Digital accessibility is not the responsibility of a single team. Creating inclusive digital experiences requires collaboration across development, design, content, and marketing teams.
While developers often implement accessibility at the code level, digital and marketing teams play a critical role in maintaining accessibility across websites, campaigns, and content. These teams are often closest to the content itself and have the ability to update images, text, forms, and media that affect usability.
Even without deep technical expertise, marketing and digital teams can follow practical accessibility best practices that improve the experience for everyone who visits a website.
Accessible content checklist for marketing teams
Marketing and digital teams can improve accessibility by following a few core content practices:
- Add descriptive alternative text to images
- Use headings to structure content clearly
- Ensure sufficient color contrast for text and visuals
- Caption video and audio content
- Use descriptive link text instead of “click here”
- Avoid relying on color alone to convey meaning
- Ensure forms include clear labels and instructions
Applying these practices consistently can significantly improve the accessibility of digital content and help create a better user experience for everyone.
What makes website content accessible
Accessible website content is designed so that people with a wide range of abilities can understand and interact with it successfully. This includes individuals who rely on assistive technologies such as screen readers, keyboard navigation, or captions for multimedia content.
No website can be perfectly accessible in every situation, just as no software can ever be completely bug-free. However, organizations can continually improve accessibility by following recognized standards such as the Web Content Accessibility Guidelines (WCAG) and applying accessibility best practices during content creation.
Make content accessible for people who are blind or have low vision
Blind or visually impaired users often rely on screen readers to navigate websites. Screen readers convert digital content into speech or braille output, allowing users to understand page structure and interact with content.
For screen readers to work effectively, websites must be structured correctly and include meaningful descriptions of visual content.
Marketing and digital teams can support accessibility by following these practices.
Use alternative text for images
Screen readers cannot interpret images. Instead, they read the alternative text associated with the image. Providing meaningful alt text ensures users understand the purpose or context of visual content.
Use headings to organize content
Headings such as H1, H2, and H3 create a logical structure for a page. Screen reader users often navigate pages by headings, allowing them to quickly find the information they need.
Label form fields clearly
Accessible forms include visible labels and clear instructions so users understand what information is required. Proper labeling benefits all users, not only those using assistive technologies.
Ensure content works with keyboard navigation
Many users cannot operate a mouse and rely entirely on keyboard navigation. Interactive elements such as menus, buttons, and forms should be accessible using keyboard commands.
Include audio descriptions for videos when needed
Audio descriptions explain visual actions that occur when no dialogue is present, providing important context for users who cannot see the screen.
Make digital content accessible for people with other disabilities
Disabilities vary widely, and accessibility should address a broad range of user needs. Supporting users with one type of disability does not automatically ensure accessibility for everyone.
Marketing and digital teams can support more inclusive experiences by following these practices.
Ensure sufficient color contrast
Users with low vision or color-vision deficiencies may struggle to read text with poor contrast. Accessible color combinations help ensure that text and visuals remain readable.
Add captions to audio and video content
Captions allow people who are deaf or hard of hearing to understand multimedia content and access information presented in audio.
Allow users enough time to complete tasks
Some users need additional time to read or complete forms. Avoid strict time limits or provide options to extend them.
Avoid flashing or rapidly changing content
Flashing content can trigger seizures in some users and should be avoided or carefully controlled.
Do not rely on color alone to communicate information
Information should always be conveyed through text, labels, or icons rather than color alone.
How marketing teams can support WCAG accessibility
Marketing teams contribute to WCAG accessibility by incorporating accessibility practices into everyday content workflows.
This includes writing descriptive alternative text for images, structuring pages with headings, ensuring readable color contrast, and providing captions for multimedia content.
When accessibility is considered during content creation rather than after publication, organizations can reduce accessibility barriers and improve the usability of digital experiences for everyone.
Digital accessibility is an ongoing effort
Improving accessibility is an ongoing process rather than a one-time project. Websites evolve constantly as new content, campaigns, and features are introduced.
By incorporating accessibility practices into everyday content workflows, marketing and digital teams can help ensure that websites remain usable for a wide range of users.
If your organization is looking to evaluate accessibility, improve digital content, or build a stronger accessibility program, Vispero’s accessibility experts can help guide the next step in your accessibility journey.