IS YOUR WEBSITE TRULY INCLUSIVE?
When people land on your website, they are looking for signs that they can trust you, that they belong, and that your values align with theirs. That’s why your commitment to diversity, equity, inclusion, and belonging [DEIB] can’t just live in your programs or internal initiatives. They need to show up front and center on your website, too.
Here’s the secret: There is no quick fix. It isn’t a matter of simply changing your logo’s colors during certain celebrations, or swapping out a homepage photo to reflect the DEIB holiday of the month. There’s no one word to include, photo to display, or phrase to use that will signal a true commitment to DEIB.
In fact, you have to actively go beyond one-off statements and visuals to demonstrate that. DEIB should be integrated into all aspects of your marketing strategy and every page of your website now and for the long term. Otherwise, your brand risks being merely performative, or, worse, alienating the very people you are trying to engage.
In this post, we’ll be offering some tips we’ve learned over the years to make our clients’ websites and other marketing efforts more authentic when it comes to DEIB. It comes from experience, reaching out to and listening to the communities we’re looking to include, and constant learning and improvement.
Here are a few ways to make sure your website and SEO strategy reflect authentic DEIB values:
Visual representation
The imagery you use communicates volumes. People want to see themselves in your website and feel like they belong, so look to have a mix of photos that reflect your clientele. Make sure your visuals reflect the diversity you want people to feel when they engage with your organization.
Stock photos can be a quick fix, but whenever possible, feature real people from your community or team. Professional photos are always best, but informal snaps of real people doing real things with your organization are better than a website full of generic images. So don’t be afraid to send your website designer some cell phone images if you’ve got them. When DEIB is at stake, we can make some magic ✨
Accessibility
Accessibility ensures that everyone can use your site. Simple practices like adding descriptive alt text, ensuring strong color contrast, designing with readable font sizes, and making your site navigable by keyboard create a more welcoming experience for all.
Search engines also read image alt text, so take the time to write descriptions that both boost accessibility and support your SEO. Google rewards accessible sites because they’re easier for all users [and bots] to navigate.
Language and tone
Words have power. Your website copy sets the tone for how people experience your brand. Choose words that are inclusive, person-first, and easy to understand. Avoid jargon or insider language that might alienate newcomers. Read and reread your marketing materials to ensure you aren’t leaving people out just by the words you use.
Also, if you’re looking to connect more with a group who speaks a certain language, consider translating select pages into that language or installing a translation widget for your entire site, even if most of the people in your area speak English fluently.
From an SEO perspective, using clear, approachable wording also makes your content easier to find, since you’re writing the way real people search.
Storytelling and content
Storytelling is one of the most powerful ways to create connection and belonging. Highlight diverse voices and experiences on your website through blog posts, testimonials, and case studies.
Explain what your company is doing to support diversity. This can include featuring specific initiatives, discussing challenges you’ve faced and the work you’re doing to overcome them, and how you are there for those in your community. Highlight staff, partners, and those in your industry now and in the past who have inspired you. Leave room for them to tell their stories their way.
One place that brands tend to get hung up is during so-called “diversity holidays.” They say something like “Happy ___ Month!” and then move on. We challenge you [and ourselves!] to go deeper. Source quotes from that demographic that inspire or challenge you. Reach out and interview someone. Share posts on social media created by those in that demographic. Direct your audience to follow them and listen to what they have to say.
Safe digital spaces
Safety online matters. Moderate blog and social media comments religiously. Moderation of your online community helps shield those who would be hurt by the comments and help thwart the spread of hostility. Establish clear boundaries before you get your first hateful comment, and then enforce them. You don’t want to be panicking in the moment, trying to figure out how to deal with it. Have a plan in place ahead of time.
To help guide your communications plan for when feedback turns negative or hateful, we put together this guide: rbcollaborative.com/words/feedback-turns-hateful
Growth and improvement
Just like DEIB itself, your website is never “done.” Schedule regular audits for accessibility, representation, and language to help you spot areas for improvement. Ask for objective feedback, and listen closely when you get it. You can’t make everyone happy, that’s for sure. But if someone points out a blind spot, and it’s easy to fix, do it! Your business will only benefit.
Ready to make your website more inclusive? We design sites that not only look great but also reflect your values, build trust, and help the right people find you. Get in touch!
