What makes a website inclusive? It’s a question we ask ourselves constantly at Phoenix Digital. Because the truth is, building a beautiful, functional website isn’t enough if it excludes the very people it’s meant to support.
Inclusion in digital spaces shouldn’t just be a box-ticking exercise – it should be about designing with empathy, anticipating diverse needs, and ensuring everyone, regardless of ability, background or circumstance, can access your content and take meaningful action.
So how do we do that in practice?
Start with website accessibility, but don’t stop there
The starting point for an inclusive website is accessibility. That means following the Web Content Accessibility Guidelines (WCAG) – the recognised global standard for making websites usable for people with a range of access needs.
It also means using semantic HTML, ensuring keyboard navigation works, providing proper contrast ratios, and writing alt text that’s actually useful.
But true inclusivity means going further:
It’s about creating content that speaks in plain, human language.
It’s about imagery that represents the diversity of your audience.
It’s about thoughtful design decisions that consider users who might be overwhelmed by too much information, or who need reassurance to engage with your service in the first place.
For our work with George House Trust, we took this philosophy to heart. As a charity supporting people living with HIV, their audience is varied - some may be newly diagnosed, others might be facing stigma, mental health challenges or social isolation. So, we designed with clarity, calm and warmth at the centre. We used welcoming visuals, a clean layout, and structured the user journey to reduce cognitive load.
Build your website with empathy
Every audience has different needs - and in some cases, those needs might not be immediately obvious. That’s why our approach always begins with researching and listening:
- Who are the people you’re speaking to?
- What do they care about?
- What might hold them back from engaging?
We are currently working with The Forward Trust, an organisation supporting people with drug and alcohol dependency.
We knew the user journey needed to be particularly sensitive. Many users may be at a crisis point, or looking for help on behalf of a loved one. So, we’re working on simplified navigation, removing friction from key tasks (like getting help or making contact), and creating an emotional tone of hope and non-judgement.
Everything about the website - from imagery to copy – is being designed to offer reassurance, not to overwhelm.
Make your website build a collaborative process
Inclusive websites don’t come from one person’s opinion or a checklist downloaded from the internet. They’re built through collaboration - with clients, with real users, and with people who’ve lived the experiences the site is trying to support.
That’s why user testing is baked into our process. We observe how different people interact with a site, listen to what confuses or supports them, and make adjustments based on real insight and not on assumptions.
For example, prior to starting the website builds for both George House Trust and Forward Trust, we carried out in-depth research with service users, volunteers and staff, including interviews, focus groups and a survey to understand the community’s needs.
A well-designed website should just be inclusive
At its core, inclusive design is just good design. It makes your website easier to use, broadens your reach, and shows your audience that you care enough to meet them where they are.
It’s also a reflection of your brand values. Whether you’re a charity, a membership organisation or a commercial brand, showing up for your users in a respectful and thoughtful way builds trust - and ultimately, better relationships.
We’d love to chat about inclusivity
At Phoenix Digital, we believe inclusivity isn’t a “nice to have” - it’s a non-negotiable.
If your organisation is ready to reimagine your website with inclusion at the forefront, we’d love to help.
Get in touch with me and the team at Phoenix Digital on 0161 398 0741 or email davinia@phoenixdigital.agency.
In the meantime, here’s a link to a couple of our inclusive website and client research case studies: