Don't exclude customers: the business case for website accessibility

What does an inaccessible website look like?

When accessibility is ignored, real barriers are created. The research highlights several common oversights that companies make:

• Low colour contrast: If there isn't enough contrast between text and its background, it can be incredibly difficult for users with visual impairments to read. The research points to examples like major streaming services sometimes having this issue, making content hard to decipher.

• Missing alternative text for images: Images can convey a lot of information, but for someone using a screen reader (software that reads out web content), an image without descriptive "alt text" is essentially invisible. They miss out on the context or information the image provides.

• Inadequate keyboard navigation: Many users cannot use a mouse due to motor impairments or other reasons, relying instead on a keyboard to navigate websites. If a site isn't built to support keyboard-only navigation, these users can get stuck, unable to access menus, click buttons, or fill out forms.

• Interactive elements too close together: For users with motor impairments, trying to click a small button or link that’s positioned too close to another interactive element can be frustrating and lead to errors.

These are just a few examples, but they illustrate how design and development choices can unintentionally exclude people.

Why accessibility is a business imperative, not just a 'nice-to-have'

Neglecting accessibility doesn't just create a poor experience for some; it has broader consequences and, conversely, embracing it offers significant benefits:

1. Expand your reach: When your website isn't accessible, you're effectively closing the door on a "significant portion of the potential audience," as the research notes. People with disabilities represent a large group of consumers with spending power. Why limit your customer base?

2. Enhance your brand reputation: Companies that demonstrate a commitment to inclusivity and accessibility are viewed more positively. It shows you care about all your customers. Conversely, ignoring it can "damage brand reputation."

3. Mitigate legal risks: Globally, and certainly here in Europe with regulations like the EU Web Accessibility Directive (which mandates accessibility for public sector bodies), there's a growing legal emphasis on digital accessibility. Failing to provide an accessible experience can "potentially lead to legal challenges." While not all businesses are directly covered by current mandates, adhering to accessibility standards is becoming an expectation.

4. Improve user experience for everyone: Many practices that improve accessibility also enhance usability for all users. Clear layouts, readable fonts, predictable navigation, and captions on videos benefit everyone, not just those with specific disabilities. It contributes to a more robust and user-friendly site overall.

Taking the first steps towards an inclusive website

So, how do you start making your website more accessible? The internationally recognized standard is the Web Content Accessibility Guidelines (WCAG). The research highlights that "adherence to established guidelines like the WCAG is often overlooked, despite being crucial for inclusive design."

Aiming to meet WCAG standards is the best way to ensure your website is robust, usable, and accessible to the widest possible audience. It provides a clear framework and specific criteria to work towards.

Building an inclusive digital future

Creating an accessible website isn't just about compliance or avoiding problems; it’s about genuinely wanting to connect with all your potential customers. It’s an investment in better design, broader reach, and a stronger brand.

Is your website truly open to everyone? If you're unsure or want to improve, we can help you assess your current site and build an inclusive experience from the ground up.

Next in our series, we'll be zeroing in on specific frustrations that can plague e-commerce websites. Stay tuned!

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