• Apply consistent heading hierarchies (H1, H2, etc.) so content sections are meaningful and navigable for screen readers and search engines.
• Group related elements logically (headlines, body text, media, CTAs) so users can scan and understand content quickly.

• Include semantic elements and landmarks in your core templates so navigation, main content, and footers are clearly defined across campaigns.
• TBuild templates with responsive layouts that work for desktop and mobile, ensuring important information and CTAs remain accessible on all devices.

• Use whitespace and visual hierarchy to draw attention to key content and CTAs without overwhelming users.
• Check color contrast ratios in templates to make sure text and buttons are readable for users with low vision.
• Break long content into sections, lists, and short paragraphs for easier reading.

• Write meaningful headings (opens in a new tab) that provide insight into the content.
• If your website content is longer than three paragraphs, use headings to make it scannable for all users. This is especially helpful in articles, landing pages, and long promotional emails.

• Ensure that information, structure, and relationships conveyed visually — such as large, bold font for headings — can also be programmatically determined.

• Use a single H1 for each page or major asset.
• Follow heading order in sequence: H1, then H2, then H3.
• Don’t skip heading ranks (e.g., jumping from an to an ), which can create confusion for screen reader users.

• Avoid using headings solely for their size. Decorative headers place random emphasis on content and can confuse screen reader users.
• Don’t use bolded text instead of a heading; screen readers will not read it as a heading.

• Use simple typefaces to help avoid guesswork.
• Stay close to 16 to 18 pixels for body text, using rem or em units so everything scales cleanly.
• Keep spacing between lines and paragraphs consistent to help people keep their place on small screens.

• Use short sentences with one idea per sentence.
• Use active voice rather than passive voice, e.g., “Press the button” instead of “The button should be pressed.”
• Avoid double negatives, e.g., “Time is not unlimited.”

• Use people-first language (e.g., “people who have visual impairments”) rather than identity-first language (e.g., “blind people”).
• Avoid using a disability as a metaphor with negative connotations, e.g., “Uncover blind spots in your reporting.”

• Use a color contrast checker to test text, icons, and key UI elements.
• Pay extra attention to text placed on top of gradients, photos, or video.
• Follow at least a 4.5:1 ratio for body text and a 3:1 ratio for larger text.

• Avoid pure black text on pure white backgrounds when you can, since very sharp contrast can cause eye strain for some people.
• Aim for a color contrast of at least 4.5:1 between foreground and background elements, such as text on a web page.

• Do not use color alone to signal errors, required fields, or sale prices.
• Pair color with a clear icon, label, or short message.
• For charts and graphs, add patterns or textures so users can distinguish items even if they cannot see color well.

• Keep descriptions concise but informative.
• Lead with the most important information in your alt text description.
• If you’re writing alt text for a product image, include key information about style, design, material, or features.
• If your image has text (e.g., labels that explain product features), make sure it appears in the alt text or is described nearby on the page.

• Don’t start alt text descriptions with “Image of” or “Picture of,” which will already be announced to screen reader users by the preceding HTML tag.
• Avoid stuffing SEO keywords into alt text. Search engines can identify efforts like this, and it can negatively impact the experience for screen reader users.

• Don’t use the same wording (e.g., “Learn More” or “Click Here”) for multiple CTAs that trigger different actions or lead to different locations.
• If you have multiple CTAs pointing to the same location, use the same wording for each one.
• Avoid using “click here” in link and button copy, which implies that a user has a device to click with (e.g., a mouse).

• Provide a link description for any clickable link or image that screen readers will read aloud.
• Avoid redundant ARIA roles, which will cause screen readers to announce the element twice, e.g., “Link Link.”

• Screen reader users often use keyboard shortcuts to jump between links on a page, so your hyperlinked text should clearly describe what users will get — or where they will be taken — if they activate the link.
• Avoid using vague or generic terms like “click here” or “learn more.”

• Provide visible Pause, Previous, and Next controls that work with both mouse and keyboard.
• Avoid auto-advancing slides. If movement is required, ensure users can pause, stop, or hide the carousel at any time.
• Keep motion subtle to reduce issues for people with vestibular disorders.

• Ensure controls are properly labeled with accessible names such as “Next Slide” or “Pause Carousel.”
• Use correct roles and semantics. For example, avoid custom div-based controls that lack button semantics unless they are appropriately coded.

• Make sure the tab order follows a logical flow: carousel → controls → next content.
• Avoid trapping focus inside the carousel. Users should be able to move past it without interacting.
• Use visible focus indicators on all interactive elements, including arrows, buttons, and pagination dots.

• Sync your captions to appear on-screen as close as possible to sound effects or dialogue.
• Place captions so they don’t interfere with important visual elements on the screen.
• Ensure that the controls to turn captions on/off are clearly labeled and easy to see.

• Include audio descriptions of what’s happening on screen, from speaker introductions to descriptions of key visuals or actions.

• Autoplay doesn’t give viewers time to set up assistive technology.
• If your video has flashing elements, it can trigger seizures.
• People who are hard of hearing often turn up the volume on their devices, which can be embarrassing if your video starts playing automatically.

• Provide clear labels for all form controls, including text fields, checkboxes, radio buttons, and drop-down menus.

• Check that keyboard-only users can tab between input fields using keyboard commands alone.
• Use logical tab order so users can move from top to bottom without skipping around.

• If you use color to indicate missing or required information (opens in a new tab), combine it with another element (such as an error message or icon) for people who cannot see color.
• Include an accessible CAPTCHA alternative for people who cannot perceive images visually or distinguish between similar-looking letters.

• Set the reading order of each page to ensure that screen readers and other assistive technologies read multi-column content correctly.
• Add descriptive text for each link that tells users exactly what will happen — or where they’ll be redirected — if they click the link.
• Ensure links are easily distinguishable for sighted users by changing the color and adding an underline.

• Unless carefully constructed, tables can be difficult for screen readers. If you must use a table, be sure to use headers, set the reading order, and clarify all content inside the table.

• Add descriptive alt text for each image, graphic, and chart.
• Add textures and patterns to charts and graphs to help each item stand out as unique and easily identifiable.

• Every image in your email should include alt text that describes the image for people who cannot perceive it visually.

• Some brands use image-only emails to achieve more complex designs; however, this can be inaccessible to screen reader users, especially when brands neglect to add descriptive alt text.
• Avoid embedding important content like promotional codes or CTAs solely within images — screen reader users will miss this completely.

• Your inline link style should have an underline — color is not enough for people with visual impairments.
• For screen reader users, every hyperlink should have anchor text that describes the destination.

• Maintain readability when zoomed up to 200%. Test your layout at multiple zoom levels to ensure content doesn’t break or require horizontal scrolling.
• Structure logical navigation paths through your content with proper heading hierarchy (H1, H2, H3) and a consistent tab order that guides keyboard users naturally to your CTAs.
• For maximum inclusivity, always provide plain-text alternatives alongside HTML versions — many users with visual impairments prefer or require this simpler format.

• Capitalizing the first letter in each word of a hashtag helps screen readers identify separate words, enabling them to pronounce the hashtag correctly, such as #SummerSale instead of #summersale.
• Place hashtags and mentions at the end of the caption when possible.

• Every image in your post — including GIFs — should include alt text. Apps like Instagram and X provide a section for alt text. If there is no dedicated section for alt text, include it in the caption.

Try to avoid special formatting (e.g., ALL CAPS, bold, or underlined text) in captions.

• ALL CAPS text can be difficult for people with dyslexia to read.
• Bold, italicized, and underlined text are often used to emphasize words — but they aren’t always announced by screen readers, which means screen reader users can miss key information.

Adding captions to your videos not only makes it so that Deaf and hard-of-hearing viewers can fully enjoy and understand your content, but it also improves the viewer experience for:

• People in a noisy environment.
• Viewers with learning disabilities or attention challenges.
• Those who primarily speak another language.

• When placed within a string of text, screen readers announce emojis with their alt text, disrupting the flow for screen reader users. Placing them at the end helps keep the reading experience smoother.

Regularly audit your website for accessibility issues using both tools and human feedback. Automated scans can flag missing alt text, poor color contrast, and other structural problems, while real users uncover usability and conversion barriers that tools miss. Use a strategic mix of testing:

• Run automated scans like Google Lighthouse or WAVE on key pages to check against the Web Content Accessibility Guidelines (WCAG).
• Use color contrast analyzers on visual elements.
• Test with a screen reader such as VoiceOver or NVDA across pages, emails, and forms.
• Gather direct feedback from people with disabilities to identify critical issues and friction points.

Document each improvement to track progress, share wins with stakeholders, and demonstrate ROI over time.
Want to go deeper? Explore our full accessibility testing guide.

Many accessible marketing gaps come down to knowledge gaps. Equip your team with training designed specifically for marketers, with a focus on practical implementation, common pitfalls, and real-world examples rather than just theoretical standards.

Accessibility laws, WCAG updates, and court decisions change over time. When requirements shift, a fresh audit helps confirm your site still meets current expectations and highlights any new risks. Helpful references:

• W3C Web Accessibility Initiative (WAI)
• WebAIM
• WAVE toolbar
• ADA.gov
• A11y Project

Strong accessible marketing depends on ongoing monitoring, because websites and campaigns change constantly. Audits are essential, but websites change constantly — new products, campaigns, and content can all introduce new issues. a11y.Radar by 216digital provides real-time monitoring and compliance tracking so you can maintain continuous accessibility and fix problems early, before they turn into larger operational or legal risks.