How to write accessible content that works for everyone

Accessible content isn’t just good practice. It’s the right thing to do. It helps your charity’s messages reach everyone, including disabled people, neurodivergent people and those using assistive technology like screen readers, screen magnifiers or voice control.

It keeps content engaging, inclusive and allows your charity’s mission and values to speak to new and existing audiences in a meaningful way.

In the blog, we’ll look at the practical ways you can make your content more accessible, one step at a time.

1. Write meaningful alt text

Alt text (short for alternative text) describes the content and purpose of an image. It helps blind or visually impaired users understand visuals using screen readers, and it supports SEO too.

What makes good alt text?

• Be descriptive, but keep it concise (around 125 characters).
• Focus on the image’s purpose. Why is it on the page?
• Skip “Image of…” because screen readers already announce it as an image.
• Use keywords naturally when they help describe the image and reflect the page’s topic. This can support SEO, but it should still read smoothly and describe the image well.

Example:

Instead of: “Image of two volunteers”
Try: “Two volunteers sorting food donations at a local shelter”

Good to know:

Decorative images should have an empty alt attribute so screen readers can skip them. For example, if you’ve added a coloured shape or abstract graphic for visual style, it doesn’t add meaning so there’s no need to describe it.

2. Structure your content clearly

Good content structure helps everyone read and understand your message, especially people using screen readers or keyboard navigation. A clear structure makes your content easier to follow, quicker to scan and more likely to have an impact.

How to structure well:

• Use headings in the correct order. Start with one H1 for the page title, then use H2s for main sections and H3s for subsections within those. Don’t skip heading levels or use them just for styling.
• Use descriptive headings. Each heading should clearly reflect the content that follows. Avoid vague titles like “More info”. Be specific and helpful.
• Include a short intro or summary. Start with a clear paragraph explaining what the page covers and who it’s for.
• Break content into short paragraphs. This helps all readers and avoids overwhelming people using assistive technology.
• Use bullet points or numbered lists. Lists are easier to scan and help group related ideas.
• Keep formatting consistent. Use the same heading styles, paragraph spacing and list formats throughout your content.

3. Use plain language

Plain, direct language makes your content more accessible to everyone. It helps people understand your message quickly, including those with cognitive impairments, neurodivergent people and people who speak your language as an additional one.

How to write in plain language:

• Avoid technical terms, internal shorthand or specialist language used within your profession.
• Choose everyday words that most people will understand.
• Keep sentences short and to the point.
• Explain unfamiliar words when you need to use them.

4. Use meaningful link text

People using screen readers often navigate by jumping through links on a page, so link text needs to make sense on its own. Avoid vague phrases like “click here” or “read more”. Link text should clearly describe where the link goes or what the reader will find.

How to write good link text:

• Use text that makes sense out of context.
• Be specific about what the link is for or where it leads.
• Keep it short, but informative.

Examples:

Instead of: “Download”
Try: “Download our 2024 annual report”

5. Add captions to your videos

If your charity shares video content in any form, it’s important to make sure it’s accessible to everyone. Captions help deaf and hard-of-hearing users, as well as anyone watching without sound.

What to include:

• Accurate, synchronised captions for all speech and relevant sounds.
• Audio descriptions if visuals are key to the message.
• A written transcript if possible. It’s great for SEO as well as accessibility.

Captions aren’t just a technical fix. They show you care about every audience.

6. Make your documents accessible too

Accessibility doesn’t stop at your website. If you share reports, resources or forms as downloadable files, they need to be accessible as well.

How to make documents more accessible:

• Use clear headings and short paragraphs, just like you would on a web page.
• Add alt text to any images or charts that carry meaning.
• Make sure the reading order makes sense. In PDFs, use built-in heading styles and accessibility tags so screen readers can follow the content properly.
• Provide a web page version or HTML alternative where you can. It’s easier to access and works better on mobile.

7. Test your content with real people

Guidelines and tools can help, but the best way to know if your content is accessible is to test it with the people who use it!

That can mean asking for feedback from disabled users, people who use assistive technology or people with different access needs. They’ll spot barriers you might not, and help you improve things in a meaningful way.

Even a small test can make a big difference.

Accessible content is better for everyone

Creating accessible content isn’t about ticking boxes. It’s about helping more people connect with your cause and removing barriers to support.

If you’d like help creating accessible digital experiences that work for everyone, we’d love to support you. Get in touch to find out how we can help.