1. Give context to action buttons and links on web pages – instead of ‘click here’ try ‘click here to register for X’

2. Avoid lengthy and complicated text

1. Use colloquialisms, abbreviations, homographs (words spelt the same with different meanings) and other idiospeak. If your tone of voice is especially stylised consider testing it with different audiences first

2. Use only colour to convey meaning – use additional descriptors in copy if referring to colour items, for example the ‘top red line’ rather than just the ‘red line’

1. Check your use of language for identity bias including assumptions on age, race, gender, sexuality, economic class, education level, first language, disability and cultural tastes

2. Use gender-free language such as ‘they’, ‘folks’, and ‘everyone’ and try to avoid binary terms such as ‘ladies and gentlemen’

Provide alternative language options

Offer web based translation on your site and alternative language formats for print work