How can you write landing page copy that is accessible to all users?

Clarity > Cleverness. This is harder to master than it sounds. It's tempting to use too much wit and/or big vocabulary. Same with long sentences. It's harder than you might think to squeeze big ideas into short sentences.

Ensure that your landing page copy is highly relevant to the advertisment your audience has clicked on. For instance, if someone visits your landing page after clicking on an advertisement, the landing page copy should seamlessly continue from where the advertisement left off. This approach will instill confidence in the reader that they have arrived at the correct destination. Failure to do so may confuse visitors and lead to them 'bounce' to another website.

One simple test I use so that my copy is accessible is I read what I wrote out loud. If I ever get confused, hung up on a word or sentence, or the words don't feel right, I fix them. But here's the most important part: after I finish writing, I take at least a 15-minute break. This helps my brain switch from 'writing mode' to 'editing mode.' Then when it's time to edit, I'm fully focused on finding mistakes and can make the landing page copy even better.

Because SEO can take months even up to a year yield tangible results, it can be difficult to know if your copy is enhancing your rankings on search engines. To make sure you're landing page copy contributes to your SEO goals, run SEO audits to find any weak spots in your landing page copy. Small businesses should run an audit at least once every six months. Medium sized businesses should run an audit at least once a quarter. And large businesses should run audits at least once every month or two.

In my past work, we were constantly aware of making content accessible to all readers. One of the things I feel gets skipped over is the use of bold, underlining, and italicizing in content. If someone who can't see is listening to the content that has text bolded to highlight the point, they're not going to "hear" or "see" the bolded part. So it's best to remove those things formats and emphasize the point in a different way. As another note, you should also be enhancing your content to cater to the four different types of readers. Some people will read a whole landing page, some will scan through, some will prefer a video, and some will prefer to get their hands in it. Be mindful of those learners.