HTML

HTML describes what the content on a page means: it marks out a heading, navigation, an article, a form, a table or a button. The browser builds the document from this, and search engines and assistive technologies try to understand its structure. That’s why the quality of your HTML affects not only the code but also SEO, accessibility and how easy the site is to use.

We can tidy up an existing frontend or build a new one component by component. We start with the content and what the user needs to do. If an element submits a form, it should behave like a button. If it takes you to another page, it should be a link. Decisions like these make keyboard use, analytics and later maintenance simpler.

Semantic HTML doesn’t replace good UX design or a fast backend. It is the foundation that makes accessibility, responsive design and correct indexing easier to deliver.

Elements such as header, nav, main, article and footer help describe the role of each part of the page. They don’t change the look automatically, but they pass information to the browser, the screen reader and the search engine crawler.

Headings should form a logical outline. One clear H1 describes the topic of the page, H2s divide it into main sections, and lower levels go into detail. We don’t choose an H4 just because it’s the right size: appearance is set in CSS.

With a well-organised structure, users can scan the content faster and the team can add new modules more easily. Semantics also reduces the number of extra ARIA roles needed, because native elements already have defined behaviour.

Much of accessibility starts with correct HTML. A label linked to a form field, a button that works from the keyboard, the right heading order and alternative text for images give the browser the information it needs to work with a screen reader.

ARIA adds to semantics when a native element isn’t enough. It shouldn’t stand in for a button built as a div or patch up a poorly thought-out structure. We use HTML’s own mechanisms first, and only then add the attributes and state handling that are actually needed.

During an audit we don’t rely only on automated reports. We test the keyboard, focus, error messages, zoom and the most important user journeys with assistive technology. An automated tool finds some of the problems, but it can’t judge whether a form is easy to understand or whether the order of the content makes sense.

A form is where a user submits their details, places an order or contacts a company. Every field should have a visible label, the right type and information about the required format. A placeholder can suggest an example, but it doesn’t replace the field’s name.

We show validation messages close to the problem and explain what needs fixing. A red outline alone isn’t enough for someone who can’t tell colours apart or who uses a screen reader. After the form is submitted, focus should move to a summary of errors or a success message.

The right field types also help on mobile devices. The browser can show a suitable keyboard and support autofill. It’s a small decision in the code that genuinely makes the task quicker.

An image should be sized for its place on the page, use a modern format and have its dimensions set in the HTML. The srcset and sizes attributes let the browser download the right file for the screen. Setting the width and height reduces layout shifts while the page loads.

Images below the first screen can be lazy-loaded. The main image of the page usually shouldn’t be delayed this way, because it can worsen LCP (Largest Contentful Paint). Alternative text describes what the image means; for decorative images it stays empty so that screen readers skip them.

Video and audio need controls that work from the keyboard, plus captions or a transcript depending on the material. So optimisation isn’t just about compression. It combines speed with making the content usable in different situations.

The document title, description, headings, links and the right markup help search engines understand a page. A link should say clearly where it leads, and all important content must be present in the code, not only after an interaction that a crawler might not perform.

Structured data can describe an article, a product, an organisation or navigation elements. It must match what the user actually sees. Adding a schema alone doesn’t guarantee a rich result, but correct markup makes it easier for search engines to interpret the data.

SEO also depends on performance, URLs, redirects, canonical tags and how a JavaScript application is rendered. HTML is one part of a bigger picture. During an audit we combine document validation with an analysis of indexing and the site’s real templates.

A framework doesn’t free you from caring about HTML. A Vue or React component ultimately renders elements in the browser, so you still need to look after headings, forms, focus and accessible names. A design system can help with this, as long as shared components have a correct structure and are tested regularly.

In a CMS the problem is often the editor’s freedom. If every field accepts any HTML, the structure quickly becomes inconsistent. We design content modules so that the editor chooses the meaning and the content, and the template generates correct markup. In WordPress you can use blocks or controlled ACF fields for this.

For applications that rely on JavaScript, we check what users and crawlers receive before the scripts run. For content pages the answer may be server-side rendering or static generation. In an internal admin panel, simplicity of deployment may matter more than indexing.

You don’t always have to rewrite the whole site. We can start with the most important templates: the home page, a form, the product list and the checkout process. We’ll check semantics, keyboard navigation, form errors, images and recurring problems in components.

We group fixes by impact and cost. Changing a shared button component can fix many screens, while a one-off exception solves just one case. For a bigger modernisation, we prepare regression tests and roll out changes in stages.

The result is clearer code, easier content editing and fewer barriers for users. We don’t promise search rankings from HTML alone, but we remove the technical obstacles that make indexing and using the site harder.

The scope can include an audit, improving existing templates, building accessible components or creating a new frontend. We’ll agree which pages matter most to your business and start testing with them.

If the project needs to meet WCAG, we’ll set the target level and how it will be checked. If the priority is SEO or Core Web Vitals, we’ll combine the HTML analysis with performance and the way the site is rendered.

Show us the website or application you want to tidy up. We’ll propose a first scope of work based on real problems, not just the score from an automated test.