1. Add meaningful alt text to images
Images on your website should include alternative text (“alt text”) that describes what’s shown or conveyed in the image. Alt text helps people who use screen readers understand your content, and it also improves your SEO.
Focus on describing the purpose or meaning of the image, not just what it looks like.
- ✅ Helpful: “Jane Doe speaking at the Annual General Meeting event in New York.”
- 🚫 Not helpful: “Woman at microphone.”
Alt text can be added to images using the “Image description” field found in NationBuilder’s “Insert/edit image” modal available via the content editor.
Image: NationBuilder’s “Insert/edit image” modal with image description field highlighted.
2. Use headings in logical order
Headings do more than just change font size. They help organize your content and communicate structure to screen readers and search engines.
Think of headings as your page’s outline. If someone could only see the headings, they should still be able to understand the order and flow of your content.
When crafting content for a given page on your website:
- Check whether your theme automatically applies an H1 anywhere on the given page. If it doesn’t, make sure the main title or topic of your page uses an H1.
- Don’t use more than one H1 tag per page.
- Use H2 for main sections, and H3 (and lower) for subsections within each section
- Avoid skipping levels (for example, don’t jump from H2 straight to H4)
3. Use descriptive link text
Links like “Click here” or “Read more” don’t provide context. Instead, write link text that clearly describes where the link goes or what action it performs.
For example:
- 🚫 Not great: “Click here.”
- ✅ Better: “Click here to learn more about volunteer opportunities.”
Screen reader users often navigate by scanning through links, so descriptive text makes it much easier for them to find what they need.
4. Be careful when copying and pasting content
Copying and pasting text from other sources, such as Word documents, Google Docs, or websites, can introduce hidden HTML markup and inline styles that affect how your content displays. These extra tags can sometimes cause accessibility issues or visual inconsistencies, such as incorrect heading levels, unreadable text colors, or strange spacing.
When copying and pasting content from other sources in NationBuilder’s content editor:
- Use your browser’s “Paste and Match Style” or “Paste Without Formatting” option whenever possible.
- After pasting, use the “Clear Formatting” tool in the content editing toolbar to remove leftover code or styling.
- Re-apply headings, links, and other formatting directly in the editor to ensure clean, accessible markup.
Taking this extra step helps keep your content consistent, easy to read, and accessible across devices and assistive technologies.
5. Use tables and lists appropriately
Tables should only be used for data, not for layout or spacing. Always include header cells (<th>) for column or row titles so that screen readers can read the data accurately.
Use bullet (<ul>) or numbered (<ol>) lists to organize information into readable chunks and signal clear relationships between items. Avoid using hyphens or asterisks to “fake” list formatting.
Image: NationBuilder’s content editing toolbar with list options highlighted.
6. Make sure embedded content is accessible
Videos, PDFs, and other embedded media can enhance your pages, but they can also create accessibility barriers if not handled correctly.
When embedding PDFs, make sure they’re created to be accessible and readable, not just scanned images of text. Accessible PDFs include structural information that describes how the content is organized — for example, which text is a heading, which parts are paragraphs, lists, tables, or images (and their alt text).
When embedding videos, ensure they include captions and, if possible, provide transcripts for users who prefer or need text-based alternatives.
If an embed isn’t accessible, consider summarizing its key points or providing the same information in an alternate format.
Taking accessibility to the next level
The tips outlined above offer a solid foundation for improving overall accessibility and incorporating best practices into your day-to-day content management.
Here are some additional steps you can take to improve the accessibility of your website even further:
- Check your website with accessibility testing tools: Free resources like WebAIM’s WAVE can scan your pages and help you identify common accessibility issues.
- Work with an expert: If you want to ensure your site meets higher accessibility standards or need guidance on technical fixes, consider working with a NationBuilder Partner. These professionals can help you identify barriers, implement code-level improvements, and plan a longer-term accessibility strategy.
Remember—website accessibility isn’t a one-time project, it’s an ongoing practice. There’s no one-size-fits-all approach, and what’s right for your website will depend on your audience, capacity, and goals. By combining good content habits with the right tools and expert support, you’ll create a stronger, more inclusive experience for everyone who visits your NationBuilder website.