Katherine Lewis unpacks how to create marketing that works for everyone and why inclusive design leads to better results across the board. ccessibility advocate Katherine Lewis to explore how brands can create content and campaigns that include all audiences.
This conversation is part of our Ethical & Sustainable Marketing Accelerator. Get a free taster class at: amschool.click/accelerator
About Katherine Lewis
Katherine(she/her) is an accessibility consultant and inclusive business strategist for small business owners and entrepreneurs. With a unique combination of design, marketing, and strategy, she guides everyday industry leaders to build business strategies that align with their values, serve their community more fully, and help them grow easier.
Three Accessible Marketing Habits
The key to lasting accessibility is building habits that weave it into everything you already do.
For exampple, Katherine suggests that once you fix those quick wins (like colors), make accessibility part of your process. Keep tools (like contrast checkers and readability apps) handy, and add simple checks to your content routine. Even better, embed accessibility questions into your feedback loops.
Most marketers are already collecting feedback from their audience, simply add a field asking about barriers or ease of use to catch what you might be missing. It’s about progress, not perfection!
Other examples include:
- Integrate tools like the Hemingway app and color contrast checkers into your workflow.
- Regularly review your website and content structure for clarity: think headings, easy navigation, and readable text.
- Add accessibility questions to existing feedback surveys, no need to reinvent the process.
An Effective Way to Measure Success
You can’t measure accessibility success with a sales dashboard, but you can measure it through community engagement and honest feedback. As Katherine emphasises, ask your community directly what’s working and where they still hit barriers. Most people will gladly tell you (sometimes quite candidly!) what helps and what hinders their experience.
And don’t stress about getting everything perfect from the start: being open, humble, and willing to learn sets you apart from the vast majority of brands.
As Katherine explains, real accessibility starts with getting honest about your goals, your community, and your budget, then finding the “just one thing” you can do this week. For most of us, that’s making our colors easier to read. As Fab points out, these practical starting points can help you build momentum, no matter how big or small your team is.