Accessible Marketing Part 2: Copywriting

Creating Accessible Copy: How do you do it?

Weaving accessibility into your words is all about creating an easy read for everybody. People typically read just 20% of the text on a web page, with the average page visit lasting less than a minute. Imagine how much this drops when your content isn’t accessibility-friendly.

Here are 5 steps to creating engaging and accessible copy for everyone:

1. Use Simple Language. Overcomplicated, waffling language is your biggest enemy when it comes to writing accessible copy. Sometimes simple is the best, and plain copy doesn’t always equal boring content. So, avoid complex sentences and be concise. As we’ve established, people consume content on the internet very quickly, so the shorter, the better.
2. Structure is key. Whether it’s headers, subheaders or bullet points, being mindful of how you structure your content allows readers to easily scan your page for the information they’re looking for, eliminating any risk of becoming lost amongst difficult, long-winded messaging.
3. Don’t rely on images. Using alt text is one of the most common ways of being more accessible, but your copy needs to be relevant. So, ask yourself what the image is communicating. If it’s there for decoration, then there’s no need for alt text. And make sure you’re not throwing keywords around left, right and centre; a clear description is all it needs to be ‒ keyword overload can actually be harmful to your SEO.
4. Don’t use visual descriptions. Avoid using directional language such as “above, below, left or right” as these can be misinterpreted by the user. Screen readers also absorb information from top to bottom, so “left or right” directions become meaningless to them.
5. Choose your font wisely. Use Sans Serif fonts such as Arial, Helvetica or Times New Roman as they’re much easier to read, especially if you’re dyslexic or spend a lot of time reading on screen. And remember, size matters; 12pt is a minimum requirement and the WCAGs recommend that your text can be zoomed to 200%.

To transform your copy into an accessible powerhouse, get in touch and our word wizards will work their magic!