Why Accessibility Matters in Copywriting

Today, I want to talk about accessibility and why it matters in copywriting. People often discuss accessibility, but what does it look like for your intended audience on a website page?

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What does it mean to be accessible?

Accessibility is about making sure your writing is understood by everyone, including those with disabilities. That's even if your intended audience isn't from the neurodivergent or disabled community per sé, because some of your readers and potential clients might be. That's whether they're in construction, law, or health. It's about lifting barriers to understanding, so that everyone can access your content - and that's inclusive.

Speaking plainly.....

I love language and constructing the perfect sentence. That doesn't have to mean your writing has to be boring and flat. It's an opportunity to move away from dry, convoluted language and the use of less jargon. I'm not a big fan of short sentences, but as long as you keep them reasonably clear and concise, a long sentence can work. Advice is that your writing should be at a reading age of around 13 to 14, some say even younger, at age 7. Depending on what you're writing about and who you're writing for, clear and straightforward is the best way, avoiding an infantilising and patronising tone.

Don't dumb your writing down....

People will sense it, and it's off-putting, aim for plain language not condescension. What voice and tone do you want to adopt? Preferably, warm and professional. However, you may find that your audience prefers something more relaxed and friendly. When writing copy, do your homework and make sure you get your brand voice right (that's something I can help with).

What does inclusive language look like?

Of course as we've mentioned earlier, your audience may be a mixed bunch or possibly a smallish group of professionals who like a more formal tone. Only you will know what that right tone is. However, there are ways to make your copy and content more inclusive. Always remember your audience may not always be male or female, they may be non-binary, so keep this in mind. Also try to avoid ableist language and exclusively gendered comments that label certain activities strictly male or female (unless they actually are).

Condition or disorder, persons, people and terms of reference....

For neurodivergent people like myself, we often like different terms to describe our adhd or autism. Be mindful of this, there may be preferences. Out of interest, I prefer "autistic person or people" rather than people or persons with autism. I also prefer to address my autism as a condition rather than disorder. People are different, and none more so than in the autistic or ADHD community, so if you're not sure, ask. Do some market research, or research the most popular current terms. Be aware also of any terms or labels that you're unsure of, if in doubt ask, and that applies to all mental health conditions, illnesses, or physical disabilities.

International....

If you manage a website online you may be targeting many countries, and why not? The beauty of working remotely is that you can work with more people from across the globe. But keep in mind that even with an English speaking country, there may be culture-specific metaphors that simply don't work somewhere else, so try to make your language universal. If you have a lot of interest from a country with English as a second language, you might want to consider translations, or you could simply provide summaries in plain English.

Remember that if you do consider translation, make sure you hire someone who is a native speaker, or is at least someone who can speak and understand the language fluently to proofread it first. Don't rely on AI, it doesn't always get it right - I know, I tested it with the Welsh language, and while I'm able to correct errors myself because I'm a fluent speaker, if I wasn't, I'd miss them, so keep this in mind.

Who cares really and why should it matter?

Because we all matter. Because the people you're targeting may have a disability or condition, and if you want to do business with people, that includes those who may have a disability. Also consider legal compliance, there are laws in place around the world, many of which include accessbility as part of them. Here we have laws such as the Equality Act 2010 for the UK and Employment Equality (Age) Regulations 2006 for NI. The Public Sector Equality Duty (psed), and The Equality (Race and Disability) (UK) Bill which is to go to consultation soon. Therefore, it's worth considering the language you use online as well as off in order to avoid causing offence.

In summary, it may seem like hard work, but accessbility in your copy means better engagement, and easy to understand copy helps all of us, not just those with a disability. After all, you want your message to be accessible to everyone - and that benefits you as well as your readers and clients.

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I offer website audits for inclusivity and accessibility as part of my services, and you can view that here.

I also have a special offer for my web copy services which expires on 13th September - normally £220 for 8 pages, I'm offering £200 per page - that includes SEO optimisation. This is the only service where I offer 50/50 payment terms. You can be nonprofit, an assstive tech firm or a therapist. However, I will consider those outside this niche area - I'm especially interested in medical or the construction industry.

I also provide copyediting and content services which you can find out more about here

You can email me for details and a 20 minute no obligation zoom call here: gillianjonescopywriting@gmail.com