How to Design SEO-Friendly Websites for Blind and Visually Impaired Users

According to the World Health Organization, an estimated 253 million people worldwide live with vision impairment.

Designing websites to accommodate blind and visually impaired users is not just an ethical imperative but also an economic and, in many cases, a legal one. Ignoring this audience means missing out on a large market segment, and potentially violating accessibility laws (such as the Americans with Disabilities Act (ADA) or the EU Web Accessibility Directive).

In this article, we’ll expand on key advice from organizations like the W3C (World Wide Web Consortium) and the European Blind Union and provide practical tips to make your website accessible and SEO-friendly.

Why accessibility matters

Primarily, accessibility matters for inclusivity and user experience. Accessible websites enhance the experience for all users, not just those with vision impairments. Clean navigation, clear structure, and alt text can improve usability and engagement for everyone.

Secondly, SEO benefits. Accessibility and SEO often overlap. Adding alt text to images, or ensuring proper heading structure, not only assists screen readers but can also improve your search rankings.

Finally, but of no less importance, accessibility matters for legal compliance. This varies significantly by jurisdiction, but many countries have strict regulations mandating accessible web design. Non-compliance can lead to lawsuits, fines, or reputational damage. Don’t run afoul of the law.

The W3C’s four accessibility principles

The W3C’s Web Content Accessibility Guidelines (WCAG) 2.2 outline four principles of accessibility: Perceivable, Operable, Understandable and Robust.

Note: A newer version, WCAG 3, is in development and expected to be released in 2025. The timing might coincide with the European Accessibility Act 2025 becoming law in June 2025.

Here are some practical tips to meet the summarized guidelines of each principal.

Perceivable

Provide text alternatives for non-text content
Use the alt attribute to describe the function or purpose of images. For decorative images, set alt="" to skip them in screen readers.
Provide captions and transcripts for multimedia
Include closed captions for videos, and transcripts for audio content. This not only assists visually impaired users but benefits users who can’t play sound in their environment (e.g. due to the social setting).
Create content that can be presented in different ways, including by assistive technologies, without losing meaning
Use semantic HTML tags like <header>, <main> and <section> to structure content meaningfully. This helps screen readers interpret your site correctly. Use proper HTML tags for structure, like <h1> for headings and <h2>, <h3>, etc. for subheadings, with the tags never appearing out of order.
Make it easier for users to see and hear content
Ensure a high contrast ratio between text and background (e.g. dark text on a light background). Tools like WebAIM’s Contrast Checker can help you with this!

Operable

Make all functionality available from a keyboard
Test your website to ensure all interactive elements (like menus, forms and buttons) are accessible using only the keyboard. For example, use the Tab key to navigate and Enter to activate buttons.
Give users enough time to read and use content
Avoid auto-scrolling or disappearing content. If time limits are necessary (e.g. in online forms) then provide an option to extend the time.
Do not use content that causes seizures or physical reactions
Avoid flashing or flickering content that flashes more than three times per second. If animations are used, include a pause button to let users control the experience.
Help users navigate and find content
Add features like breadcrumbs, a sitemap, or an internal search bar so users can locate information quickly and easily.
Make it easier to use inputs other than keyboard
Optimize your site for touchscreens and voice commands. Use larger touch targets and space buttons and links adequately to avoid accidental clicks.

Understandable

Make text readable and understandable
Write content at an appropriate reading level for your audience. For general audiences, aim for an 8th-grade reading level (that’s Year 9 in the UK, or ages 13-14) and use short sentences and paragraphs.
Make content appear and operate in predictable ways
Use consistent navigation menus and layouts across your site so you don’t confuse users. Predictability is crucial for accessibility.
Help users avoid and correct mistakes
Provide clear error messages for forms, such as “Please enter a valid email address” instead of just “Error”. Offer suggestions where possible to guide users in correcting mistakes. Don’t just display an error code and a word or two.

Robust

Maximize compatibility with current and future user tools
Use valid HTML and CSS to ensure compatibility with screen readers and other assistive technologies. Regularly test your site with tools like NVDA and VoiceOver. Your site should remain accessible as technologies evolve. If you tested your site in 2010 with tools available at the time, it may not be accessible by the standards of 2025.
Semantic HTML
Use proper HTML tags for structure. For example:
- Use <h1> for the main heading, <h2> for subheadings, and so on.
- Use <ul> or <ol> for lists, and <th> for table headers.

Expanded practical tips

Hopefully, the above tips were of value to you. Adhering to the W3C’s four accessibility principles will be a significant positive step.

Here are a few more quick tips you can use straight away:

Don’t forget descriptive link text!
Links like “click here” are meaningless to users relying on screen readers. You should write descriptive link text, like “Download the Accessibility Guidelines PDF”.
Underline links in text
Make sure links are visually distinct, ideally underlined, to ensure they stand out from regular text. Links should be an appropriate colour, too. Don’t use the same colour for links and regular text.
Test with screen readers
You can test your site with tools like NVDA and VoiceOver to experience your website the way a visually impaired user would. There are many screen readers and assistive technologies, so look for other tools as well.
Use other automated accessibility tools
Tools like WAVE and Lighthouse are useful for identifying accessibility issues. Run your site through them to see how you perform. You can repeat this after making major changes, or changes that you specifically think might impact accessibility (positively or negatively).

European Blind Union

The European Blind Union (EBU) provides a wealth of useful tips and guidelines. Read their publication: Making information accessible for all.

The EBU’s publication is a comprehensive guide to creating accessible printed and electronic documents for blind and partially sighted people. It offers practical advice on structuring text, using appropriate formatting, and ensuring compatibility with assistive technologies. Beyond website design, their guide covers various additional formats (PDFs, spreadsheets, presentations) that may not be relevant but are still worth a read for their insight into how visually impaired users interact with the world.

Accessibility matters more than ever in 2025

We hope our advice has been helpful, and we encourage you to explore the ‘further reading’ links below.

In 2025, accessibility is more important than ever. Adhering to the guidelines provided by these organizations, and implementing the straightforward tips and advice we’ve outlined above, will allow you to design a website that’s not only SEO-friendly but also accessible and inclusive for folks with limited vision. Ensure your site reaches a wider audience, improve user experience, and align with modern accessibility standards—all while enhancing your search engine rankings.

Google loves accessibility, and you should too!