Your clients are most likely a diverse bunch. Even if they are all highly educated professionals, it’s likely that a percentage are experiencing neurodiversity, disability (such as vision impairment) and lifestyle factors, such as lack of time that will impact the way they perceive information. This means they will access and consume (or don’t) your content in different, and perhaps unexpected ways.  

This article focuses on better communication through small changes to be more inclusive.  

Effective communication based on accessibility principles 

Here are five ways to increase accessibility when factors such as lack of time, short attention span, neurodivergence (ADHD, autism), physical disability (vision impairment, etc) or overwhelm/cognitive load create barriers to accessing your communications. 

These tips apply to all types of communication, whether it’s text, audio, digital or hard copy. It especially applies when using social media platforms.  

1. Plain language is best 

• • Use commonly used words and phrases. Avoid overly descriptive or ornate language. For example, rather than ‘the cat lowered himself into the cushion’ say ‘the cat sat on the cushion’.  
  • Use short sentences. This reduces cognitive load and help readers digest information faster. Use the least amount of words required to convey your message. Pay attention to each word and make every word count. 
  • Deal with complex information – If information is complex and technical, try and include descriptions and explanations.  
  • Avoid jargon unless the expression is well used and understood by your entire audience. Jargon also excludes curious newcomers to your field who may turn into new users/clients.  
  • Use AI tools to translate your content into Plain English and ensure it is Australian English. Don’t forget to check AI’s version for accuracy. 
  • Utilise tools such as editor when using Word and other writing apps.

 2. Using the right images 

• • Use simple but representative images that complement and convey your message. Avoid the temptation of beautiful or trendy, but meaningless images. Rather, look for or create images that support or convey your message .  

• • When representing people, are you sticking to stereotypes? Or have you considered the diversity of your audience? We tend to feel more engaged with the message when we see ourselves represented.  

• • Don’t forget to add alt text to your images. Not only needed by people with vision impairments, it can add to your SEO and AEO. Keep it brief and to the point.  

3. Front load important information 

• • This is a marketing and communication golden rule. No matter the platform you are using, the benefit or action is more effective when it’s at the beginning and readers or listeners don’t have to dig for wait for important information. They want to know what the piece is about, to decide whether to continue or not.  

• • This is particularly important when you are trying to reach people such as neurodiverse and time poor individuals who for whatever reason, are not prepared to linger through a carefully prepared lead up to your main points. 

4. Consider Easy Read (ER) and inclusive formats 

• • Easy Read is a mix of simple text and images adding context to your words. Consider Easy Read if your audience’s first language is not English, they have cognitive disabilities or they are not confident readers.  

• • Microsoft Word and other programs are able to check your communication’s accessibility and advise how it can be improved, making your communication easier to absorb. 

• •  The right formatting is a huge part of effective communications. Include lots of white space, dot points, headers and more. 

5. Be authentic and develop a clear purpose to your communication 

• • Take the time to develop a plain language version of your mission and vision. Today’s consumers want to know what you stand for and why you are in business. Integrity is a valuable asset. Your message will stem out of these strategic foundations.  

• • Build accessibility into your communications to avoid excluding non-city dwellers, people with disability, LGBTQIA+  audiences, non-English speakers. When you analyse and get to know your customers you can use that information to refine your message, language and style. 

Some good resources on developing better communication 

• Communicate with customers | business.gov.au – has valuable information especially for new businesses. 
• Accessible Communications in Australia: where we are and where we could be – Blind Citizens Australia – a longer article but great for building awareness of how blind people experience content.  
• Write smart, write simple: Tips for writing in plain language | Digital NSW – a great resource on writing in plain language. 
• Other places worth visiting are the Australian Government’s Style Manual which has information about writing for audience and how to design your content for maximum accessibility.  
• Search online for frontloading information in marketing and content developing for blogs/articles on the topic. 
• Check the Adobe help site for information on how to make PDFs more accessible.  

Happy content development and building meaningful relationships with your clients!