Ross Web Accessibility — Editor Quick Reference
What you can do independently, what to avoid, and when to ask the web team for help
More resources can be found on the U-M Digital Accessibility website
avoid Don’t do this
do this Best practice
ask web team Request help
Color — what’s accessible on white backgrounds
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Links — how to write them
avoid
Don’t use generic phrases as link text
To learn more about the BBA program, click here or read more.
Screen readers read links out of context. “Click here” tells a blind user nothing.
do this
Link the descriptive words that tell users where they’re going
Learn more about the BBA Program curriculum or view tuition and financial aid.
Link text should make sense on its own, without surrounding context.
avoid
Don’t paste raw URLs as link text
Long URLs are unreadable for everyone, especially screen reader users.
avoid
Don’t open links in a new tab without warning users
If a link must open in a new tab, note it: “BBA curriculum (opens in new tab).” When possible, avoid new-tab links entirely.
Images & alt text
do this
Meaningful images: Write alt text that describes what the image conveys, not just what it shows
Good: “Dean Anne Curzan speaks at the Ross Leadership Summit.” Not: “woman at podium” or “image1.jpg”
do this
Decorative images: Leave the alt field empty (not blank space — actually empty) so screen readers skip it
If an image is purely decorative (a background texture, a divider graphic), alt=”” is correct.
avoid
Don’t put important text inside an image
Text in images can’t be read by screen readers or resized by users. Use real HTML text instead. Infographics with text: contact the web team.
avoid
Don’t start alt text with “image of” or “photo of” — screen readers already announce it’s an image
Headings & page structure
do this
Use heading styles for structure, not for visual size
Don’t pick Heading 3 because it “looks right.” Use headings in order (H1 → H2 → H3) to create a logical outline of the page.
avoid
Don’t use bold text as a substitute for a heading
Bold text looks like a heading visually but isn’t one structurally. Screen readers and search engines won’t treat it as a section title.
avoid
Don’t skip heading levels (e.g., H2 to H4) to get a certain size
If a heading style looks wrong, contact the web team — don’t work around it by choosing a different level.
Text formatting
avoid
Don’t use ALL CAPS for emphasis
Screen readers may spell out all-caps text letter by letter. Use bold or a heading instead.
avoid
Don’t use color alone to convey meaning
Example: “required fields are in red.” A colorblind user can’t see the distinction. Add a label, asterisk, or text indicator as well.
do this
Write out acronyms on first use
Example: “Full-Time MBA (FTMBA)” the first time, then “FTMBA” after. Helps screen readers and users unfamiliar with Ross terminology.
PDFs & downloadable documents
ask web team
All PDFs added to the site need to be accessibility-reviewed before publishing
PDFs from external sources, older files, and scanned documents are rarely accessible. Don’t link a PDF until it has been reviewed.
do this
Label PDF links so users know they’re downloading a file
Example: “Download the BBA Student Handbook (PDF, 1.2 MB)” — not just “Student Handbook.”
do this
Whenever possible, use a web page instead of a PDF
Web pages are easier to keep updated, are searchable, and are far more accessible by default than PDFs.
Tables, complex layouts, and embeds
ask web team
Data tables (curriculum schedules, stats, comparison grids) require special markup to be screen-reader accessible — always request help
This includes any table with merged cells, spanning headers, or more than one header row.
avoid
Don’t use tables for visual layout only (e.g., putting text side by side)
Tables are for data relationships, not column layout. Ask the web team for layout help.
ask web team
Video embeds must include captions and a transcript. Coordinate with the web team and video producer before publishing.
ask web team
Infographics, charts, or diagrams that contain meaningful text or data need an accessible text alternative
The web team can add a text summary or data table alongside the image.
When to ask the web team
Reach out to the web team before publishing if your content includes: data tables · PDF uploads · infographics with text · videos without captions · custom color styling · embedded third-party content · forms. When in doubt, ask first — it’s much easier to fix before it goes live. Submit a web team request →
