Cross References in FrameMaker
You can use the <fm-xref> style tags in the input when authoring in FrameMaker, however when viewing for the web, the page numbers still persist. This is not optimal for web output, because of the page numbers in the cross reference.
Instead of switching the cross references in the UI, as you would do for the FrameMaker adapter, you will have to modify this with the FrameMaker ditafm.ini located in the fminit\ditafm directory. Navigate to the [GeneralExport] category and then to the WriteLinkTextToFmXrefs parameter in and switch the value to 0.
Original solution for this: http://kb.leximation.com/dfm/?kbid=5