For communications teams, creating accessible digital content means more than ticking a compliance box.
It requires an intentional approach that puts people first. Accessible content supports better engagement, a broader reach, and stronger trust with all users, including those with disabilities or varying access needs.
Text clarity is a logical starting point, yet it’s often overlooked. Dense paragraphs, jargon-heavy language and unclear calls to action can deter users with cognitive disabilities or low literacy. Instead, shorter sentences, plain English and meaningful headings help users navigate content with less effort. Clarity doesn’t mean dumbing down—it means making content more usable for everyone.
However, layout matters just as much. A consistent and intuitive page structure improves reading flow. Left-aligned text, sufficient white space, and a logical reading order benefit users who rely on screen readers or keyboard navigation. Visual clutter, overlapping elements, or animations that can’t be paused make digital content harder to follow—not just for people with disability, but for anyone reading under time pressure or on a mobile screen.
Visual content plays a growing role, which makes image descriptions (alt text) even more important. Alt text should convey the purpose of an image, not just describe it. For instance, an image showing a person using public transport should include relevant context—such as “a commuter using a mobile phone to check train schedules”—rather than a vague label like “man on a train”. This ensures users of screen readers gain equal value from visual information.
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In the middle of any content strategy sits social media, where accessibility is often deprioritised due to speed or platform constraints. Yet adding captions to videos, writing descriptive hashtags in camel case (e.g. #ThisIsAccessible), and providing context in posts all help make content more inclusive. Accessible social media content also improves SEO and boosts engagement—benefits that extend beyond compliance.
Colour use also needs consideration. Relying on colour alone to indicate meaning—such as red for errors or green for confirmation—can exclude users with colour vision deficiency. Using symbols, labels or text along with colour ensures that everyone can interpret your message. High contrast between text and background, as well as avoiding text over busy images, also supports readability.
Lastly, accessibility checks must become part of content workflows. Tools like WAVE or axe DevTools help identify issues before publishing. However, feedback from real users remains the most valuable insight. Engaging diverse audiences to test your content ensures that accessibility isn’t just theoretical—it’s practical, informed, and effective.
Accessibility strengthens communication by recognising that every user deserves equal access to information. By building habits around clarity, structure and inclusion, communicators create content that works better—for everyone.
