Why accessible communications matter for small businesses

In the UK, around one in five people have a disability or health condition. Many others face barriers such as low literacy, dyslexia, language differences, or poor digital access. If your communications aren't accessible, you're excluding potential customers, employees, and partners. That's not just a legal concern under the Equality Act 2010 — it's a practical one. When you make your message easy to understand, everyone benefits. Your audience is more likely to trust you, act on your message, and come back. For a small business, that matters more than ever.

Write in plain English (without dumbing down)

Plain English doesn't mean simplistic. It means clear. Use short sentences and everyday words. Avoid jargon, acronyms, and buzzwords. If you must use a technical term, explain it in simple language. Use active voice: "We will send your order" rather than "Your order will be sent." Address the reader as "you". Break up text with headings, bullet points, and plenty of white space.

• Keep sentences under 20 words where possible.
• Use everyday words: "use" not "utilise", "help" not "facilitate", "buy" not "purchase".
• Front-load key information: put the most important point first.
• Read it aloud: if you stumble, rewrite it.
• Aim for a reading age of 9 to 11 — that's what most national newspapers target.

For a small business, plain English builds trust. Customers feel respected, not talked down to. It also saves time: fewer follow-up questions, fewer misunderstandings, and fewer complaints.

Make your formats easy to read and navigate

Accessibility isn't just about words. How you present them matters. Choose readable fonts such as Arial, Calibri, or Verdana. Use 12 to 14 point for print and at least 16 pixels for web. High contrast is essential — dark text on a light background, not grey on white or white on yellow. Avoid justified text; left-align it for easier reading. For digital documents, use proper heading styles so screen readers can navigate. Add descriptive alt text to every image. For videos, include captions and a transcript. If you send PDFs, make sure they're tagged for accessibility, or better yet, offer the same content as a web page. Small changes like these make a big difference for people using assistive technology.

Choose inclusive images and language

Images should reflect the diversity of your audience — different ages, ethnicities, body types, and abilities. Avoid stereotypes. Show people with disabilities in everyday roles, not just as recipients of care. Use gender-neutral language where appropriate: "they" instead of "he or she". Be careful with idioms that may not translate. For example, "ballpark figure" confuses many. Also consider cultural references. When in doubt, ask a colleague or customer from a different background to review your draft. It's a small step that prevents big misunderstandings.

Inclusive language also means avoiding terms that have become outdated or offensive. Say "disabled people" rather than "the disabled". Use "chair" not "wheelchair-bound". And remember that not everyone reads from left to right or top to bottom. Keep layouts simple and predictable.

Test your communications with real people

You don't need a big budget to check if your message works. Ask a few customers, or a local disability group, to give feedback. Provide a way for people to request alternative formats — large print, easy read, audio, or braille. Monitor whether people act on your message. If they don't, it might not be clear. Iterate and improve. Small businesses have an advantage: you can be agile and personal. Use that to your benefit. A quick phone call or a short survey can reveal more than any expensive consultancy.

Quick wins to start today

• Run a readability check on your website, emails, and leaflets. Free online tools can give you a score.
• Add alt text to every image on your social media and website. Describe what the image shows, not just "image of".
• Turn on captions for any video you post. Auto-captions are a start, but check them for errors.
• Offer a plain-text version of your newsletter alongside the designed version.
• Review your contact page: can people phone, email, or write? Do you offer a text relay service or a British Sign Language option?
• Use headings correctly in documents — don't just make text bold and large.

Start small. Each improvement opens your message to more people. That's good for business, and good for your community. Accessible communications aren't a one-off task; they're a habit. Build them into your everyday work, and you'll soon wonder why you ever did it any other way.