Websites are often the first point of contact between a business and its customers. Whether you're an e-commerce retailer, a service provider, or somewhere in between, your website is your digital storefront. But what happens when part of your audience can’t access or navigate your website easily?
Website accessibility ensures that your online presence is usable by everyone, regardless of their physical abilities or disabilities. A recent analysis of the top 100 most visited online retailers in the United States revealed that 96% had accessibility issues. This highlights a gap in the market that can be a major opportunity for businesses to set themselves apart. By prioritizing website accessibility, retailers can not only comply with legal requirements but also reach a broader audience, improve the user experience for all customers, and drive meaningful business growth.
Accessibility is the cornerstone of inclusivity. With 50% of people with disabilities (PWDs) shopping online regularly (and some studies showing even higher rates of online shopping compared to the general public), creating accessible websites is more important than ever. But shockingly, only 3% of the internet is currently fully accessible to PWDs, leaving a significant portion of potential customers unable to engage with digital platforms effectively.
Making your website accessible fosters trust and shows your commitment to serving all customers equally. It also opens the door to a largely underserved market segment with significant purchasing power, which creates opportunities for growth.
Beyond promoting inclusivity, website accessibility is a legal requirement in many countries. For example, in the U.S., the Americans with Disabilities Act (ADA) requires equal access to online services, which includes websites. Failing to comply can result in legal action and/or financial penalties. By addressing accessibility, you not only reduce these risks but also demonstrate a strong commitment to social responsibility.
Accessibility improves usability for all visitors. Clear navigation, intuitive layouts, and faster load times create a smoother experience for everyone, not just those with disabilities. Plus, features like descriptive alt text help search engines better understand your content, boosting your SEO rankings. In the end, a more accessible site means happier visitors and better engagement.
Whether you’re designing or updating your site, following these steps will help make your website meet accessibility standards and serve a wider audience:
1. Consider the factors
Before diving into your website design, it’s important to understand the various factors that impact PWDs’ online shopping experiences. Key considerations include:
2. Understand Web Content Accessibility Guidelines (WCAG)
To make sure your website meets accessibility standards, you need to familiarize yourself with the Web Content Accessibility Guidelines (WCAG), which provide globally recognized standards for accessible digital experiences. These guidelines, particularly WCAG 2.1, help ensure websites are usable for people with various disabilities. The guidelines are divided into three levels of conformance:
At Concord, we recommend aiming for Level AA compliance as it strikes a balance between achieving significant accessibility while remaining doable for most organizations. Without adhering to these standards, websites risk alienating a significant portion of users and may face legal consequences in countries where accessibility is a legal requirement.
3. Identify key areas to test
Certain elements of your website play a critical role in creating an inclusive experience for all users. Paying close attention to these areas helps address the most common challenges:
4. Use automated testing tools
Automated testing tools are a great first step in identifying common website accessibility issues quickly. However, they’re not perfect as they can miss complex problems or flag false positives. That’s why manual testing is essential. It provides a deeper review to ensure your website is truly accessible and user-friendly by people who rely on assistive technologies. By combining automated and manual testing, you can get a more complete and accurate picture of your website accessibility.
5. Usability testing
Accessibility isn’t just about checking a compliance box; it’s about making your site easy and enjoyable for everyone to use. Even if a website meets WCAG standards, it can still be frustrating if the overall design isn’t intuitive. Usability testing helps bridge that gap by identifying challenges users face when interacting with your site.
Usability is critical because:
At Concord, perform comprehensive usability testing to make sure your website is both accessible and user-friendly for everyone. Our process includes:
By following these steps, businesses can create websites that are not only accessible and compliant but also welcoming and functional for all users.
Website accessibility is at the heart of every great online experience. It serves as a fundamental step in creating a digital space that works for people with different abilities and needs. However, it’s often the most overlooked aspect when we’re designing and building digital product. When this happens, we risk excluding a large portion of people from accessing and enjoying online services. That’s why it’s so important to make accessibility a priority in the digital world.
Concord offers a comprehensive website accessibility audit to help identify both short and long-term opportunities for improvement. Our audits focus on your top user journeys, combining manual expertise with automated tools to detect website accessibility challenges. We deliver detailed findings and actionable recommendations, prioritized by severity, to help you create a fully accessible digital experience that benefits all users.
By addressing accessibility, your business can achieve:
Ready to give your users an enhanced, trusted experience that keeps them coming back for more? Contact us today!
Is it illegal for a website to not be accessible?
In many countries, yes, it can be considered illegal if a website is not accessible to people with disabilities. Laws like the Americans with Disabilities Act (ADA) in the U.S. require websites to be accessible to individuals with disabilities. Failing to meet accessibility standards could lead to legal action, including lawsuits.
How can I make sure my website is accessible?
To ensure your website is accessible, follow guidelines like the Web Content Accessibility Guidelines (WCAG). This includes making sure your content is navigable with a keyboard, ensuring there are alt texts for images, and providing sufficient color contrast. You can also use accessibility tools or audit services to evaluate and improve your site's accessibility.
How do you check if a website is accessible?
You can check a website’s accessibility by using online accessibility testing tools such as WAVE, Axe, or Lighthouse. These tools scan your website for common accessibility issues and suggest fixes. You can also manually test it by navigating through the site using only a keyboard, checking for text alternatives for images, and ensuring proper color contrast.
Why would I suddenly not be able to access a website?
There could be several reasons you can't access a website, such as issues with your internet connection, the website being down for maintenance, or the site being temporarily blocked in your region. It could also be an accessibility issue on the site itself, making it hard for you to navigate.
How do I enable Web accessibility?
To enable web accessibility on your site, start by ensuring your design is compliant with WCAG guidelines. This may involve implementing features like keyboard navigation, screen reader compatibility, and offering options to adjust font sizes or color contrast. You can also provide alternative formats for content, like transcripts for videos or audio descriptions.
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