Generative Engine Optimization (GEO) is making organizations scramble — our clients have been asking “Are we ready for the new ways LLMs crawl, index, and return content to users? Does our site support evolving GEO best practices? What can we do to boost results and citations?”  

Large language models (LLMs) and the services that power AI summaries don’t “think” like humans but they do perform similar actions. They seek content, split it into memorable chunks, and rank the chunks for trust and accuracy. If pages use semantic HTML, include facts and cite sources, and include structured metadata, AI crawlers and retrieval systems will find, store, and reproduce content accurately. That improves your chance of being cited correctly in AI overviews.

While GEO has disrupted the way people use search engines, the fundamentals of SEO and digital accessibility continue to be strong indicators of content performance in LLM search results. Making content understandable, usable, and memorable for humans also has benefits for LLMs and GEO.

How LLM systems (and AI-driven overviews) get their facts

Understanding how LLMs crawl, process, and retrieve web content helps us understand why semantic structure and accessibility best practices have a positive effect. When an AI system generates an answer that cites the web, several distinct back-end steps usually happen: 

  1. Crawling — Bots visit URLs and download page content. Some crawlers execute javascript like a browser (Googlebot) while others prefer raw HTML and limit their rendering.
  2. Chunking — Large documents are split into small, logical “chunks” of paragraphs, sections, or other units. These chunks are the pieces that are later retrieved for an answer. How a page’s content is structured with headings, paragraphs, and lists determines the likely chunk boundaries for storage.
  3. Vectorization — Each chunk is then converted into a numeric vector that captures its semantic meaning. These embeddings live in a vector database and enable systems to find chunks quickly. The quality of the vector depends on the clarity of the chunk’s text.
  4. Indexing — Systems will store additional metadata (URL, title, headings, metadata) to filter and rank results. Structured data like schema metadata is especially valuable. 
  5. Retrieval — A user asks a question or performs a search and the system retrieves the most semantically similar chunks via a vector search. It re-ranks those chunks using metadata and other signals and then composes its answer while citing sources (sometimes). 

The Case for Human-Accessible Content

There are many more reasons why digital accessibility is simply the right thing to do. It turns out that in addition to boosting SEO, accessibility best practices help LLMs crawl, chunk, store, and retrieve content more accurately.

During retrieval, small errors like missing text, ambiguous links, or poor heading order can fail to expose the best chunks. Let’s dive into how this can happen and what common accessibility pitfalls contribute to the confusion.

For Content Teams — Authors, Writers, Editors

Illustration of the problem with poor alt text on images, comparing one poor example and one good example

Lack of descriptive “alt” text

While some LLMs can employ machine-vision techniques to “see” images as a human would, descriptive alt text verifies what they are seeing and the context in which the image is relevant. The same best practices for describing images for people will help LLMs accurately understand the content. 

Illustration of poor heading structure, where the poor example shows skipped heading levels while the good example shows consecutive heading levels

Out-of-order heading structures

Similar to semantic HTML, headings provide a clear outline of a page. Machines (and screen readers!) use heading structure to understand hierarchy and context. When a heading level skips from an <h2> to an <h4>, an LLM may fail to determine the proper relationship between content chunks. During retrieval, the model’s understanding is dictated by the flawed structure, not the content’s intrinsic importance. (Source: research thesis PDF, “Investigating Large Language Models ability to evaluate heading-related accessibility barriers”) 

Illustration of poor link text context, where the poor example shows Click Here and Read more links and the good example shows more descriptive and unique text samples

Descriptive and unique links

All of the accessibility barriers surrounding poor link practices affect how LLMs evaluate their importance. Link text is a short textual signal that is vectorized to make proper retrieval possible. Vague link text like “Click here” or “Learn More” does not provide valuable signals. In fact, the same “Learn More” text multiple times on a page can dilute the signals for the URLs they point to.

Using the same link text for more than one destination URLs creates a knowledge conflict. Like people, an LLM is subject to “anchoring bias,” which means it is likely to overweight the first link it processes and underweight or ignore the second, since they both have the same text signal. 

Example of the duplicate link problem: <a href=“[URL-A]”>Duplicate Link Text</a>, and then later in the same article, <a href=“[URL-B]”>Duplicate Link Text</a>. Conversely, when the same URL is used more than once on a page, the same link text should be repeated exactly.

Illustration of plain language with a poor example and a more positive example. The poor example is dense and wordy while the good example if succinct and uses a list to break the text into chunks.

Logical order and readable content

Simple, direct sentences (one fact per sentence) produce cleaner embeddings for LLM retrieval. Human accessibility best practices of plain language and clear structure are the same practices that improve chunking and indexing for LLMs

For Technical Teams — IT, Developers, Engineers

An illustration of poor semantic structure, where the left shows a potential structure made only of HTML div elements, while the good example shows semantic elements used correctly.

Poorly structured semantic HTML

Semantic elements (<article>, <nav>, <main>, <h1>, etc.) add context and suggest relative ranking weight. They make content boundaries explicit, which helps retrieval systems isolate your content from less important elements like ad slots or lists of related articles. 

Illustration of data in written form as one way to parse information, but contrasted with schema markup which can make it easier for robots to collect correct information about a subject.

Lack of schema

This is technical and under the hood of your human-readable content. Machines love additional context and structured schema data is how facts are declared in code — product names, prices, event dates, authors, etc. Search engines have used schema for rich results and LLMs are no different. Right now, server-rendered schema data will guarantee the widest visibility, as not all crawlers execute client-side Javascript completely. 

How to make accessibility even more actionable

The work of digital accessibility is often pushed to the bottom of the priority list. But once again, there are additional ways to frame this work as high value. While this work is beneficial for SEO, our recent research uncovers that it continues to be impactful in the new and evolving world of GEO.

If you need to frame an argument to those that control the investments of time and money, some talking points are: 

Staying steady in the storm

Let’s be clear — this summer was a “generative AI search freak out.” Content teams have scrambled to get smart about LLM-powered search quickly while search providers rolled out new tools and updates weekly. It’s been a tough ride in a rough sea of constant change.

To counter all that, know that the fundamentals are still strong. If your team has been using accessibility as a measure for content effectiveness and SEO discoverability, don’t stop now. If you haven’t yet started, this is one more reason to apply these principles tomorrow. 

If you continue to have questions within this rapidly evolving landscape, talk to us about your questions around SEO, GEO, content strategy, and accessibility conformance. Ask about our training and documentation available for content teams.

Additional Reading

As a digital services firm partnering with destination marketing organizations (DMOs) across the U.S., we’re helping teams navigate what’s already proving to be a volatile 2025—especially on the inbound side. Analysis from the World Travel & Tourism Council (WTTC) projects a stark reality: the U.S. economy will miss out on $12.5 billion in international visitor spending this year, with inbound spend expected to dip to just under $169B, down from $181B in 2024. Even more concerning, the U.S. is the only country among 184 economies in WTTC’s study forecast to see an inbound-spend decline this year.

While external market forces remain largely beyond control, we’ve identified three strategic areas where DMOs can focus their digital platforms to weather this storm and continue demonstrating measurable demand to their partners.

1. Transform Content Into Action-Driving Experiences

Why this strategic shift matters now

With inbound spend shrinking by $12.5B and key feeder markets weakening, undecided travelers need clarity and confidence to choose your destination. Content that reduces uncertainty and highlights immediate value converts better than generic inspiration.

Strategic implementation approach

Activate “Go Now” signals. Combine always-on inspiration with time-sensitive reasons to visit—shoulder-season value, midweek deals, cooling weather breaks—strategically mapped to the soft periods your analytics reveal. 

Elevate discovery through intelligent architecture. Curate SEO-optimized content hubs organized by Themes (outdoors, arts, culinary) and Moments (fall colors, winter lights). Implement structured data (FAQ, Event, Attraction) with strategic internal linking architecture so travelers find relevant options fast.

Deploy micro-itineraries for immediate conversion. Design 24–48-hour “micro-itins” featuring embedded maps, transit and parking guidance, and seamless handoffs to bookable partners. Partnering with platforms like MindTrip reduces content team effort while accelerating output—a strategy that’s proven particularly effective for our DMO clients facing resource constraints.

Authority-driven event content optimization. Event pages generate the highest intent traffic. Enhance them with rich media, last-minute planning resources, and strategic “if sold-out, try this” alternatives.

Transparent value communication. Feature free experiences prominently, implement intuitive budget filters, and deploy “Best Time to Visit” calendars comparing crowds and pricing by week and month. Transparency builds trust, and trust drives conversion.

2. Build Your Competitive Moat Through Data-Driven Audience Cultivation

Your first-party data represents your most defensible competitive advantage. As platform targeting becomes increasingly constrained and inbound spending softens, DMOs that build and activate their own audience will capture attention far more efficiently than those relying solely on paid channels.

Strategic audience development

Implement high-intent capture everywhere. Deploy contextual email and SMS prompts across high-intent templates—events, itineraries, trip planners, partner directories. Offer valuable micro-perks like exclusive maps and early event alerts. 

Master progressive profiling. Collect visitor preferences—season, interests, party type, origin market—over multiple touchpoints rather than overwhelming users with lengthy initial forms. 

Create actionable audience segments. Develop cohorts around 2025’s market realities: last-minute planners, shoulder-season seekers, road-trippers, value hunters, family weekenders, and meetings planners. 

Future-proof attribution systems. Combine GA4 with server-side tagging and standardized UTM schemas for every partner handoff. Track outbound clicks, partner session quality, itinerary saves and usage, offer redemptions, and newsletter-driven sessions. This comprehensive approach ensures you maintain visibility into conversion paths as third-party cookies disappear.

Deploy trend-driven editorial strategy. Develop weekly dashboards blending organic query trends, on-site search terms, partner click-through rates, and feeder-market signals. When interest dips in one market, pivot homepage modules and paid social toward value and itinerary content targeting more resilient markets.

3. Transform Partner Relationships Through Measurable Value Delivery

In a softening inbound environment where domestic spending carries approximately 90% of the economic load, your partners need two critical elements: qualified attention and proof of conversion. Your website should function as the region’s premier meta-directory and conversion engine.

Experience optimization strategies

Enable one-click handoffs with context preservation. Pass user filters—dates, neighborhoods, price ranges—directly into partner sites and booking engines while preserving state if travelers return. 

Deploy persistent trip planning tools. Allow users to save places and generate shareable itineraries with intelligent handoffs: “Book these two hotels,” “Reserve rentals,” “Get festival passes.” 

Create compelling partner storefronts. Develop rich partner profiles featuring availability widgets, authentic reviews, social proof, and clear calls-to-action. 

Implement strategic co-op modules. Design paid placements that provide value rather than feeling like advertisements: “Local Favorites” carousels, sponsor highlights, seasonal deal tiles—rotated by audience cohort and season. This generates additional revenue while maintaining user experience quality.

Establish closed-loop reporting systems. Standardize UTM tracking, monitor outbound events, and where permitted, implement partner pixels and offer codes to report assisted conversions by category and campaign. Partners need proof of ROI, and data-driven reporting builds stronger, more profitable relationships.

How Oomph Can Accelerate Your Success

If you’re experiencing softer international interest, shorter booking windows, or declining partner satisfaction, you’re facing the same challenges as DMOs nationwide. The organizations pulling ahead aren’t waiting for market recovery—they’re strengthening their digital platforms through strategic content optimization, systematic audience cultivation, and demonstrable partner value creation.

Our proven methodology transforms these challenges into competitive advantages.

We’ll conduct a comprehensive audit of your digital platform against these three strategic pillars, quantify immediate optimization opportunities, and provide your partners with what they need most: qualified, measurable demand. The market headwinds are real, but the right strategic approach can help you maintain resilience and emerge stronger when conditions improve. Let’s navigate these challenges together.

One question we frequently hear from clients, especially those managing web content, is “How can we implement accessibility best practices without breaking the bank or overwhelming our editorial team?”

It’s a valid concern. As a content editor, you’re navigating the daily challenge of maintaining quality while meeting deadlines and managing competing priorities.

When your team decides to prioritize website accessibility, the initial scope can feel daunting. You might wonder “Does this really make a difference?” or “Is remediation worth the effort?” The answer is always a resounding yes.

Whether you’re working on a small site or managing thousands of pages, accessible content improves user experience, ensures legal compliance, boosts SEO performance, and reinforces your brand as inclusive and responsible. As a content editor, you have the power to make steady, meaningful progress with the content you touch every day.

Why Accessibility Creates Business Impact

Accessible content delivers measurable outcomes across multiple business objectives:

Expanded Market Reach: When your content is inaccessible to users with disabilities, you’re limiting your potential audience. Consider that disabilities can be temporary, like a broken arm, and 70% of seniors are now online—a demographic that often benefits from accessible design principles.

Risk Mitigation: Inaccessible websites can lead to legal complaints under the ADA and other regulations, creating both financial and reputational risks.

Enhanced User Experience: Clear structure, descriptive alt text, and keyboard-friendly navigation improve usability for all users while boosting SEO performance.

Brand Differentiation: Demonstrating commitment to accessibility positions your organization as inclusive and socially responsible.

Implementing Accessibility in Your Editorial Workflow

The challenge isn’t whether to implement accessibility—it’s how to do it efficiently without overwhelming your team or budget.

The Fix-It-Forward Approach

Rather than attempting to overhaul your entire site overnight, we recommend a “fix-it-forward” strategy. This approach ensures all new and updated content meets accessibility standards while gradually improving legacy content. The result? Steady progress without resource strain.

Leverage Open Source Tools

Many CMS platforms offer free accessibility tools that integrate directly into your editorial workflow:

Drupal: Editoria11y Accessibility Checker, Accessibility Scanner, CKEditor Accessibility Auditor

WordPress: WP Accessibility, Editoria11y Accessibility Checker, WP ADA Compliance Check Basic

These tools scan your content and flag common WCAG 2.2 AA issues before publication, transforming accessibility checks into routine quality assurance.

Prioritize High-Impact Changes

Focus your efforts on fixes that significantly improve usability for screen reader and keyboard users:

Less critical issues can be addressed during routine content updates, spreading the workload over time.

Manage Legacy Content Strategically

Don’t let your content backlog create paralysis. Prioritize high-traffic pages and those supporting key user journeys. Since refreshing legacy content annually is already an SEO best practice, use these updates as opportunities to implement accessibility improvements.

Build Team Capabilities

Make accessibility part of your content culture through targeted education and resources. Provide internal training, quick reference guides, and trusted resources to keep editors confident and informed.

Recommended Learning Resources:

Track Progress and Celebrate Wins

Measure success by tracking pages published with zero critical accessibility issues. Share achievements in editorial meetings to reinforce your team’s impact and maintain momentum.

Scaling Your Accessibility Program

While regular content checks provide immediate value, sustainable accessibility success requires periodic comprehensive assessments and usability testing. If your team lacks bandwidth for advanced testing, consider adding this to your 1-2 year digital roadmap. Consistent attention over time proves more sustainable and cost-effective than attempting massive one-time remediation.

Start with Free Tools: Google Lighthouse provides immediate insights into accessibility issues and actionable remediation guidance.

Advanced Assessment Options: For teams ready to expand their program, tools like SortSite, SiteImprove, and JAWS screen reader testing offer comprehensive assessments. These advanced tools can uncover complex issues beyond content-level checks, though they may require developer collaboration for implementation.

Quarterly Program Goals:

Consider engaging someone who navigates the web differently than your team does. This perspective will expand your understanding of accessibility’s real-world impact and inform more effective solutions.

Accessibility as Continuous Improvement

Accessibility isn’t a one-time project—it’s an ongoing commitment to inclusive digital experiences.

By integrating accessibility best practices into your publishing workflow, you’ll build a stronger, more inclusive website that protects your brand, empowers your users, and demonstrates digital leadership.

The fix-it-forward approach transforms what seems like an overwhelming challenge into manageable, sustainable progress.

Ready to Accelerate Your Accessibility Journey?

Explore additional insights from our team:

Ready to take action? Contact Oomph to see how we can support your accessibility journey. We start with targeted accessibility audits that identify your highest-impact opportunities, then collaborate with your team to develop a strategic roadmap that aligns with your internal goals while respecting your resources and team size.

In 2025, the way people discover and engage with digital content has shifted dramatically. Traditional Search Engine Optimization (SEO) is no longer the only strategy that brings people to your website. Meet Generative Engine Optimization (GEO), the emerging frontier for content creators and researchers looking to earn visibility through AI-driven platforms like ChatGPT, Google’s Gemini, and Perplexity.

If your organization hasn’t begun adapting its content strategy for GEO, now is a great opportunity. Here’s everything you need to know about what GEO is, why it matters, and how to start optimizing for it.

What is GEO and How Is It Different From SEO?

While SEO focuses on improving your visibility on traditional search engine results pages (SERPs) by using keywords, backlinks, and technical performance, GEO is about making your content the answer in AI-generated responses.

Rather than presenting users with a list of links as typically experienced with a Google Search, GEO centers on AI tools that synthesize information. These platforms use large language models (LLMs) to provide direct answers to a range of questions. Instead of competing for a top 10 ranking on Google, you’re aiming to be cited, summarized, or linked to by tools like Gemini or ChatGPT.

In short: SEO gets you found, GEO gets you featured.

Why GEO Matters in 2025

AI tools are no longer sidekicks to Google. They’re central players in how people research, compare options, and make decisions. As of May 2025, ChatGPT alone receives over 4.5 billion monthly visits, while Perplexity processes over 500 million searches per month. Google remains the dominant force in online search, with billions of daily visits from users worldwide. But with the direct integration of Gemini into search results, the way people find information is changing. Users can now get answers without ever clicking through to your website (this is called a “zero-click search result”).

Consequently, if your content isn’t showing up in AI answers, you’re missing out on a massive and growing segment of online visibility. Depending on what your website offers, this can be especially important for brand recognition and perception, traffic and lead potential, as well as establishing authority and credibility. In 2025, AI summaries are the new front page of search.

How GEO Works: What AI Tools Are Looking For

Each generative engine has its quirks, but several patterns are emerging across platforms:

1. Structure Matters More Than Ever

AI tools rely on clear, structured content. Use schema markup generously, particularly FAQPage, Organization, Article, and Product types. Structured data helps AI understand your content contextually, making it easier to reference in generated answers.

Tip: Google’s Structured Data Markup Helper is a great place to start reviewing your schema.

2. E-E-A-T Principles Still Rule

Google’s Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T) framework, a core concept for SEO, now extends to AI tools like Gemini. Show credentials, cite data, link to reputable sources, and provide content authored by credible experts.

If you have certifications, awards, partnerships, or original research, feature them clearly. This shows your authority in your area of expertise.

3. Conversation > Keywords

GEO is less about keywords and more about natural language. Write in a conversational tone and frame your content in terms of questions and answers. Think: “What are the best family vacation spots in California?” instead of “California vacation destinations.”

4. Content Freshness is Key

AI platforms (especially Perplexity, which indexes content daily) prioritize content that’s up to date. Refresh evergreen posts annually and use a content calendar to help track when to review content. Be sure to prioritize articles with titles like “Top” or “Best,” as these perform well in answer generation, particularly on ChatGPT.

5. Visuals Are Increasingly Important

Gemini and Perplexity are both investing in multimodal search. Media assets like charts, videos, and well-optimized images can increase the chance of being featured. Also make sure your image alt text, captions, and surrounding content are descriptive.

6. Prioritize Performance & Mobile-Responsiveness 

Don’t ignore performance or the site’s mobile experience. A site that performs well on mobile will load quickly, display clearly on small screens, and typically avoids frustrating interactions (like unclickable buttons or pop-ups). Poor mobile performance (i.e. slow Core Web Vitals) can hurt your rankings, which in turn reduces your visibility to LLMs that rely on search results as part of their input sources.

Tool-Specific GEO Tips

Gemini (Google)

Perplexity

ChatGPT

Tracking GEO Performance

A consequence of AI summaries is that websites may see a drop in clicks and visits within their analytics, particularly a decrease in organic traffic month over month. With users getting the answers they need from AI-generated search responses, they may no longer need to visit your website to get information. However, those users who do click through often stay longer and discover more pages than they did previously.  

Additionally, websites may also see an increase in impressions or referrals from AI assistants. This data is increasingly important to track. 

So even if AI tools don’t always send traffic directly, you can still measure their impact. Here’s how:

Action Items for Digital Teams & Clients

  1. Audit your existing content with these optimization strategies in mind. (Tip: You can even use AI tools like Gemini to identify optimization opportunities for particular pages).
  2. Update schema across all major content types, especially Q&A and organizational pages.
  3. Refresh your high-performing or evergreen content regularly, especially pieces tied to seasons, events, or top lists.
  4. Revise your content strategy to include multimedia assets, structured data, and topic clustering.
  5. Optimize your About page and author bios to strengthen trust signals for LLMs.

Final Thoughts

Optimizing for GEO isn’t just a trend, it’s a fundamental shift in how people find and interact with content online. As AI-generated answers become a dominant part of the discovery experience, your brand’s ability to show up in these spaces could mean the difference between gaining trust or going unnoticed.

By embracing schema, writing conversationally, and refreshing content with purpose, your digital presence can evolve to meet the moment, one where the best answer often wins over the best ranking.

Ready to optimize your content for AI-powered search? Let’s make it happen.

In the era of digital healthcare, the accessibility of hospital and health system websites has become a critical factor in delivering exceptional patient experiences. Accessible platforms help ensure that all patients—regardless of physical, cognitive, or technological limitations—can access vital health information and services seamlessly. 

For healthcare organizations, a commitment to inclusivity isn’t just a legal obligation under laws like the Americans with Disabilities Act (ADA). It’s also a cornerstone of patient-centered care, reflecting a health system’s commitment to serving every member of its community. 

According to the CDC, nearly 3 in 5 U.S. adults use the Internet to search for health information, demonstrating widespread demand for easy-to-access resources. Yet, recent studies have shown people experience various degrees of frustration as they seek that information—frustration that fluctuates based on age, race, primary language, socioeconomic status, and disability. Creating a digital presence that welcomes users across all abilities sets the tone and pace with which patients can connect with their providers. 

Key Drivers of Digital Accessibility in Healthcare

Traditional Accessibility: Readability and WCAG Compliance

The foundation of an accessible website lies in both its readability and conformance to the Web Content Accessibility Guidelines (WCAG). 

Readability refers generally to using inclusive language, organizing content clearly,  ensuring that medical information is easy to understand, and avoiding complex jargon that can alienate patients. 

WCAG conformance, on the other hand, provides a structured approach to make content and functions accessible to people with various disabilities, including visual, auditory, physical, speech, cognitive, language, learning, and neurological disabilities. 

While there’s a lot to know about accessibility, the good news is we’ve written about most of it at Oomph. Check out our articles on WCAG 2.2, writing for the web, the power of accessible web navigation, and building an accessible color palette to learn more.  

Serving an Evolving Demographic 

The aging baby boomer generation is on the cusp of massive healthcare utilization, with 80% of adults 65 and older experiencing at least one chronic condition. Despite their less-than-tech-savvy reputation, boomers do utilize digital platforms to access healthcare information. 

When you create an accessible healthcare website, you make your hospital or health system available to an older population with age-related impairments like vision loss, hearing loss, or mobility challenges that can make using a mouse or keyboard difficult. Thoughtfully integrating accessible elements like high-contrast colors and larger fonts can help your organization win the loyalty of older adults, supporting long-term success in a crowded marketplace.  

Website Uptime: Ensuring Constant Access

In critical situations, the availability of a healthcare website can be as vital as the accuracy of the information it provides. High website uptime means your information and services are always accessible, especially during emergencies. This reliability builds trust and can be crucial in time-sensitive situations where access to healthcare information or services can significantly impact patient outcomes.

Language and Translation Services: Bridging Communication Gaps

As racial and ethnic diversity grows across the U.S., offering translation services and multilingual content on healthcare websites is crucial. Your content will reach a wider audience and ensure non-native speakers have equal access to health information, reducing health disparities and improving patient outcomes.

Interactive Features: Scheduling and Wait Times

Integrating features like appointment scheduling and displaying emergency department wait times can also enhance the patient experience. For example, online scheduling allows patients to book appointments without needing to call during business hours, while real-time emergency department updates can help patients anticipate and plan around wait times. 

These functionalities should be designed with all users in mind, ensuring they are accessible to people with disabilities and facilitating a smoother healthcare journey for every patient.

6 Strategies for Improving Website Accessibility

Institutions across the landscape, like the Mayo Clinic, have structured their online presence to offer a wide array of patient-centered services, including appointment requests, doctor searches, and access to health libraries directly from their home page. Embracing this type of comprehensive digital engagement strategy underscores that hospital websites aren’t just supplementary channels, but also pivotal access points for patient care and information​.

If your health system or hospital is ready to enhance accessibility, here’s where to start:

  1. Conduct a Comprehensive Accessibility Audit: Use tools like SortSite to identify areas where your website may not meet accessibility standards.
  2. Focus on High-Impact Webpages: Prioritize pages such as the homepage, contact information, service descriptions, patient portals, and emergency services. These pages are often the first point of contact for patients seeking information or services.
  3. Engage Diverse User Groups in Testing: Include people with various disabilities and age ranges in your testing process to gain insights into your website’s real-world usability.
  4. Educate the Digital Team: Ensure that everyone involved in web design and content creation is familiar with accessibility principles, tools, and best practices for maintaining an accessible website.
  5. Embrace Continuous Improvement: Digital accessibility should be an ongoing commitment. Regularly update your content and features to meet evolving standards and user needs. Working with an agency partner who understands the essential and evolving requirements and best practices of accessibility and UX can keep your digital environments current and compliant.
  6. Leverage Generative AI: Generative AI remains a hot-button issue across many industries, including healthcare. There is even a risk of discrimination or bias if AI algorithms are not accurately trained, potentially compounding access to care for vulnerable and underrepresented communities. Yet, there are several options to adopt AI that can help increase patient access and decrease frustration with administrative tasks for team members while not involving AI in clinical domains. Examples include utilizing generative AI tools to improve content accessibility and delivery, such as helping to ensure medical content aligns with health literacy levels. AI can also create alt text for images or generate patient appointment reminders to ensure timely preventive care. Additionally, AI-powered chatbots that are appropriately trained and maintained have the potential to provide real-time assistance to users, guiding them through the website and answering their queries in multiple languages.

Turn Web Accessibility Into A Tool for Patient Well-Being

Information is power in the digital age, so making your website accessible isn’t just good practice—it’s essential. By prioritizing accessibility, healthcare systems and hospitals can ensure that their digital platforms serve all patients equitably, enhancing patient experience, health outcomes, and business performance.

Are you wondering whether your healthcare website is truly accessible or if you need help getting there? Let’s talk.