Imagine you walk into a coffee shop where you can’t see the menu, the counter is out of reach, and there’s no way to call someone over for help. You’d probably walk out, right? This is a lot like what it feels like when people with disabilities try to navigate a website that wasn’t designed with them in mind. Web accessibility isn’t just a technical thing that some folks have to think about; it’s really about making sure everyone can get what they need online, no matter their abilities.
In today’s digital world, the internet is where most of us go to shop, get information, connect with friends, and handle essential tasks like banking. For about 15% of the world’s population—we’re talking over a billion people with disabilities—it’s not always that simple. So, making the internet accessible isn’t just a nice-to-have. It’s as essential as ramps for buildings, captions on videos, or Braille in elevators. Plus, it’s more than a moral call; it’s actually a smart business move and, in many places, a legal requirement.
Now, you might be wondering, “What does accessibility look like on a website?” Good question! It can mean anything from having text that’s readable for those with low vision to making sure all content is easy to access with just a keyboard. Even small changes, like adding captions to videos or using simple, clear navigation, can make a big difference. And it’s not just for those with obvious needs—features that improve accessibility also help parents juggling kids, commuters on noisy trains, and those of us with aging eyesight. It’s about crafting a web that works for everyone, no exceptions.
In this article, we’ll explore why web accessibility matters, both for the people using it and the businesses creating it. We’ll look at some common accessibility challenges, why they’re worth fixing, and dive into some practical steps you can take to make your site open to all. Think of it as building an online space where everyone feels welcome—just like that cozy coffee shop, but for the whole internet.
1. Why Accessibility Should Be a Priority
Think of web accessibility as giving everyone a seat at the table. Imagine a store that has steps at the entrance but no ramp—someone using a wheelchair just can’t get in. In the online world, the “steps” can be anything from missing captions on videos to pages that don’t work with screen readers. When we design websites that are accessible, we’re making sure anyone, regardless of their abilities, can get in and navigate just as easily as everyone else. It’s about inviting all customers in the door.
Equal Access
At its heart, accessibility is about giving people equal access to information, services, and communities online. Right now, a staggering 1 in 4 adults in the U.S. lives with some form of disability that can make the web hard to use. And it’s not just about big disabilities—there are people with temporary situations, like a broken arm or even tired eyes, who also benefit from accessible design.
Accessible websites ensure that everyone can engage fully, whether that means reading articles, shopping for goods, or booking appointments. And by making websites usable for all, businesses are sending a clear message: we value everyone and want everyone to feel welcome.
Legal Compliance and Risk Mitigation
Okay, so inclusivity is important, but there’s also a very practical side to this: the law. Under Title III of the Americans with Disabilities Act (ADA), places of public accommodation must be accessible to people with disabilities. Courts and the U.S. Department of Justice have interpreted ‘public accommodations’ to include not only physical locations but also websites.
In many countries, digital accessibility is a legal requirement. And these rules don’t just apply to government sites or big corporations; increasingly, businesses of all sizes are being called out when they fall short. In fact, 73% of accessibility lawsuits are towards small businesses.
Need a story to bring this home? Take Domino’s Pizza. They got sued because a blind customer couldn’t place an order through their website or app, even with screen-reading software. This lawsuit went all the way to a U.S. appeals court, which ultimately said Domino’s website needed to be accessible, costing them not only legal fees but a major overhaul of their digital platform. And that’s not a one-off. Since accessibility lawsuits are on the rise, companies that skip on accessibility are essentially sitting on a legal time bomb.
Check out this post I recently saw online from a small business owner.
“My small business has been sued for having a website that is inaccessible under the ADA. We use an official Shopify theme and only ever added apps that were approved and marketed as accessible. We never altered any code, and ran a program to make sure our photos have alt tags.
We’ve used Shopify for years, and chose it because keeping our previous in-house-coded website compliant with all the regulations was challenging and we wanted to make sure we did everything properly.The firm suing never made any complaint to us to ask us to fix anything, they just sued. Their “client” has sued dozens of businesses this year alone.
Our lawyer says our only options are to pay or fight, both very expensive. This is heartbreaking to be scammed out of our money, and our employees lose their incomes.
I contacted Shopify and they said to use an “accessibility” app, which the lawsuit says actually makes things worse. I asked Shopify to support us because we only used what they provided, and they showed me their terms of service make them not responsible.”
These lawsuits typically cost tens of thousands of dollars and are increasing every year as they are “low hanging fruit” for the plaintiffs. As a matter of fact, 50% of all the lawsuits come from 31 plaintiff firms which goes to show they won’t stop because they continue to win. Save yourself the worry and potential future hassle of a lawsuit by working with professionals. Book a call here to get started.
Business Benefits: SEO, Brand Image, and Audience Reach
Beyond inclusivity and avoiding lawsuits, accessible design is just good business. Think about it: making your website accessible isn’t just for people with disabilities. It actually benefits a much broader audience, like seniors, people in low-bandwidth areas, or even just folks browsing on their phones with one hand. When you make your site easier to use for everyone, you’re reaching a bigger audience.
And guess what? Google loves accessible sites. Features like alt text for images and clear structure help search engines understand your site better, which can lead to higher rankings. So, by designing with accessibility in mind, you’re not just being inclusive—you’re setting yourself up for more traffic and potentially more customers.
The Click-Away Pound
One final reason to care about accessibility? Lost sales. There’s something called the “click-away pound” in accessibility circles, referring to the revenue lost when users can’t interact with a site. In 2019, companies lost billions because people with disabilities simply “clicked away” from websites that were too hard to use. Imagine someone visiting your store and, because they can’t find the entrance, they just walk away.
Making websites accessible is about removing those barriers, so nobody feels like they have to leave, emphasizing that accessibility is important for all users. It’s not just the right thing to do—it’s a smart, forward-thinking business move.
In short, accessibility isn’t just a “nice-to-have.” It’s a win-win that connects you with more customers, strengthens your brand, and keeps you on the right side of the law.
2. Common Accessibility Challenges and How to Address Them
Web accessibility can seem like a big task, especially if you’re not sure where the issues lie. But don’t worry—here’s a breakdown of some of the most common challenges and simple ways to fix them. Think of these fixes like putting up a “Welcome” sign in different languages: it makes things easier for everyone and creates a more inviting experience.
Low Contrast Text
Ever tried reading fine print in dim lighting? That’s what low-contrast text can feel like to many people. Accessibility guidelines recommend using a contrast ratio of at least 4.5:1 for standard text and 3:1 for large text. This isn’t just for people with low vision; everyone benefits from high-contrast text, especially on mobile screens or in bright sunlight.
Solution: Stick with strong color contrasts. Dark text on a light background or vice versa is your friend! There are also free online tools like the WebAIM Contrast Checker that can quickly show you whether your colors meet the recommended contrast ratios.
Missing Alt Text for Images
Imagine scrolling through a website that’s all photos, but you’re blindfolded. You have no idea what’s there, right? Well, understanding the importance of web accessibility can make a significant difference. That’s what it feels like to people using screen readers when images are missing “alt text.” Alt text is a description added to images that screen readers can vocalize, letting users know what’s in the image without actually seeing it.
Solution: Add short, descriptive alt text to all images. For example, instead of “img123.jpg,” try something like “Golden Retriever puppy playing with a tennis ball.” Descriptive alt text doesn’t just help users with screen readers; it can also improve your SEO, since search engines read alt text too!
Keyboard-Only Navigation
Some people don’t use a mouse, whether due to physical limitations or personal preference. Websites that rely only on mouse navigation—think menus that only open when you hover over them—can be tough for keyboard-only users. These users need to navigate with the tab key, so all links, buttons, and forms should be accessible with just the keyboard.
Solution: Test your site using only the tab key to navigate. Make sure you can reach all the interactive elements, like buttons and links, without touching the mouse. You can also include “skip to content” links at the top of each page, letting keyboard users jump straight to the main part of the page without having to tab through all the menus first.
Missing Form Labels
Forms are another tricky area for accessibility. Ever tried filling out a form where the instructions are confusing or missing? When form fields are unlabeled, it’s even more confusing for screen reader users because they can’t tell what information they’re supposed to enter. Clear labels are like a friendly guide that says, “Hey, this is where your email goes!”
Solution: Label every form field, even if the form seems straightforward, to adhere to accessibility requirements. Instead of placeholders, which disappear as soon as you start typing, use actual labels outside the form fields. Make sure error messages are clear, too—“Invalid entry” doesn’t help much if you don’t know what went wrong. A message like “Please enter a valid email address” is much more helpful.
Unclear Link Text
Ever seen a bunch of links on a page that all say “click here”? It’s not very helpful if you can’t see the rest of the page, is it? Descriptive link text tells users where the link will take them without needing extra context, a standard for web accessibility that benefits all users.
Solution: Use specific language for link text. Instead of “click here,” try something like “Learn more about our services.” This small change makes a big difference for screen reader users and gives all users a better sense of what they’re clicking on.
Pop-Ups Without Warnings
Pop-ups can be disruptive for everyone, especially people using screen readers or keyboard navigation. If a pop-up appears without warning or is difficult to close, it can make navigating a site much harder.
Solution: Use pop-ups sparingly and give users a heads-up before they appear. Ensure every pop-up has a clear “Close” button that’s easy to reach with the keyboard. Avoid making pop-ups the only way to access content, and if you do use them, consider adding a brief description so screen readers can explain what’s happening.
Flashing Content
Content that flashes or blinks at certain speeds can trigger seizures in people with photosensitive epilepsy. It’s a small issue for most users but can be very serious for others.
Solution: Avoid flashing elements, especially if they blink faster than three times per second. If you absolutely need flashing content, include a warning and give users a way to pause it.
By tackling these common issues, you’re creating a more inclusive experience for everyone. Accessibility isn’t about making sites dull or overly simplistic; it’s about ensuring everyone, regardless of their abilities, has a positive and seamless experience on your site. And the best part? Many of these fixes also make sites friendlier, clearer, and even better optimized for search engines.
3. The Benefits of Web Accessibility for Your Business and Customers
Alright, so now that we know what web accessibility is and the common issues that pop up, let’s get to the good stuff—why it’s not just helpful but actually smart for your business. Making your website accessible isn’t just about doing the right thing; it can also boost your brand, attract more customers, and even improve your site’s performance. Let’s break it down.
Reach a Larger Audience
Imagine hosting a party but keeping one room closed off to 20% of your guests. You’d be missing out on great conversations, connections, and, in this case, potential customers. When your site is accessible, you’re welcoming everyone in, including the estimated 1 in 4 U.S. adults who have some form of disability. That’s a big audience with huge buying power that can be overlooked if your site isn’t accessible.
Build Trust and Brand Loyalty
In today’s world, people are paying more attention to a brand’s values. When you show that you’re committed to inclusivity by making your website accessible, it builds trust and goodwill with your audience. Think of it as inviting everyone to the table, showing that you care about all your customers, not just some of them.
People tend to stick with brands that align with their values, and a commitment to accessibility signals that you’re thinking about all kinds of users. Plus, if people share their positive experiences, it can help bring in even more customers.
Stay Legally Compliant and Avoid Costly Penalties
Here’s the reality check: if your site isn’t accessible, you could face legal issues. In the U.S., the Americans with Disabilities Act (ADA) requires businesses to make “reasonable accommodations” for people with disabilities. That includes websites.
Remember the Domino’s Pizza case? A visually impaired customer couldn’t order through their site because it wasn’t screen-reader-friendly, leading to a lawsuit that cost them millions. Making your site accessible helps you stay on the right side of the law, and it’s a proactive step to avoid these kinds of risks.
Improves Conversion Rates and User Retention
When people can easily navigate and interact with your site, they’re more likely to become loyal customers. If your website is a headache to use, people might just click away, or as the industry calls it, “bounce.” Accessibility improvements—like clear navigation, readable text, and easy-to-use forms—can help reduce bounce rates and keep users engaged.
It’s like creating a welcoming, well-organized store that’s easy to browse. When people enjoy the experience, they’re more likely to stick around, explore, and eventually buy.
By making accessibility a priority, you’re not just meeting guidelines or avoiding potential lawsuits—you’re actively creating a space that’s better for everyone, including your business. Accessible websites reach more people, perform better, and foster customer loyalty. It’s a solid business move that also happens to be the right thing to do.
4. Real-World Examples and Success Stories
Let’s look at some real-life stories of companies that made their websites accessible and saw benefits beyond just compliance. It’s not only about following the rules—when businesses get accessibility right, it’s like opening the door to a whole new group of customers who, let’s be honest, deserve just as smooth of an experience as anyone else.
1. Nike: Embracing Accessibility as a Brand Strategy
Nike didn’t wait for a lawsuit. They leaned into accessibility because it fits with their brand’s mission of inclusivity and innovation. Nike’s website is now super accessible, featuring things like keyboard navigation and strong contrast ratios, making it usable for folks with different abilities. What’s cool is that Nike has seen a boost in customer loyalty and brand image as a result—customers notice when a brand cares enough to make the experience better for everyone.
2. Target: Turning a Legal Battle into a Positive Change
Target faced a legal battle back in 2006 when the National Federation of the Blind sued them because parts of their website weren’t accessible to blind users. Target eventually settled, agreed to make their site accessible, and paid out damages. But here’s the cool part—they turned it around by fully embracing accessibility. They saw this as a chance to show they care about all their customers, and since then, they’ve been recognized for their accessibility efforts.
3. Airbnb: Accessibility as Part of Inclusive Design
Airbnb has made accessibility a core part of its platform design, focusing on inclusivity across the board. They even formed an internal team just for accessibility and have made their booking process, maps, and app easy to navigate for people using screen readers and other assistive technologies. By doing this, Airbnb has not only avoided legal issues but also enhanced the experience for everyone, creating a model for accessible, user-friendly digital spaces.
4. The Impact on Smaller Businesses
It’s not just the big names that benefit from accessibility—small businesses see rewards too. There’s a term, “click-away pound,” which refers to the lost revenue when customers with disabilities abandon a site that’s hard to use. One study found that businesses in the UK lost over £17 billion annually due to inaccessible sites. Imagine if even a small percentage of that could be reclaimed by making a site easier to navigate. That’s real money on the table for small businesses!
Takeaway: Accessibility = A Bigger, Happier Audience
The lesson from these examples is clear: when websites prioritize accessibility, it not only prevents potential legal issues but also invites more people to engage, increasing customer loyalty and even improving the company’s public image. So, making these changes isn’t just a nice-to-have; it’s a genuine business move that makes a real difference for both users and companies alike.
5. How to Get Started with Web Accessibility on Your Site
So, you’re sold on the benefits of accessibility and ready to make some changes. But where do you start? It might seem like a lot to tackle, but choosing the right team to work with will make the process easier.
Many agencies will talk about accessibility, but accessibility starts in the code. Websites that are improperly or sloppily coded can not be made accessible without fixing the code first. You may have visited a website before with an accessibility widget on it. Well, while that might make it appear to be accessible because of the widget…if the website is not properly built you are still at risk and possibly even higher risk than without the widget. Why higher? Because it’s easy to find websites that use these widgets and the plaintiff firms know that they are still unlikely to be accessible.
If you made it this far into the article, kudos to you! You now know more about website accessibility than most agency owners out there. That said, it’s not the easiest thing to implement if you’re not an expert. Reach out to us today to get a free digital audit.
So, as you move forward, keep this in mind: each step toward accessibility is a step toward a better, more inclusive web. Not only are you doing right by your users, but you’re also investing in a future where your business reaches and resonates with a broader, more loyal audience. And that’s a win-win for everyone.