Accessible Websites Start with Universal Design

Last month, a prospect called us—stressed and uncertain. A customer had tried to make a purchase on their site but couldn’t complete it. The text was too light, the font too small, and there was no way to navigate using a keyboard. That one interaction ended in frustration—for the customer, and now, possibly, legal trouble for the business.

It’s a familiar pattern. Whether it’s blurry buttons, unlabeled images, or missing alt text, we see the same barriers show up again and again. And while meeting Web Content Accessibility Guidelines (WCAG) is essential, accessibility can’t just be a checklist item.

What if we reimagined the foundation of how we build—starting not with minimum compliance, but with inclusion at the core? That’s the promise of universal design: a human-first approach that considers every user from the very first wireframe.

Let’s look at how this mindset shift can reshape your process—and your outcomes—for the better.

From WCAG to Universal Design

We owe a lot to WCAG. It gives us a clear framework—a shared language to measure accessibility. But while it tells us what needs fixing, it doesn’t always guide us on how to design better in the first place.

That’s where universal design comes in. Originally coined by architect Ronald Mace, this approach was about creating physical environments usable by everyone, regardless of ability. That philosophy translates beautifully to digital spaces. Instead of retrofitting accessibility after launch, universal design asks us to include everyone from the first wireframe.

Think of it as a shift in mindset: from compliance checklists to inclusive thinking. Because real accessibility doesn’t begin with a requirement. It begins with a question—who are we leaving out, and how can we bring them in?

The Seven Principles of Universal Design (for the Web)

Let’s explore how the core principles of universal design apply online—and how you can weave them into your next build.

1. Equitable Use

Everyone should be able to access the same content, no matter how they browse.

Add descriptive alt text to images.
Make sure every action can be done with a keyboard.
Keep layouts and functionality consistent across devices and assistive tech.

Quick tip: Don’t rely on color alone to convey success or errors. Pair it with icons or text for clarity.

2. Flexibility in Use

Design for choice. People interact with websites in a variety of ways—and your site should support that.

Let users resize text or adjust fonts.
Avoid autoplay on videos or audio—give control back to the user.
Offer simplified views or “reader mode” toggles.

Bonus idea: A dark mode toggle isn’t just stylish. It improves comfort for people with light sensitivity or visual fatigue.

3. Simple and Intuitive Use

People shouldn’t need a manual to navigate your site.

Stick to recognizable interface patterns.
Write in clear, conversational language.
Label buttons and links with purpose.

Helpful tip: Avoid vague CTAs like “Click here.” Instead, try “View pricing” or “Download our guide.” Clarity helps everyone.

4. Perceptible Information

Not everyone perceives content the same way. Support multiple senses.

Use proper headings and labels to structure your content.
Add captions to videos and transcripts to audio.
Apply ARIA labels where appropriate for screen readers.

Pro tip: Run a color contrast check and test your design using tools like WAVE or axe. Small changes here make a big difference for low-vision users.

5. Tolerance for Error

Mistakes happen. Your design should help people recover—not punish them for slipping up.

Offer undo buttons or confirmations before critical actions.
Make error messages clear and instructive—not vague.
Delay dropdowns slightly to prevent accidental clicks.

Extra guidance: Build gentle, guiding error states. Instead of a red wall of text, offer solutions that help users fix the issue.

6. Low Physical Effort

Navigation shouldn’t feel like a workout.

Use large tap targets for buttons and links.
Minimize the number of steps in a process or form.
Ensure full keyboard navigability.

Workflow tip: Try navigating your site using only the tab key. Can you reach everything? Can you do it comfortably?

7. Appropriate Size and Space for Use

Your content should work beautifully across all devices, zoom levels, and tech setups.

Design responsively for screens big and small.
Keep enough space between buttons and elements.
Test at 200% zoom and with screen magnification tools.

Don’t forget: Modals and dropdowns should stay accessible and functional—even when zoomed in or viewed on assistive devices.

A Quick Universal Design Checklist

Here’s a snapshot to keep top-of-mind as you build:

Use high-contrast colors
Make all functionality keyboard accessible
Avoid autoplay; allow user control
Use meaningful labels and headings
Provide multiple content formats (text, audio, video)
Simplify interactions (shorter forms, fewer clicks)
Test using screen readers and magnifiers

These aren’t just “nice-to-haves.” They’re smart, scalable practices that lead to better design—for everyone.

The Real-World Impact of Universal Design

Designing for inclusion doesn’t just support people with permanent disabilities—it supports all users in the moments they need it most.

Think about:

An older adult struggling with small fonts
Someone navigating one-handed while holding a baby
A person recovering from surgery using voice controls
A traveler on slow Wi-Fi trying to load your homepage

Inclusive design shows up for all of them. And the benefits ripple outward. Research shows that universally designed sites can reach up to four times the audience, reduce legal risk, strengthen SEO, and build stronger brand loyalty.

This isn’t just about ethics or empathy (though both matter). It’s about resilience. It’s about reach. And yes—it’s about results.

Bringing Universal Design into Your Workflow

You don’t need to start over. You just need to start intentionally.

Begin with inclusion at the wireframe stage.
Add accessibility tasks to your backlog from day one.
Use tools like Google Lighthouse, WAVE, and screen reader emulators.
Test with people, not just automation.
Share wins with your team—accessibility is a team sport.

It doesn’t have to be perfect on the first try. Universal design is a practice, not a finish line. Keep improving, keep learning—and keep centering people.

Start with People. Build with Purpose.

Universal design isn’t just for people with disabilities—it’s for everyone. It’s about recognizing that good design serves more than a use case; it serves a human being.

As developers and designers, we have the opportunity—and responsibility—to create digital spaces that welcome, support, and include. When we approach our work with empathy and intention, we move beyond compliance. We build experiences that work better for everyone.

If you’re ready to design with that mindset—whether you’re refining what exists or starting fresh—we’re here to help.

Schedule an ADA briefing with 216digital, and let’s make accessibility part of your foundation—not just a fix.