Writing for All People

Our goal should always be to make our content as accessible and inclusive to all readers as possible. The W3C Web Accessibility Initiative defines web accessibility as websites, tools, and technologies made for people with disabilities. This helps users to:

• Perceive, understand, navigate, and interact with the web
• Contribute to the web

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

Make your content easy to understand for everyone, no matter where they come from. Also, use metadata to help users make sense of it, no matter how they look for it.

As you write, ask yourself these questions:

• Can someone translate it into their preferred language easily?
• If a screen reader were narrating, would the order and flow make sense?
• Can someone on a small device, such as a smartphone, quickly and easily scan the page to understand it?

Iowa’s Developmental Disabilities Council (DD Council) suggests these tips for better web inclusion:

Use People-First Language

People-first language highlights the individual. It avoids defining them by their disability. Unless the conversation or content relates to it, do not mention the disability. 

If you're talking to someone who identifies as a person with autism and prefers the term "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 way of writing. It uses simple sentences, common words, and a clear structure. For examples of plain language alternatives, see PlainLanguage.gov.

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 an 8th-Grade Reading Level or Below

Aim for an 8th-grade reading level or below, if possible. Using plain language and lower reading levels helps make content easier to access and translate. 

The U.S. Department of Education says over half of Americans aged 16 to 74 read below a 6th-grade level. Written material should be easy for most people to understand. This is called plain language.

Using plain language and lower reading levels helps make content easier to access and translate. 

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? Nielsen Norman Group 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

Websites change content to fit the screen size. Don’t use words like "above," "below," "left," or "right."

Use this:

"Select from the following options"

Avoid this:

"Select from the options below"

Use Descriptive Links

Avoid phrases like “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.

Use this: "Contact our agency for more information about local services." 

Avoid this: "Click here to contact our agency."

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

Add closed captioning and/or a transcript if your page has audio or video files. 

While YouTube and other video providers do auto-captioning, they are often not correct. Whenever you can, add your own accurate captions for accessibility.

For audio-only content, include a written transcript. Also, 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. 

• Use "decorative" for the alt text of creative images or stock photos that don’t add extra relevant information to the page.
• If the image is a graph or chart, explain what the data reveals. Include key details like the highest and lowest categories.
• If the image is a portrait or profile, include the person's name in the alt text. This gives users important context about who they are.

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?

Digital Experience Accessibility Knowledge Articles

Did you know we offer 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

Accessibility Knowledge Articles