Web users are diverse, and this means that the content published on a website must be accessible to meet everyone’s needs.

Accessible content ensures that all users, regardless of their abilities or disabilities, can perceive, understand, navigate, and interact with the information on your website. It promotes equitable access, improves usability for all users, and even boosts search engine optimization (SEO)—and let’s face it, everyone wants their website to drive more visits.

Put simply: accessibility = usability for everyone.

But what does it actually mean to create accessible content? And how can you ensure Web Content Accessibility Guideline compliance while providing a seamless user experience for everyone?

While the following are ways to draft accessible web content, they are certainly not the only ones. It is important to continuously seek input, learn, and test content for user accessibility.

Use Clear, Descriptive Page Titles

Page titles are the first thing screen readers announce and one of the first cues a user sees in a browser tab or search result. A clear, descriptive title helps users understand their location and improves navigation for everyone, especially those using assistive technology.

Tip: The page title should be unique and include the purpose of the site or page.

Structure Content Using Heading Levels

Heading structure allows users to navigate content efficiently using screen readers. Headings should clearly describe the topic or purpose of the content. The structure used should reflect the hierarchy of the page or section. It creates a logical outline, making it easier for all users to scan, understand, and find information.

Tip: Use only one H1 per page to introduce the main topic and avoid skipping heading levels (e.g., avoid going from H2 to H4).

Provide Clear, Concise Labels for Buttons

Clear and consistent labels make interactive elements predictable and easy to use. This is especially important for users with cognitive disabilities or those using assistive technology that reads out interface elements. This also includes form controls that describe their purpose.

Tip: Provide labels for interactive elements. Be consistent with labels for buttons that perform the same action or function across web pages.

Include Instructions Near Input Fields

Placing instructions close to the input helps users understand what’s expected without confusion. This reduces errors and frustration—especially for users with cognitive or visual impairments.

Tip: Include instructions near input fields when a particular data format is expected (e.g., example@email.com).

Provide Alt Text for Meaningful Images

Alternative text, or alt text, ensures users who can’t see or have limited visibility still receive the same information. It allows screen reader users to understand the image’s intent and meaning, preserving the user experience and content clarity. Alt text also plays a role in your site’s SEO optimization. What Is ALT Text & Why Is It Important for SEO? explains how to optimize your website’s image SEO and accessibility with alt text.

Alt text should convey the image’s purpose, not its visual appearance. Only describe visual details if the image itself is a work of art and its artistic qualities are essential to understanding its purpose.

Tip: Provide alt text for all meaningful images—including logos, icons, and infographics—focusing on the purpose or information they convey. Avoid using the words “image,” “icon,” or “picture” in the alt text—it’s already conveyed to the screen reader user, and if the image is decorative or does not add any additional value or is not needed to understand the content, do not add alt text.

Use Descriptive Link Text

Descriptive link text helps users—especially those using screen readers—understand where a link will take them without needing additional context. It improves navigation and reduces confusion. Describe what users will find after clicking. Be concise by front-loading the link with the user’s task or destination. Better Labels for Website Links: The 4 S’s for Encouraging Clicks provides guidelines for writing the link texts on websites to ensure users click the right options.

Tip: Use link text that clearly describes the destination or purpose of the link. Instead of generic phrases like “Click here” or “Learn more,” use specific wording that tells users exactly what to expect (e.g., Read our accessibility guidelines).

Describe User Input Errors Clearly

Clear error messages help all users understand what went wrong and how to fix it. Users with visual or cognitive disabilities especially benefit from instructions that don’t rely solely on color or vague indicators. Avoid relying only on sensory characteristics such as shape, color, size, visual location, orientation, or sound.

Tip: Provide suggestions on how to correct errors and ensure instructions don’t depend only on sensory cues (e.g., “click the red button” or “see the icon on the right”).

Apply Consistency Across Pages

Consistency helps users build familiarity and confidence. It reduces the learning curve and improves accessibility for users with cognitive disabilities or those who rely on assistive technologies. Placing help and contact information, for example, in the same order and location on all pages where they appear allows users to easily navigate the site.

Tip: Place navigational items (e.g., menu items, breadcrumbs) in the same order and location on all pages where they appear, and use the same icons and labels consistently throughout the site for the same functions.

How We Help

At Digital Wave, we work closely with our clients to ensure that we understand their needs and those of their users. From ideation to publication, we keep the user and accessibility at the forefront of the project.

To learn more about web-accessible content, check out the Web Content Accessibility Guidelines (WCAG).