When you’re creating content for the web, accessibility might not always be the first thing on your mind. You’re busy crafting engaging stories, writing catchy headlines, or finding the perfect image. But here’s the deal: ignoring accessibility can limit your audience and potentially land you in legal trouble. That’s where Web Content Accessibility Guidelines (WCAG) comes in—and yes, it’s easier than you think.
Let’s break down what WCAG is, why it matters for content creators, and how you can make your content shine for everyone.
What is WCAG, and Why Should You Care?
WCAG stands for Web Content Accessibility Guidelines, but don’t let the formal name intimidate you. These guidelines are essentially a roadmap for making websites, apps, and digital content usable for everyone—whether someone has a disability or not. Developed by the World Wide Web Consortium (W3C), WCAG focuses on four key principles: making content perceivable, operable, understandable, and robust (POUR). Think of it as a checklist to ensure your site is accessible to as many people as possible.
It’s all about ensuring that everyone, regardless of their abilities, can engage with your website. Sounds important, right? It is.
And it’s not just for developers! WCAG applies to everyone involved in building a website, including content creators. Accessible content expands your reach, enhances the user experience, boosts your site’s SEO, and helps you avoid potential legal pitfalls. In short, accessibility isn’t a chore—it’s a win-win.
The Benefits of Accessible Content
Expand Your Audience Reach
Did you know that 28.7% of adults in the U.S.—that’s over 61 million people—live with a disability? Globally, this number jumps to over 1 billion people, or 16% of the world’s population. Aligning your content with WCAG opens the door to a massive audience that often faces barriers online. Accessible content ensures these users can interact with your brand just as easily as anyone else.
Boost SEO
Accessible content improves your website’s visibility. For example, alternative text for images helps search engines understand your visuals, while properly structured headings and clear navigation improve crawlability. Research shows that websites meeting accessibility standards often rank higher in search engine results, giving you an edge over competitors who overlook these guidelines.
Enhance User Experience
Accessibility benefits everyone—not just those with disabilities. A study by Forrester Research found that improving user experience can increase conversion rates by up to 200%. Features like video captions, clear navigation, and legible fonts make it easier for users of all abilities to engage with your content.
Avoid Legal Risks
Lawsuits related to digital accessibility are on the rise. In the U.S., 4,605 web accessibility lawsuits were filed under the ADA in 2023—a nearly 13% increase from the previous year. Following WCAG not only protects your brand from potential litigation but also demonstrates your commitment to inclusivity.
Practical WCAG Tips for Content Creators
Making your content accessible doesn’t require a complete overhaul. Small, thoughtful changes can make a huge difference. Let’s dive into some practical tips for content creators, with expanded advice to make each step actionable.
Use Proper Headings
Headings aren’t just for organizing your thoughts—they’re essential for accessibility. Structured headings (H1, H2, H3, etc.) create a clear hierarchy that helps all users, including those using screen readers, navigate your content easily.
- Start with a single H1 as the main title of your page.
- Use H2 for main sections and H3 for subsections. Avoid skipping levels (e.g., going from H1 directly to H3).
- Write headings that are concise but descriptive. For example, “Tips for Accessible Content” is better than “Tips.”
Properly structured headings also improve SEO by signaling the importance of your content to search engines.
Add Alternative Text for Images
Alternative text (alt text) describes the content of an image for users who can’t see it. This helps screen reader users and also boosts SEO by making your images searchable.
- Be specific and relevant. Instead of “Picture of a cake,” use “A three-tiered chocolate cake with white icing and red roses.”
- Avoid saying “Image of” or “Picture of”—screen readers already indicate it’s an image.
- If an image is decorative and doesn’t convey critical information, use a null alt attribute (
alt=" ") so screen readers can skip it.
Alt text should fit naturally into your content, adding context without overloading users with unnecessary details.
Color Contrast
Color contrast is vital for users with visual impairments, such as color blindness or low vision. Text that blends into the background is difficult to read, even for users without disabilities.
- Use a contrast ratio of at least 4.5:1 for regular text and 3:1 for large text (as per WCAG SC 1.4.3).
- Avoid using color alone to convey meaning. For instance, instead of relying on red text to indicate an error, include a descriptive message like “Please enter a valid email address.”
- Test your designs with online contrast checkers to ensure compliance.
Strong contrast not only aids accessibility but also improves readability and engagement for all users.
Choose Accessible Fonts
The typeface you use plays a significant role in how accessible your content is. Some fonts are more legible than others, particularly for users with visual impairments or learning disabilities.
- Opt for sans-serif fonts like Arial, Verdana, or Tahoma, which are easier to read on screens.
- Ensure your font size is large enough—typically at least 16px for body text.
- Avoid excessive italics or decorative fonts that may be hard to read.
Accessible fonts contribute to a cleaner, more professional appearance that benefits all users.
Write Descriptive Links
Vague link text like “Click here” or “Learn more” can be confusing for screen reader users. Instead, use descriptive link text that tells users where the link will take them.
- Good example: “Read our guide on WCAG compliance for content creators.”
- Bad example: “Click here.”
- Ensure links make sense out of context. Some users navigate sites by jumping between links, so each one should provide value on its own.
Descriptive links also make your content easier to scan and improve your site’s SEO.
Create Accessible Tables
Tables are useful for presenting data but can become a nightmare for accessibility if not designed properly.
- Use headers (
<th>tags) for column or row titles. This helps screen readers understand the table structure. - Avoid merging cells or using tables for layout purposes—this confuses assistive technologies.
- Include captions to explain the table’s purpose. For example, “Table showing monthly website traffic for 2023.”
Accessible tables ensure your data is comprehensible for all users, not just those using traditional browsers.
Caption Your Videos
Video captions aren’t just helpful for people who are deaf or hard of hearing—they’re valuable for anyone in a noisy or quiet environment.
- Include both closed captions (user-controlled) and open captions (always visible).
- Ensure captions are synced accurately with the dialogue or sounds.
- For additional accessibility, provide a transcript that includes all spoken words, sound effects, and meaningful visual elements.
Well-captioned videos increase engagement, improve retention, and align with WCAG guidelines.
Use Plain Language
Accessible content isn’t just about design—it’s also about the words you choose. Writing in plain language ensures your content is easy to understand for a broad audience, including users with cognitive disabilities.
- Break complex ideas into smaller, simpler sentences.
- Define jargon or technical terms the first time they appear.
- Use bullet points and lists to organize information clearly.
Plain language isn’t dumbing down your content; it’s making it more approachable and impactful.
Monitor Accessibility Regularly
Creating accessible content isn’t a one-and-done task. Websites are dynamic, with new pages, updates, and features being added constantly. This means your accessibility efforts need regular check-ins to ensure compliance with WCAG standards. Neglecting this can leave you vulnerable to accessibility gaps, which not only alienate users but could also lead to legal risks.
Thankfully, tools like a11y.Radar make monitoring accessibility easier and more effective. This specialized service continuously scans your site for issues, giving you a clear, actionable picture of your site’s compliance status.
Final Thoughts
Accessibility doesn’t have to be overwhelming, and you don’t have to tackle it alone. With WCAG as your guide and the right support, you can create content that reaches more people, performs better in search engines, and provides an exceptional user experience. But ensuring accessibility is more than a one-time effort—it’s an ongoing process.
That’s where we come in.
At 216digital, we specialize in making web accessibility simple and actionable for content creators just like you. Whether you’re new to WCAG or need help fine-tuning your content strategy, our ADA briefing is the perfect place to start.
Schedule your ADA briefing today, and let us show you how to make your content accessible, impactful, and compliant—all while reaching a broader audience and safeguarding your business. Accessibility is an opportunity, and together, we can help you unlock it.
