With digitization increasingly at the forefront of business, your website is often the first interaction customers have with you. However, for millions of people with disabilities, inaccessible websites can be deal breakers.
The Legal Landscape of Website Accessibility
Worldwide, approximately 1.3 billion people have some form of significant disability. The legality surrounding website accessibility is becoming more rigid as governments recognize the importance of digital inclusion. Understanding these laws is crucial for small business owners to avoid costly penalties and protect your brand’s reputation.
In the United States, the Americans with Disabilities Act (ADA) is the primary legislation governing website accessibility. Although it doesn’t specifically mention such pages, courts have widely applied to digital platforms, especially for entities classified as “places of public accommodation.” Failing to comply can result in website accessibility lawsuits, with companies of all sizes facing significant legal fees and settlements. There were more than 4,000 suits filed in 2021 due to accessibility violations — a massive increase from 800 in 2017.
The Benefits of Website Accessibility for Small Businesses
Investing in website accessibility is a smart move. Here’s why accessibility can be a game-changer for your small business website.
Expanded Customer Base
Considering over one billion people live with some form of disability, accessibility is a critical factor for market growth. By ensuring your website is user-friendly for everyone, you tap into a diverse and underserved customer base, potentially increasing sales and loyalty.
Improved User Experience
An accessible website enhances the experience for all visitors. Features like easy navigation, readable text, clear contrast and multimedia additions like captions improve your website’s usability across the board. A better user experience means more satisfied customers, longer site visits, and a higher likelihood of conversions, whether it’s making a purchase, signing up for a newsletter, following on social media or getting in touch.
Reduced Legal Risks
Failing to meet standards can result in costly website accessibility lawsuits and reputation damage. By ensuring your website is accessible, you mitigate the risk of legal action under laws like the ADA, saving you from fines and legal fees and strengthening your reputation as a company that cares about its customers.
Better SEO
Accessibility features can positively impact your search engine optimization (SEO). For example, providing alt text for images, ensuring proper HTML markup, and using clear, descriptive links help search engines better understand and index your content.
Increased Brand Loyalty and Trust
Businesses that prioritize accessibility demonstrate a commitment to inclusivity, which can foster trust and long-term loyalty. People appreciate brands that care about their needs and accessibility shows you value all potential buyers, regardless of their abilities.
An enterprise that’s seen as socially responsible tends to attract customers who share these values, encouraging repeat business and positive word-of-mouth. In a recent study, 60% of retailers prioritizing digital accessibility saw an increase in consumer loyalty.
Competitive Edge
Although website accessibility is becoming more common, many small businesses still overlook it. By making it a priority, you can set yourself apart from competitors who may not be as inclusive. People are more likely to choose a company that makes navigating and interacting with its website easy.
Common Web Accessibility Barriers
Despite the importance of website accessibility, many businesses still overlook key elements, which can create barriers for users with disabilities. Here are some of the most common issues.
Lack of Keyboard Navigation
Many sites rely heavily on mouse interactions, making it difficult for those with mobility impairments or those who use keyboard-only navigation to access important content. Without the ability to tab through a website’s elements, they may become frustrated and abandon the site.
Missing or Poor Alt Text for Images
Alt text describes an image for people who utilize screen readers due to visual impairments. If graphics are missing alt text or the text is too vague, screen readers can miss crucial information. This can significantly impair the user experience, particularly on e-commerce sites where visuals are essential for product selection.
Insufficient Color Contrast
Text that doesn’t stand out enough from the background can be complicated to read for those with visual impairments like color blindness. Low contrast can also cause eyestrain and make navigation difficult for many, reducing your site’s usability.
Non-Descriptive Linking Text
Linking text that isn’t descriptive or lacks context — like “click here” or “read more” — doesn’t provide sufficient information. For people using screen readers, these vague links can be confusing and make it hard to understand their purpose.
Poorly Structured Content
Websites that don’t use proper heading tags like H1 or H2 or lack clear content organization can be difficult to navigate, especially for users with cognitive disabilities or those relying on screen readers. Without proper structure, the page can feel disjoined and overwhelming, making it harder to find key information.
Inaccessible Media
Videos, audio files and other media elements often lack captions, transcripts or audio descriptions, making accessing the content impossible for those with hearing or visual impairments.
How to Improve Your Website Accessibility
Improving your website’s accessibility doesn’t have to be overwhelming. Here are some straightforward steps you can take:
- Implement keyboard navigation: Make sure someone can navigate your website with a keyboard alone. Use the “Tab” key to test that all elements are clickable without a mouse.
- Provide descriptive alt text for pictures: Add clear alt text describing the content or function of all images and graphics. This helps screen readers convey information to users who can’t see it.
- Use high-contrast colors for text and backgrounds: Ensure text contrasts nicely with its background to improve readability for people with visual impairments. Avoid relying on color alone to convey meaning.
- Write descriptive linking text: Use clear descriptive text for links like “Learn more about our services” instead of vague terms like “click here.” This helps screen reader users navigate more easily.
- Organize content with proper headings: Structure your content using proper heading tags like H1, H2 and H3. This makes your page easier for screen readers to navigate and improves overall readability.
- Add captions and transcripts: Videos should have captions, and a transcript should be available for audio content. These features ensure users with hearing impairments can access your media.
- Conduct a website accessibility audit: Regularly test your website with accessibility tools like WAVE or AXE to identify and fix issues. Manual testing with screen readers can also ensure a better browsing experience.
Accessibility Is Crucial to Success
While accessibility is a moral and legal obligation, it’s also a smart business strategy. By making your website accessible, you unlock new opportunities and promote growth for your small business.
Jack Shaw, editor of Modded and author of numerous articles on business success and self-improvement, seeks to inspire readers with his practical tips and strategies for growth. His writings can be found on Innovation News Network, EPS News and more.
Website accessibility stock image by Ground Picture/Shutterstock