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:

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.