Suppress x-ref page numbers in HTML Help

How do I format a cross-reference that displays page numbers in printed docs, but suppresses them in HTML Help?

For example, here is my x-ref format:

<Link><$paratext> (page\ <$pagenum>)<Default ¶ Font>

This format produces an xref similar to this:

My Topic (page 722)

How do I change this format so printed output looks like this, but HTML output looks like this: My Topic