Accessible Content Considerations

Title: Digital Accessibility Laws in the U.K.
Publish date: October 9, 2022
Link: https://www.accessibility.com/blog/digital-accessibility-laws-in-the-u.k
Extract: There are two significant laws regarding web accessibility to be aware of in the U.K. The Equality Act (2010) and the Public Sector Bodies (Websites and Mobile Applications) (No. 2) Accessibility Regulations (2018).

The Equality Act (2010)
The Equality Act makes it illegal to discriminate against various groups, including people living with disabilities. The Equality Act also states that websites must be accessible to all users. The Equality and Human Rights Commission’s Equality Act 2010 Code of Practice (PDF) states that:

“…duty to make reasonable adjustments requires service providers to take positive steps to ensure that disabled people can access services. This goes beyond simply avoiding discrimination. It requires service providers to anticipate the needs of potential disabled customers for reasonable adjustments.”

While the Act does not specifically reference WCAG, it is generally accepted that adhering to the guidelines will ensure reasonable adjustments have been made.

The Public Sector Bodies (Websites and Mobile Applications) (No. 2) Accessibility Regulations (2018)
The Public Sector Bodies’ regulations only apply to specific organizations, primarily government organizations and charities. The legislation imposes stricter guidelines regarding accessibility for these organizations’ websites and mobile apps.

An interesting tidbit about the Public Sector Bodies Accessibility Regulations is that, unlike many U.S.-based accessibility laws, the regulation requires covered entities to incorporate an accessibility statement and comply with accessibility laws.

The accessibility statement is required to be published in an accessible format on the website of a public body and must include an explanation of any content that is not accessible and the reasons why. The statement must also include a description of any accessible alternatives provided, including a description of and contact link to a form that enables the person to notify the entity of any failure identified in accessibility.

Another notable point about the Public Sector Bodies Accessibility Regulations is the fact that WCAG 2.1 is specifically referenced as a compliance threshold (PDF) that must be met by covered entities.

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Everything you need to know is on the W3.org website.

Understanding Conformance

Conformance to a standard means that you meet or satisfy the ‘requirements’ of the standard. In WCAG 2.0 the ‘requirements’ are the Success Criteria. To conform to WCAG 2.0, you need to satisfy the Success Criteria, that is, there is no content which violates the Success Criteria. Source

So it’s not just your website that needs to conform, it’s the documentation you add to it. For instance, WCAG applies to PDFs

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• GOV.UK inclusive communication/accessible communication formats
• Abilitynet.org.uk – free tech support and info/factsheets
• BDA dyslexia.org.uk – advice for employers/creating a dyslexia-friendly workplace/dyslexia-friendly style guide
• GOV.UK – charities and social media

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In case any of your team don’t know about screen readers, this video (under 5 minutes) might be helpful. We always advise paying particular attention to:

• How he navigates (jumps) from section to section to find the information that he requires quickly – this is why meaningful titles and headers are important.
• What his experience is like when he gets to an image with no alt text.
• Meaningful context of words (in titles, headers, buttons, forms,

https://www.youtube.com/watch?v=dEbl5jvLKGQ

The video below was uploaded about 2 years ago and shows good/bad website experience, so it’s very helpful:

You might also want to read about screen readers via AbilityNet and their An introduction to screen readers

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Images must have Alt Text (sometimes known as Alternative Text or Alt Tags) – it’s mandatory, and crucial for accessibility.

Why Is Alt Text Important?
Alt text is important because it makes images more accessible to people and search engines. Even when they cannot be displayed.

If you don’t provide appropriate alt text, people using screen readers can’t get information from images. This unfairly excludes users with visual impairments which can harm your brand reputation, traffic, and conversion rate. Plus, web accessibility is good for SEO. Google and other search engines use alt text to determine what images portray (or link to). This can enhance their understanding of your content and therefore lead to higher rankings. Source

Decide who is responsible for adding the Alt Text on your WordPress site (e.g., the person who uploaded the image, or the person who uses the image).

Title: Five golden rules for compliant alt text
Publish Date: 3rd Feb 2022
Link: https://abilitynet.org.uk/news-blogs/five-golden-rules-compliant-alt-text

Extract:

• Rule 1: Every image must have an alt attribute
• Rule 2: Describe the information, not the picture
• Rule 3: Active images require descriptive alt text.
• Rule 4: Images that contain information require descriptive alt text.
• Rule 5: Decorative images should have empty alt text.

Title: Write helpful Alt Text to describe images
Publish Date: unknown
Link: https://accessibility.huit.harvard.edu/describe-content-images

Extract: Alternative (Alt) Text is meant to convey the “why” of the image as it relates to the content of a document or webpage. It is read aloud to users by screen reader software, and it is indexed by search engines. It also displays on the page if the image fails to load, as in this example of a missing image.

Title: Images Tutorial
Publish Date: unknown
Link: https://www.w3.org/WAI/tutorials/images/decision-tree/

Extract: You will see 9 sub-pages in the left column of the page of this comprehensive article, so we have not chosen to highlight any information as it’s worth reading it all.

The following link was found on gov.uk as we understand that some people like their clear approach to information

Title: Visual Elements – Images
Publish Date: unknown. Updated March 2023
Link: https://design-system.service.gov.uk/styles/images/#alt-text

Extract:

Writing good alt text:

• tells people what information the image provides
• describes the content and function of the image
• is specific, meaningful and concise
• Use normal punctuation, like commas and full stops, so the text is easy to read and understand.

Generally, aim for no more than 2 sentences of alt text.

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The title of the content or page should be concise and have meaning to assist with web accessibility and SEO. Users need an accurate overview of the page before they decide to click a link to it, and it will also help with SEO as search engines can check the relevance and crawl the contents of the page to bring it up in the appropriate search queries.

Title: Why page titles are important for web accessibility
Publish date: Nov 2022
Link: https://www.boia.org/blog/why-page-titles-are-important-for-web-accessibility

Extract:

Like many accessibility improvements, accurate page titles improve the internet for every user, regardless of their abilities. Page titles are also displayed in search engine results, and they’re an important ranking factor for search engine optimization (SEO).

Page titles enable users to quickly identify content
On a conventional web browser, the title appears at the top of the browser window or tab. Screen readers (software that converts text to audio or braille) may read the page title when the user opens the page.

If the page is titled accurately, the title provides people with a useful navigational tool. For example:

• A screen reader user might open several tabs. When navigating to a tab, the screen reader announces the page title, and the user understands whether they’ve selected the appropriate page.
• A user with a memory or neurocognitive disability may use page titles to quickly decide whether the page contains the information they need.
• People with mobility impairments may also use page titles for navigation. Switching tabs or opening web pages may be time-consuming for these users, and accurate titles may enable them to browse more efficiently.

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Headers are crucial for accessibility. They visually and structurally organise the webpage. Having a correct heading structure allows assistive technology users (e.g. people with a screen reader) to navigate the page via the headers – it helps them go directly to the content most relevant to their needs. This short video will help you understand screenreaders, headers, and accessibility.

Headers should be arranged according to the level of importance, from most important to least significant, using header levels (H1–H6). Your page title typically defaults to H1, and subsequent headers are smaller (next would come H2, then H3). Examples below:

Header 2

Header 3

Header 4

Header 5

Header 6

Headers are used in SEO, so they benefit your presence on the web.

Use headers to define the sections of content. For instance, if your page is about an upcoming event, your headers might be:

• When the event is taking place
• Where the event is happening, including a map and details about parking
• Who should attend (or who will benefit from attending)

You will have a paragraph of content under each header. Rethink headers with vague meanings, such as ‘Session One’; instead, try ‘Session One – The Book of John’.

Title: The Importance Of Headings For Website Accessibility

Publish Date: May 2023
Link: https://www.accessibility.com/blog/the-importance-of-headings-for-website-accessibility

Extract:

Headings aren’t just a design aesthetic; they are one of the unsung heroes of accessible website navigation and part W3C Web Accessibility Initiative (WAI). Labelling page structure helps people using assistive technology navigate web pages much more efficiently.

Without headings, walls of text become incredibly difficult to navigate, and it’s much harder for the user to find the information they’re looking for on any page.

We strongly suggest that you read the whole article.

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The words in which you add your link must have context and meaning.

For instance, when people first started to add hyperlinks to web pages they often said “Click here” but this is now totally inappropriate. A better example would be to suggest you read guidance about hyperlinks. Notice how the words explained the reason for the link?

Assistive technologies such as screen readers provide a list of links, and users must be able to determine the purpose of the link just by reading the link text.

This web page covers various topics related to web accessibility.

The link in ‘web page’ is linked to a Wikipedia page, but it’s not clear where it’s going for any user, let alone for an assistive technology user, whereas the link in ‘web accessibility’ is clear within its context.

Buttons:

Buttons are a CTA (call to action) and should be used more sparingly so that your users know where to click. When you create a section of your page, product, or newsletter, you’re likely to have a goal in mind. If you just want to impart a paragraph of information then you’ll just write it, however, if you’re enticing the reader to sign up for a course then a button is perfect.

Much of the information about hyperlinks (above) applies, but the number of words on a button should be kept below four to five words (two to four words is best).

Images:

Please don’t use images with copious worded details.

If one of your team has made a Canva document advertising the latest meeting, with date, time, place, etc on it, then use that document for locations where people physically gather and can read it – you should not use it online.

• the details are too small to be read on a mobile phone
• words on images typically exclude people using a screen reader (eg those with dyslexia)
• Date/time/place etc needs to be written so that screen readers can read them aloud
• Written details can be copied and pasted (eg to a calendar entry) and you can’t copy/paste words from a Canva image.

Ask the person making the Canva images to provide something simpler (they can still utilise the same image and branding for continuity).

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Use semantic HTML (rather than visually styled text, like using dashes or asterisks).

Avoid deeply nested lists unless necessary, as they can confuse users navigating by keyboard or screen reader.

Bullet Points (unordered lists)

A screen reader can understand bullet points even without full stops at the end of each point, but the experience may not be optimal. Without punctuation, the screen reader may not pause between points. This can make the list sound like one single, long sentence, potentially affecting comprehension.

Use a bulleted list when the order of items is not important or when highlighting key points.

• General points: Highlighting key features, advantages, or disadvantages.
• Unordered items: Listing ingredients, tools, or related ideas where order doesn’t matter.
• Visual emphasis: Breaking up large blocks of text and making information easier to scan.

Numbered Lists (ordered lists)

A screen reader can understand a numbered list without full stops at the end of each item. Screen readers are designed to interpret the structure of a numbered list, regardless of the presence or absence of trailing punctuation on each line. They will typically announce the number of items in the list and read each item sequentially.

When to use a numbered list:

Use a numbered list when the order of items is crucial, such as steps in a process or chronological events.

• Sequences or steps: Follow a recipe, install software, or complete a task.
• Rankings or priorities: Items listed from most to least important, or in a specific order of significance.
• Chronological events: Historical timelines or order of events.

Title: What is the law on accessibility?
Publish date: Jun 16, 2022
Link: https://info.webusability.co.uk/blog/what-is-the-law-on-accessibility
Extract: The following organisations are exempt:

• non-government organisations like charities – unless they are mostly financed by public funding, provide services that are essential to the public or aimed at people with a disability
• schools or nurseries – except for the content people need in order to use their services, for example a form that lets you outline school meal preferences
• public sector broadcasters and their subsidiaries

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Title: Understanding accessibility requirements for public sector bodies
Last updated: 5 October 2023
Link: https://www.gov.uk/guidance/accessibility-requirements-for-public-sector-websites-and-apps
Extract: We advise going to the page and reading the whole article, but we have shown a large portion below.

Some organisations are not exempt but may not need to fully meet accessibility standards. This is the case if the impact of fully meeting the requirements is too much for an organisation to reasonably cope with. The accessibility regulations call this a ‘disproportionate burden’.

You need to think about disproportionate burden in the context of what’s reasonable to do right now. If your circumstances change, you’ll need to review whether something’s still a disproportionate burden.

If you want to declare that making particular things accessible is a disproportionate burden, you’re legally required to carry out an assessment. In your assessment you weigh up, roughly speaking:

• the burden that making those things accessible places on your organisation
• the benefits of making those things accessible

When making your assessment, you need to think about:

• your organisation’s size and resources
• the nature of your organisation (for example, do you have services aimed at people who are likely to have a disability?)
• how much making things accessible would cost and the impact that would have on your organisation
• how much disabled users would benefit from you making things accessible

You might judge that the benefits of making some things accessible would not justify the cost to your organisation. In that case, you can claim it would not be reasonable for you to make those things accessible because it’s a disproportionate burden. cannot take things like lack of time or knowledge into account in your assessment – or argue that making things accessible is a disproportionate burden because you’ve not given it priority.

Example 1

You might be able to argue it’s a disproportionate burden to meet all the requirements if doing so would use up most of your organisation’s budget for the year and leave you unable to do any of your other work – and would not significantly improve things for disabled users.

Example 2

A simple code change that improves your website or app’s colour contrast is relatively low cost and would improve things for a lot of people with sight impairments. You might not be able to argue that changing this is a disproportionate burden.

You’re less likely to be able to claim a disproportionate burden for services that:

• are specifically aimed at disabled people, for example ‘apply for a blue badge’
• enable people to participate in society, like ‘register to vote’ or ‘find a job’

In many cases you’ll need to work out what it is reasonable for you to fix now, and what you’ll be able to fix in the future.

If you decide that fixing something would be a disproportionate burden, you’ll need to say so in the accessibility statement you publish on your website or mobile app.

There’s guidance to help you or your web team plan and prioritise what you’ll fix.

Even if you’re exempt from the accessibility regulations, or judge that meeting them would be a disproportionate burden, under the Equality Act 2010 or the Disability Discrimination Act 1995 (in Northern Ireland) you’re still legally required to make reasonable adjustments for disabled people when they’re needed – for example, by providing the information they need in another, more accessible format.

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We build an accessibility widget into each site we create, enabling users to zoom in/out, find links, change contrast, space text out, change to dyslexia-friendly text etc. The widget is from ‘Userway‘, and we supply the free version by default, but you can look at the pricing of Userway’s other options and you can also chat with us if you want to utilise something different.

The widget is typically found in the bottom right corner of the screen and is shaped like a person. We’ve left ours as bright yellow so that it’s very visible, but we’ll match the colour of yours to your branding, and add a bespoke link to your accessibility statement.

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When building your site, the accessibility widget needs to link to something, so we upload the basic accessibility statement page with the product. Please note that the onus is on you as the site owner to review/amend/update the page to ensure it meets requirements.

The links to guidance below may assist you with creating something bespoke for your site.

Title: Sample Accessibility Statement
Last updated: 19 December 2023
Link: https://www.gov.uk/government/publications/sample-accessibility-statement
Extract: We have chosen not to provide an extract as the information on this page is so comprehensive.

Title: Accessibility Statement
Publish date: Last updated 4 January 2023
Link: https://www.gov.uk/help/accessibility-statement
Extract: This link is to the gov.uk accessibility statement, so we have chosen not to provide an extract.

Title: Accessibility Statement
Publish date: unknown
Link: https://abilitynet.org.uk/accessibility-statement
Extract: This link is to AbilityNet’s actual accessibility statement, so we have chosen not to provide an extract.

• Sign up for the newsletters from the leaders in their field so that you continually learn: Ability Net
• Make a note in your calendar to update the Accessibility Statement so that you’re showing an ongoing commitment, and consider adding a date to the page to state when it was last reviewed, and any action that you’ve taken on the site to improve it.

If you intend to mention disabilities, you should check that the wording you use is correct.

Title: Inclusive language: words to use and avoid when writing about disability
Publish date: March 2021
Link: https://www.gov.uk/government/publications/inclusive-communication/inclusive-language-words-to-use-and-avoid-when-writing-about-disability
Extract: Please read the whole article

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We’ve mentioned that the accessibility measure that you take will benefit SEO. We are not specialists in SEO, but we can point you toward a trusted company if you wish to take this further.

WordPress websites typically work well with one of the plugins by the leaders in the SEO field ‘Yoast’. We would be remiss in trying to teach you the product of another supplier, but there are many Yoast tutorials on YouTube and the internet. As a starting point, have a look at:

Yoast’s documentation How to Use Yoast SEO in the WordPress editor
This YouTube content creator has over 414k subscribers and created a tutorial Complete Yoast Seo Tutorial 2024 – WordPress SEO for Beginners

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