ShareThe European Accessibility Act (EAA) is set to transform the digital landscape, mandating inclusivity by 2025 and making the web a place where everyone—regardless of their abilities or temporary impairments—can fully engage, connect, and experience digital content without barriers.
For digital copywriters, this isn’t just a checkbox exercise—it’s an opportunity to be part of a meaningful overhaul that makes the web truly inclusive and accessible to everyone.
Let’s explore what the EAA means for you and how you can ensure your writing meets the new standards.
Alt text: Paint a picture with words
Alt text is more than just a field to fill—it’s your chance to make visual content accessible to those who can’t see it. Imagine a user relying on a screen reader to navigate the web; alt text gives them the context they need, transforming images into something meaningful.
Plus, detailed alt text doesn’t just serve accessibility; it’s a secret weapon for SEO, helping your content reach more eyes while making the internet a little more inclusive. So, next time you’re adding alt text, think of it as storytelling—because every user deserves to be part of the story.
Put it into practice
Instead of writing “a meeting,” describe the scene—“Four colleagues from different backgrounds brainstorming around a table, notes scattered around them.” This not only makes the image come alive for someone who can’t see it but also adds value to your content.
Consider how this works on e-commerce sites. A shopper browsing a catalogue can’t see a “stylish handbag.” But with descriptive alt text like “red leather handbag with gold accents, adjustable strap, and sleek design,” they can get a clear picture of what’s on offer. It’s a small step that makes a world of difference.
Keep your writing simple and clear
Writing for accessibility isn’t about dumbing down your content; it’s about opening it up. The average reading level in the UK is around 9 years old, which means simple, clear language isn’t just nice—it’s necessary.
You’re not just writing for professionals or experts; you’re writing for people who may have cognitive disabilities, are non-native speakers, or simply want to understand your message without a struggle.
Put it into practice
Instead of saying “optimise your operational strategies,” go for “improve how you work.” This shift doesn’t just make your content more approachable; it makes your message resonate. And remember, clarity isn’t boring—it’s powerful.
Structure is the roadmap your readers need
A well-structured piece of writing is like a map—it guides your readers effortlessly through your content. For those using assistive technologies, clear headings, short paragraphs, and bullet points aren’t just helpful; they’re essential. Imagine someone navigating your content through a screen reader: clear sections and straightforward language can make all the difference.
And it’s not just about screen readers; a clear structure helps people with cognitive disabilities or attention difficulties stay focused and engaged. A long, dense block of text can feel overwhelming, but bite-sized pieces keep readers moving forward, absorbing your message without the friction.
Put it into practice
Even simple adjustments can transform how your audience interacts with your content. Consider:
• Numbered steps that guide readers like a checklist, making complex processes feel manageable.
• Bold key points to spotlight the must-know info, ensuring nothing gets overlooked.
• Bullet points to turn dense text into bite-sized insights, easy on the eyes and brain.
• Subheadings that act like signposts, directing readers to exactly what they need.
• White space that gives your words room to breathe, making everything feel more inviting.
These tweaks aren’t just stylistic—they’re your way of saying, “Hey, I’ve got your back,” ensuring every reader feels included.
Consider compatibility with assistive tech
Ensuring your content is compatible with assistive technologies like screen readers is key to making your writing truly inclusive. Screen readers translate text into speech, helping users with visual impairments navigate your content. The way your words are read aloud can shape a user’s entire experience, so it’s crucial to make them sound clear and logical.
Put it into practice
• Test read back features: Use built-in read back tools (like the one in Microsoft Word) to hear your content as a screen reader would relay it. This simple step helps catch awkward phrasing or unclear links.
• Use descriptive links: Swap vague phrases like “click here” for more informative ones, such as “Learn about our accessibility tips.”
• Listen and adjust: Regularly listening to your content helps you fine-tune your language, ensuring it’s engaging and accessible for all readers.
We’re here to help
If you need help getting started on the road to web accessibility, our experts are more than happy to help. Get in touch today to start the conversation.
Related reading
For more insights on the importance of web inclusivity and how to prepare for the European Accessibility Act, check out these articles:
• Unlocking Equal Access: The Importance of Web Accessibility in Digital Marketing
• Inaccessible Websites: A Digital Divide We Can’t Ignore
• Accessibility Matters: Optimising Your Website For Screen Readers
