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10 Accessibility Improvements That Help AI Understand Your Website

AI search is changing how people find information online. Tools such as ChatGPT, Copilot, Gemini and Google’s AI Overviews choose which information to use, which sources to reference and how organisations are represented. 

Your website now needs to do more than look good. It needs clear structure and content that people and technology can understand. Accessibility and AI optimisation are not the same, but both benefit from clear structure, meaningful content and a good user experience. 

Here are ten practical accessibility improvements that can help both people and AI better understand your website. 

Website need clear structure and organisation so both people and technology can understand content

1. Use proper heading structures 

Headings organise information, help people scan a page and allow screen reader users to navigate efficiently. They also show AI systems how topics and sections relate. Think of them as signposts for people and technology. 

Use proper heading levels rather than making text larger or bold: 

  • One H1 heading for the page title 

  • H2 headings for major sections 

  • H3 headings for subsections 

  • A logical hierarchy throughout the page 

2. Use semantic HTML 

Semantic HTML means using the right code for each purpose. It gives meaning to a page’s structure, helping assistive technology and AI systems recognise each element and its role. 

For example: 

  • Headings should be coded as headings 

  • Lists should be coded as lists 

  • Buttons should be coded as buttons 

  • Navigation should be identified as navigation. 

3. Write clear and descriptive page titles 

Every page needs a unique, meaningful title that tells people, search engines and AI systems what makes the page useful. 

Compare these examples: 

  • Poor: "Services" 

  • Better: "Digital Accessibility Services | Access Advisors" 

4. Replace vague links with meaningful links 

Descriptive links benefit everyone. People using screen readers and other assistive technology often navigate pages by link alone, while AI systems gain additional context about how information connects across your website. 

There is little or no context in links such as: 

  • Click here 

  • Read more 

  • Learn more 

Instead, describe the destination: 

  • Download our accessibility guide 

  • Learn about our accessibility audits 

  • Read our digital accessibility training overview 

5. Add useful alternative text to images 

Alternative text, often called alt text, describes an image’s purpose or meaning for people who cannot see it. It can also give technology more context about the information on a page. 

For example: 

  • Poor: "Image" 

  • Better: "Workshop participants testing a website using screen readers during an accessibility training session." 

6. Write in plain language 

Plain language helps: 

  • People understand information more quickly 

  • People with cognitive disabilities understand and use information more easily 

  • People reading in a second language understand the content more easily 

  • Busy people find key information more quickly 

  • AI systems interpret and summarise information more accurately 

7. Make forms easy to understand and complete 

Forms are where people take action, such as making an enquiry, booking a service or downloading a resource. Clear, accessible forms help visitors complete that next step. 

Good form design includes: 

  • Clearly labelled fields 

  • Helpful instructions 

  • Useful error messages 

  • Logical tab order 

  • Keyboard accessibility 

8. Keep content current and accurate 

Outdated content creates problems for people and technology. Regularly reviewing important information improves accuracy, trust and credibility. 

9. Make your website easy to navigate 

When information is organised logically, everyone benefits. People should not have to guess where information is located. 

Useful navigation features include: 

  • Clear menu labels 

  • Consistent page layouts 

  • Logical information architecture 

  • Breadcrumb navigation where appropriate 

  • Search functionality on larger sites 

10. Test with disabled people 

Automated tools can find many accessibility issues, but they cannot confirm whether a website is genuinely usable. Testing with disabled people [please link to our research page] reveals real barriers and shows how people experience your website. Accessibility is about people, not checklists. 

The bottom line 

Accessible websites are easier for people to use, easier for search engines to index, and increasingly easier for AI systems to understand. That does not mean accessibility should be done for AI. Accessibility should always start with people. 

Kōrero mai 

If you would like help improving your website’s accessibility, kōrero mai. At Access Advisors, we identify digital barriers and help organisations create online experiences that work for everyone. When people can access your content, understand your message and complete what they came to do, everybody benefits.