Making Digital Content Accessible to All (Part 1) | by Vanessa Mendao

Over 1 billion people have a disability that affects how they read digital content. Making written content accessible is not about catering for a niche audience. Neither is it about compliance anymore. Creating accessible content is about reaching as many people as possible.  So, how can we know if our content is working for every reader regardless of disability status?

Here are 5 ways to get you started at creating accessible digital content:

1. Write in plain English
The Plain English Campaign says that if you spend over an hour a day writing, you are a professional writer. But avoid falling into the trap of using long words and convoluted sentences. Writing in plain English is about using simple language, not about being simplistic.
Avoid jargon, explain technical terms, and use short words and sentences. Stop and think before you start writing to make your points in a logical order. Be concise and write in an appropriate style. Check that your writing is clear, polite and helpful.

Stay clear of idioms, metaphors or colloquial phrases. For some readers, English is a second language. Others may be neurodiverse and struggle to understand terms without a direct meaning.

Use  high-frequency words when possible. The longer the word, the harder it is to read. Remember Albert Einstein's words: "If you can’t explain it simply, you don’t understand it well enough."

2. Use headings and formatting options
Features like headings, subheadings and bullet points make content easier to read. It also allows readers to scan for information that is meaningful to them. Also, your text will look organised and structured. Use the hierarchy of headers (H1-H2-H3) instead of statements in bold.
 

3. Transform boring calls to action into relevant information
The best calls to action are clear but specific. They also create a sense of urgency that drives the user to action. ‘Click here’ or ‘read more’ don't give the reader any context or help them understand what they will find. Instead, you can use ‘book here’ or ‘visit our Open Day’ to help.
 

4. Make links easy to read and use 
Don't use web addresses or URLs as linked text. Assistive technology devices read out every word and URLs are difficult to understand. Instead, hyperlink the text you want the user to hear and the assistive technology will state it is a link. This reinforces the idea of not using calls to action such as 'Follow this link’.

Users with speech recognition software select links with voice commands. If you type the exact same link text many times, these readers won’t be able to tell which link is the one they want.

If a link leads to a new type of document, not a web page, explain this in the link text. For example, ‘Digital Strategy PDF’. The same goes for links that open in new windows. This can be confusing for people using screen readers. Tell your users if you are opening a new window - ‘Office directory (opens in new window)’. Another tip is to create short links to reduce the amount of hyperlinked characters.
 

5. Include Alternative Text
Alternative text is a short written description of an image. It allows screen readers to narrate it to users. Being able to read images benefits people who are visually impaired, or unable to view the images. The best format for alternative text is descriptive but without keyword stuffing. A helpful way to check if the alternative text is working works is to close your eyes and have someone read it to you. If you can imagine an accurate version of the image your alt text is good.

What happens when we use these tips in emails, newsletters, blogs or websites?

• People with disabilities no longer feel like they need to ask for extra support.
• Disabilities stop being responsible for misunderstandings.
• Set people for success by making small changes to the environment.

Best Practice checklist:
 

Language

• Use plain language and short sentences (up to 25 words per sentence).
• Use short paragraphs (no more than 5 sentences per paragraph).
• Use active voice instead of passive voice.
• Explain acronyms, abbreviations or complex terms.

Format

• Organise your text with heading levels. It will break it into digestible sections and make it skimmable.
• Summarise content with lists and bullet points.
• Create a hierarchy of information: the most relevant information should be at the top.

Images and Alternative text

• Write alternative text that describes the visual content.
• Write short alternative success (between 80 and 120 characters).
• If an image includes important text (ie infographics) write it down in the caption.

Calls to Action and Links

• Limit links to 100 characters.
• Avoid writing 'click here. Use descriptive links instead.
• Tell users if the link will open in a new tab or if it will start a download.
• 'Click' is not an inclusive instruction. Use 'select' instead.
• Avoid directional language such as 'click the link on the right.
• Write instructions that are independent of the page layout.

Hashtags

• Capitalise the first letter of each word.
• Keep them short. Avoid stringing too many words together.

Online Resources for accessible writing:

Hemingway app (opens web page)

Plain English Campaign (opens web page)

Writing for web accessibility tips (WCAG) (opens web page)

How to improve your writing with plain English (opens web page)

Heading structure and accessibility (opens web page)

Dos and don’ts on designing for accessibility (Home Office posters) (opens web page)

How to Shorten URLs (opens web page)

OpenClassrooms course: A guide on how to access your content with assistive technologies (opens web page)

axe DevTools and WAVE (Web Accessibility Evaluation Tool): Extensions that identify accessibility issues (opens web page)

This article was written by Vanessa Mendao, a Data Literacy coach at Multiverse