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This means designing for people with sensory or cognitive impairments. This means designing for people with physical limitations. That means designing for people who rely on adaptive and assistive technologies like screen readers or magnifiers to view digital content.


The key is to build accessibility into your digital experience from the start rather than reinforcing it as an afterthought. Below, I’ve outlined some key accessibility principles to consider when creating your digital marketing materials.

1. Apply standard HTML semantics

Accessible design starts with standard HTML Croatia Phone Number semantics. Standard HTML allows screen readers to announce elements on the page so the user knows how to interact with the content. When HTML tags without semantic information are used, such as <div> and <span> for visual styling, the browser renders elements as the developer intended, which unfortunately may not be very useful for ‘user.


Keep in mind that user experience with a screen reader can vary greatly. For example, using <div class=”h1”>Introduction to Semantics</div> or custom coding to override the default browser styles will produce something that looks like a header. However, a screen reader will only understand or announce the element as a header.

Key points to remember


All websites must be keyboard

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accessible, as not all consumers can use a mouse or view a screen. In fact, according to WebAIM Low Vision, 60.4% of survey respondents always or often use a keyboard for web page navigation. Additionally, people with permanent or temporary loss of hands or fine muscle control can also use a modified keyboard or keyboards for navigation.

For keyboard navigation to work, a user must be able to navigate a page from focus item to focus item. A user typically follows the visual flow, going left to right and top to bottom, from headers to main navigation, to page navigation, and finally to footer. When using a keyboard for navigation, 

Knowing this, it is important to consider the actions a user might take. The rule of thumb is that if you can interact with a focusable item using a mouse, make sure you can interact using a keyboard. These elements can include links, buttons, form fields, or a calendar date picker.

Key points to remember



Key points to remember

  • Ban superfluous and non-descriptive words in your links such as “Click here”, “Here” and “Learn more”. “10 Principles of Accessibility” reads better than “Click here to read the 10 Principles of Accessibility.”
  • Optimize filenames and URL names and use open and closed captions for video content. Consider adding accurate video transcripts.

In some cases, buttons or other interactive elements on your website may not include all of the information necessary for assistive technologies. The ARIA tag attribute allows assistive technology to override HTML tags to allow the website owner to provide additional context to the element on a page.


In the following example link, a screen reader will announce “Bing Ads. Link.”



  • Use the ARIA label attribute in elements such as forms and call-to-action buttons to define visible text for a screen reader to read aloud.


Make sure forms are intuitive and logically organized, with clearly labeled instructions and labels. To ensure that users load the correct keyboard layout for all forms, use labels that are always visible and avoid placing placeholder text in form prompts.


From a formatting perspective, take advantage of text field borders and drop-down menus, and place forms in a single-column format. Also use HTML input types so users don’t have to switch between virtual keyboard types. For example, phone number fields should display the numeric keypad versus a normal keyboard format.

Key points to remember

  • Be careful when using JavaScript in forms, which can make the form difficult to fill out using a keyboard.


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