Accessible Communication: The hidden multiplier effect

Matisse Hamel-Nelis and Lisa Riemers

Communication professionals spend their careers perfecting the art of clarity. We develop targeted, multifaceted strategies. We consider the outcomes we’re trying to achieve, consider what to say when, to whom, and why. We craft campaigns that grab attention, and we manage ongoing communications with our audiences. Yet many overlook one of the most fundamental and misunderstood aspects of our channel mix: digital accessibility.

When Lisa and I mention accessibility, we often see the same reaction. Eyes glaze over slightly, as it’s mentally filed under “compliance stuff” or “nice to have.” Or it’s seen as something large and intimidating, or someone else’s problem. For many folks it’s something that just wasn’t included in their professional training. 

However, accessibility isn’t just about following guidelines or avoiding legal issues. It’s about creating more impactful communications that don’t exclude anyone. It’s about creating a more inclusive environment. It’s about communications excellence.

Accessibility isn’t an edge case

We’ve all experienced offline challenges, like trying to read a menu in a low-lit restaurant. Accessibility isn’t about designing for edge cases or for ‘other’ people. What about the last time you struggled to read white text on a light background or tried to navigate a website using only your keyboard because your mouse ran out of battery. These moments reveal something important: the barriers that affect people with disabilities often diminish the experience for everyone. When we remove these barriers, we don’t just help specific users. We make our communication clearer and more effective across the board. 

The clarity principle

Good accessibility practices force us to be better communicators. Let’s consider alternative text for images – that’s the description of an image that displays if someone is using assistive technology or is unable to download an image because of limited bandwidth, or it’s blocked. Writing effective alt text is about distilling the meaning of a visual element into concise, language that accurately conveys its purpose. Why did we include that image in the first place. What is it actually saying? How does it support our message?

The same principle applies to heading structures. Accessible content uses a logical hierarchy, creating a clear outline that screen readers can navigate. But this scannable structure benefits everyone. Sighted users scan headings to see if the content is relevant. Search engines use heading structures to understand what a page is about, and if it appropriately answers a query. A well-structured document with clear headings is simply better communication, regardless of how someone accesses it.

Link text is another example. Instead of “click here” or “read more,” accessible links describe where they’re going: “Download the 2024 annual report” or “Learn about our accessibility services.” Better links help all humans and particularly screen reader users understand where they’re going, while also making it easier for search crawlers and AI bots to understand the destination. 

Expanding your reach

Professional communicators understand that audience size matters. A message that reaches more people has more impact. Accessible communication naturally expands your audience by removing barriers that exclude potential readers, viewers, or participants.

The numbers tell part of the story. Statistics Canada reports that 27% of Canadians aged 15 and older have one or more disabilities that limit daily activities. In the United States, the CDC reports similar figures, with 28.7% of adults having a disability. In the UK, 1 in 4 people have a significant disability. And that’s before we consider the 1 in 10 folks with dyslexia, 1 in 12 men (and 1 in 200) people who are colourblind, and neurodiverse people who don’t have a formal diagnosis. These aren’t niche audiences. 

But the reach extends beyond people with permanent disabilities. Situational and temporary limitations affect everyone at different times. Poor lighting makes high contrast designs essential. Noisy environments make captions valuable. Limited bandwidth makes efficient, well-structured code necessary. Age-related changes in vision, hearing, or dexterity affect increasing numbers of people as populations age.

When you add it all up, that’s a significant part of your audience you might not be reaching. When you create accessible content, you’re not just accommodating disability. You’re designing for human variability and the full spectrum of conditions under which people access information.

The trust factor

Accessible communication signals something important about an organization’s values and attention to detail. It demonstrates consideration for all users and commitment to inclusive practices. This consideration builds trust, and trust is fundamental to effective communication.

We’ve worked with organizations that discovered accessibility improvements enhanced their reputation among all stakeholders, not just those who directly benefited from the changes. Clients and customers noticed the attention to detail. Employees felt proud of their organization’s inclusive approach. Partners viewed the company as more professional and thorough.

This trust dividend extends to search engines as well. Many accessibility practices align with search engine optimization principles. Clean code, descriptive headings, meaningful link text, and fast loading times all improve both accessibility and search rankings. Google’s algorithm updates increasingly favour sites that provide good user experiences, and accessibility is a crucial component of that.

Implementation advantages

The strategic advantage of accessibility becomes clearer when you consider the communication challenges most organizations face:

• Limited budgets require maximum impact from every piece of content;
• Multiple audiences demand flexible, adaptable messaging; and
• Increasing regulatory requirements make compliance inevitable rather than optional.

Accessible design practices address all these challenges simultaneously. They create content that works across devices, platforms, and assistive technologies. They enforce clear information hierarchy and concise language. They future-proof content against changing regulations and evolving user needs.

The efficiency gains are significant. When you build accessibility into your communication processes from the start, you avoid costly retrofitting later. You reduce the need for alternative versions of content. You create materials that work for more people in more situations without additional effort.

Moving beyond compliance

The shift from seeing accessibility as compliance to recognizing it as strategic advantage can be seismic. Instead of grudgingly following guidelines, comms pros can embrace accessibility as a tool for excellence.

We know that good design is often invisible. People notice poor typography, confusing navigation, or unclear messaging. They don’t typically notice when these elements work well. Accessibility follows the same principle. When implemented effectively, it’s seamlessly integrated into the communication experience.

The organizations that recognize accessibility as a strategic advantage will have a significant edge. They’ll reach broader audiences, build stronger trust, and create more effective communication. They’ll be prepared for regulatory requirements and demographic changes that make accessibility increasingly important.

It isn’t about doing good deeds or checking compliance boxes. It’s about doing better work. It’s about recognizing that clear, inclusive communication is simply better communication. The strategic advantage of accessibility isn’t hidden at all. It’s been waiting for us to notice it.

Written by: Editor