Writing accessible web content
How people use web content
People use content differently on the web than they do in print. Our research in 2024 shows that:
- a majority (67%) of the public accessed our public website on mobile devices like smart phones or tablets
- people read differently on the web compared to print - according to GOV.UK, they usually scan text instead of reading it word for word
- people use content in different ways, for example, by using text-to-speech, different web browsers or viewing content in dark mode.
This means we must write web content for how people access, read and use our information when they are online.
How artificial intelligence (AI) uses web content
Certain AI tools, like search engines, will use natural language processing to understand and analyse text-based content. They can rely on accessibly created content to work.
For example, they will scan your web page for:
- clear headings that show your main topics
- informative images with text descriptions
- lists that break ideas into small pieces
- plain HTML text that loads right away
They can skip:
- images of text or informative images without descriptions
- video and audio-only content without text alternatives, like captions or transcripts
- dropdown sections or accordions
- content hidden in special widgets
Creating accessible content means AI tools people use can do their jobs better.