In 2017, I was a digital strategy consultant working with businesses of all sizes and types. I received a call from a company that needed help dealing with a crisis: they received notice of litigation for a non-compliant website. They had little knowledge about accessibility requirements and their role in ensuring their website was accessible. Between attorney fees, the settlement agreement, and the cost to remediate issues found on the website, they estimated the total cost to be between $75k-$100k.
Fast forward to today. I’m at Amp and thankful that there is heightened awareness in organizations of all sizes around web accessibility. Because of this, we’re experiencing a surge in questions from clients about compliance.
The most common center around legal and regulatory requirements, such as the Americans with Disabilities Act (ADA) and the Web Content Accessibility Guidelines (WCAG). And we understand why: no company wants to find itself on the wrong end of a lawsuit.
But there’s more to know about web accessibility and its benefits, so let’s get to it.
Why is accessibility important for websites?
Accessibility ensures that everyone, including people with disabilities, can access and use your website. From a technical perspective, it provides equal access to your information and services for individuals with vision, hearing, motor, cognitive, and neurological impairments. Equally important is that companies have an ethical responsibility to ensure that their website is open for everyone.
How do I know if people with disabilities are visiting my website?
The CDC reports that in the U.S. one in four adults have a disability. Given these numbers, it’s highly likely that people with disabilities are visiting your website. So, if you receive 1,000 visitors per day, 250 of those may not feel welcome if your website isn’t accessible. (And they’re not coming back.)
If you’re looking for a “real” number for your website, the answer is more complicated. Due to the way screen readers and other assistive technology interact with your site, they are not detected in analytics reports the way that mobile and desktop devices are. But there’s also privacy and ethical concerns about tracking users with disabilities. The sheer number of people with disabilities who would benefit should persuade every website owner to make sure their site is accessible.
What barriers are people with disabilities facing when coming to my website?
Some of the most common website accessibility barriers we see are poor color contrast, a lack of alt text for images, forms that don’t provide proper labels or error messages, menus that can’t be used with a keyboard, scrolling or moving content without a pause button, and videos without captions. These and other issues can make it difficult or impossible for users with disabilities and can be easily uncovered with an accessibility audit.
Legally, does my site need to be accessible?
We’re not attorneys, so we’re not qualified to advise on legal matters. What we can say is that WCAG is the standard for organizations to uphold for web accessibility compliance and a way to help mitigate your risk for legal action. (For help understanding how the ADA and other laws pertain to your particular situation, we recommend that you consult with your own legal counsel.)
Are there other benefits of having an accessible website?
So many, but here are a few. An accessible website provides a better overall user experience – for those with disabilities and those without – which ultimately leads to better business outcomes. Accessible checkout process? More sales. Easy contact form? More leads.
Improved accessibility can enhance your SEO efforts due to things such as better page organization, image alt text, and clear navigation (to name just a few). And when people land on your website, those efforts pay off in increased engagement and brand loyalty. You will be remembered as a company easy to do business with.
And finally, demonstrating a commitment to ethical and social responsibility leaves a favorable brand impression on all your visitors – providing a competitive advantage all organizations crave. Expanding your customer base to those who trust you can have a positive impact on your bottom line.
How can I get my company to prioritize accessibility?
Accessibility is no longer a “nice to have” for your website. Aside from the legal issues, there’s a business case that includes increased market reach, improved SEO, and enhanced customer satisfaction. Accessibility reflects a commitment to social responsibility – values that will resonate with customers and employees, many who may also benefit from inclusive digital experiences in your company.
How can I get started making my website more accessible?
Just asking this question is the first step! We recommend starting with an accessibility audit to identify areas of non-compliance. From there, you can prioritize issues based on their impact and complexity, and formulate a plan to remediate necessary changes. Keep in mind that remediation can be done in a single initiative or in a phased approach, whichever works best for you. We also strongly recommend running a usability test by people with disabilities who use screen readers or other assistive technology. And finally, training internal stakeholders how to keep your site in compliance as they add new content is important. (Bonus: we can help with all of this.)
Conclusion
There you go. Having an accessible website is about making a better experience for everyone who visits. So when the subject of accessibility comes up again, you’re now armed with the information you need.
Do you have a question about accessibility that I haven’t answered? Send me an email, and let’s talk.
Amp’s accessibility services include consulting, training, audits and remediation, and usability testing. Contact us for more information about helping you achieve accessibility compliance for your website.
