Writing for All People

Our goal should always be to make our content as accessible and inclusive to all readers as possible. According to W3C Web Accessibility Initiative, web accessibility is the websites, tools, and technologies designed and developed so that people with disabilities can use them. Specifically, so people can:

• perceive, understand, navigate, and interact with the Web
• contribute to the web

Writing for accessibility is more than writing with correct spelling and grammar. It also means organizing content in a way that's scannable and readable. 

It means your content is understandable for people across cultures and countries. It also uses metadata to help users understand the content, no matter how they choose to browse it. 

As you write, ask yourself these questions:

• Would someone be able to easily translate it to their preferred language? 
• If someone was using a screen reader to narrate what’s on the screen, would the order and cadence make sense?
• Can someone on a small device, such as a smartphone, quickly and easily scan the page to understand it at a high level?

Iowa’s Developmental Disabilities Council (DD Council) offers the following recommendations for inclusive experiences on the web. 

Use people-first language

People-first language focuses on the person and does not use disability as a defining trait. Unless it’s related to the conversation or content, do not mention the disability. 

However, if you’re speaking to someone who defines themselves specifically - e.g. a person with autism who prefers to be referred to as autistic - you can make exceptions. 

When writing about specific people, ask them for their preferences. For more information visit the National Center on Disability and Journalism Language Style Guide.

Examples of people-first language include:

Use plain language

Help people understand what you are trying to say with plain language. Plain language is a style that uses simple sentences, everyday words, and clear structure. Examples of plain language alternatives, and see PlainLanguage.gov for examples:

Other tips when writing for plain language:

• Keep sentences short. Fewer than 20 words is a good goal.
• Give each fact or idea its own sentence.
• Use bullets or numbered lists, where appropriate.
• Explain acronyms on the first reference. 
• Avoid slang, humor, or colloquialisms that may not be understood across cultures.
• Use an active voice, not a passive one. 
  • Active voice (use): Submit the request form for approval.
  • Passive voice (avoid): The request form must be submitted to the approving official.

Write at grade 8 or below reading level

Aim for an 8th-grade reading level or below, if possible. Plain language and lower reading levels makes content accessible and easier to translate. 

According to the U.S. Department of Education, more than half of Americans between the ages of 16 and 74 read below a 6th-grade level. Written material should be at a level most of the population can understand, also known as plain language.

Plain language is reader-focused, using an active voice and everyday language. It uses only as many words as necessary.

For many agencies, technical content is hard to cut. But did you know that plain language is actually preferred by people of all education levels? In fact, Nielsen Norman Group has found that even experts and doctorate graduates prefer plain language over jargon.

To learn more about plain language, visit these resources and tools:

• HemingwayApp - Write cleaner, more human copy at attainable and inclusive grade levels.
• Plain language alternative words - Tips from PlainLanguage.gov on alternative words to make content easier.
• Digital.gov: Best Practices for Writing for the Accessible Web - High-level, easy-to-follow tips about how to write accessible, inclusive content online. 

Avoid directional language

Because websites are responsive, content changes based on the size of the screen used. Avoid using directional language such as above, below, left, or right. 

• Non-directional language (use): Select from the following options
• Directional language (avoid): Select from the options below

Use descriptive links

Never use the words “click here” or “learn more.” Instead, use descriptive links. Descriptive links help people understand the context of the link and click before they take action. Describe links that highlight the subject, not the action.

• Descriptive links (use): Contact our agency for more information about local services.
• Click here links (avoid): Click here to contact our agency for information about our services.

Create a structural & visual hierarchy

Pages should only focus on a single topic. When creating a page of content, use the inverted pyramid to structure the page.  

This style of writing helps you focus on the most important information first, while also creating meaningful subheads to introduce new information and help users scan the page.

When using subheadings, be sure to nest appropriately:

• There should only be one H1 per page, and that’s the page title
• Use H2s to introduce new topics
• Use H3s to create subheads under H2 sections
• Use H4s under H3s, and so on

Use closed captioning and transcripts

If the page you’re creating features audio or video files, add closed captioning and/or a transcript. 

While YouTube and other video providers do auto-captioning, they’re often not correct. When possible, provide your own accurate captioning for accessibility.

For audio-only content, include a written transcript and identify the voices and people in the audio.

Add alt text to images

Alt text is an image description. It should be included with all images, graphs, and charts to tell people what an image is. When creating a page of content, make sure every image has alt text. 

• If it’s a creative image or stock photo, simply describe the image.
• If the image is a graph or chart, describe what the data shows, including important information such as the highest or lowest categories.
• If the image is a portrait or profile, include the name of the person.

Make forms user-friendly

If your page has a form, make the form as accessible as possible. This means:

• Allow users to use a single name or multiple names. (More tips on form name fields)
• Do not limit characters in name fields. 
• Do not flag names for being spelled wrong (e.g. apostrophes, characters)
• Keep form field labels outside of the field, not in the field.
• Test forms to ensure they’re accessible on keyboards. 
• Identify what fields are required.
• If the form returns an error, be clear and direct about what the error is and how the user can correct it, if possible.
• Ask for information only when it’s required -- keep your forms short and efficient.
• When asking for personal information, describe why that information is requested. 
• Provide a confirmation by email or on-screen when the form is submitted.

Did you know ServiceNow Offers a Wealth of Accessibility Training Resources?

Service Now Accessibility Knowledge Articles

Did you know ServiceNow offers a wealth of resources on accessibility best practices? Explore our knowledge base to find a library of articles designed to help you create inclusive digital experiences

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