Supporting accessibility with inclusive UX copy
Accessibility is key to crafting great user experiences. You can make the product more inclusive when you write the microcopy with accessibility in mind. As UX writers, our job is to create user-centered content that makes a product usable for everyone. It means including those living with disabilities and those interacting with products differently.
What is accessibility and why is it important?
According to the World Health Organisation, over 1 billion people (about 16% of the global population) live with some form of disability which can be visual, auditory, cognitive, neurological, or speech-related. This type of user also has the same rights as other users that we must consider.
Accessibility matters because people matter.
Accessibility pertains to the ease with which individuals with disabilities can navigate your website or product. Consider it as the measure of user-friendliness. The more effortlessly all users (regardless of their abilities) can engage with your website, the higher its accessibility.
The great thing about ensuring accessibility is when you make your product usable for those with disabilities, you’re also making it usable for people who use:
- Different screen sizes, from smartphones to widescreen 4K monitors
- A mouse, keyboard, Braille device, and other input devices
- Different internet bandwidths
Where to start?
- Align with your intended user
Consider your user and the impact of your words. When writing, imagine your user’s perspective. Are your words easy to understand and free from harmful or negative associations? Be aware that language can convey unintended meanings. Stay open to learning about language’s impact and respect how others may perceive your words.
To help you understand user needs in accessing content, the first thing you should know is to find out about assistive technology. However, learning enough about accessibility to become certified takes dedication and time. Learning how people with disabilities use technology takes longer.
Understanding user needs for example visually impaired users, that’s mainly screen readers, which either translate text into brail or read it as audio. For hearing-impaired users, having accurate captions and transcriptions is really important.
People with disabilities use websites in similar ways to other users. They also want to quickly scan pages to find relevant information. However, people who use screen readers navigate differently.
Instead of reading text linearly, they use screen readers to “tab” through headers, subheadings, and clickable links. This is why it’s crucial to focus on headers, calls to action (CTAs), and hyperlinks when writing for accessibility.
2. Headers and subheads
Clear and directed headers and subheads can provide a quick overview of a web page and help users understand what the content is about and how it is organized. This can be helpful, especially for users who are scanning the page for specific information or who are using screen readers to navigate.
Avoid using vague marketing terms in headers. Use clear and concise language instead. By using clear and directed headers and subheads, you can make your content more accessible to a wider audience. This will make your website more user-friendly and can help to improve your search engine rankings.
3. Hyperlinks and button text
Use clear and direct language in hyperlinks and button text. Avoid clever phrases or indirect language. Instead, use plain language that accurately describes the action or destination associated with the hyperlink or button.
This will make your website more accessible to everyone, including those with visual impairments or cognitive disabilities. The helpful hyperlinks and button text are empathy for the user in practice.
Repetitive hyperlinks are also a common issue. For a page that uses the same generic phrase, such as “Click here” it creates confusion and ambiguity for users.
Make sure users know what they can expect if they click on it.
If the user with a screen reader reads the page, it encounters a series of identical link descriptions, making it difficult for the user to determine which link corresponds to the information they seek.
4. Use plain language
Writing in “plain language” means using simple sentence structure and commonly understood words. This one is hugely important for accessibility and goes for just about any language you’re writing in.
It’s helpful to those whose first language is not English, but also to those with difficulties reading and focusing.
Here are some tips:
- Be concise: Use as few words as possible without losing the meaning. Aim for one clear statement per sentence.
- Be consistent: Decide on the best word or phrase for a specific context. This may require research and input from your team. Style guides can help maintain consistency across your content.
- Write for people: Use a friendly and conversational tone. Stick to plain language and avoid idioms, jargon, and complex metaphors. If you must use jargon, explain it clearly.
- Avoid directional language: Phrases like “comment below,” “click here,” or “right-click on this link” assume the user can see your content without assistive technology.
Focus on the action and its benefit to the user. If your content requires directional language, consider how to make it more accessible.
Final tips and takeaways
True accessibility is about process improvement. So the best accessibility is done in a continuous process improvement program loop, being visited and revisited throughout the entire design and development process. At Blibli Design, us UX writers are aware of it and that’s why we keep this continuous accessibility reassessment to achieve the benefit of inclusive writing.
Making your product more accessible is often viewed as extra work. Even when you get accessibility right, you can always do it better. So to be successful at accessibility requires opening yourself up to criticism.
You can also find out more about how to implement WCAG standards to achieve ever-growing accessibility.
There are plenty of resources available to help you learn about accessibility best practices:
Blibli is currently hiring full-time and intern positions! Send your resumé to recruitment@blibli.com and get the chance to work with our PM and UX team and create your own unique stories.
