Accessible Content - Small Decisions, Big Impact

One thing that is often overlooked once an app goes live is content accessibility. I was invited to speak about this with members of the council who are responsible for their Care Leavers App content. The aim was to increase confidence and make their day-to-day content decisions feel a bit clearer.

We design and build apps that meet accessibility standards, test them thoroughly, and feel confident we’ve done the right thing. But the accessibility doesn’t stop at launch. It lives or dies in the content that gets uploaded afterwards.

For care-experienced young people, content isn’t just information. It’s guidance, reassurance, and sometimes the difference between getting support or giving up. Images of text, unclear links, long unstructured pages and missing captions might seem like small issues, but they can completely block access for someone who’s already under pressure.

This blog brings together the practical do’s and don’ts I shared with council teams. It’s written for people who are busy, doing their best, and want clear guidance on how to make their content work for everyone.

1. DON’T upload images of text - (Posters, flyers, screenshots, scanned letters) 

   DO put the information directly into the app as text 

 
Why this matters 

•  Screen readers cannot read images of text 
•  Text in images can’t be resized or reflowed on mobile 
•  Images are often unreadable on small screens or low data 

Positive impact 

• Pages with real text are significantly more likely to be read and completed than image-based content 
• Mobile-friendly text content reduces drop-off, especially for users under stress 
• Users are less likely to message support, improving independence and digital confidence 

If a young person can’t access the information independently, the content has failed - even though the app itself is accessible. 

2. DON’T rely on alt text to “fix” images of text 

    DO use alt text only for meaningful images that support the content 

 
Why this matters 

• Reading long blocks of alt text is frustrating and ineffective 
• Pages that rely heavily on images can feel overwhelming 
• Alt text is what turns an image into meaningful information 

Positive impact 

• Good alt text improves understanding for users who rely on assistive technology 
• Alt text also supports people with cognitive disabilities, attention-related challenges, or sensory sensitivities 
• Decorative images with empty alt text prevent unnecessary noise for screen reader users  

If the image contains instructions, dates, eligibility, or contact details - it shouldn’t be an image. 

3. DON’T use vague links like “Click here” or “Read more” 

    DO use links that describe exactly where they go 

 
Why this matters 

• Screen readers often read links out of context 
• Vague links force users to guess or backtrack 
• Clear links build confidence and trust 

Positive impact 

• Descriptive links improve navigation success for screen reader users 
• Clear calls to action increase completion rates and reduce user hesitation 
• Users are more likely to take the correct next step 

Example: Rather than “Click here” you could have “Apply for leaving care financial support” 

4. DON’T upload long blocks of unstructured text 

    DO break content into short, manageable sections 

 
Why this matters 

• Long paragraphs are difficult to read on mobile 
• Many care leavers scan rather than read 
• Stress and anxiety reduce concentration 

Positive impact 

• Short sections and headings improve comprehension and recall 
• Structured content is faster to read and easier to return to 
• Users are more likely to finish reading and act 

The app is built to support headings, sections, and bullet points – please use them. 

5. DON’T upload videos without captions 

    DO ensure videos include closed captions (and text summaries where possible) 

 
Why this matters 

• Captions support deaf and hard-of-hearing users 
• Many users watch videos without sound 
• Captions improve understanding for everyone 

Positive impact 

• Captioned videos are consistently shown to increase: 
• Viewing time 
• Information retention 
• Users are more likely to watch a video to the end 

 If a video contains key information, that information should also appear as text 

6. DON’T assume “professional” language is clearer 

    DO use plain, direct language 

 
Why this matters 

• Complex language creates barriers 
• Many users fear misunderstanding or “getting it wrong” 
• Plain language builds trust and confidence 

Positive impact 

• Plain English improves comprehension across all reading levels 
• Users are more likely to complete forms and follow instructions correctly 
• Fewer support requests asking for clarification 

Simple test - Would you say this out loud to a young person and expect them to understand it immediately? 

A Final Check Before You Publish 

Ask yourself: 

• Is all important information available as text? 
• Could someone use this without seeing images or hearing audio? 
• Would this make sense on a phone, under stress? 
• Does this help someone act - or make them hesitate? 

Why The Extra Effort Is Worth It 

Accessible content: 

• Promotes independence - young people get support without needing help 
• Reduces confusion, drop-off, and disengagement 
• Lowers follow-up queries and admin workload 
• Makes the app perform the way it was designed to 

Accessibility isn’t extra work - it’s making sure the work already done actually helps someone.


Accessible content isn’t about being perfect or ticking boxes. It’s about making sure the information we publish actually reaches the people it’s meant for.
These small decisions can have a huge impact on confidence, understanding and engagement.

If you’re responsible for uploading content, you play a much bigger role in accessibility than you might realise.