ON MAKING YOUR CONTENT MORE ACCESSIBLE
The growth and innovation of a business should always ensure that its brand remains accessible to all kinds of people. Let’s discuss how to make this part of your business in a few easy steps.
Must-Haves
These are our go-to must-haves when it comes to accessibility, however, this is merely the tip of the iceberg in ways we could all work to create more accessible content.
Alternative text for images
Also referred to as “alt-text,” providing an alternative description for images and other media is integral for users who rely on text-to-speech readers to describe what’s on the webpage they are browsing. The words usually briefly describe the overall context of an image. For example, if you were to use a picture of a dog with a ball outside as part of your content, one could simply use “a picture of a dog with a ball outside’’ to describe the image. There is also an opportunity to be more descriptive, however, the allotted space can vary from platform to platform. Make sure your description of the photo is concise, accurate, and informative as to why you’ve included it in this piece of content.
Closed captioning on videos
Closed captioning is a practice many of us are initially introduced to by way of a television program. The phrase “closed captioning provided by….” immediately comes to mind. And yes, the same practice can be applied to video content online. Closed captioning not only makes content accessible for users who are hard of hearing, but also users who are unable to use audio while they enjoy your content. This keeps everyone around longer, thus more time spent processing your promotions and offerings.
CamelCase on Hashtags
Hashtags are an important part of social media marketing. It helps brands track user engagement, while also creating segmented content based on set themes as portrayed in the said hashtag. It’s a common practice for users and brands to use hashtags that are all lowercase, rather than practicing what is called “CamelCase.” CamelCase means treating hashtags like titles of books - the first letter of each word is capitalized, which provides separation in between words that are important to a user’s understanding of the content. For example, a text reader would dictate #blacklivesmatter to “black-live-smatter,” whereas #BlackLivesMatter would be correctly dictated as “Black-Lives-Matter.” Additionally, the use of CamelCase in hashtags enhances your SEO further, as search engines are more likely to pick up on keywords you are using with intention as a way to accrue more attention.
Color Contrast, Link Designations, etc.
In thinking of users who are visually impaired, whether it be due to colorblindness or otherwise, it’s important to create simple, yet intentional designations of variance that better visually indicate important information. This means adopting practices such as underlining and bolding linked text, following color contrast guidelines that ensure your text-based content is readable and providing accurate, written descriptions for color-specific details, such as a product color variation. Any progressive charts like bar charts and pie graphs should have an added layer of category distinction aside from color variance, like adding a different pattern to each section such as polka dots or lines.
Tips:
Make sure that your call to action is plainly described in your accompanying copy separate from the image so that users will understand what the purpose is of what they’re viewing.
Refrain from embedding text into images
Unfortunately, text readers are unable to interpret the text that is designed into image or video content. Make sure that your call to action is plainly described in your accompanying copy separate from the image so that users will understand what the purpose is of what they’re viewing. Let’s say you’re selling a lakeside timeshare, so you decide to use a photo of a family on a boat on your lake, with the newest running promotion listed on the image as well, including your website. You have updated the alt text for the image, but have only listed it as ‘’timeshare ad on picture of boat on a lake.” As a text reader attempts to review the page with your promotional image, the user is met with confusion, because the text reader has dictated a “timeshare ad on picture of boat on a lake,” followed by ‘’call today!’’ or a similar, incomplete phrase. With no access to the provided ad information or how to call your business, the user will likely abandon your website to look elsewhere for a lakeside timeshare that provides more information. In short, an image designed with text can potentially create avoidable, preventable losses.
Avoid using Coded Text
Using coded text occurs most often when users directly copy and paste a section of text and implement it into their own content. When we do this, especially from a website, we often carry over the text code with it. This means users who employ a Text Reader to explore the internet, that included code that is applied to the stylized font will be read out, making the content almost impossible to process. If you are planning to use copy and paste with promotional copy, such as for a product, we recommend using a common computer app that comes with most computers, such as Text Editor for Macs. This can also be achieved on Excel or a word document.
Use People-First Language
People-First Language refers to addressing individuals with a disability as an individual first before referring to their disability. In the past, it was seemingly commonplace for Disability-First dialogue to occur both in media and in general conversation, however, organizations have historically put forth the effort to change societal conversations and introduce nomenclature that makes it easier for individuals to discuss people with disabilities in an affirming way. The same can be applied to promotional material.
A Note on people-first versus identity-first language: For people who prefer person-first language, the choice recognizes that a human is first and foremost a person: They have a disorder, but that disorder doesn't define them. For people who prefer identity-first language, the choice is about empowerment. It says that [their disability] isn't something to be ashamed of. We always recommend asking first when it comes to interacting with and describing people with disabilities, as preference is different from person to person.
Improve SEO throughout website and content
Our conversation about CamelCase and hashtags extends past social media and over to websites as well. Text readers will also dictate the URLs of webpages for their users as a way of validating that they are on the correct page. Instead of “blogginggal.com/recipes/axvdfhh123c,” Blogging Gal can instead update their website settings to name the URL of the actual post, “How To Make A Pineapple Upside-Down Cake.” Now, the URL reads “blogginggal.com/recipes/pineapple-upside-down-cake.” This tiny change will also boost listings on search engines for users looking to make the cake as well.
Executive Summary
Accessibility practices are simple, easy to implement, and intentional actions that communicate to your audience that you believe in making your business and its culture therein available to any and all who may be interested. Though it may take some time, these seemingly tedious, yet impactful efforts will create longstanding change that pays for itself time and time again as your brand grows. Enjoy learning more about how you can be creative in broadening the farthest reaches of your audience.
