5 top tips for accessible SEO

Submitted by Louise Aldridge on Wed, 26/10/2022 - 14:03

A graphic of a search bar with SEO written inside of it, with a hand pointing towards a growth chart. Search Engine Optimisation (SEO) is the process of improving your website to increase its visibility, so people searching for products or services related to your organisation are more likely to find your website which can result in more conversions.

Last month we sat down with SEO experts from AXA and Skyscanner to discuss the crossovers between SEO and accessibility.

Watch the webinar recording

Here are the 5 top tips we learned from the webinar, that will help ensure that your SEO practices are accessible to everyone.

1. Avoid jargon

Avoid the temptation to write ‘creative’ and ‘punny’ copy, headings, and call to actions (CTAs) that risk clarity. By using difficult language such as jargon, you risk excluding users with low literacy skills, learning differences such as dyslexia, and those who speak English as a second language.

Instead, write in plain English so that your webpage can be understood by as many readers, including screen readers, as possible.

If the content is easier to read, then users will spend more time on your website. This will tell search engines such as Google that your content is useful, which in turn improves your rankings.

2. Follow the heading hierarchy

Heading tags enable a screen reader to navigate on a page, making it easier to jump from one topic to another. However, heading tags must flow down the page in a logical order; for example, H1 followed by H2, H3, and H4s (you should only use one H1 tag).

This also helps Google know what sections of a page are about and creates more accurate search results.

3. Don’t forget ALT text for decorative images

For decorative images, some often leave the ALT text blank as a method to ensure they are not read out by screen readers. However, these same images would then be flagged in SEO technical audits, such as Google Lighthouse, as ‘missing’.

Jack Smale, Website Officer from AXA recommends using ‘user-friendly’ file names for decorative images and adding a description of the image as ALT text to convey what’s been shown to a Google crawler.

Jack also suggested adding ‘role=presentation’ or ‘aria-hidden=true’ attributes to prevent the description from being read out by a screen reader unless that image would add value to the user’s understanding of the context of the page.

4. Use descriptive links

Including descriptive links for a new page is helpful for web accessibility and SEO as the user knows the link’s purpose before they follow it. Screen reader users often navigate through all the links on a page to find where they want to go. If they just say, ‘click here’ or ‘more’, they are taken out of context and the user has no idea where those links will go.

Descriptive links are also beneficial for SEO as keywords can be included in the anchor text and it helps Google and its crawlers understand what the site or page is about.

Need an introduction to the key aspects of web accessibility and inclusive design? Join our Accessibility for developers course to learn the basics, with a focus on ARIA and the Accessibility Tree.

5. Test your accessibility

By testing your accessibility, you are ensuring that your website and its SEO are accessible to disabled people. Skyscanner and AXA both use empathy labs at their head offices. Stations are set up to simulate different types of disabilities to ensure changes to their website or app are accessible to all.

As Jack from AXA said “immerse yourself in accessibility and become comfortable in being uncomfortable. Try simulating a disability, such as operating your phone with your ‘wrong’ hand, or putting on a blindfold, and then try using your site. You will very quickly learn what the potential pain points are and develop a deep sense of empathy with those who face such challenges every day!”

Experts from both AXA and Skyscanner agreed that it seems inevitable that accessibility will soon affect Google as it currently affects scores on Google Lighthouse.


Further Resources

AbilityNet Factsheet - October 2022

Learning Disabilities and Computing

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This factsheet outlines some of the ways that technology can help improve the experience of learning for people experiencing a broad range of learning disabilities, differences or learning preferences.

AbilityNet has released a range of Easy Read versions of some of its most popular factsheets which include short, jargon-free sentences with simple, clear images to help explain the content. 

Last updated: October 2022

This factsheet outlines some of the ways that technology can help improve the experience of learning for people experiencing a broad range of learning disabilities, differences or learning preferences.
AbilityNet has released a range of Easy Read versions of some of its most popular factsheets which include short, jargon-free sentences with simple, clear images to help explain the content. 
Word File: 
File Learning difficulties and computing (November 2017).docx
PDF file: 
PDF icon Learning difficulties and computing (November 2017).pdf
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How digitally accessible are museums and heritage sites in the UK?

Submitted by Annie Mannion on Wed, 19/10/2022 - 10:04

A new report on accessibility information provided by UK museum and heritage sites shows no major improvements in information for blind and visually impaired, D/deaf, hard of hearing, and neurodivergent visitors in the four years since 2018.

However, there have been significant increases overall in provision of access information in the past four years.

The Heritage Access 2022 report, produced by VocalEyes, in partnership with AbilityNet, Stagetext, Autism in Museums and the Centre for Accessible Environments, highlights the importance of online access information for the UK museum and heritage sector, and tracks the changes in the state of access over the past four years.

AbilityNet consultants supported and contributed to the project via an Advisory Panel, which also included representatives from other organisations with experience and expertise in heritage and digital accessibility, data management and volunteer engagement.

Craven Museum and Gallery foyer showing a penny farthing bicycle in a wooden room with shiny stepsKey report findings

  • The amount of online information about access provision at museum and heritage sites has increased significantly since 2018. 
  • Far smaller increases were recorded in online information relevant for blind and visually impaired people, D/deaf, deafened, and hard of hearing people, and neurodivergent people - people historically under-recognised as requiring accessibility measures.
  • 19% of museums and heritage sites surveyed have no online access information in both 2018 and 2022, showing no improvement. 

Digital Volunteers

Heritage Access 2022 report data was generated by a team of 61 digital volunteer researchers, who were recruited from across the UK. People with personal experience of access barriers were actively sought to take part, and the volunteers’ experience played a key role in the design of the project checklist and report guidelines. 

Volunteers received training in heritage and digital accessibility before going on to assess the websites of over 3,000 museum and heritage sites, checking both the accessibility of the site and the access information that each provides to support and enable visits to their venue by D/deaf, disabled and neurodivergent people.
 

Download the Report 

Available in Clear Print (PDF), Large Print text-only (Word) and audio (mp3) formats.

Nothing about us, without us

Adam TweedAdam Tweed (pictured), Innovation Consultant for Workplace & Education at AbilityNet, comments on the report "Although the report has highlighted improvements in some areas, it has also highlighted the areas that are still needing significant improvement if we are to seek equal access for all."

“It was a real privilege for AbilityNet to be approached and to join as an advisor for this valuable research," Adam continues. "The Heritage Access 2022 report not only seeks to assess the digital accessibility of museum websites with a view to improving accessibility for disabled visitors, but the project did so in the true spirit of 'nothing about us, without us' using volunteers consisting primarily of people with lived experience of disability," says Adam.

"The quantity of sites assessed by this volunteer team and the quality of the information gathered has made this report an invaluable resource. The information gathered can to be used to assist museums with improvements that benefit both disabled and non-disabled visitors alike,” Adam says.

Joanna Wood, Chair of VocalEyes says “The D/deaf, disabled and neurodivergent people who formed the majority of the digital volunteers behind the report show the sector who they miss out on when heritage is inaccessible: no access, no visit. Let’s change that.” 

AbilityNet provides diversity and inclusion and disability training and support for workplaces. Enquire about our services.

Mirroring the visitor journey

Using data and best-practice examples, the Heritage Access 2022 report is structured to mirror the visitor journey, covering aspects from:

  • pre-visit research such as finding and getting to a venue (such as directions, parking and step-free and level access)
  • aids and facilities at the venue (such as toilets, lifts, Large Print guides, induction loops)
  • downloadable resources that can be used at the venue (such as sensory maps and visual stories)

Guidance is provided for venue staff on creating and presenting access information online, covering around 40 different access aids, facilities, resources, and events.

The report also breaks down the different media types in which web content is presented, and gives clear, non-technical guidance on how to ensure that text, links, images, video, audio, and downloadable documents are all accessible. It also covers tips for inclusive communication with visitors.

Heritage Access 2022 Benchmark Tool

VocalEyes is also launching the Heritage Access 2022 benchmark tool, an online search and map interface where you can find the benchmark score for the access information provided by the 2,258 UK museums and heritage sites covered by the project.

This tool is aimed at supporting the heritage industry to identify best practice across different regions and encourage local collaboration and knowledge-sharing between heritage professionals.
Access the free tool on the VocalEyes website

Further resources

AbilityNet provides a range of free services to help disabled people and older people. If you can afford it, please donate to help us support older and disabled people through technology

10 scams to be aware of - Scam Watch Autumn 2022

Submitted by Alex.Barker on Mon, 17/10/2022 - 12:08

Scammers are still scamming, so please read this update about current scams so you can be better prepared, particularly during this year's Get Online Week (17 - 23 October). 

In this semi-regular series, I take a look at 10 of the current scams to be aware of so you can avoid falling victim to them.

Person holding smartphone up1. Beware of the latest Whatapp scam

If you've got children and you receive a message telling you that your son or daughter has broken their phone and needs some money to be transferred to them, please be aware this might be a scam. If in doubt call your son or daughter and just check to make sure.

2. Failed payment scam

If you are told that a payment hasn't gone through and you are sent a link to rectify this issue, please don't click on the link. It is probably a scam. Read this message from the mobile phone provider EE warning people to be on their guard against these scams. 

3. TV Licensing Scams

Don't get scammed into paying more for your TV licence than you need to. Read this handy information about the precautions you can take so you don't fall victim. If you want to know more about the payment amounts you should be paying you can always sign into 'My Account'.

4. Holiday scams

Don't be conned into handing over your cash for holidays that are anything but relaxing. Check out this information on keeping your money safe when dealing with holiday companies. 

5. Airbnb and related scams

Websites like Airbnb have lots of legitimate accommodations online. However, sometimes things aren't all that they seem! Make sure the emails you receive from Airbnb are legitimate. 

6. Phishing

Criminals are always very keen on getting your private information. You can stop this from happening by following these simple instructions.  

7. Cryptocurrency scams

People are looking at trying to make money through these schemes. However, there are scammers around. Just be aware of how they work. Cryptocurrency is an investment, but sometimes it isn't regulated in the UK. Be aware of how you can get scammed. 

8. Facebook Marketplace Scams

According to a ThinkMoney report, one in six people surveyed has been scammed on Facebook Marketplace. You can often bag a bargain on Facebook Marketplace, but if you aren't careful, you could end up losing money - for example if you pay in advance for a service or item in advance that turns out not to exist. Here are some tips to keep you safe on Facebook Marketplace. 

9. Instagram scams

Instagram scams are still pretty widespread. If you get sent a private message asking you to do something, just bear in mind that it might be a scam.

10. Home fuel discounts

Lastly, we should all be getting a £400 discount on our home fuel bills. Don't be conned into signing up for this discount - you don't need to do so. Instead, the Government has been working with the power companies and the discount is automatically taken off your bill. If you'd like more information about the discount, have a look at this blog from the Energy Saving Trust. If you want to learn more about saving money our factsheet about useful digital resources for the cost of living crisis may help.

What do to if you are scammed? 

First of all, please don't be embarrassed!

These scammers are really devious and want to part with your money. Contact your bank or building society and let them know of the situation. Also, let the charity Action Fraud know.

Volunteer with AbilityNet

Are you passionate about the power of technology? Would you like to help us bridge the digital divide? Do you have a few hours available each month?

We're looking for volunteers particularly in the following areas:

  • Brighton
  • London
  • Manchester
  • East Yorkshire
  • Edinburgh
  • Wales
  • Essex
  • Devon
  • Cornwall
  • Dorset
  • Hants
  • Kent
  • Somerset & Avon
  • East Anglia
  • Northants

Become a volunteer:
 

Apply online

Further resources

AbilityNet provides a range of free services to help disabled people and older people. If you can afford it, please donate to help us support older and disabled people through technology

Try one thing for Get Online Week 2022

Submitted by Annie Mannion on Thu, 13/10/2022 - 08:55

To celebrate Get Online Week coming up from 17 - 23 October we're encouraging people to explore this year's theme: #TryOneThing!

Two women at a desk with one person on the laptopThe one thing we're suggesting you might like to try is to find an event near you via the Get Online Week website.

You might prefer to attend events online or may not be able to attend in person for many reasons.

AbilityNet has some free online events during Get Online Week to help promote digital inclusion:

Digital volunteering in your community:
Free webinar Tuesday 18 October, 2pm BST

For this year’s Get Online Week, we have teamed up with Digital Communities Wales (DCW) to co-host a webinar all about digital volunteering in your community. DCW works to create a more digital inclusive Wales, and AbilityNet charity provides digital inclusion and accessibility advice and support for disabled people, their family and friends, their employers and other people who care for them. 

We have a number of community based digital volunteers in Wales, who have been invited to share their reflections about their digital volunteering experiences.

This session offers you ideas for how to embed digital inclusion within your community or organisation, and help people get online. You may even attend the session and decide to sign up as one of our volunteers!

Register for the volunteering webinar
 

This session will be delivered in English with a Welsh Interpreter.

WELSH VERSION OF THE ABOVE INFORMATION ABOUT THE WEBINAR:
Gwirfoddoli Digidol yn eich cymuned gydag AbilityNet
Bydd y sesiwn hon drwy gyfrwng y Saesneg gyda Chyfieithydd ar y pryd.
Ar gyfer Wythnos Ewch Ar-lein eleni, rydym wedi ymuno ag AbilityNet i gyd-gynnal gweminar sy’n trafod gwirfoddoli digidol yn eich cymuned. AbilityNet sef un o elusennau’r DU sy’n darparu cyngor a chymorth ar gynhwysiant a hygyrchedd digidol i bobl anabl, eu teulu a’u ffrindiau, eu cyflogwyr a phobl eraill sy’n gofalu amdanynt. Mae eu cymorth yn canolbwyntio ar hygyrchedd digidol, gwasanaethau’r gweithle a gwasanaethau myfywryr. Mae gan AbilityNet nifer o wirfoddolwyr digidol cymunedol yng Nghymru, sydd wedi’u gwahodd i rannu eu barn am heriau a llwyddiannau gwirfoddoli digidol.

Mae’r sesiwn hon yn eich herio i ystyried sut y byddwch yn ymgorffori’r agenda cynhwysiant digidol yn eich cymuned neu sefydliad i helpu pobl i fynd ar-lein.
·    Cyflwyno'r agenda cynhwysiant digidol. 
·    Cyfle i drafod beth yw bod yn wirfoddolwr Digidol.
·    Cyfle i drafod ffyrdd o gynnwys gwirfoddoli yn eich cymunedau ac i fwrw golwg ar yr adnoddau sydd ar gael i’ch helpu gyda hyn.


Don't Disable Me: How organisational culture and equipment enables inclusion:
Free webinar Tuesday 18 October, 1pm BST

In this session, you'll learn from three experienced accessibility and innovation consultants who also can share their lived experiences of disabilities:

  • Adi Latif, Accessibility Consultant will share his experiences of being blind
  • Ghizzi Dunlop, Digital Accessibility Consultant at AbilityNet and Learning Technologist at the University of the West of England will share her experience with hearing barriers
  • Adam Tweed, Innovation Consultant for Education and Workplace, will share his experience of mental health and the ways adaptations can remove barriers

The focus of this webinar will be learning about the experience of how language, organisational culture, and adaptive equipment can make a huge difference in the removing the barriers in the workplace to the entire workforce, including disabled people.

You will learn about:

  • Language dos or don’ts
  • Organisational culture
  • How to approach employees
  • Reasonable adjustments
  • Equipment to remove barriers
  • Challenges with online platforms

Sign up for Don't Disable Me webinar

Further resources

Blog: 7 reasons to get online in Get Online Week

Blog: Facts and stats about digital exclusion: Get Online Week

How AbilityNet can help

AbilityNet provides a range of free services to help disabled people and older people.

  • Call our free Helpline. Our friendly, knowledgeable staff will discuss any kind of computer problem and do their best to come up with a solution. We're open Monday to Friday from 9 am to 5 pm on 0800 048 7642
  • We have a range of factsheets that talk in detail about technology that might help you, which you can download for free. You may find our factsheets about voice recognition and keyboard alternatives useful.
  • My Computer My Way. A free interactive guide to all the accessibility features built into current desktops, laptops, tablets, and smartphones.

AbilityNet accessibility services

Support AbilityNet

If you're able to help us help others please donate to AbilityNet

Vote for AbilityNet's Digital Inclusion London project

Submitted by Annie Mannion on Wed, 12/10/2022 - 16:14

Please vote for AbilityNet! 

'Vote' word spelled out in cut out letters on yellow backgroundWe’ve been shortlisted to receive funding as part of London North Eastern Railway's (LNER) Customer and Community Investment Fund, and we would love you to vote for us.

Please visit the link in the button below and choose the ‘Mental Health’ section.

Then pick ‘AbilityNet: Digital Inclusion London’ as the first choice in your selection of three potential projects to receive funding:
 

Vote for AbilityNet

 

About the proposed AbilityNet: Digital Inclusion London project

This funding will enable AbilityNet to recruit more Tech Volunteers in the Central London area. Volunteers will provide support to older and disabled people to become digitally included, to support their mental health by enabling them to be independent, access services and feel connected to the outside world.

The AbilityNet volunteering network will offer 1:1 support in the client’s own home. 

Please vote for AbilityNet in the survey, which closes 23 October.

Thank you for your support!

Volunteer with AbilityNet

Are you passionate about the power of technology? Would you like to help us bridge the digital divide? Do you have a few hours available each month?

We're looking for volunteers particularly in the following areas:

  • Brighton
  • London
  • Manchester
  • East Yorkshire
  • Edinburgh
  • Wales
  • Essex
  • Devon
  • Cornwall
  • Dorset
  • Hants
  • Kent
  • Somerset & Avon
  • East Anglia
  • Northants

Become a volunteer:
 

Apply online

 

Further resources

AbilityNet provides a range of free services to help disabled people and older people. If you can afford it, please donate to help us support older and disabled people through technology

Free webinar: Don't disable me: how language, organisational culture and equipment enables inclusion

Submitted by Kelly Chan on Wed, 12/10/2022 - 09:14

Adi Latif, Ghizzi Dunlop and Adam Tweed smiling at the camera. Text displays: Don't Disable Me: how organisational culture and equipment enables inclusion. Free webinar: 18 Oct at 1pm BSTDon't Disable Me! On Tuesday 18th October 2022, three experienced AbilityNet accessibility and innovation consultants shared their lived experiences of visual, hearing and mental health barriers. 

There are more than 4.4 million disabled people in work (Labour force survey October to December 2020). By embracing inclusive language, culture and equipment you can help remove barriers for employees in your workforce, including disabled employees. In this webinar, the speakers discussed:

  • Language do’s or don’ts
  • Organisational culture
  • Reasonable adjustments
  • Equipment to remove barriers
  • Challenges with online platforms

There was also an opportunity during the webinar to ask the panellists questions about disability and inclusion in the workplace.

About the webinar

This webinar consisted of three panellists from AbilityNet:

Adam Tweed is facing the camera and smilingAdam Tweed, Innovation Consultant for Education and Workplace

Adam is a lover of all things tech, and he firmly believes "if you can break it; it's been designed badly" and that “the best tech is the stuff you shouldn't need to think about.”

In this webinar, Adam discussed his mental health-related experiences and share tips about some of the tech tools available to help manage mental health conditions.

Adi Latif, Accessibility ConsultantAdi Latif smiles face on into the camera with an office in the background

Adi graduated in Scotland with a business degree and went straight into website accessibility which was relatively new at the time. With experience working for a large management consultancy, he brings a wide range of skills and workplace experience.

Ghizzi Dunlop smiles at the camera, she has pink tinted glasses with a bright orange wall behind herGhizzi Dunlop, Digital Accessibility Consultant and Learning Technologist

Ghizzi Dunlop is deaf/Hard of Hearing in her left ear. She is also Neurodiverse with Dyslexia, Irlen Syndrome, Audio Processing Disorder and Attention Deficit Hyperactivity Disorder (ADHD). Ghizzi is a Digital Accessibility Consultant at AbilityNet and Learning Technologist in a STEM faculty, with a specialist focus on Open, Digital Accessibility and Pedagogy at the University of the West of England.

Amy Low smiles directly at the camera in front of a teal backgroundAmy Low, Service Delivery Director 

Facilitating the conversation was Amy Low, Service Delivery Director at AbilityNet. Amy leads the workplace, education and free services teams. Having spent 15 years working in a variety of leadership and transformation roles within serviced property and IT services, Amy joined AbilityNet in 2016, drawn by the opportunity to leverage technology to remove barriers to participation for disabled people and create a better digital experience for everyone. She works with a wide range of institutions and organisations providing services and support to ensure their digital practices are meeting the needs of the widest audience.

AbilityNet's website has several expert resources about reasonable adjustments. Find free blogs and factsheets on our website. 

You may also be interested in our Don't Disable Me training:
"Best online training session I have attended. Thanks for such a great session - lots of tips to take away. It was great to hear Adi's perspective as an assistive technology user."

Don't miss your chance to book onto upcoming courses of our Don't Disable Me disability awareness training:

- 13 October - Hearing barriers
- 20 October - Physical barriers
- 02 November - Mental health barriers
- Access on demand training for Visual barriers
- Access on demand training for Neurodiversity barriers

Further resources 

AbilityNet provides a range of free services to help disabled people and older people. If you can afford it, please donate to help us support older and disabled people through technology.

TechShare Pro is back for 2022

Submitted by Kelly Chan on Tue, 11/10/2022 - 15:59

Now in its sixth year, AbilityNet TechShare Pro takes place online on 15, 16 and 17 November 2022, with Google as headline sponsor.

Join us to be part of Europe’s largest gathering of accessibility and inclusion professionals and their allies, connecting experts from across sectors through over 50 different interactive sessions.

AbilityNet TechShare Pro 2022, 15 16, and 17 November 2022

Mark Walker, Head of Marketing at AbilityNet, is delighted to announce this year’s event:

“We're proud to be staging TechShare Pro for the sixth year. We attracted over 1300 delegates last year, and we’re expecting even more this year."

"Our vision is ‘a digital world accessible to all’ and TechShare Pro is our way to bring together a global community to connect, learn, and broaden their knowledge in digital accessibility and disability inclusion.” 

"As a virtual event our focus is on creating engaging sessions that help people connect - we want to move beyond the standard webinar format to something more interactive. There is plenty of networking time and many of the sessions will be slide-free discussions to allow contributions from everyone in the community.

"We've kept the ticket price low, but we've also created free streaming-only tickets, for people who wouldn't sign up to a whole event about accessibility but have an interest in games, SEO, travel and tourism or other specific sessions. And our Champions Bundle offers unlimited tickets to people from the same organisation."

Who will be speaking at TechShare Pro 2022?

The programme includes a mix of interactive sessions, where you’ll learn from leaders in all sectors about neurodiversity, maturity models, creative leadership, and much more. Some of the highlights to look forward to include

  1. How business benefits from investing in inclusion - a fireside chat with HSBC’s UK CEO, Ian Stuart, and Channel 4's CEO, Alex Mahon
  2. Innovation and accessibility at Apple with Apple’s Chief Accessibility Officer, Sarah Herrlinger      
  3. Accessibility and inclusion in the Metaverse
  4. The brand value of inclusion, with Lord Chris Holmes of Richmond and Jonathan Castleman, HSBC’s Global Head of Brand and Brand Partnership
  5. Media representation of disability in a panel discussion with News UK, including Forbes Magazine’s, "Mindset Matters" contributor, Jonathan Kaufman  

Plus sessions about accessibility and design, Access To Work, The role of Employee Resource Groups, Return on Investment and much more... 

Check out the programme

This year's TechShare Pro is sponsored and supported by Google, HSBC UK, Barclays, Intuit, Meta, News UK, Sony and many more not-for-profit partners.

Learn more about TechShare Pro's sponsors and community partners

Choose your ticket

Community tickets

  • Join the conference platform, ask questions, network with other participants, meet speakers, sponsors and exhibitors.

Free streaming-only tickets

  • Watch all the keynotes live, but no access to community sessions, Q+A or networking with speakers, sponsors and attendees.

Champions bundle

  • Use our special pricing to share unlimited community tickets within your organisation.

Get your tickets

 

Previous TechShare Pro highlights

 

Further resources

Six tips for creating great accessible web content for everyone

Submitted by Joe Chidzik on Tue, 11/10/2022 - 09:24
This blog has been updated! Originally published 08/12/2016. 


Many people are surprised to learn that the average reading age of adults in the UK is nine - that means the average person reading your website has the reading ability normally expected of a nine yearA birthday card with a cartoon boy and girl on it. Text displays: Happy birthday nine year old old. And most people don't realise that at least one in ten visitors to a website will be dyslexic or that many more than that will have cognitive difficulties or a learning disability.

You may be losing readership because your writing is not accessible. Whatever their reading age, accessible writing makes your content more enjoyable for your audience. To help you make sure your content is easily understood and clear to navigate, use these six tips. You may also wish to join our affordable, practical course to help you carve great content that's accessible to all audiences.

1 Structure your content

You can think of headings as the outline upon which your content hangs.

Visually, headings provide a way for people to skim your content looking for a topic of interest to them. When properly marked up as headings within your CMS, then these same headings are also exposed to assistive technology like screen readers, enabling users of this software to also benefit from a similar skim reading approach.

Watch the video below to learn more about how to write descriptive headings and labels.

Similarly, using structural elements like bulleted lists for lists of content, or tables for tabular data (like a timetable) can make the content more accessible, again, particularly for people using assistive technology or who have literacy difficulties. 

2 Write for your audience

You are not necessarily your audience! Good practise for content is to write using a similar vocabulary as mainstream newspapers to keep the content accessible to as many people as possible. Of course, if you are writing for a specific audience, this will vary. For instance, if you are writing a technical introduction to a specific new mechanical component for engineers, you will use appropriate language and phrasing for your audience.

Avoid using jargon that may be unfamiliar to users. If you must use jargon or specific terminology, then include and link to a glossary, or just expand upon the meaning of phrases or acronyms inline.

3 Not just text

A wall of text is off-putting to many users, but particularly so for people with literacy difficulties.

Structuring content using headings and lists (as mentioned above), can help to break up walls of text. Using images or other graphical elements can go further still.
For instance, infographics can convey a process in a visually engaging manner, and charts can convey the core meaning of data in an intuitive and concise way. Using elements like this can further break up text, making content more accessible still.
Remember when using illustrations in this way that they will need text alternatives to cater to any people who cannot perceive them. Speaking of which…

4 Provide alternative text for images

You should use images where possible to add visual interest to articles. It is important that you consider users who cannot perceive visual content like images though. Users may not perceive images for a variety of reasons. The user may be blind, have images disabled to conserve bandwidth, or the image itself may experience an error preventing it from loading.
Most CMSs will allow you to provide a text alternative, or alt, for an image. This will be presented to users who cannot perceive images.
As the person including the image on the page, you alone have the best idea of the intent of this image – you should always think about what it is trying to convey and what purpose does it serve. When writing the alt text, you should look to convey a similar meaning through text. This will vary depending on the type of image e.g.

  • Functional images (images that link, or otherwise interactive) should generally have alt text that describes what they do
  • Informative images (images that are charts, or that otherwise convey information) should have alt text that describes the information that the image contains
  • Decorative images – those that add no meaning to the page – should be given blank alt text so that they can be ignored by assistive technologies.

This is a topic all by itself, so some useful links to read more are included below.

5 Front load key information

Start sentences, paragraphs, and headings with key information. Users will typically read the first sentence or two of a paragraph to see if the information is relevant, before moving on if it is not.

6 Fewer words, greater impact

Be economical with your words. Don’t use 10 words if 5 will do. If you can, include an estimated reading time for your article so users can work out if should start it now, or save it for later when they have more time.

Looking to learn more about accessible copywriting? Join our affordable, practical course to help you carve great content that's accessible to all audiences.
Attend our Accessibility for Copywriters course
As well as your writing, you can improve the accessibility of your documents, presentations and PDFs in our upcoming courses: 

- How to create accessible documents and presentations
- PDF Accessibility 

Further resources

The 7 principles of universal design

Submitted by Robin Christopherson on Tue, 04/10/2022 - 16:25

At AbilityNet, we champion the imperative of accessible, inclusive design – design that creates technologies and online services that are open to every user. It’s also enlightening, however, to take a step back and explore some of the broader concepts of good, inclusive design that affects both the physical and virtual worlds.

Developed in 1997 by a working group of architects, product designers, engineers and environmental design researchers, the ‘7 principles of universal design’ aim to “guide the design process and educate both designers and consumers about the characteristics of more usable products and environments." 



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Principle 1: Equitable Use

The design is useful and marketable to people with diverse abilities.

Person in wheelchair entering train with ledge on same level as platform

Guidelines:

  • 1a. Provide the same means of use for all users: identical whenever possible; equivalent when not.
  • 1b. Avoid segregating or stigmatizing any users.
  • 1c. Provisions for privacy, security, and safety should be equally available to all users.
  • 1d. Make the design appealing to all users.

Principle 2: Flexibility in Use

The design accommodates a wide range of individual preferences and abilities.

Right and left handed scissors

Guidelines:

  • 2a. Provide choice in methods of use.
  • 2b. Accommodate right- or left-handed access and use.
  • 2c. Facilitate the user's accuracy and precision.
  • 2d. Provide adaptability to the user's pace.



Principle 3: Simple and Intuitive Use

Use of the design is easy to understand, regardless of the user's experience, knowledge, language skills, or current concentration level.

Page of instruction manual for putting furniture together from IKEA shop

Guidelines:

  • 3a. Eliminate unnecessary complexity.
  • 3b. Be consistent with user expectations and intuition.
  • 3c. Accommodate a wide range of literacy and language skills.
  • 3d. Arrange information consistent with its importance.
  • 3e. Provide effective prompting and feedback during and after task completion.



Principle 4: Perceptible Information

The design communicates necessary information effectively to the user, regardless of ambient conditions or the user's sensory abilities.

Trains on either side of platform with barriers to stop passengers falling onto tracks

Guidelines:

  • 4a. Use different modes (pictorial, verbal, tactile) for redundant presentation of essential information.
  • 4b. Provide adequate contrast between essential information and its surroundings.
  • 4c. Maximize "legibility" of essential information.
  • 4d. Differentiate elements in ways that can be described (i.e., make it easy to give instructions or directions).
  • 4e. Provide compatibility with a variety of techniques or devices used by people with sensory limitations.



Principle 5: Tolerance for Error

The design minimizes hazards and the adverse consequences of accidental or unintended actions.

Screenshot of computer screen showing prominent 'Undo' option within menu

Guidelines:

  • 5a. Arrange elements to minimize hazards and errors: most used elements, most accessible; hazardous elements eliminated, isolated, or shielded.
  • 5b. Provide warnings of hazards and errors.
  • 5c. Provide fail safe features.
  • 5d. Discourage unconscious action in tasks that require vigilance.



Principle 6: Low Physical Effort

The design can be used efficiently and comfortably and with a minimum of fatigue.

Two women using cashpoints at waist height

Guidelines:

  • 6a. Allow user to maintain a neutral body position.
  • 6b. Use reasonable operating forces.
  • 6c. Minimize repetitive actions.
  • 6d. Minimize sustained physical effort.



Principle 7: Size and Space for Approach and Use

Appropriate size and space is provided for approach, reach, manipulation, and use regardless of user's body size, posture, or mobility.

Person in wheelchair navigating through ticket barrier wide enough for wheelchair

Guidelines:

  • 7a. Provide a clear line of sight to important elements for any seated or standing user.
  • 7b. Make reach to all components comfortable for any seated or standing user.
  • 7c. Accommodate variations in hand and grip size.
  • 7d. Provide adequate space for the use of assistive devices or personal assistance.

NB - Images used from Institute for Human Centred Design document / universaldesign.ie.

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A focus on disability inclusion in the workplace is a strategic imperative from a moral and legal standpoint. AbilityNet can support you in building a workplace that is inclusive by design and uses technology to enable all employees to perform at their best.

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You can find out further information about embedding accessibility, gap analysis and our training courses in our workplace services brochure. 

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Page updated 4 October 2022.

Further resources

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