What accessible content is

How people use our websites

People use our websites to find information, apply for services and understand what to do next. How they use our content depends on their abilities, situation and the technology they use.

For example, someone might:

• read on a small screen
• use video captions in a noisy environment
• navigate using a keyboard instead of a mouse
• adjust text size or colour contrast to read comfortably

Accessible content supports these different ways of using the web. It helps people complete tasks independently, without needing extra help.

What we know about how people access the web

Our 2025 research shows that:

• 67% of people access our website on mobile devices such as smartphones or tablets
• people often scan text online instead of reading every word
• many people rely on assistive tools, such as captions, screen readers, magnifiers or voice control

Clear, structured content helps people and the digital tools they rely on to understand our services more easily.

How accessible content supports digital tools

Accessible, well‑structured content also helps digital tools, including search engines and AI systems, work more effectively.

Clear, accessible content helps these tools to:

• identify main topics using headings
• understand images through descriptive text
• interpret lists and structured information
• read plain text accurately

These tools struggle when content:

• uses images of text or images without descriptions
• includes video or audio‑only content without captions or transcripts
• relies on interactive elements that are not correctly structured
• hides information inside complex widgets

Clear, structured content helps people and the digital tools they use understand our services more easily.