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The win-win of considerate content: Inclusion that drives growth

  • Carol Saldanha
  • Aug 29
  • 4 min read

Oprah Winfrey wearing a red dress, saying, "You get a win."

When you create content, do you think about people with disability? What if making it more inclusive supported accessibility and helped your business grow?


Here are some numbers to consider:



Considerate content offers a win-win: it improves access for people with disability while driving measurable business outcomes, such as: 


  • increased reach

  • trust

  • customer satisfaction. 


What is considerate content?


Considerate content is about creating digital content that is truly accessible and inclusive – not just compliant. The term was popularised by Rebekah Barry in her book of the same name.  


The book proposes that being considerate of people's different needs is central to making content better for everyone. Particularly for people with neurodivergence or health conditions.


What is the difference between accessible and considerate content?


Accessible content often focuses on meeting minimum standards for specific disability categories. Things like:



Considerate content takes things a step further. It recognises we all have different needs depending on context. For example: 


  • whether we’re reading on a phone in bright sunlight

  • processing information while stressed

  • managing ADHD. 


Put simply, the main difference is the intent. Considerate content creates experiences for people in all their complexity, not just to meet regulations.


How to create considerate content and how it benefits business growth


Lead with the most important information


In Australia, more than 1 million people live with ADHD. It’s common for them to:


  • read the beginning of a page, article or instructions

  • start to feel bored

  • form an opinion

  • then skip straight to the end. 


How to create considerate content


  • Put the most important information first.

  • Follow the inverted pyramid logic:

    • Most important information at the top

    • Story development in the middle

    • Less important details at the end.


Why it matters for business


  • Increased conversion rates - Helps readers decide faster, improving landing page conversion.

  • Reduced bounce rate - Addressing user intent early increases dwell time and reduces bounces.

  • Lower support costs - Clear, structured content reduces confusion and supports inquiries.

  • Higher engagement across all users - Quick scanners benefit too, not just those with ADHD.


Be concise


Some people with ADHD and other disabilities feel antsy when there’s too much information presented. They can also feel overwhelmed when they don’t get the message on the first go.


How to create considerate content


  • Write clear and concise paragraphs.

  • Focus on one idea per paragraph.

  • Make instructions easy to follow, using plain, direct language.


Why it matters for business


  • Fewer errors and rework - Clear procedures reduce the chances of mistakes and miscommunication, lowering the workload.

  • Higher customer retention - When users succeed the first time, they’re more likely to return and recommend your business.


Use plain language


In Barry’s book, some people with ADHD report interpreting things into their own language, often with inaccurate results.


How to create considerate content 



Why it matters for business


  • Faster task completion - Plain language speeds up understanding and action.

  • Higher completion rates - Clearer content means more people follow through correctly.

  • Lower support costs - Reduced confusion means fewer support queries.


Optimise content for assistive tools


Many disabilities require assistive equipment to support users, especially for people with both hearing and vision loss, such as deafblind individuals.


In Australia, nearly 100,000 people are reported to be deafblind. More than 60% are over the age of 65 years.


How to create considerate content 


  • Structure content using the inverted pyramid approach.

  • Ensure links and buttons are coded clearly for screen reader compatibility.

  • Add descriptive alternative text (alt text) to all images.


Why it matters for business


  • Broader audience than expected - Screen readers benefit users with low literacy, non-native speakers, and audio-preferred readers.

  • Better SEO performance - Alt text helps search engines understand your content.

  • Future-proofing - Well-structured content aligns with emerging voice and AI technologies.


A real-life success business case for considerate content


Tesco partnered with the Royal National Institute of Blind People (RNIB) to make its online grocery platform more accessible for blind and low vision customers.


The problem:

Many users found the website difficult to navigate, limiting their ability to shop online. That was especially difficult for people with visual impairments.


The goal: 


Improve the shopping experience for customers with disabilities.


The solution:


  • Enhanced screen-reader compatibility.

  • Simplified, easy-to-use menus.

  • Plain language across the site.


The results:


  • 350% increase in online sales.

  • Higher customer satisfaction scores.

  • Greater usability for all shoppers.


Key takeaway:


Inclusive experiences:


  • improves accessibility

  • drives sales

  • strengthens customer loyalty.


Ready to start writing considerate content?


Let's start with your website. Here’s a simple four-week action plan to make your website more considerate and accessible.


Week 1: Start by auditing your most important page. Review: 


  • Content structure

  • Plain language

  • Clarity

  • Alt text

  • Buttons and links


Week 2: Improve accessibility basics


  • Remove jargon

  • Bring key messages to the top

  • Add alt text and fix links and buttons

  • Break long blocks of text into bite-sized paragraphs


Week 3: Test your changes and gather feedback from users


  • Invite a small, diverse group of users (including people with disabilities) to trial the updated content

  • Observe how they interact with the page

  • Ask open-ended questions to uncover barriers, confusion points, and positive experiences

  • Document findings in a simple report to guide refinements


Week 4: Review your analytics and plan next steps


  • Compare key metrics (bounce rate, time on page, conversion rate) before and after the changes

  • Look for trends in behaviour – are users staying longer, completing actions more often, or leaving sooner?

  • Prioritise the top 3 improvements based on both analytics and user feedback

  • Schedule regular accessibility and UX reviews to keep content optimised over time


Creating considerate content is an ongoing journey and benefits everyone who engages with your brand. By taking small, consistent steps, you can make your digital spaces more accessible, more human, and more effective.


At Avion, we help organisations turn these principles into practical, high-impact content strategies. If you’re ready to make inclusion part of your growth story, we’d love to guide you there.



Image credits: Illustration by pch.vector on Freepik. Custom GIF by Nuhseem on Tenor.


 
 

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