The NHS Digital Service Standard is designed to enable staff and patients access information, regardless of any disability or sensory impairment. The standards cover all websites and web content; apps for mobile devices; all software that uses the web browser; plus intranets and extranets.
Here are some ways to build these accessibility standards into your pharmacy website design. This will not only enable your business to be compliant with regulations, but also improve the quality of user experience and increase your audience reach.
Basic accessibility standards
All websites should have basic accessibility standards built into the wireframe. These include text alternatives for non-text content such as images and videos; compatibility with assistive technologies such as screen readers; and keyboard navigation for users who cannot manipulate a mouse.
This is not only inclusive for users with disabilities such as hearing or sight impairments or mobility issues, but will also help the website to rank more highly in search engine results pages.
Use a recognised navigation system
The website should have a clear navigation system that is broadly consistent with other websites in the sector, so that the user doesn’t have to ‘relearn’ how to navigate the site. The navigation structure should be consistent across the whole website, with clear menus, links, and interactive elements that can be accessed with both the mouse and the keyboard tabs.
Use high contrast colours and resizable fonts
The colour scheme should be designed to enhance visibility and readability, with high contrast between text and background, and also between interactive elements and other areas of the website. The text should be resizable to allow users with visual impairments to read it without difficulty.
Keep the web content clear and easily comprehensible
The NHS has a detailed policy on writing style, tone, clarity and reading age. This is to ensure that the information is accessible and inclusive of non-native speakers and those with learning disabilities or reading difficulties.
For this reason, all content should be written in plain English with no jargon or complex terms, and tailored for a reading age of nine to 11 years old. If it is not possible to avoid using a less commonly known word or term, provide an explanation. The font should be a clear and simple sans serif style such as Ariel, and the size should be no smaller than 12pt.
The content should be concise, up to date and accurate, with a date it was written so that patients can understand how recent the information is (you may wish to include a built-in expiry date to avoid stale or misleading content). The page structure should use titles, subheadings, and links to make it easier to digest and understand.
Keep up to date with guidelines
The NHS regularly publishes refreshed guidelines for digital accessibility standards, so stay well informed and ensure that your website always adheres to the best practices. This will help you establish your pharmacy’s reputation as a trustworthy and inclusive organisation that puts its customers first.