In today’s hyper-connected world, businesses often focus on sleek design, fast load times, and SEO strategies to boost visibility. But here’s a stat that should give every local business pause: 26% of adults in the U.S. live with a disability. Yet, shockingly, less than 1% of the top million websites meet widely accepted accessibility standards.
For local businesses, this is a huge missed opportunity. Not only does poor web accessibility alienate potential customers, but it also negatively impacts your brand and your bottom line. In the words of marketing expert Irwin Hau, "If people can't access your site, it's the equivalent of having a brick-and-mortar store with no doors."
Let’s dive into why web accessibility matters and how your business can start making improvements today.
What Is Web Accessibility, Anyway?
At its core, web accessibility ensures that everyone—regardless of ability—can easily use and navigate your website. It’s all about inclusion. Think about it like this: A person who uses a screen reader should have the same seamless experience as someone who doesn’t.
Here are a few situations where accessibility comes into play:
A deafblind user relies on a braille device to navigate.
Someone with motor impairments may struggle to click small buttons.
A user on the autism spectrum might find busy images or clashing colors confusing.
A person with dyslexia could struggle with written text unless it’s presented clearly.
Making your website accessible isn’t just a checkbox—it’s a business imperative. And if you think accessibility doesn’t impact your audience, think again: Assuming your users don’t face any of these challenges is just bad marketing.
Why Accessibility Should Be Your Next SEO Strategy
You know what’s better than a high-ranking website? A website that converts traffic into sales. An accessible website not only boosts customer satisfaction but also decreases bounce rates, increases conversion rates, and improves search engine rankings.
Post-pandemic data shows that nearly 70% of internet users now expect businesses to have advanced digital capabilities. And yet, most websites aren’t equipped to handle this shift in expectations. The companies that invest in web accessibility will have a serious competitive advantage.
Pro tip: Treat web accessibility like technical SEO. It’s not something that can be tackled by one person or department. Everyone—from content creators to developers—needs to be involved from the start.
The Four Key Principles of Web Accessibility
The World Wide Web Consortium (W3C) developed the Web Content Accessibility Guidelines (WCAG), which focus on four main principles. These guidelines ensure that web content is:
Perceivable: Users can consume the content through one of their senses—like hearing or sight.
Operable: All content can be operated via keyboard, not just a mouse.
Understandable: Information should be presented in clear, plain language.
Robust: The website should be compatible with various devices and technologies, like screen readers or mobile phones.
By ensuring your site adheres to these four pillars, you’ll not only provide a better user experience but also improve your SEO. That’s a win-win.
Simple Tips to Improve Web Accessibility
Let’s get practical. Here are some simple ways you can start improving your site’s accessibility:
1. Alt Text and Image Descriptions
Alt text provides context for users who rely on screen readers. It’s essential to include descriptive alt text for all images on your site, not just decorative ones. Bonus: Alt text is great for SEO, as it helps search engines understand what your images are about.
2. Anchor Text
Avoid using generic phrases like "Click Here." Instead, opt for specific, descriptive anchor text. For example, "Read our latest blog on web accessibility." This improves usability for screen readers and also boosts your search rankings.
3. Forms
Make sure all your forms are easily navigable with a keyboard and screen reader-friendly. Keep fields simple and ensure error messages are clear—don’t just rely on color changes, as these are invisible to many assistive technologies.
4. Videos and Subtitles
Always add subtitles to your videos and never rely on automated captioning tools like YouTube’s default settings. Ensure that any on-screen text is read aloud for those with visual impairments.
5. Accessible Code
Ensure your code is clean and well-organized. HTML tags should be used correctly, and CSS should be easy to override for users with custom style sheets. This makes your site more compatible with various assistive technologies.
The Business Case for Web Accessibility
Not convinced yet? Here’s the bottom line: Making your website accessible is not just the right thing to do—it’s smart business. Accessibility impacts everything from customer satisfaction to SEO to brand loyalty.
By making your website usable for everyone, you’re not only helping individuals with disabilities, but you’re also making your brand more approachable and relatable. In the end, it’s all about creating a better customer experience.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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