Inclusive web design is an essential part of modern website development. With a growing number of users relying on assistive technologies, ensuring your website is accessible to everyone is a moral and business imperative. One powerful tool to use is semantic HTML, which structures web content in a useful way for users and machines. By leveraging it, you can enhance usability and create a more inclusive web experience.
Semantic HTML uses HTML5 elements that clearly describe their meaning and role in a web page’s structure. Instead of relying on generic tags like <div> or <span>, semantic HTML uses descriptive tags like <header>, <article> and <footer> to define content better. Using this approach, you can improve the overall readability of the code and make it easier for developers and browsers to understand and process the content.
However, semantic markup is about more than the appearance of a web page’s design or coding clarity. Rather, it makes websites more accessible to users of diverse backgrounds, including those with disabilities.
Creating inclusive websites is key to meeting the website accessibility standards formalized through the Web Content Accessibility Guidelines (WCAG). To ensure the internet is usable for everyone, WCAG has set a framework for making web content more accessible to users with visual, auditory, physical and cognitive disabilities. However, a recent report shows that 88% of websites have yet to fully comply with these standards, leaving much room for businesses to create inclusive digital experiences.
When properly implementing semantic HTML, you enhance assistive technologies to interpret and navigate web content. Website inclusivity is becoming a competitive advantage for many businesses.
One survey found that 85% of organizations view digital accessibility as a key factor in competitiveness. Yet, despite this awareness, 69% of businesses lack the time to address accessibility, while 75% say competing demands prevent them from improving their digital accessibility efforts. Although organizations face growing pressures to make their websites more accessible, the task itself is challenging to prioritize. Regardless, semantic markups are the foundation for addressing these issues.
For example, one of the main benefits of semantic HTML is in its ability to provide additional context for people navigating websites with screen readers, which use the HTML structure as a navigational tool. In one study, more than 70% of respondents who use screen readers said they are most likely to start exploring a site by navigating the headings on a page. Ensuring the use of semantic HTML makes this task a much more seamless experience.
As another example, websites can ensure that content is accessible in different languages by using proper HTML tags. Approximately 76% of customers stated they are far more likely to buy from a website if the information is available in their language. By implementing this key aspect of inclusivity with semantic HTML — for example, <html lang=”en”> — companies can directly impact user engagement and business outcomes.
Although some organizations may have digital accessibility policies in place, many still struggle to implement these measures fully. However, incorporating semantic markups from the start allows you to lay the groundwork for inclusive design, creating a social and competitive advantage.
When creating an accessible web experience, semantic markups are essential. Use the following best practices to ensure your websites are functional and inclusive for all users.
Headings are crucial for structuring content — they make it easier for users to navigate a webpage. Use <h1> for the main title and <h2> to <h6> for subheadings in descending order of importance.
This creates a logical structure for screen readers, allowing users to jump between sections easily. Avoid skipping heading levels, as this can confuse users and assistive technologies.
When presenting information in a list format, use semantic elements such as <ul> (unordered list) and <ol> (ordered list). Properly structured lists enhance readability and accessibility by signaling to assistive technologies that content is grouped meaningfully. This ensures users can understand the relationships between items in the list.
Images often convey important information, but users with visual impairments rely on alternative text to understand what an image represents. By using the <img alt=’’> attribute, you can provide descriptive text for screen readers.
Be specific and concise when writing alt text — describe the function or purpose of the image alongside the visual details. For decorative images without purposeful content, use an empty alt attribute to prevent confusion.
For more complex web interactions, you can use Web Accessibility Initiative – Accessible Rich Internet Applications (WAI-ARIA) to improve accessibility. ARIA attributes — such as aria-label, aria-live and aria-expanded — convey additional information about elements and their state to assistive technology users.
However, it would help if you only used ARIA to supplement semantic HTML instead of replacing it, as overuse of these attributes can lead to accessibility issues.
Maintaining a clear semantic structure is critical for websites with dynamic content, such as modals, pop-ups or live updates. Use appropriate HTML elements like <dialog> for modals and ensure the website announces dynamic content to screen readers using ARIA attributes where necessary.
It is also important to provide an opt-out method for modals, such as a clearly labeled “close” button. Doing this makes the interaction more user-friendly and accessible, which is important for search engine optimization (SEO). Plus, studies found that modals offering an opt-out method generated a 14.32% increase in conversions than those with a single action button, making this a conversion optimization strategy.
Incorporating semantic HTML into your web design is vital to creating a more inclusive and accessible internet. By using the best practices, you can ensure your website is accessible to all users regardless of their abilities.
Eleanor Hecks is the managing editor at Designerly. Connect with her about digital marketing, UX and/or tea on LinkedIn.
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