Copywriters must always consider readers’ ethnicity, gender identity, physical/mental ability, race, and socioeconomic status. They can use gender-neutral language (saying firefighters instead of firemen), avoid restrictive assumptions, and use CTAs that are accessible to all (e.g. a CTA of “Read Now” can be exclusionary to people with poor eyesight or blindness). Copywriters can also test their unconscious biases to uncover their own hidden stereotypes at https://www.learningforjustice.org/professional-development/test-yourself-for-hidden-bias
1. I try to use bold text rather than italics as much as possible. 2. Parentheses are also something that I avoid because they don't read well out loud on accessibility devices. 3. I also recommend to my clients fixing contrast and text size issues on their websites if they're not compliant with AA standards.
At Resilient Stories, one unique approach we take to ensure our content is accessible to a wide audience is by focusing on collaborative storytelling and crowdsourced content. We actively invite our community members to share their own stories of resilience, which not only diversifies the voices and experiences featured on our platform but also makes our content more relatable and accessible to different demographics. We create content that caters to different preferences and needs, whether that means providing text-based articles for readers who prefer in-depth exploration, long video interviews with every author, or visually engaging posts for social media followers who connect more with images and videos. We also focus on writing in a clear, conversational tone, avoiding jargon so our messages resonate with readers of all backgrounds. Additionally, we ensure our website and content are optimized for accessibility by incorporating features like alt text for images, readable fonts, and mobile-friendly design. Finally, we actively seek feedback from our audience, using their insights to continually improve how we present our stories, ensuring that our message of resilience reaches and resonates with as many people as possible.
To ensure our content is accessible to a wide audience, we focus on two key strategies: regularly updating website content and contributing to guest posts. Keeping our website content current ensures it reflects the latest trends, data, and best practices, making it relevant and engaging for diverse audiences. Additionally, by contributing guest posts to various industry platforms, we reach new audiences and bring fresh perspectives to different communities. This dual approach not only broadens our content’s reach but also enhances its relevance and accessibility, ensuring it meets the needs of varied audiences effectively.
The first step is to confirm the scope of "accessibility." Government clients, for example, have a specific and legally required need related to that term. In general, however, one of the key things I look for is whether I've included cultural references, slang, metaphors, or similes that may not be universal. Both native and acquired English speakers may have different touchpoints (e.g., American v. UK v. Australia) that, even with supporting context, slow or distract members of the audience. Even if the audience is not global, regional differences may mean the message comes off as "inside baseball" instead of the relatable, engaging message you're trying to achieve.
One effective approach I use to ensure my content is accessible to a wide audience is to focus on clear, simple language and inclusive design. By breaking down complex ideas into easy-to-understand concepts and avoiding jargon, I make the content approachable for readers with varying levels of expertise. Additionally, I use visual aids like infographics and videos and ensure my content is optimized for screen readers, which helps those with visual impairments. Incorporating diverse examples and perspectives also makes the content relatable to a broader audience. This way, I strive to create content that is not only engaging but also accessible and inclusive for everyone.
A key aspect is incorporating visual elements like infographics and videos, which can break down complex information into digestible formats. At RecurPost, we have invested in creating a visually engaging experience because people absorb information in different ways. By providing multiple formats, we cater to both visual and text-based learners. This strategy broadens our reach and ensures that our content is inclusive and engaging for everyone.
Alt text, also known as alternative text or alt tags, is a brief description of an image that is read out loud to users who use screen readers. This allows individuals with visual impairments to understand the context and purpose of images on a webpage. To ensure your content is accessible to a wide audience, it's important to include alt text for all images used in your content. To write effective alt text, keep it short and descriptive while conveying the intended message of the image. Avoid using phrases like "image of" or "picture of" as they are redundant and do not add value for visually impaired users. Instead, focus on describing the key elements and information portrayed in the image. Alt text is not only beneficial for visually impaired users, but it also improves SEO and can enhance the overall user experience for all audiences. By incorporating alt text for images, you are making your content more inclusive and accessible to a wider audience, including those with visual impairments. This small step can have a big impact on improving the accessibility of your content and making it available to everyone.
Responsive and Inclusive Design: In the digital space, accessibility also heavily depends on the design and functionality of your platforms. At our company, we ensure that all content is optimized for various devices—desktops, tablets, and smartphones—and accessible to people with disabilities. This includes using appropriate color contrasts, alt text for images, and scalable fonts to assist users with visual impairments. Ensuring that our websites and content are compliant with ADA (Americans with Disabilities Act) standards is not just about broadening reach but also about ethical practice and inclusivity.