Accessibility in Digital Marketing: What Brands & Marketers Need to Know

There is no point in creating some really cool and inclusive marketing content, if part of your audience might not even be able to engage with it. That’s an issue that many brands ignore. And that’s how they can lose millions by forgetting about the accessibility of their digital marketing. 

In this article, we will give you some best practices for how you can create successful, accessible digital marketing campaigns to make the most of your brand’s presence.

Why Accessibility in Digital Marketing Matters

What Is Accessibility in Digital Marketing?

Accessibility in digital marketing is the practice of making websites, campaigns, and digital experiences usable by everyone, including Disabled people. It ensures that your brand’s content, whether it’s a video, a social media post, or a website, can be understood, enjoyed and engaged without barriers.

It goes beyond legal compliance (even though it’s also important to note that accessible content is required from companies by law in many places), it’s about building a brand that is genuinely inclusive and values every customer, while making sure that it can reach all audiences.

Business Benefits of Accessibility

Accessible marketing isn’t just ethical and a ‘nice to have’ addition to your brand, it’s a business advantage. By prioritising accessibility, brands can:

• Reach wider audiences, including the 1.3 billion Disabled people worldwide
• Improve SEO rankings through better structured, user-friendly content
• Build brand trust and loyalty with diverse communities
• Differentiate themselves as inclusive industry leaders

In short: accessibility makes your digital marketing more effective, human-centred, and future-proof.

Key Best Practices for Digital Accessibility

To create meaningful impact, accessibility should be considered at every stage of your digital marketing strategy. This includes strategy, design, copywriting, media production, and distribution. Some essentials include:

• Using descriptive alt text for images
• Ensuring good colour contrast
• Writing clear, simple text with accessible fonts

And if you want to go the extra mile (highly recommended):

• Design events and activations that are accessible for everyone
• Work with a diverse range of creators in your campaigns

Accessible Web Design Basics

Alt Text & Image Descriptions

Alt text gives screen reader users vital context about images. It should describe the purpose of the image, not just what it shows. For example: instead of writing “woman,” use “White woman sitting on her manual wheelchair in the park.”

Image and video descriptions are also essential, especially as many people that would benefit from alt text might not have access to a screen reader.

Colour Contrast 

Strong colour contrast ensures readability for Disabled people, including those that are Visually Impaired and some Neurodivergent audiences. You can use tools like a colour contrast checker to ensure your design is accessible.

Clear Text & Navigation

Avoid jargon, keep sentences concise, and structure content with headings. Navigation should be logical, consistent, and easy to follow, helping all users move through your site with ease.

Accessible fonts are also important, and often forgotten when it comes to digital accessibility, use those that are easy to read, like Sans Serif fonts.

Accessibility Across Digital Platforms

Video Accessibility: YouTube

Video content must be accessible through captions, transcripts, and clear visuals.

Learn more in our detailed guide: How to Make Your YouTube Videos More Accessible.

When it comes to Deaf and Hard-of-Hearing audiences specifically, you’ll want to go further than the basics.

Here’s our complete guide to marketing for Deaf and Hard-of-Hearing Audiences.

Social Media Accessibility

Social media platforms are central to brand visibility, but accessibility features are often underused. By adding alt text, captions, and inclusive design practices, brands can reach and resonate with more audiences!

Some platforms will have accessible features available for you to use, so getting familiar with those can be really helpful.

• Facebook Accessibility Guide
• Instagram Accessibility Guide
• Facebook Messenger Accessibility Tips

You may also want to explore our Social Media Accessibility Checklist resource.

Building an Inclusive Brand Voice

Representation in Visuals & Messaging

As we always say, representation matters (a lot). Use diverse, authentic visuals and avoid stereotypes in your campaigns. By working from the beginning with the community you’re trying to represent, you’ll be able to create a strong, authentic and successful campaign.

Training & Upskilling Teams on Accessibility

Accessibility is most powerful when it’s embedded into a company’s culture. Upskilling teams on inclusive practices ensures accessibility becomes second nature, and your team will feel more confident creating accessible digital marketing content and campaigns. Explore our DEI Consulting Services to empower your teams with knowledge and tools on accessibility!

How Purple Goat Agency Can Help

Pioneering Inclusive Brand Strategies

At Purple Goat Agency, we specialise in creating marketing that’s not only effective but also inclusive by design. From accessibility audits to inclusive campaign strategies, we help brands put accessibility at the heart of everything they do.

Ready to build a truly inclusive brand? Explore our Brand Strategy & Consultancy Services and start your journey today.