone}
${N=SwisEntity;M=Application.CustomProperties.Priority}
${N=SwisEntity;M=Application.CustomProperties.PrimaryContact}
${N=SwisEntity;M=Application.CustomProperties.SecondaryEmail}
${N=SwisEntity;M=Application.CustomProperties.SecondaryPhone}
${N=SwisEntity;M=Application.CustomProperties.SecondaryContact}
In the HTTP component monitor, put the URL into the UserNotes section at the bottom. 
ninja edit -
When you build the alert, you MUST build the alert based upon "Component" not application.