fbpx

Accessly

Websites that work for people of all abilities

Juliana Blackett

Juliana Blackett

About Juliana Blackett

Passionate about making the web more accessible for people with disabilities, while providing business owners with a pain-free and more affordable way to do good in their communities, increase their customer reach, and reduce their risk of litigation.

Connect with Juliana on LinkedIn

Digital Accessibility: An Opportunity for Business Leaders to Thrive in Challenging Times

By Leave a Comment

Digital accessibility means making your digital products (websites, mobile apps and other digital tools and technologies) accessible to everyone, including those with disabilities.

In these unpredictable and unprecedented times, many people with disabilities are bearing the brunt of all the negative effects.

So, now is the perfect time for founders and business leaders to take digital accessibility seriously.

There are 3 reasons you should use this as an opportunity to emerge from these challenging times stronger than before:

1.   COVID-19 has disproportionately impacted people with disabilities and they need digital accessibility now more than ever.

In a recent survey by Flatten Inaccessibility, 60% of the people with disabilities with one or more underlying health conditions felt they would be particularly vulnerable if exposed to COVID-19.

As a result, most were very concerned about the risks associated with touching things in public like elevator panels or restroom doors to check signage (think of someone blind navigating these scenarios), as well as taking public transit, paratransit, taxis, and/or rideshare services such as Uber or Lyft.

And, although over 90% had internet access at home and owned a smartphone, most encountered issues with digital access impacting their ability to work from home, access online education, and take care of basic necessities like ordering groceries online.

In other words, digital inaccessibility during COVID-19 has put people with disabilities in an even more precarious position, where endangering their health and safety is often necessary to access services they want or need like everyone else.

Therefore, businesses should be asking “is my product or service accessible to all, including people with disabilities?”

More importantly, if your product or service is designed to enhance the lives of the people you serve, then who are you putting at a disadvantage when your product or service is not accessible?

And what impact could that have on the course of their life… on their access to opportunities for growth, independence, education, health and prosperity?

Thriving in business during this time is about leading with empathy.

It’s about answering questions like, “What can I do to help?” and “How can I do a better job of serving?”.

Not necessarily, “What can I do to change the world?”.

But rather, “What can my brand do to create a more inclusive experience and add value to the lives of everyone I reach?”.

A good place to start is in making sure that whatever you’re designing, building and selling can be used by all, including people with disabilities.

That includes your products, services, apps, website, videos, podcasts, PDFs and everything you use to market and deliver whatever it is you sell.

Those that lead with empathy and take the needs of people with disabilities  seriously will be actively rewarded with the loyalty of not only people with disabilities, but their friends, family, and everyone who recognizes that inclusion is not optional.

Those who don’t will be sidelined.

Or worse, kicked out of the game altogether, which brings me to reason #2:

2. Digital accessibility lawsuits were steadily increasing before the pandemic

And will likely increase even more as we start to settle into a new “COVID-19 normal”.

Now is the time to make sure that your business isn’t vulnerable to a disability discrimination lawsuit.

The world is not yet fully out of lockdown, but the lawsuit brought against Duke University by the National Federation of the Blind and Mary Fernandez, a blind MBA student at Duke, is definitely out of lockdown.

Duke University was sued for failing to ensure that blind students can properly access digital content on an equal basis with students without disabilities.

According to Virginia Knowlton Marcus, CEO of Disability Rights North Carolina,

“The failure to provide blind students with timely, accessible course materials and career services not only harms their educational experience, it puts their future career and economic self-sufficiency at risk.”

Again, this ties into the systemic effects that a lack of access has had on people with disabilities. Access to information. Access to goods and services. Access to education. Access to healthcare. Access to enlightening experiences.

A lack of access to these things means the difference between poverty and prosperity. It means the difference between having options and having none.

So it is reasonable to expect that these issues will continue to be fought in courts.

In case you don’t know, digital accessibility lawsuits in the USA increased more than 3600% in the 4 short years between 2015 and 2018.

More and more countries are adopting laws and policies that require  businesses to make their websites and digital assets accessible to people with disabilities.

People with disabilities view it as a human right. So does the United Nations.

So as long as businesses fail to recognize this, the lawsuits will continue to pile up.

Making sure your business is not caught in the lawsuit pile-on is a wise move. Litigation is the last thing most businesses are in a position to afford right now.

But if you’re still not convinced that this is the right time to put digital accessibility first, consider this:

3. Disability is a $4.5 trillion market in the US, and an $8 trillion market globally.

Here is a breakdown of the statistics, according to The Global Economics of Disability 2016 report by Return on Disability:

In the USA,

  • 1 in 4 people have a disability… Almost 65 million people.
  • They control roughly $645 billion in disposable income.
  • But when you add the purchasing power of their friends, caregivers and family, that number jumps to more than $4.5 trillion.

And globally,

  • 1 in 5 people have a disability… Over 1 billion people.
  • They control roughly $1.2 trillion in disposable income.
  • But when you add the purchasing power of their friends, caregivers and family, that number is more than $8 trillion.

$8 trillion is also the anticipated economic cost of COVID-19 over the next TEN years in the US alone.

But most businesses are clueless to the fact that this same figure… $8 trillion…  represents the global ANNUAL economic purchasing power of people with disabilities and those that love them, care for them and spend on behalf of them.

That doesn’t even include the purchasing power of baby boomers, the group with the largest disposable income, and the fact that they are also approaching their senior years, where the likelihood of developing a disability significantly increases.

So for businesses that are clued in, there is a MASSIVE opportunity.

For example, companies like Zoom have been doing exceedingly well during this pandemic, not only because of the rise in the need for online web conferencing, but because of the usability of the product which was built with accessibility in mind.

Zoom was one of the top ten most-downloaded apps worldwide in March 2020, with daily active users jumping from 10 million to over 200 million in just 3 months. None of their competitors made the top ten.

They have built a reputation among people with disabilities as a company that has focused on accessibility, ease of use and inclusion, and are firmly entrenched in this $8 trillion market as an accessible go-to vendor. Many of their key competitors are not.

The lesson is simple. It’s smart business to build brand loyalty and increase market share by being socially and ethically responsible,  developing products that meet the needs of people with disabilities and marketing your products and services to people with disabilities.

In this day and age, it’s just bad business to do otherwise.

In Conclusion

Whether you’re a startup founder, small business or large corporation, the current state of affairs is one in which there is no playbook on how to adjust or manage, let alone thrive.

But as a wise man once said, the shrewd one sees the danger and takes the necessary protective action.

Any business that wants to weather this storm and come out on the side of the “new normal” in a stronger position, is wise to put the wants, needs, and rights of the people they aim to serve first.

Not profits first… not bottom line first… people first… all people.

Failing to do so means putting your business in danger for all the reasons outlined above.

The businesses that not only survive, but thrive will be:

  1. The businesses that lead with empathy.
  2. The businesses that demonstrate they care about inclusion.
  3. The businesses that work hard to give value to people first, recognizing that in doing so, the profits will follow.

We are in an era where demonstrating corporate social responsibility should no longer take a backseat. Instead of adding it to the mix once you “get off the ground”, build it in from the ground up.

It is a mindset shift that should be baked into the way you do business. Each and every day.

Digital accessibility is one of the simple, key initiatives that you can  implement as part of that commitment to be socially responsible.

So if you haven’t done so already, take a look at how you can build accessibility and inclusive design into the very essence of the way you do business at every stage: from ideating, to research, to product/service design, to testing, to marketing, to delivery, to support.

Research the topic of digital accessibility, and look for ways that your business can better serve the needs of all and add value to a wider market.

Do it now, not later.

Do it now.

Customer loyalty towards your brand will follow… and so will the profits.

Ontario Businesses: Are You Ready for Mandatory WCAG Compliance? (by New Year’s Day 2021)

By Leave a Comment

If you’re a business in Ontario, Canada with 50 or more employees, you must make your website WCAG 2.0 AA compliant by January 1, 2021. And even if your business has less than 50 employees, you should still seriously consider it.

Why?

Because the Accessibility for Ontarians with Disabilities Act (AODA) requires some, and strongly encourages others, to make their websites accessible by following WCAG.

But what does WCAG compliance even mean?

In this post, we’ll break down the answers to those questions in terms that are easy to follow and understand.

Because truth be told, this stuff is a bit techie, even for the most experienced web developers.

So, what is WCAG?

Usually pronounced “Wuhcag”, or depending on your accent, you might say “Wihcag”, WCAG is an ISO International Standard that stands for Web Content Accessibility Guidelines.

It’s basically a long list of standards that tells web developers how to make websites and apps that people with different disabilities can actually use.

WCAG standards were written specifically to address the needs of people with disabilities, but a positive side effect is that website accessibility improves the browsing experience for everyone.

Think of automatic door openers, curb cuts (read the interesting history about them here), and ramps… all made for people with disabilities, but of benefit to everyone.

The most current standard is WCAG 2.1.

When the AODA came into effect, WCAG 2.1 hadn’t been published yet. That’s why the AODA refers to WCAG 2.0.

This will likely be updated in the future though, so it makes sense to go ahead and aim for WCAG 2.1 compliance.

And finally there are 3 levels of WCAG.

  • A – basic bare-bones accessibility.
  • AA – the benchmark standard for accessibility.
  • AAA – accessibility on steroids.

So, the level you need to achieve to be AODA-compliant is WCAG 2.0 (well, really 2.1) AA.

Who created WCAG?

WCAG was created by W3C (World Wide Web Consortium).

W3C was founded by the inventor of the web, Tim Berners-Lee, and it’s responsible for creating web standards in general.

Within W3C, the Accessibility Guidelines Working Group (AG WG) has the job of developing and maintaining WCAG.

The AG WG currently consists of almost 150 experts from around the world, many of whom have disabilities themselves.

Feel free to check out who currently make up the Accessibility Guidelines Working Group.

You’ll see why WCAG is the benchmark for accessibility and incorporated into laws like the AODA in Canada and others around the world.

Let’s put it this way. WCAG wasn’t developed by amateurs.

How do you know if your website is WCAG-compliant?

Simple.

When you built your website, did you discuss accessibility with your web developer or designer?

Was accessibility a requirement when choosing who to build AND maintain your website?

Have you ever conducted any type of accessibility testing on your website?

A laptop computer showing website code

If you answered “No” to any of the questions above, it’s safe to say:

Your website is not accessible, and it’s not WCAG-compliant.

And even if you answered yes to any of those questions, your website may still not be WCAG-compliant.

To put this in perspective for you, 98% of websites are not WCAG-compliant.

In 2019 and 2020, WebAim.org confirmed this in their annual tests performed on the top 1 million websites.

But WebAim’s testing tool can only pick up 20 – 30% of accessibility issues, so the truth about the state of website accessibility is definitely far bleaker.

So if you didn’t build your website with accessibility in mind, it’s not accessible.

Furthermore, if you haven’t been maintaining your website with accessibility in mind, it’s not accessible.

And that means it’s not WCAG-compliant, and it’s not AODA-compliant either.

But why should you care about WCAG-compliance (other than the obvious reasons)?

Well first let’s talk about the obvious reason.

In this context, the obvious reason why it matters is that it’s the law in Ontario.

If you’re reading this far, your company likely fits into the bucket of companies that must comply with AODA website compliance. That means you have 50 or more employees.

That also means that every 3 years you have to file a compliance report confirming your business is in compliance.

If you don’t submit the report, you could be audited.

And if you do submit the report, you could still be audited.

So the safest thing to do is to make sure you comply.

While the body responsible for enforcing the AODA will be somewhat lenient at first, repeated offences could result in AODA fines of up to $100,000 per day.

Let’s be real.

It’s really not worth it to go down this road.

But why else should you care?

Here’s the most important reason:

People with disabilities deserve equal access like everyone else.

When you make your website accessible, it allows people with disabilities to take advantage of information, opportunities, and experiences that make their lives better.

It allows them to be independent.

To feel a powerful sense of self-worth.

To thrive and realize their full potential within communities that do not put limits on what they can accomplish or on the contributions they can make to advancing their communities.

This affects people who:

  • are blind or have low vision,
  • are Deaf or hard of hearing,
  • have dexterity or mobility impairments, and
  • have cognitive challenges like dyslexia and autism.

And it even affects those who are simply growing old and naturally experiencing the nuisances of aging bodies.

While many people are born with disabilities, there are millions who either gradually develop or suddenly attain a disability from an accident, an infection, a disease, or a whole host of other reasons.

The truth is, sooner or later, disability affects us all.

But the silver lining is that technology can provide the ability to empower and overcome for people with disabilities.

In the accessibility world, I have met people who, in spite of their disabilities, have been able to accomplish far more than most of us dare dream of accomplishing.

They are an inspiration.

Accessible technology makes it possible for them to be an inspiration.

Case in point: Meet Christina Mallon.

Watch the video below and see the impact of inclusive technology on Christina’s life as someone with a disability. In turn, accessible technology helps Christina to have an impact on the world.

Christina Mallon and the impact of inclusive technology

So if you’re a business owner in Ontario, don’t look at the AODA law as a nuisance.

Don’t look at WCAG-compliance as another inconvenient hassle or expense.

Instead, embrace accessibility.

And be proud to be a part of the first province in Canada that’s committed to making its communities fully accessible by 2025.

In every aspect of life: at school, at work, in public spaces and online.

Learn how the AODA applies to your business. Take our quiz.

An accessible website lets you have your cake and eat it too! (Part 2)

By 1 Comment

In this post, I plan to tell you why having an accessible (or ADA compliant) website, that is, a website that people with disabilities can use and use well, can be oh so tasty and delicious.

In part one of this series, I likened making your website accessible to eating a nutritious (even if not so appetizing) meal.

Why not so appetizing?

Because in most cases, achieving an accessible website can mean additional effort, expertise and/or expense that you may not have anticipated for the development and maintenance of your website. 

But I also likened the benefits of doing so to the reward of indulging in a decadent, mouthwatering, 4-layer slice of cake.

In each layer of that moist yummy cake, website accessibility promises a huge benefit to your business. 

…Such as being able to better serve all your customers and tap into the $8 trillion global market made up of people with disabilities, their family and friends (also covered in part one).

But here’s an important benefit baked into another one of those delicious layers of cake:

Making your website accessible helps you reduce your risk of disability discrimination lawsuits and fines.

Website accessibility is one of the most litigated website issues in the USA, and for good reason.

Access to the information, goods and services provided by websites today is something that most of us can’t live without. 

Just think.

When was the last time you went 48 or even 24 hours without access to the web?

The internet is such an integral part of our lives.

But for many people with disabilities, adequate access to websites has been an ongoing thorn in their side… 

Something they need to access for the same reasons as everyone else:

  • Information
  • Work
  • Education
  • Healthcare
  • Entertainment
  • Social connection
  • Gaming
  • The list goes on…

But something to which they have been denied equal access. 

More than 98% of the web is not accessible to people with disabilities, a situation that puts them at a disadvantage and negatively impacts their quality of life.

It’s for this reason that the United Nations Convention on the Rights of Persons with Disabilities (CRPD) has stated that access to the internet is a human right.

And it’s for this reason that people with disabilities and organizations that advocate for their needs, have turned up the litigation heat on businesses who have a responsibility to ensure that people with disabilities can access their services online too.

Many business owners have learned this the hard way.

The Americans with Disabilities Act and how it applies to website accessibility 

In July 2020, the Americans with Disabilities Act (ADA) will be celebrating 30 years since its inception in 1990.

In 1990, the internet wasn’t really a thing… not to the general public anyway.

Back then, I was still in high school. Words that meant something to me were “Nintendo” and “The Fresh Prince of Bel-Air”. 

“Website” and “internet” didn’t mean a thing to me, or anyone else for that matter.

The first website didn’t go live until 1991.

But back then, accessibility for people with disabilities was just as important as it is today. 

It was important that people with disabilities be given the same access to information, goods and services as everyone else.

Access to opportunities to live life to the fullest extent of their abilities. 

And so the ADA was born.

An excerpt from ADA National Network states:

The ADA […] prohibits discrimination against individuals with disabilities in all areas of public life, including jobs, schools, transportation, and all public and private places that are open to the general public. The purpose of the law is to make sure that people with disabilities have the same rights and opportunities as everyone else.

So although the internet wasn’t open to the public in 1990, and it isn’t specifically mentioned in the ADA, the intention is clear. 

To ensure that people with disabilities are not left out or left behind.

It is undeniable that the internet is indeed a public space that allows people the opportunity to sustain and enhance all areas of life.

This means it is very difficult to argue that denying people with disabilities access to the internet, isn’t discriminatory and therefore against the ADA. 

As a result, lawsuits against businesses that fail to make their websites ADA compliant along with other digital assets (such as apps, videos, audio files and documents), continue to increase.

This is not an issue that is going away. 

Just like all other issues related to diversity and inclusion, as a business owner, sooner or later you will need to take the steps to make your website and all other digital content available to people with disabilities and compliant with the ADA.

Sooner, rather than later. 

The longer you wait, the higher your risk of being the subject of an ADA discrimination lawsuit.

Several other countries have already made specific laws regarding digital accessibility, including Canada.

In Ontario, Canada, for example, the Accessibility for Ontarians with Disabilities Act (AODA) has outlined steps that businesses must take to be accessible online. 

The AODA states that businesses with 50 or more employees must make their websites compliant with the global benchmark standard for website accessibility: WCAG (which stands for Web Content Accessibility Guidelines) 2.0 AA. 

And businesses with less than 50 employees must provide people with disabilities with accessible information if requested. So an accessible website is still a worthwhile investment although not explicitly mandated.

In addition, Ontario businesses with 20 or more employees must submit mandatory compliance reports every 3 years.

These reports confirm that they have met their current accessibility requirements under the AODA.

Even after submitting the report, a business could face an audit to ensure they have truly met the requirements.

Businesses that don’t comply with the act, including failing to submit compliance reports, could face enforcement including AODA financial penalties ranging from $200 to $100,000 per day, depending on the history and severity of the offence. 

The worst case scenario for directors and officers with fiduciary responsibility of a corporation that has repeatedly and severely failed to comply with the AODA is fines of up to $50,000 per day.

Ontario has pledged to have an accessible province by 2025, and the AODA demonstrates its commitment to achieving that promise.

Ontario has led the way.

But other Canadian provinces have followed suit including Nova Scotia, Manitoba and other provinces soon to be added. 

Likely, it is only a matter of time before the United States does the same, but until then, the intent of the ADA law is unmistakable and unambiguous:

Include people with disabilities in whatever it is that you provide to the public.

Make your business website accessible to reduce your exposure to these lawsuits and fines.

Think about it this way:

  • What do you think would happen if you distributed flyers in front of your store, but only gave flyers to people of a particular race?
  • Or put a sign on the front door of your business stating you only served people of a particular gender?
  • Or answered your business phone with a greeting that you only serve people of a particular religion?

It’s not hard to predict that your days in business would be numbered, or at the very least, your days as a reputable business. 

 On the other hand, your days in court would be lengthy.

Serving your customers with disabilities is no different. 

Just as discrimination based on race, religion, age or gender is unlawful, disability discrimination, both offline and online, is too. 

Within 5 seconds of using your website, someone with a disability will know whether your site was built with inclusion in mind or not. 

The question is, 

Will you turn your nose up at that healthy accessibility meal, and keep your business exposed on the side of the table that attracts discrimination lawsuits and hefty fines?

Or…

Will you wolf down accessibility, and experience the delicious peace of mind in knowing your business is including people with disabilities and ADA compliant?

Will you have your cake and eat it too?

It’s 100% up to you.

8 Questions About Website Accessibility That Every Small Business Owner Should Consider

By Leave a Comment

Global Accessibility Awareness Day (#GAAD) takes places every year on the 3rd Thursday in May, and it’s the perfect day to raise awareness about website accessibility.

The mission of GAAD is this:

To get everyone talking, thinking and learning about digital access/inclusion and people with different disabilities.

GAAD is probably one of the most exciting weeks in the world of accessibility. For the past week, I’ve been immersed in the fascinating world of accessibility webinars, podcasts and courses, where there is so much to learn and be inspired by.

But back in the “mainstream” world, many small business owners still don’t know that digital accessibility is a thing.

Many still don’t know that people with disabilities can use websites and the internet, or how they do it.

It’s one of the reasons more than 98% of websites are still not accessible to people with disabilities.

That’s why we wanted to celebrate GAAD by sticking to the basics and raising awareness about:

  1. WHAT is website accessibility?
  2. WHO does it impact?
  3. HOW does it impact them?

Because accessibility is really about the people.

So here are 8 questions posed by 8 people (fictional, of course) with different disabilities.

If you answer “no” to any of these questions, then website accessibility is something you’ll want to address as soon as possible on your business website.

A professionally dressed blind man walking down the street

QUESTION #1:

“I’m blind. Does your website work with my screen reader?”

Ever wondered how someone who is blind uses a website?

Many use screen readers to read the content of a webpage to them.

But if your website isn’t accessible, it becomes next to impossible for them to make sense of your website’s navigation, text, images and other elements like forms, buttons and links.

A smiling older woman wearing glasses depicting someone with low vision

QUESTION #2:

“I have low vision. Does your website text have a high contrast?”

Colour contrast is one of the easiest accessibility issues to fix, yet it’s one of the most common accessibility issues on websites. 

Most designers choose website colours based mainly on how the colours look together. But light text on a light background is hard to read… for anyone. For someone with low vision, it’s virtually impossible. 

Want to make your site a bit more friendly to people with disabilities? Bump up that contrast!

A young girl holding her hand to her ear and smiling depicting someone who is deaf

QUESTION #3:

“I’m Deaf. Does your website have video captions I can read?”

Most of us have used captions or subtitles at some time or other while watching Netflix or a Youtube video.

But while they’re a nice-to-have for non-disabled people, they’re a must-have for anyone who is deaf.

If you have videos on your website, have they been made accessible with captions?

A smiling woman with grey hair wearing glasses depicting someone who is hard of hearing

QUESTION #4:

“I’m hard of hearing. Does your website have audio transcripts?”

A transcript is a written version of audio or video content.

Not only are they necessary to people who are deaf or hard of hearing, they’re also useful in situations where audio must be turned down or when you just prefer to read.

The bonus is that search engines love transcripts!

So if you’re making podcasts or vlogs, transcripts are essential.

A girl in a wheelchair with a scarf on her head

QUESTION #5:

“I’m an amputee. Does your website work if I’m using only a keyboard?”

There are many situations that make using a mouse difficult or impossible.

What if you broke your arm? Or have arthritis or fibromyalgia causing severe pain? Or have partial or full paralysis due to a stroke or injury?

People with these disabilities often cannot use a mouse. But some websites only work well with a mouse. 

Is your website a mouse-only site? Or is it a keyboard-only site? If you’re an inclusive business, it should be the latter.

A smiling young man with black rimmed glasses

QUESTION #6:

“I’m dyslexic. Does your website give me enough time to complete a purchase?”

People with learning disabilities may take longer than others to process information and complete tasks on a website.

Making sure that website features like sliding banners and checkout carts allow enough time to complete actions, is just one of the many ways that an accessible website considers the needs of everyone.

A smiling boy wearing a black shirt

QUESTION #7:

“I have ADHD. Is your website simple and easy to use?”

How many of us get annoyed with websites that have video ads sliding in from the right and autoplaying while we’re trying to read content about a totally different topic? 

Or sites with ten thousand links in the navigation? Or content written in PhD language with paragraphs a mile long?

There is beauty in simplicity…

Simplicity in layout, design and language is one step to make your website accessible to everyone, especially to those with cognitive disabilities

A woman with a large grin and a red afro

QUESTION #8:

“I’m mute. Does your website let me buy without speaking to someone?”

Every time you think of placing a call to action button on your website that says “schedule a call” or “call us for more info”, think about people who have speech disabilities.

This could include those who are mute or deaf, those who stutter or have paralysis that affects their ability to talk, and so many others.

Add an alternative contact method for people like this. It’s the right thing to do.

#GAAD is one day every year, but it’s also every day of the year for people with disabilities

To celebrate #GAAD, we wanted to get small business owners thinking about the accessibility of their websites. 

This year, accessibility is an even bigger issue because of the COVID-19 pandemic and the fact that people all over the world have been forced to shelter in place and use the web to work, study, live and stay safe.

1 in 4 Americans have a disability.

1 billion people worldwide have a disability.

There are millions more who don’t identify as having a disability, but benefit from accessible websites. And that includes the millions of people that make up our aging populations.

Tomorrow is #GAAD (Global Accessibility Awareness Day).

But for people with disabilities GAAD is every day.

It should be for business owners too, because people with disabilities are your family, friends, neighbours and customers.

And thinking about them shouldn’t be something we do only one day a year.

So don’t only think about making your website accessible today. Think about it every day.

More importantly, do something about it.

It’s the right thing to do.

Why website accessibility is like having your cake and eating it too! (Part 1)

By 2 Comments

Making your website accessible to users with disabilities is one of the most critical components of your business website, especially now as we tackle a global pandemic.

And if you didn’t build your website with accessibility in mind, then it’s not accessible. 

This leaves both your business and your customers at a disadvantage.

Today, more than ever before, we depend on websites for everything.

Since March 2020, Google searches have doubled from an average of 3.5 billion per day to almost 7 billion searches per day. 

We work, study, pay bills, order food, buy basic goods and services, attend virtual meetings, look for employment, stay connected with friends and family, and so much more online.

More importantly today, access to websites helps protect us all by allowing us to effectively practice social distancing and minimize our risk of contracting COVID-19.

But sadly, the vast majority of websites are not accessible and that means that people with disabilities don’t have the same protection from COVID-19 as people without disabilities.

When you consider that the average person with a disability, based on age and prevalence of underlying conditions, is at least 3x more likely than the average American to develop a serious case of COVID-19, which can lead to hospitalization and possibly death…

…Not being able to fulfill their basic needs online can have devastating consequences.

But the need for accessibility is nothing new. It existed long before COVID-19. 

The U.S. Department of Justice has maintained for over 20 years that businesses must provide accessible websites for people with disabilities in compliance with the Americans with Disabilities Act (ADA). 

So why is it that the vast majority of business owners haven’t made their websites accessible?

There are several reasons. 

But perhaps one reason is this:

For many, digital accessibility can seem like an unappealing, tasteless meal that they don’t want to swallow.

That’s because it generally requires extra effort, expertise and expense that a business may not be inclined to take on.

But even though making your website accessible may not seem like the most important thing to focus on right now, there are a myriad of benefits that make it worth the effort.

Little girl sitting on her father's knee eating dessert

World hunger or cake?

When you were a child, did mum or dad ever try to persuade you to eat all your food with statements like:

Eat your food — there are people dying of world hunger.”

Or

Eat your food — or you can’t have dessert.”

Which was more persuasive?

If you were lucky to have a parent that didn’t try to force you to eat your broccoli, can you imagine which option you would’ve likely chosen?

Don’t worry, I chose ‘B’ as well 😉

My mum often tried the world hunger guilt-trip on me, but it wasn’t really that effective… at all. On the other hand, enticed with a decadent slice of my dad’s famous carrot cake topped with that delicious cream cheese frosting, you can bet I would eat ALL my food in a heartbeat.

That innate tendency to think first about the rewards… that moist carrot cake with creamy frosting… to think “what’s in it for me?” … it’s powerful. 

So when it comes to website accessibility… What’s in it for you?

Where’s the cake?

For starters, you’ll avoid the lost revenue that goes hand in hand with building and maintaining a website that is not accessible.

And this is something that most web designers don’t realize. 

It pains me to see small business owners asking for guidance on how to build a professional website for their business, and time and again the answers they receive fall short of the mark.

As a business owner looking to build a website, or revamp your existing site, you ask questions like:

  • What’s the best website builder?
  • Which website platform should I use?
  • What are some tips for building a professional “insert your type of business here” website?
  • How do I choose a web designer?
  • Should I hire a local company?
  • WIll I be able to update my website myself?

It doesn’t matter if you ask Google, other business owners in your industry, your Facebook group comrades or the web guy who lives up the street, for the most part the answers will point you in the same direction… 

… to a solution that doesn’t consider the needs of all the people who will use your website. 

And isn’t that the purpose of building a website for your business in the first place? To have people use your site and make it enticing for them to buy?

To illustrate, I searched Google for “tips for creating a professional website”.

Of the ten results returned on the first page, NOT ONE mentioned accessibility as a critical feature of a professional website.

…Not the “5 CRUCIAL Web Design Tips for a Professional Site”.

…Nor the “14 ESSENTIAL tips for improving your web design”. 

…Not even the “30 TIPS for Building Your First Business Website”. 

And this is typical.

With small business owners not being given the information they need to make their websites functional for their customers… ALL of their customers…

Customers, and revenues, are walking out the door.

Here’s what your customers do when they can’t access your site or easily find the information they want

They leave. 

And, they don’t come back.

That’s because your customers value information more than the looks, features and cool factor of your website.

A Hubspot survey revealed that 76% of consumers say the most important factor in a website’s design is that the website makes it easy for them to find what they want.

And a study by Neilson Norman Group revealed that more than 72% of the time, when your customers abandon your site, it’s because they couldn’t find the information they were looking for.

Andy Crestodina, CMO of Orbit Media, states:

Websites should be beautiful. They should have a visual or emotional impact on the visitors. But the success of your website goes far beyond beauty. It’s about helping visitors find what they need. That is […] the true purpose of web design.”

I couldn’t agree more.

The bottom line is this: 

Your customers want information. They want access to your content, goods and services. If you don’t give it to them, they will look elsewhere.

Every time a visitor abandons your site because they can’t find what they want, your business loses money. 

Every time someone with a disability tries to access your inaccessible website, they WILL 100% without a doubt abandon your site, and they won’t come back. Why would they? They can’t find what they need.

With over 60 million people (or 25% of the population) in the US with a disability. That’s a TON of lost revenue for your business.

In fact, studies have shown that the spending power of people with disabilities when coupled with the spending power of their family, friends and caregivers (in other words, the people that care for them and spend on behalf of them), is $4.5 trillion in the USA alone and $8 trillion worldwide.

In this Coronavirus climate, can any business really afford to leave a dime on the table? Can you afford not to include this trillion dollar market?

Making your website accessible is the only way to ensure that all site visitors can find the information they need on your website…

…The information they need to do business with you. 

—

So you can have your cake, and eat it too.

If making your website accessible is like “eating your nutritious food”…

And experiencing its positive impact is like “enjoying that tasty dessert that you’ve earned and deserve”… 

Then building a website that isn’t accessible, and letting it remain that way, is like taking a whole layer off the top of that delectable 4-layer slice of cake and throwing it in the garbage.

It’s CHEATING yourself. 

And sadly, it’s also CHEATING those people whose lives could be transformed by your service or product…

I don’t think any of us could come up with a good reason as to why we’d want to do that.

—

So what else is so tasty and delectable about that 4-layer slice of accessibility cake?

In part 2 of this series, I’ll break down another “irresistible” incentive for you to make your website accessible sooner rather than later… before the litigation attorneys come knocking.

Stay tuned… 

In the meantime, feel free to share your thoughts on website design and accessibility below.

Is There a Solid Business Case for Website Accessibility? Consider These 7 Factors.

By 1 Comment

Have you ever considered whether an accessible website can actually help increase your profits? 

Or reduce your expenses?

Or both?

Is there a solid business case for website accessibility?

Well, several leading internet organizations, tech companies and thought-leaders think there is, and we do too.

Here are some reasons why…

1) Accessibility and SEO (search engine optimization)

A laptop on a desk with the Google Search engine opened on the screen

SEO is defined as:

the process of getting traffic from the “free”, “organic”, “editorial” or “natural” search results on search engines.

– Searchengineland.com

Few things are better than free exposure for your business to people actively searching for the products and services you offer. 

In 2017, Google released Lighthouse, an automated accessibility and SEO tool to help developers improve the quality of web pages. So there’s strong evidence that Google applies a more favorable SEO ranking to accessible websites.

Add to that the fact that SEO standards have now caught up to accessibility standards.

In other words, building your site with SEO in mind most certainly didn’t equal an accessible website. But building your site with accessibility in mind almost always equates to better SEO.

Here’s an example:

SEO versus Accessibility

Old SEO tricks like stuffing your page full of keywords and hiding them by reducing the color contrast (e.g. white text on a white background) used to be good for SEO, but bad for accessibility. 

A screen reader (an assistive device used by people with both visual and cognitive impairments to read a web page) can still “see” and read hidden content.

So imagine a blind user having to sit and listen as their screen reader spits out keyword mumbo jumbo that doesn’t make any sense.

Well, Google and other search engines will now penalize your page for using SEO tricks and tactics like that. 

But, on the other hand, designing your site with accessibility in mind and including things like using high contrast text and proper descriptions of images and titles in the coding, will be looked at favourably by the search engines.

Higher “organic” search engine rankings allows you to appear at or near the top of search engine results without having to pay for that placement.

This means more potential customers finding your business.

Naturally, maximizing your SEO equals more visitors to your website, and if your site is well-designed to convert visitors to customers, it means increased revenue for your business.

It also means less money spent on paid search engine advertising.

That’s a win for accessibility, and for your pocket.

2) Accessibility and Your Brand

A laptop on a desk with the word Brand on the screen

Paul Smyth, Head of Digital Accessibility, Barclays Bank, said,

Accessibility is about more than just disability. It’s about helping everyone to work, bank and live their lives regardless of their age, situation, abilities or circumstances.”

Businesses, such as Barclays, that demonstrate a clear commitment to accessibility can achieve a range of benefits, including:

  • enhanced brand image and reputation,
  • increased sales and customer loyalty,
  • improved workforce diversity

We wrote a post about corporate social responsibility here.

And in that post, we showed that customers prefer to spend their money with brands they like…. brands they believe in… brands that are inclusive… brands that care about social justice.

Man holding a loud speaker. 78% want companies to address important social justice issues.

78% of Americans believe that businesses play a crucial role in helping bring change with social justice issues.

87% will purchase a product because a company advocated for an issue they cared about.

76% will refuse to purchase a company’s products or services upon learning it supported an issue contrary to their beliefs.

Societal shifts point toward growing numbers and greater inclusion of people with disabilities. 

So businesses that want to increase sales and positive brand recognition will invest in goods and services for this growing market. 

The return on investment is clear.

Showing your customers that you care about inclusivity and social issues is a great way to build your reputation, attract customer loyalty and grow your bottomline.

And, an accessible website is a great way to demonstrate that you care, especially if you highlight it in your marketing and at your physical place of business.

Don’t just make your website accessible, and keep quiet about it. 

Let your customers know.

They’ll love you for it, even those without disabilities.

And your pocket will love you too!

3) Accessibility and Reduced Legal Risk

Photo of a Court Builiding

We’ve written extensively on this topic in our ebook: 2019 Website Accessibility Trends: The Rise of Lawsuits and How to Protect Your Business.

Smart business involves more than making more money.

Taking steps to protect your assets and reduce your business’ liability exposure is just as important to being successful in the long-run.

In the 4 years between 2015 and 2018, website accessibility lawsuits have increased by more than 3600%, with companies large and small being sued for not having accessible websites.

This has cost businesses thousands to millions of dollars in fines, legal costs and damages plus the cost to fix their websites.

People with disabilities view access to the web as a fundamental right.

They view it as a means to educate themselves, to communicate with friends, family and associates, to entertain themselves and to improve the overall quality of their lives.

And most people can relate to this, as going just a few hours without technology is hard for most, and excruciatingly painful for the rest.

The courts and the US Department of Justice have agreed that yes, access to the web is a fundamental right, and is therefore governed by the ADA (Americans with Disabilities Act), which states that discrimination on the basis of disability is against the law.

It’s really very simple.

If you website is not accessible (and it most likely isn’t if it wasn’t built with accessibility in mind), your business could be hit with a lawsuit.

Rest assured that the cost to fight or settle a lawsuit will far surpass the cost to make your website accessible today.

So is reduced legal risk is a valid argument for the website accessibility business case?

We think so!

Accessibility and Other Business Benefits

We’ve really only touched the tip of the iceberg when it comes to the business benefits of having an accessible website.

The truth is, there are a myriad of arguments that have been made for accessibility and the positive impact it has on the growth and revenues of a business. 

We’ve already covered:

1) Improved SEO through accessibility
2) Enhanced brand, reputation and customer loyalty
3) Reduced legal risk

But, there’s also:

4) Increased market reach, including the aging population

20% of the American population has a disability.

Add to this the aging population of 75 million baby boomers, who may not self-identify as having a disability, but may experience ailments like arthritis and low vision. Both groups benefit from accessible websites.

5) The buying power of persons with disabilities

In the USA, the market value of people with disabilities is nearly half a trillion dollars.

This number more than doubles when you consider that people with disabilities are connected to friends, family members, caregivers, colleagues, and others who purchase goods and services for them. 

Also consider the buying power of baby boomers, the wealthiest age group this century.

In 2015, baby boomers controlled 70% of the USA’s disposable income, giving them the biggest spending power of any generation. And, according to a Nielsen report, they stand to inherit $15 trillion in the next 14 years.

Tapping into that combined buying power by making your website accessible is smart business.

6) Driving innovation through accessibility

Solving accessibility issues consistently drives innovations that promote general usability and benefit everyone, such as lower curbs, automatic door openers, and ramps, which everyone finds useful. 

This isn’t surprising, as this is what accessibility is all about at its core. The same is true of website accessibility. It drives innovation and benefits all.

7) Reduced costs to develop and maintain your website

Accessible design is quality design. As we’ve touched on, accessibility standards tend to result in better overall usability, better SEO, and just a better product. 

Remember, it’s at the core of accessibility: usability and inclusivity for all.

This results in lower costs to develop and maintain, as you’ll be reducing the likelihood of having to fix issues that shouldn’t have been there in the first place.

Each of the areas we’ve covered in this email could be individually used to justify the business case for website accessibility. 

But when taken as a whole, it’s easy to see the collective impact of website accessibility. It’s just smart business.

So yes, website accessibility can help increase your profits.

And yes, it can help reduce your expenses.

But more importantly than all of that, it’s just the right thing to do. 

Website Accessibility and How People with Disabilities Use the Web

By 1 Comment

Website accessibility affects almost 60 million people in the USA, and over 1 billion people worldwide. 

And as our population ages, those numbers are growing. The numbers are likely far greater, due to people who don’t view themselves as disabled.

But, due to aging, people who don’t see themselves as “disabled” may now find it hard to read the text on a computer screen without significantly enlarging it. 

… or may find it difficult to navigate with a mouse due to arthritis. 

… or may have difficulty navigating websites that aren’t simple due to a decrease in their cognitive abilities.

So, website accessibility is not something you want to put on the back-burner. 

Why Website Accessibility is a Must

To illustrate why website accessibility isn’t a back-burner issue, consider mobile-friendly sites.

A business woman in a coffee shop looking at her phone while using her laptop

How Google Forced the Mobile-Friendly Website Trend

If you’re a business owner who has had a website for more than 5 years, you’ll probably recall just a few years ago when mobile website design became a hot topic.

There were those that doubted the hype, but the truth is that if you didn’t make your website mobile-friendly, you could kiss your Google rankings and your website traffic goodbye. 

Business owners had to take steps to make their sites mobile-friendly or lose out. That’s because mobile use was rapidly growing and was expected to surpass desktop use. 

Well, guess what? 

Mobile use surpassed desktop use at the end of 2016. 

Today, building a site that’s not mobile-friendly is simply not an option. It’s a given.

The same can now be said for website accessibility… 

A website that is not accessible is simply not an option.

If you’ve read our ebook (2019 Website Accessibility Trends: The Rise of Lawsuits and How to Protect Your Business Today), you now know about the legal risks.

Yes, people with disabilities and those that advocate for them are effecting change by hitting businesses large and small where it often hurts the most: their pockets and their reputation.

So now you understand that:

  1. Millions of people are affected by website accessibility
  2. Ignoring website accessibility is not a good strategy

And, hopefully that’s allowed you to see that:

Understanding the truth about how people with disabilities use the web is important.

Misconceptions about how people with disabilities use the web

So, let’s dig in and decimate… absolutely obliterate… two common misconceptions concerning website accessibility:

  • Misconception #1: People with disabilities don’t use the web. 

  • Misconception #2: Websites don’t have to change, because people with disabilities have their own technology to use the web.

Wrong and wrong! These couldn’t be further from the truth.

Misconceptions versus the truth about how people disabilities use the web are described in this article.

The truth about how people with disabilities use the web

The truth is:

  • People with disabilities DO use the web. 

    They use the web to share in many of the same experiences as those without disabilities: to pay their bills, to access information that matters to them, to be educated, to be entertained, and much more. 

    (But for the most part, their overall web experience pretty much sucks, and that’s the problem!)

    That leads into busting up misconception #2…

  • Websites DO need to change. 

    Yes, people with disabilities often use “assistive technology”, that is, devices or software that help them use the web. 

    But, a website must be compatible with those assistive devices, in other words, a website must be accessible. Otherwise, that website is of little to no use to the assistive technology user.

    Like a car without wheels…

    Or a train without tracks… 

    Or a boat without oars… 

    You get the idea… You may have the technology to get from A to B, but you’re going nowhere!

So now, let’s check out a day in the life of just three people with different disabilities.

A Day in the Life: Three examples of how website accessibility affects users with disabilities

These stories, featured on W3C’s Web Accessibility Initiative (WAI) website (a great resource, by the way, for website accessibility information), aren’t about real people, but they demonstrate the real lives of people living with various disabilities.

We’ve “dumbed” them down a bit so they’re less techie and easier to understand (we’re not saying you’re dumb, just… well, you know what we mean).

Ilya, a senior staff member who is blind

An Asian lady wearing glasses who is blind or vision-impaired standing on the street and smiling

Ilya is blind. She’s the chief accountant at an insurance company. Go Ilya!

Like many others who are blind, Ilya uses a screen reader and her mobile phone to use the web. 

When a website is accessible, Ilya’s screen reader helps her to quickly and easily navigate the page, by reading the webpage out loud. 

She can:

  • Browse the navigation menu
  • Visit any page on the website
  • Skip to the main content on a page without having to re-read content that appears at the top of every page
  • Read descriptions of images
  • Make sense of all written content
  • Fill out and submit forms
  • Make an appointment
  • And so much more

So although Ilya is blind, her screen reader, when coupled with accessible web design, lets her “see” the website in her mind’s eye.

On the other hand, when a website is not accessible, Ilya can run into frustrating issues like:

  • Difficulty browsing the navigation menu
  • Difficulty understanding the meaning of some content  
  • Not knowing the meaning of images
  • Not knowing where a link will take her
  • Difficulty filling out a web form
  • Not knowing which fields are required or if she’s made an error on a web form
  • Inability to jump to the main content on a page, causing her to waste time listening to irrelevant content at the top of the page

She can even get stuck or trapped in areas of the site and be forced to abandon the site altogether. 

All of these barriers make for an unpleasant and sometimes, downright useless, website experience.

Alex, reporter with repetitive stress injury

A man sitting at a desk with his hands resting on his laptop

Alex is a reporter that’s developed a repetitive strain injury, so he finds it painful to use a mouse and to type for long periods of time.

But he’s learned to adapt and work with less pain by learning to use keyboard commands without a mouse.

He also uses voice recognition software on his computer and mobile phone and assistive touch on his mobile phone.

Websites that function well with a keyboard only (no mouse) work great for Alex. But he encounters problems when websites can’t be navigated by keyboard commands alone, for example:

  • He may not be able to fully fill out a web form that does not have keyboard equivalents.
  • He may have difficulty skipping content and navigating to sections on a webpage without using loads of keyboard commands, which is very tiring and limits the time he can spend working comfortably.

Martine, online student who is hard of hearing

A deaf woman using sign language to sign the word please

62-year old Martine has been hard of hearing since birth. She knows sign language and can read, but doesn’t understand speech. 

Because of the disability accommodations that many colleges now offer, Martine is currently a student again, taking online college courses.

For her online courses, video and other media content are of no use to her, if they don’t contain captions. When media is captioned, audio is converted to text, so Martine can read it.

Transcripts (written versions of the entire audio or video content) are helpful to Martine too. She can print the transcripts and use them to study or view them on the go from her mobile phone.

Ironically, the university has found that these measures have also benefited students without disabilities, and improved their search engine rankings.

So now you know the real deal.

Now you know why websites have to be built and maintained so that they actually work for people with disabilities.

Are your wheels turning? 

Perhaps you’re wondering:

  • How do I know if my website is accessible right now?
  • Am I inadvertently excluding people with disabilities?
  • If my developer says she can make my website accessible, how do I really know?

We can help you answer those questions. Just contact us to learn more.

In the next issue, we want to cover how accessibility can boost your business’ bottom line.

Did you notice how the university benefited from accommodating Martine?

Website accessibility accommodations were also useful to users without disabilities, and boosted search engine rankings and website traffic.

And that’s just one example of how inclusive design can help a business to make more money.

But, until next time, check out the Google Impact Challenge video on how technology can transform the lives of people with disabilities.

Why Accessibility is Smart Business – The Hidden Size and Purchasing Power of People with Disabilities

By Leave a Comment

When website accessibility is mentioned as a growing trend or a necessary step to mitigate legal trouble, you usually get one of two responses:

  1. There aren’t that many people that use the internet with disabilities, and they probably aren’t using our company website.
  2. Bigger companies are the only ones at real risk here.

It’s a common misconception that the market for accessibility is small.

That there aren’t a lot of people with disabilities that are prevented from using inaccessible websites.

Or that it’s just not worth the money, time and effort required to do it.

But that’s not true.

The size of the disability market is and has been growing for years, and it’s a hidden fact that their discretionary spending power is impressive as compared to other markets.

Here’s why accessibility is smart business, and why ignoring it isn’t.

There are 61+ Million Americans With Disabilities (and it’s growing year by year)

Ignoring those with disabilities isn’t just unfair for equal access… it’s terrible for your market share and your bottom line.

Even if you are a small business or a niche company, the data shows that disabled Americans are attempting to interact with you online, yet fail due to inaccessibility.

According to the latest data from the Centers for Disease Control and Prevention, 61 million adults in the United States live with a disability.

(Image Source)

Compared to the overall United States adult population, that’s 26%, or about one out of every four adults living with a disability.

People with disabilities experience mobility, cognitive, hearing, vision, and other impairments that may impact their ability to access your website and engage with your business. This prevents them from purchasing and being a loyal customer.

But do they even try to access the internet? Of course they do. And they have significant spending power.

Those With Disabilities Have Big Spending Power

According to a 2018 report from the American Institutes for Research:

The total disposable incomes (post-tax) for working-age individuals with disabilities is nearly $500 billion.

Compared to other segments and markets in the United States, they hold impressive buying power.

  • African American market: $501 billion
  • Hispanic market: $582 billion

Disposable income is defined as “the amount of money available to a household for both saving and spending, after taxes. This is the net income after taxes or the take-home pay that an individual can choose to spend or save.”

Discretionary income, on the other hand is defined as “the disposable income remaining after paying for personal necessities, such as food, shelter and clothing.”

While those with disabilities have a slightly lower total disposable income than other markets in the United States, they have a higher discretionary income, or money to spend after taxes and necessary living costs.

According to the same study from AIR, discretionary income for working-age people with disabilities was $21 billion, higher than the African American and Hispanic markets combined.

So, ignoring the disability market is bad business.

Not only is it smart to market to people with disabilities, but supporting socially responsible causes is the right thing to do.

And in the modern era, consumers love companies that work to support causes and make a difference.

U.S Consumers Like Companies That Support Causes

Supporting causes isn’t just the right thing to do for your business; it’s also the smart thing to do because consumers love brands that care about helping others.

According to a recent study of more than 2,000 Americans, 66% of people ages 18 to 34 were more likely to desire working for a company that supports ethical and social causes or charity than those that don’t.

Looking to expand your employee base and grow your business?

You need to be supporting social causes.

Not only does supporting causes improve hiring of talented young people, it improves sales, too.

A 2017 study by the Havas Group found that 75% of consumers expect brands to make bigger impacts on wellbeing and quality of life, yet less than half are doing it.

(Image Source)

This presents a significant opportunity to be an early adopter of doing more than just making your business money.

A similar study looking at consumer behavior and social causes found that 90% of Americans surveyed wanted to purchase from companies backing social issues.

(Image Source)

Convinced yet?

Let’s recap:

  • 26% of adults in America, or 61 million people, have some type of disability.
  • They have a discretionary spending power that’s larger than African Americans and Hispanics combined.
  • Supporting accessibility widens your target market and allows you to cater to this segment.
  • Your brand is more likely to be viewed favourably and appeal to customers who aren’t buying from you yet, as 90% of Americans prefer companies that back social issues.

U.S consumers love supporting companies that work to make the world better.

By making your website accessible, you expand your target market to those with disabilities and even beyond to those who support companies backing social change.

Catering to Accessibility Has Compounding Impacts

Disabilities that impact internet usage come in a multitude of forms.

According to data from the 2017 Annual Disability Statistics Compendium, millions are motor impaired, impacting their ability to use traditional mouse navigation:

15.5 million Americans have a cognitive disability, like severe brain or head injuries that make complex website navigation tough.

Another 11.4 million Americans are hard of hearing or deaf, leaving them unable to hear videos on your website and consume content without proper captioning.

7.7 million Americans are visually disabled or legally blind and must use assistive devices like screen readers to use your website. Yet, most websites are not coded to be fully-compatible with these devices.

On top of that, 3.4 million are prone to seizures from intense website features, popups, or flashing designs.

Catering to different abilities involves several changes to an existing website to make it user-friendly.

For instance, traditional website navigation with a mouse is difficult or impossible for those with motor impairments, forcing them to use a mouse-stick for navigation. But navigating an entire site like this can take far too long if sites aren’t built with keyboard-only navigation in mind.

Or someone that has a hearing impairment needs captions to fully grasp the video content on your site. Without them, consuming the video content isn’t possible:

These changes are critical for driving better performance and opening doors for a bigger accessibility-friendly target market.

But the impacts of these fundamental website changes reach far beyond just the accessibility market.

How?

Take captions on video content for example. While mainly used to provide accessibility for hearing impaired users, captions will benefit any user on your website when they are in public spaces:

People work from coffee shops, libraries and bookstores every single day. Captions aren’t just helpful for those with disabilities, but they improve your site functionality for everyone.

Similarly, providing better contrasting colors on your website for visually or cognitively impaired users not only improves their access, but also makes browsing on the go more natural for everyone, preventing glare in bright or sunny spaces.

Navigation designed to be simple and accessible benefits those with cognitive disabilities, but it also benefits all users.

Better navigation provides better experiences for anyone using your site, reducing frustration, bounce rates, and improving conversions.

The size of the accessibility market alone should be enough of a catalyst for small business owners to institute accessible features on their websites. But, when you look at the potential outreaching effects like consumer brand loyalty and overall better websites for any experience, it’s a no-brainer.

How to Cater to Your Customers with Disabilities

Chances are, if your website was not built with accessibility in mind, then it’s not accessible.

So, how do you cater to your disabled customers? What’s the first step you can take?

First, make a firm commitment to accessibility.

This could involve letting your customers and users know that you are working with your company to create an accessible site for any user and to generally improve the user experience.

This will not only open your doors to the disability market but also improve the browsing for customers of any ability.

While accessibility can take a few weeks or months to implement, it’s great to inform your user base that you are working on it.

This reassures them that you are supporting their needs, supporting social causes, and improving the experience for everyone.

Accessibility can come in many forms when it comes to developing a website.

But most are expensive. Specialized, experienced developer teams are going to charge you $27,000 to $50,000 and even into the hundreds of thousands for a one-time build. This doesn’t include maintenance and retainer contracts that could cost you thousands extra each month.

At Accessly, we’ve developed a platform to host your website that complies with WCAG standards to help your website achieve accessibility.

In three easy steps, we develop your website in just four weeks directly on our hosting platform:

For a fraction of what an accessible site normally costs, we open the doors for your company to have a potentially 26% bigger target market by providing access to those who don’t currently have it.

Accessibility is smart business, and waiting any longer could even land you in legal trouble.

Conclusion

With website accessibility becoming a growing trend, it’s common for businesses to ask questions.

Accessibility has typically been expensive to achieve, requiring the hiring of full-time developer teams with extensive experience in ADA law and accessibility standards.

For many, the misconception that the disability market is small and lacks spending power, has held them back from taking website accessibility seriously.

But, as this article has shown, there are 61 million disabled Americans with a larger discretionary spending power than multiple markets combined, so website accessibility isn’t something you can afford to ignore it.

Companies that support social causes are also gaining traction amongst American consumers, providing yet another way to benefit from accessibility: brand loyalty and support.

Simply put: accessibility is smart business that opens your target market and helps you grow.

Corporate Social Responsibility (CSR) – A legitimate strategy to build trust, a solid reputation and grow

By 2 Comments

According to Harvard Business Review, more and more businesses are taking social responsibility seriously and adopting socially responsible practices and programs. But do these programs really make a difference, or is it all just hype?

In this article, we discuss social responsibility, how corporations can make an impact for others, and highlight a few brands that are leading the way.

[Read more…] about Corporate Social Responsibility (CSR) – A legitimate strategy to build trust, a solid reputation and grow