Making Landing Pages and Newsletters Accessible

Landing pages and newsletters might seem straightforward and simple enough, but if you've read even a couple of articles here on our blog, you've probably already figured out that web accessibility carries significant responsibility at every step. 

Precisely because they reach many people, serve marketing campaigns, and are often sent via direct mail: landing pages and newsletters are direct touchpoints with your audience. We need to pay attention to them and address every single component thoughtfully.

Inaccessible Email? Offer an Accessible Alternative

Let's be clear upfront: according to regulations, you have no strict obligation to make the newsletter itself (the email content) accessible. However, if you offer an accessible alternative on your website, this sends an important message of corporate responsibility, service mindedness, and a genuine desire to reach everyone.

How do you do it right? Very simply:

At the bottom of the email, note "If you're having trouble viewing this email, you can access an accessible browser version here," with a link to an accessible page. 

You can also clarify that the version on your website includes full accessibility accommodations. This way, you reduce your exposure to lawsuits and improve your brand image with all visitors, including people with disabilities.

Standard Signup Forms

Most landing pages include a brief signup form with name, email, and phone number. 

Even if a form is small, it still needs to meet standards: 

Each field must have a descriptive label that tells users what the field is for via screen readers
Keyboard navigation must be proper and proceed row by row, field by field
Error messages for one or more fields should appear in an accessible way; that is, not just through colors, but with a message that explains the error and its nature.

Finally, we must allow users to submit the form using the keyboard only.

It's important to verify that user-entered responses are read aloud by screen readers, buttons are clear, and fields are properly labeled. Any issue, no matter how small—such as a flawed field description or faulty error notification—can render the entire landing page inaccessible in practice.

Using Images That Convey Written Text? Don't Forget Alt Text

Both on landing pages and in marketing newsletters, it's common to use a large image that carries the core message—typically a designed graphic with text overlaid. For visitors with standard vision, it's a quick way to understand what you're offering. But for those using a screen reader due to visual impairment or blindness, that image might appear as an empty box unless you've added an appropriate description.

The rule is clear: If the text on the image contains an important marketing message, you must include it in the page body or add a quality image description (alt text). Sometimes it's even worth using hidden text technique: that is, adding text that won't display to regular visitors but will be read by screen readers. This way you can avoid redundancy in design while still not missing a single user.

Don't Forget to Link Your Accessibility Statement

On landing pages built with email systems like Brevo, ActiveTrail, or other marketing platforms, it's easy to overlook this small but critical detail: a link to your accessibility statement. According to accessibility regulations, any website or page distributed to the general public must include a clear link to this statement.

Even if the landing page is temporary or meant for a specific campaign: this doesn't exempt you from the requirement. Without a link to an accessibility statement, your business could be exposed to lawsuits, even if all other elements of the landing page are properly accessible.

Talk to Us About Any Questions

Even with a small marketing page or a colorful newsletter, accessibility responsibility doesn't disappear—it's the opposite. Because of their wide reach and accessibility to the general public, it's worth investing in simple, clear, and meticulous accessibility.

Make sure your landing page works well with the keyboard, your forms are clear and accessible, your images include descriptions, and don't forget to link to your accessibility statement. For help making your landing pages and newsletters accessible, we invite you to speak with our accessibility consultants here at USER A.