Why accessibility is a huge part of content strategy
Finding the best words and design for headlines, titles, subheads or buttons to make people click and scroll is often the domain of a copy or content creator. But it’s important to understand the vital role that heading and subheading tags play in accessibility,
If you haven’t heard of accessibility, it’s a global standard being developed to make online experiences as inclusive as possible. Can you imagine how crap the digitisation of content has been for people who only read braille and rely on screen readers to make sense of the information, content and buttons they need to do anything from pay bills to read valuable content?
Accessibility is important for disabled people, but also:
older people
people in rural areas
people in developing countries
Also, as a content strategist, it’s your job to make information a breeze to find and engage with.
The WCAG guidelines - which govern the open web’s moves to become more accessible - have four key principles, and being compliant with WCAG means that sites must be:
Perceivable - Information and interface must be presentable to users in ways that makes it easier to perceive.
Operable - The user interface components can be operated with ease.
Understandable - The information presented is understandable.
Robust and structurally sound - so it can be compatible with future assistive technologies.
The structural elements of online content - particularly <h1>, <h2>, and other tags which give content a heirarchy and contribute to the overall design - can end up excluding users.
The modern content management system (also called a CMS) give users basic controls with limited guidance for using those controls. While adding content, a web designer might see that an <h1> tag makes text larger and more noticeable, so they use <h1> tags for all of their important headings. They may prefer the look of an <h3> tag for a certain heading, so they use the <h3> instead of the <h2>.
That’s a problem, since screen readers and other assistive technologies rely on accurate page structure to make sense of what’s happening on a page. Heading tags are structural elements first and foremost; you can style them however you’d like, but it’s important to understand that they serve a distinct function in making online content open for all.
Handily enough, accessibility guidelines often go hand-in-hand with good SEO practices, so content strategists should be in the know ….
Writing for online has its own demand for strategists who see the big picture
The purpose of structural elements like tags and headlines is to help software present content in an intuitive and engaging way. If you’re writing vast quantities of content the page likely covers different several topics, and the user needs to understand how the content is structured to determine what they want to read. Headings provide this structure.
Many web users rely on subheadings to “read without reading” and scroll their eyes down to the elements of the page they are most keen to digest. It’s common that heatmap technology reveals people tend to scan digital content in an F-shaped pattern rather than the inverted pyramid pattern of print.
Assistive technologies like screen readers use these headings to help their users, and strategists need to understand that headings are associated with navigational actions. A user might press a hotkey to move from one <h2> tag to the next <h2> tag, for instance. This is beneficial because a person with low vision or blindness, like anyone else, might not want to read large paragraphs of content to find the information they need.
When subheadings are used properly, the user can get an overview of the content and navigate easily from one section to the next. The structural elements help them perceive the website in a more natural way. That’s also true for all users, really.
If the structure of a page isn’t clear, the user may have trouble interpreting the content — even if they’re able to read everything on the page without a screen reader or other assistive device. For example, if a page jumps straight from an <h1> tag to an <h4> tag, the user might wonder whether they missed something on the page. Even if they’re able to conclude from context that the website owner simply used headings improperly, the user may feel frustrated or confused.
Accessibility is a concept all content strategists should be aware of
Avoiding using headings out of order
As a general rule, headings should be used in subsequent order to enable users to quickly get relevant information. An <h1> tag defines the primary purpose of the page. An <h2> tag breaks up the content into smaller, more digestible sections; an <h3> tag would divide up the content under an <h2> tag into smaller sections, while an <h4> tag would break up the content in an <h3> tag. The tags should appear in sequential order whenever they appear, typically all the way to <h6> tags, if needed.
Each new heading level usually goes into more detail about the broader topic. This would be an optimal heading structure, provided that the website had plenty of content after each heading.
Remember, you don’t need to use every subheading level on every page — nor should you. Only use headings that help you structure your content and present it well”
Make sure headings are consistent and descriptive
While you shouldn’t overthink your headings, remember that they serve an important function for your users. A descriptive heading may be much more useful to your visitors than generic text. That’s true for all visitors, not simply people with disabilities.
A generic heading might read, "More Information," which, ironically, doesn’t give much information about the content. "More Information About 2020 SUVs" might work better, as it tells the reader what information they’ll find in the section. That said, context is key. What's too vague in one instance might be perfect in another.
Writing descriptive headings has other practical benefits: Search engines treat headings as higher priority, because it helps them understand the content, too, so by incorporating useful information — and relevant keywords — you’ll make your page easier for search engines to interpret.
Keep your users in mind when structuring your content
Structuring website content well doesn’t require tremendous amounts of time or energy. As with all aspects of content strategy — and all aspects of accessibility — your goal is to think about what real users want and expect.
Consider how the page will work for someone who accesses it with an assistive technology and ask yourself a few questions:
Will users be able to navigate easily if they’re not using a mouse? Heading and subheading tags play a critical role in accessibility
Consider the client, company or employer’s style and business goals when thinking about accessibility - it’s important for ALL businesses, not merely government or medical sites
Make sure headings are consistent and descriptive
Will users be able to read and absorb the page easily if they’re not using a mouse?
Will your site’s structure lead them naturally from one point to the next?
If they’re scanning your page for information, will they be able to find it easily?
Asking these general questions will help you develop a clean, efficient website that’s more useful to real people. Headings, subheadings, and other structural elements are more than just window dressing — they’re called "structural" for a reason, and by understanding how your visitors use them, you can build with an open and accessible strategy in place.