How to implement digital accessibility standards

Digital accessibility is about ensuring that everyone, including people with visual, hearing, or cognitive impairments, can engage with your content. In the UK, around 16 million people live with a disability; by making your content accessible, you are opening your business to a massive audience that is often overlooked. To get started, focus on three core areas: descriptive alt-text for images, accurate captions for videos, and high colour contrast in your graphic designs.

1. Add descriptive alt-text to images

Alt-text (alternative text) is a short description of an image that is read aloud by screen readers. It helps people with visual impairments understand the context of your visuals. Most website builders and social media platforms have a specific field to enter this when you upload an image.

• Be descriptive: Instead of "Product photo," try "A person wearing a handmade blue woollen scarf against a white background."
• Keep it concise: Aim for one or two short sentences.
• Context is key: Describe what is important about the image. If the image is purely decorative (like a divider line), you can usually mark it as "decorative" so screen readers skip it.

2. Provide captions and transcripts

Captions are essential for those who are d/Deaf or hard of hearing, but they also benefit the 80% of social media users who watch videos on mute.

• Edit auto-captions: Platforms like YouTube, TikTok, and Instagram generate captions automatically, but they often make mistakes with brand names or accents. Always review and manually edit them for accuracy.
• Provide transcripts: For longer videos or podcasts, providing a full text transcript is a great way to be inclusive and also improves your Search Engine Optimisation (SEO), as search engines can then "read" your audio content.

3. Ensure high colour contrast and legible fonts

Low contrast makes text incredibly difficult to read for people with colour blindness or low vision. It also makes your content harder to see for anyone using a mobile device in bright sunlight.

• Check your ratios: Aim for a high contrast between your text and the background. You can use free online "Contrast Checkers" to ensure your brand colours meet the standard (a ratio of at least 4.5:1 is recommended).
• Avoid "colour-only" meaning: Never rely solely on colour to convey information (e.g., "click the green button for yes"). Use text labels or icons alongside colour.
• Typography: Use clear, simple fonts and avoid using all-caps for long paragraphs, as this is harder for people with dyslexia to process.

4. Use meaningful link text

Screen reader users often navigate by jumping from link to link. If all your links say "click here" or "read more," they won't know where the link leads without hearing the surrounding text.

Top Tip: Make your link text descriptive of the destination, such as "View our summer price list" or "Sign up for our newsletter."

By implementing these standards from the start, you create a professional and welcoming environment for all potential customers. It shows you value every member of your audience and helps you comply with the spirit of the UK Equality Act, which encourages businesses to make "reasonable adjustments" for people with disabilities.