CONTENT STRATEGY

 

Content Strategy for the BookContent For Everyone: A Practical Guide for Creative Entrepreneurs to Produce Accessible and Usable Web ContentCore Goal of the BookTurn overwhelmed creative business owners into confident, competent publishers of genuinely inclusive websites—without requiring them to become accessibility experts or hire expensive agencies.Primary Reader (Avatar)

• 28–48 years old
• Runs a 6- or 7-figure creative business (photographer, illustrator, designer, maker, copywriter, ceramicist, etc.)
• Uses Squarespace, Shopify, Showit, WordPress, Webflow, or Framer
• Deeply cares about aesthetics and brand voice
• Terrified of “ruining their vibe” or getting sued
• Has zero formal accessibility training
• Feels guilty every time they post new work but has no idea where to start

Reader Outcomes (What they will walk away able to do)

1. Audit their current site in <30 minutes and know exactly what to fix first
2. Write alt text for their own portfolio that sounds human and artistic
3. Choose colors and fonts that pass AA (and still look like “them”)
4. Launch new pages, products, or blog posts knowing they’re not excluding 1 in 5 potential clients
5. Respond calmly if they ever get a demand letter (because they now have a paper trail of effort)

Positioning & Promise (One-liner for the cover/subtitle)“Make your beautiful website work for every single human—without sacrificing your style or sanity.”Content Pillars (Everything in the book falls under one of these four)

1. Look Good (aesthetics + brand identity)
2. Work Well (usability + conversions)
3. Include Everyone (accessibility + ethics)
4. Protect Yourself (legal + risk reduction)

Every chapter explicitly shows how fixing accessibility also improves 2, 3, or all of the other pillars.Key Messages (Repeated in slightly different ways)

• Accessibility is finished design—it’s not an add-on.
• The same change often helps SEO, mobile users, and people with slow connections too.
• You’re already 70 % of the way there; you just need the last 30 % translated into creative language.
• Perfection is not required; consistent good-faith effort is.

Lead Magnet / Reader Magnet StrategyFree 20-page starter kit (drives email list): “7-Day Accessibility Sprint for Creative Websites”
→ Day 1: Contrast check
→ Day 2: Alt text blitz
→ Day 3: Headings & SEO
…etc.
Each day links to the relevant chapter in the book for the “how + why.”Launch Content Plan (8–10 weeks)

Week	Content Piece	Platform	Purpose
1	“I got a pre-lawsuit letter — here’s what I fixed in 48 hours” (personal story)	Instagram carousel + blog	Fear → curiosity
2	Alt-text thread that went viral with photographers	X + Instagram	Proof it can be beautiful
3	Free 7-Day Sprint launch	Entire list + social	List growth
4	“Why overlay widgets are mostly snake oil” (controversial but evidenced)	YouTube + blog	Authority
5	Live portfolio teardowns (3 popular photographer sites)	Instagram Live / YouTube	Social proof
6	Pre-order opens + early-bird bonuses announced	All channels	Sales
7	Guest posts on Design Cuts, Creative Market, Rising Tide Society	Their audiences	Reach
8–9	Launch week: daily chapter sneak peeks + reader wins	Everywhere	Momentum
10	Cart close + limited-time bonus bundle ends	Email sequence	Urgency

Evergreen Funnel After Launch

1. SEO-optimized blog posts from each chapter (e.g., “Best 15 Accessible Fonts That Don’t Look Like Default System UI”)
2. Pinterest pins for every before/after example
3. YouTube shorts: “60-second alt text rule for artists”
4. Affiliate program for design educators, template shops, and accessibility consultants

Bonus Content That Actually Sells More Books

• Notion (or Airtable) template: “My Forever Accessibility Checklist”
• Figma community file: Accessible Color Palette Starter Kit (with 50 brand-friendly palettes that already pass AA/AAA)
• Private Slack/community for buyers only (“Fix My Site Fridays”)

If you follow this strategy, the book becomes the center of an entire ecosystem that keeps selling itself to creatives for years—exactly what happened with The Accessibility Mindset (2022) and Steal Like an Accessible Artist workshop series.Want me to write the sales page copy, the email sequence, or the viral X thread next? Just tell me which piece you need first.