Inclusive written content is an important element in most digital accessibility projects, yet is frequently neglected when discussing the accessibility of websites and products.
How written content is organised and presented can dramatically improve the user experience, as can the actual language and writing style of the author.
In the article, I outline several factors that contribute towards usable and readable content, which you can implement on your own website today. Some of these relate to design and development work, but some can be undertaken by content teams themselves.
Displaying accessible text
At the most basic level, each user needs to be able to read the text on your website. WCAG standards mandate a 7:1 colour contrast between regular text and the background, and a minimum font size of 12pt is typically recommended for paragraph content. Your choice of font can also improve readability, and you should opt for an option which prioritises legibility and clarity for readers.
From a development perspective, it is important to accurately match the text shown on your website’s interface with the text values included within your HTML code. This will ensure that screen readers and other assistive technologies can accurately understand the content across your website.
Designing accessible content formats
The layout of your website and design of your content pages can also improve or hinder the accessibility of your content. When a user navigates to a blog, for instance, it should be clear to them what they can expect from this piece of content. The navigation to each form of content should be intuitive, and the relationship and distinctions between different content formats should be well defined.
Where necessary, your content pages may also need to include imagery, pullout quotes, or links to other content forms, and this should be considered at the design stage. As always, such non-textual content should be clearly labelled within your HTML, and descriptions should be provided for relevant imagery and illustrations.
Writing useful content
When actually writing content, how we structure it can also make a significant difference. As a general rule, you can assume that readers are rushed, unwilling to read much, and unfamiliar with complex terms or arguments.
To address this, present your most relevant arguments first, and add less crucial details lower in the text. This technique is commonly referred to as BLUF (Bottom Line Up Front), or the “Inverted Pyramid”. It prioritises important information, and minimises the damage of a reader giving up half-way through your content.
This also relates to the concept of progressive disclosure in UX design. In simple terms, the first elements and copy that users see on your website should be the most important, with less useful elements revealed as they navigate further. This improves the impact of short visits, and reduces the cognitive load on every visitor of your website.
Use simple language
The users of your website will have different reading levels, and your copy should accommodate each of them. Use simple, clear, and useful language wherever possible, and try to provide context for any jargon terms.
George Orwell’s rules for writing provide a good guideline here:
- Never use a long word where a short one will do.
- If it is possible to cut a word out, always cut it out.
- Never use the passive where you can use the active.
- Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
When you do want to add complexity, follow the same principle of progressive disclosure by first making your argument or statement in simple terms. This allows your audience to “get the basics” without discouraging them.
Using simple language is particularly important across the navigation of your website. The text on buttons should make it clear to the user what will happen once the button is clicked, and the text in your navigation bar should be descriptive and unambiguous. Aim to write this copy to be functional in any context, rather than trying to impress your readers with fancy prose.
To improve the readability and accessibility of your own content, just reach out to our team today. We would be happy to discuss your project further.