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  • Boost Summer Sales with E-Commerce Accessibility

    Boost Summer Sales with E-Commerce Accessibility

    Four days. Over $24 billion spent online. More than half of those purchases made on phones. That was July—not November—which shows just how much summer now acts like a peak shopping season. For eCommerce leaders, the takeaway is straightforward: every second of your mobile experience either builds revenue or lets it slip away.

    Design and performance are important, but they don’t go far enough if parts of your site are still hard to use. E-commerce accessibility is what turns casual browsing into completed orders. Small improvements—better contrast on banners, alt text on product images, tap-friendly buttons, or checkout flows that support wallet payments—can make the difference between an abandoned cart and a sale. What follows is a clear plan to help you prepare for summer’s surge in a way that’s practical, manageable, and built to deliver results.

    Why Summer’s Surge Matters

    The way people shop has shifted. Purchases aren’t tied to desktops or long browsing sessions anymore—they happen in small windows throughout the day. Whether it’s scrolling on the train, tapping through a checkout line, or quickly buying something after dinner, mobile has become the primary storefront.

    Industry data backs this up. Mobile commerce is expected to generate over $2.5 trillion in sales globally this year, accounting for more than 60 percent of all e-commerce. For businesses, that means mobile optimization isn’t optional. Without it, brands risk losing customers to competitors who offer a more seamless experience. And when mobile readiness is paired with e-commerce accessibility, the benefits go even further, ensuring that every shopper—not just most—can complete their purchase with ease.

    Why e-commerce Accessibility Builds Trust and Loyalty

    One in four adults in the U.S. lives with a disability, representing trillions in global spending power. Yet many e-commerce sites still have barriers: low-contrast text, missing alt text, or forms that don’t work with screen readers.

    These aren’t small mistakes—they’re lost sales. Nearly 9 out of 10 shoppers won’t return after a poor experience. By contrast, removing accessibility barriers improves the journey for all customers:

    • Clearer navigation benefits busy parents shopping on the go.
    • Higher contrast helps people outdoors in bright sun.
    • Streamlined forms cut friction across the board.

    Accessibility isn’t just compliance—it’s customer experience.

    A Checklist for Seasonal Optimization

    You don’t need to overhaul your entire site to make it work better for summer shoppers. The biggest wins usually come from tightening up a few areas that directly affect how fast someone can find what they want and check out. Here’s where to focus:

    Mobile Performance

    Most summer shoppers are on their phones, sometimes with less-than-perfect service. Test your site on real devices, not just a desktop simulator. Keep images lean, make pages load in under three seconds, and check how it performs on a basic cellular connection. Those small speed gains often decide whether a cart gets completed.

    Navigation That Works on Small Screens

    Clear menus, a visible search bar, and buttons that are easy to tap matter more than you think. If someone has to pinch and zoom just to click, you’ll lose them. Adding digital wallets like Apple Pay or Google Pay also trims precious seconds off checkout.

    e-commerce Accessibility Essentials

     Take a fresh look at contrast, alt text, and forms. Can a product photo be understood without seeing it? Does your promo banner stand out when read aloud by a screen reader? Can someone tab through the entire checkout with a keyboard? These quick checks reveal where shoppers might be getting stuck.

    Promotions People Can Actually Use

    Discounts only drive revenue when customers can interact with them. Design banners that stay legible in bright light, code calls-to-action correctly, and build offers so customers can always redeem them.

    Seasonal Discovery

     Social platforms push more traffic than ever, and many customers will jump straight from TikTok or Instagram to checkout. Captions and clear descriptions help that content perform better while also making it accessible. On your site, think seasonally—customers searching “grill” or “beach” should land on relevant results.

    Checkout Without Friction

    Cart abandonment still costs retailers billions. Keep it short, show customers where they are in the process, and let them check out without creating an account. Adding trust signals—like secure payment icons—can make a big difference in whether they finish the purchase.

    Real-time Feedback

    Don’t wait until after a sale is over to see what went wrong. Track cart abandonment, page load times, and accessibility errors as they happen. That way, you can make fixes while the promotion is still live.

    Seasonal Updates

    Fresh visuals help keep the store feeling current, but clarity matters most. Summer-themed banners, bright colors, or back-to-school imagery should still meet accessibility standards so that promotions are visible to everyone.

    From Sizzle to Sale: Why Accessibility Pays

    You don’t need a massive redesign to be ready for summer. What you need is to clear away the small obstacles that quietly cost sales. Make promotions easy to see and interact with. Keep navigation simple, even on a phone. Let customers check out the way they already prefer. And make sure each step—search, product view, add-to-cart, and checkout—works smoothly for every shopper, including those using assistive technology. That’s how e-commerce accessibility drives real business results: more orders completed, fewer abandoned carts, and happier customers who come back.
    Think of it as preparing for today and investing in tomorrow. The improvements you make now to support summer sales will keep paying off during back-to-school, holiday, and every seasonal promotion that follows. If you’d like a clear picture of where your site is strong and where quick wins are waiting, 216digital offers ADA briefings designed to be straightforward and actionable.

    Greg McNeil

    August 18, 2025
    The Benefits of Web Accessibility
    2025, Accessibility, Benefits of Web Accessibility, Website Accessibility
  • Web Accessibility: More Than Screen Readers

    Web Accessibility: More Than Screen Readers

    Most teams begin their accessibility work with screen readers. It’s a sensible place to start, and it teaches good habits—clear headings, useful labels, predictable focus. But if you watch how people actually move through the web, the story quickly widens. Someone turns on captions in a quiet office. Another tabs through every link because the mouse hurts their wrist. A shopper zooms text to 200% on a small screen. Others flip on “reduce motion” or prefer calmer layouts that don’t flicker or jump.

    Accessibility is shaped by all of those moments. Screen readers matter, but they’re only one piece of a much larger puzzle. When you consider the full range of human needs—and how different kinds of assistive technology come into play—you end up with digital spaces that feel open, intuitive, and usable for far more people.

    Screen Readers Matter—Just Not Alone

    JAWS, NVDA, and VoiceOver transform what’s on the screen into speech or braille. If your site ignores them, people with vision disabilities get pushed out. Many developers learn a lot by testing with a screen reader: headings need to make sense, labels need to be clear, and focus has to move in a logical path.

    Still, a site can sound fine and feel wrong. Someone who magnifies text might meet a broken layout. A keyboard user might fall into a modal they can’t escape. That gap is the real problem to solve.

    A Wider View of Assistive Technology

    Disability is common, not rare. The World Health Organization estimates that about 1.3 billion people—roughly 16% of the world—live with a significant disability. Only a small slice are blind (about 0.5%), and around 3.7% have moderate-to-severe vision loss. Vision matters, absolutely. But the web serves far more needs than vision alone.

    Auditory Access

    Deaf and hard-of-hearing people need accurate captions and transcripts for video and audio. As more sites publish reels, demos, and webinars, captions move from “nice to have” to “basic courtesy.”

    Motor Access

    Precise mouse movement is tough for many users, and sometimes impossible. Keyboard support is the baseline. Some people navigate by voice or eye-tracking. Real buttons and links—rather than clickable <div>s—make those tools work as expected.

    Cognitive and neurological access. Dense walls of text, busy layouts, surprise pop-ups, and flashing animation raise the mental load. Clear headings, steady patterns, and plain language help people focus and finish tasks.

    Speech Access

    Some users rely on text-based or symbol-based communication. Well-labeled forms, predictable flows, and forgiving error messages make participation possible.

    And here’s a useful twist: not everyone who uses a screen reader identifies as disabled. WebAIM’s 2024 survey found about one in ten regular users said they didn’t use it due to a disability. Preference and context matter, too.

    When a “Pass” Still Leaves People Out

    You can pass a quick check and still miss real-world barriers. Text that won’t resize to 200% without breaking the layout shuts out people with low vision. A menu that can’t be reached—or dismissed—by keyboard blocks shoppers who never touch a mouse. Color-only cues hide errors from users with color-vision differences. Dense, academic language can drain energy from anyone with memory or attention challenges.

    A familiar story: a developer confirms that a form “reads fine,” then a teammate tries it with only Tab and Shift+Tab and can’t reach the submit button. The fix isn’t complicated. The habit is. Test with and without assistive technology, and try the settings your customers actually use.

    Build For Real Use, Not Just Audits

    Automated tools catch a lot, but they cannot tell you if the interaction makes sense. People need to know where they are, what just changed, and what to do next. If something looks like a button, it should behave like one. If an error appears, it should be specific, announced to the right place, and easy to fix. That’s usability and accessibility working together, not two separate tracks.

    Practical Steps That Respect Assistive Technology

    Start with semantic HTML. Headings in order. Real lists. Labels tied to inputs. Landmarks that map the page.

    Make the keyboard a first-class path. Every interactive element should accept focus, show a visible focus style, and respond to expected keys like Enter, Space, and Escape.

    Keep visuals readable. Meet contrast guidelines. Let text scale to at least 200% without hiding content or controls. Never rely on color alone to convey meaning; pair it with text or an icon.

    Use everyday language. Short sentences help. Active voice helps. Concrete verbs help. Jargon is fine when you must use it—just define it once and move on.

    Invite real users into the loop. Include people who rely on assistive technology for sign-in, search, checkout, and support flows. A one-hour session with three users can reveal more truth than a week of back-and-forth about edge cases.

    Baking these habits into design reviews, code reviews, and QA lowers risk and stress. Teams ship calmer products when inclusion isn’t a last-minute scramble.

    Good Usability Helps Everybody

    Design choices aimed at one group often lift all boats. Captions help Deaf users and anyone watching a video on mute. High contrast helps people with low vision and anyone standing in bright sun. Keyboard access helps users with motor disabilities and power users who never take their hands off the keys. The same is true for people using assistive technology on small screens, old laptops, or slow connections—clear structure and predictable behavior make sites feel fast even when networks aren’t.

    Tools That Talk, Design That Listens

    Screen readers changed the web for millions, but they are one part of a broader story. If your site also supports magnification, keyboard navigation, clear language, steady layouts, and strong contrast—while playing well with a variety of assistive technology—you open the door to far more people and far fewer surprises.

    If you’re ready to go beyond the basics, 216digital offers ADA briefings tailored to web teams. These sessions give you space to ask questions, identify gaps, and build an action plan with experts who understand accessibility from both a human and business perspective.

    Greg McNeil

    August 8, 2025
    Testing & Remediation, The Benefits of Web Accessibility
    assistive technology, keyboard accessibility, screen readers
  • How Web Accessibility Can Help You Get More Leads

    Your website is more than a digital storefront—it’s the heartbeat of your marketing strategy. It’s where people discover your brand, explore your offerings, and ultimately decide whether to connect, convert, or click away.

    But what if some of your best potential customers never even get the chance to engage—not because they’re not interested, but because they physically can’t access your content?

    That’s where web accessibility steps in. And no, it’s not just about compliance (though that’s important too). It’s a smart, future-forward strategy that can open doors, build trust, and improve performance across the board. From boosting SEO to earning customer loyalty, accessibility does more than make your site usable—it makes it work harder for your business.

    Let’s take a closer look at why web accessibility is one of the most overlooked yet high-impact ways to drive leads and grow your brand.

    1. Reach a Bigger Audience—Literally

    Roughly 1 in 4 adults in the U.S. lives with a disability. That includes people with visual, hearing, cognitive, or motor impairments—all of whom can face barriers when navigating websites that aren’t built with accessibility in mind.

    When your site isn’t inclusive, you’re unintentionally closing the door on millions of potential users. For instance:

    • Videos without captions exclude people who are deaf or hard of hearing.
    • Poor color contrast or missing keyboard navigation blocks access for screen reader users.
    • Overcomplicated layouts make it tough for visitors with cognitive disabilities to complete tasks.

    By removing those barriers, you’re not just being considerate—you’re expanding your reach. People actively look for businesses that value accessibility. Making your site inclusive sends the message that you see and support all your customers, not just some.

    2. A Better Experience for Everyone

    The truth is, accessibility and great user experience go hand-in-hand. Many accessibility practices align perfectly with smart UX design—so when you improve access for some, you improve usability for all.

    Here’s how:

    • Clear headings and well-organized content help screen reader users—but also make scanning easier for busy visitors.
    • Larger buttons and user-friendly forms benefit people with limited mobility, but also feel better on mobile.
    • Clean fonts, strong color contrast, and plain language help people with low vision or cognitive challenges—and reduce friction for every user.

    When your site removes unnecessary hurdles, more people can fill out forms, request quotes, sign up for emails, or make a purchase. Accessibility isn’t just about making things available—it’s about making them easy.

    3. Boost Your SEO (Yes, Really)

    Search engines and screen readers have something in common: they both rely on clean, well-structured content. That means web accessibility can also give your SEO a measurable lift.

    For example:

    • Descriptive alt text for images supports screen reader access and helps Google understand your content.
    • Proper use of headings (like H1s and H2s) improves content hierarchy for both users and crawlers.
    • Clean code, logical page structure, and fast load times all play into both accessibility and SEO best practices.

    The upshot? Better indexing, higher rankings, and more organic traffic—getting you in front of the right people, right when they’re searching for what you offer.

    4. Build Real Trust (And Keep It)

    When someone visits your site and sees that it’s designed to include them, it tells them something important: you care. That message matters.

    Trust is a major factor in whether someone becomes a lead. If visitors feel that your business is thoughtful, inclusive, and easy to engage with, they’re more likely to hand over their contact information, subscribe to updates, or reach out for a quote.

    Over time, accessibility becomes part of your brand identity. Inclusive websites are more likely to be recommended, shared on social media, and praised in online reviews. When you show up for your audience, they remember—and they talk.

    5. Lower Bounce Rates. Higher Conversions.

    Getting people to your site is only half the battle. The other half? Keeping them there and guiding them toward action.

    If users encounter friction—confusing forms, unreadable text, or inaccessible menus—they’ll bounce. Accessibility addresses that head-on by creating smoother paths to conversion.

    Some real-world benefits:

    • Forms are easier to complete with proper labels, instructions, and keyboard access.
    • Calls to action are reachable for those using assistive tech.
    • Mobile users benefit from accessible features like responsive layouts and finger-friendly buttons.

    When you give everyone a fair shot at engaging with your content, more people stick around—and more of them take action.

    6. Stay Ahead of Legal Risk

    The legal landscape around digital accessibility is shifting fast. In 2024 alone, over 4,600 ADA-related website lawsuits were filed in the U.S.—and they weren’t all aimed at big corporations. Small and mid-sized businesses were also in the crosshairs.

    Being proactive about accessibility helps you reduce legal risk before it becomes a problem. It’s also a sign of a brand that’s paying attention—not just to the law, but to evolving consumer expectations.

    Customers today want to do business with companies that reflect inclusive values. By investing in accessibility now, you’re not only protecting your business—you’re showing leadership in a space that matters.

    7. Turn Happy Users Into Vocal Advocates

    There’s nothing quite like word-of-mouth marketing—and accessible websites tend to leave a lasting impression.

    People with disabilities remember the brands that treat them with dignity. Caregivers remember websites that work smoothly for their loved ones. Allies notice the businesses doing the right thing, and they talk about it.

    These are the folks who will leave glowing reviews, share your content, and recommend you to others. That kind of organic momentum adds up quickly and can become a steady, reliable source of new leads.

    Putting It All Together: Web Accessibility Is Smart Marketing

    We all know how challenging lead generation can be. Competition is fierce. Attention is scarce. Trust takes time.

    But accessibility gives you an edge:

    • It helps you reach more people.
    • Keeps them engaged longer.
    • Makes it easier for them to take the next step.
    • Builds long-term trust and loyalty.
    • Enhances your SEO.
    • Reduces legal risk.
    • Encourages positive word-of-mouth.

    Best of all? You don’t have to do everything at once. Start small. Add image alt text. Clean up your heading structure. Improve your form labels. Then work your way toward broader WCAG compliance through expert audits and real-world testing.

    Final Thoughts

    If accessibility hasn’t been on your radar yet, this is the moment to bring it into focus. Because when your website is inaccessible, you’re not just leaving people out—you’re leaving leads behind.

    Web accessibility isn’t just a checklist item. It’s a competitive advantage. It strengthens every aspect of your digital strategy—from visibility and engagement to conversions and customer retention.

    At the end of the day, it’s about building digital spaces that welcome everyone. And when you do that, you don’t just grow your audience—you grow your business.

    Ready to Make Accessibility Your Advantage?

    At 216digital, we help businesses transform accessibility into a growth strategy. Whether you’re starting from scratch or refining your current approach, we’re here to help you find and fix issues, stay compliant, and create better digital experiences for everyone.

    Our phased process—starting with ADA Risk Mitigation and moving into WCAG & Section 508 Conformance—puts you on the path to stronger performance, greater trust, and fewer roadblocks.

    Let’s make your website work better for everyone.

    Contact 216digital today to schedule your free accessibility consultation.

    Greg McNeil

    July 17, 2025
    The Benefits of Web Accessibility
    Accessibility, Benefits of Web Accessibility, Lead generation, Web Accessibility, Website Accessibility
  • How Disability Pride Month Inspires Innovation

    Every July, we celebrate Disability Pride Month—and this year marks 35 years since the Americans with Disabilities Act (ADA) was signed into law. It’s a moment to honor progress, but also to pause and reflect: how far have we really come when it comes to digital access?

    For those of us shaping websites, apps, and digital experiences—whether you’re a developer, a designer, a marketer, or a content strategist—Disability Pride Month isn’t just about looking back. It’s a reminder that accessibility isn’t a side task or a checklist. It’s a driving force for innovation.

    When we design for people at the margins, we end up building smarter, more flexible tools that work better for everyone.

    Accessibility Is Often Where Innovation Begins

    It might surprise you just how many of the tech features we all use today started as accessibility solutions.

    Take touchscreen haptics—the subtle vibrations you feel when you tap your phone. That started in assistive tech research for blind users. Or voice-enabled remotes, now in so many homes, which were originally created for folks with mobility limitations.

    TTY systems helped deaf and hard-of-hearing users communicate in real-time long before instant messaging or texting took off. And captions? Once built for accessibility, they’re now used in classrooms, offices, noisy coffee shops—and just about anywhere else people watch video content.

    Here’s the pattern: tools designed to solve a challenge for one group often end up improving life for all of us. Accessibility and innovation aren’t separate tracks—they’re deeply connected. Disability Pride Month reminds us to pay attention to that connection.

    The Road to Now: Disability Pride Month and Digital Milestones

    Accessibility in tech didn’t happen overnight. It’s the result of decades of advocacy, lawmaking, and community leadership.

    Let’s rewind a bit:

    • 1973: Section 504 of the Rehabilitation Act becomes the first civil rights law for people with disabilities in the U.S.
    • 1990: The ADA became law, laying the groundwork for accessibility in public life.
    • 1998: Section 508 was updated to include digital content for federal agencies.
    • 1999: The Web Content Accessibility Guidelines (WCAG) 1.0 were introduced, giving us our first real web accessibility standards.
    • 2008: Apple changed the game with the iPhone and its built-in VoiceOver screen reader.
    • 2017: Microsoft launched the Xbox Adaptive Controller, bringing accessible gaming into the mainstream.

    Fast-forward to today, and Disability Pride Month in 2025 comes on the heels of another wave of change:

    • The DOJ’s new Final Rule under ADA Title II requires state and local government websites to meet WCAG 2.1 AA standards.
    • The HHS Digital Accessibility Rule expands Section 504 and Affordable Care Act requirements.
    • And globally, the European Accessibility Act is raising the bar for accessible websites and apps.

    Each of these changes has come in response to real barriers people have faced. But they’ve also moved the entire digital world forward. That’s the legacy—and the ongoing promise—of Disability Pride Month.

    Why States Are Shaping the Future of Digital Access

    While the ADA sets a national baseline, a growing number of U.S. states are taking things further. And during Disability Pride Month, it’s worth understanding what’s happening at the state level.

    Let’s look at a few examples:

    • Colorado’s HB21-1110 requires all state and local government websites—and education sites—to meet WCAG 2.1 AA standards by July 2024. It also includes legal and financial penalties for violations.
    • In California, AB 434 already mandates accessibility for state agencies, and AB 1757 (still under review) could extend that requirement to all businesses serving Californians.
    • Illinois requires state agencies, universities, and public schools to meet digital accessibility requirements based on WCAG 2.1 AA.
    • States like Washington, Virginia, Iowa, Kansas, Oklahoma, Ohio, and Pennsylvania have also adopted various forms of WCAG-based rules.

    In total, over 30 states now enforce accessibility policies—many based on WCAG or Section 508.

    What does this mean for you? Even if you’re not a government entity, if your business or platform reaches users in these states, you may still be at risk of lawsuits or regulatory action. More importantly, accessible design is simply a smarter, more sustainable path forward. And Disability Pride Month offers the perfect opportunity to make that shift.

    Accessibility Isn’t Just Good Ethics—It’s Good Design

    Accessibility brings real value—both for users and for your business or organization.

    Think about it:

    • 1 in 4 adults in the U.S. has a disability. That’s a massive audience.
    • Accessible websites are often faster, better organized, and easier to navigate—which also helps SEO and boosts conversion rates.
    • Accessible design tends to work better across new technologies like voice interfaces, AI tools, and AR/VR environments.

    And on a deeper level, accessibility creates better user experiences for everyone. Features like clear structure, thoughtful navigation, and keyboard functionality all make digital spaces more usable, no matter who you are.

    Designing for disability isn’t a limitation—it’s a launchpad for smarter, more human-centered digital tools. Disability Pride Month shines a light on how much better tech can be when we start from that perspective.

    Looking Ahead: Inclusion Is the Innovation Strategy

    Here’s the big picture: Disability Pride Month is a celebration, yes—but it’s also a challenge. It asks us to look at the systems we’ve built and think, Who’s still being left out? And What would happen if we designed with them in mind from the very beginning?

    Because when we do that, we don’t just build better websites. We build stronger businesses, more compassionate brands, and a web that’s ready for the future—whatever that looks like.

    Let this month be your reminder to start, or keep going. The path to accessibility doesn’t have to be overwhelming—it just needs a first step. And the results? They’re worth it.

    If you’re ready to explore what that could look like for your site, schedule an ADA briefing with 216digital. Let’s create something better, together.

    Greg McNeil

    July 16, 2025
    The Benefits of Web Accessibility
    Accessibility, Benefits of Web Accessibility, disability, Disability Pride Month, Website Accessibility
  • Creating Accessible Content for d/Deaf and Hard of Hearing

    If you’ve ever tried to watch a video in a noisy room—or without headphones—you know how frustrating it can be when there are no captions. Now imagine that’s your everyday experience, not just an inconvenience. For people who are d/Deaf and Hard of Hearing, a lot of digital content simply isn’t built with them in mind.

    And the thing is, we’re not talking about a small group. According to the CDC, about 15% of American adults have some degree of hearing loss. That’s millions of users who could be missing out on key information, services, or even just the chance to enjoy content the way everyone else does.

    Accessibility isn’t just about checking boxes to meet legal standards. It’s about building digital spaces where everyone gets to show up and participate fully. And if you’re on a web team—whether you code, design, or make decisions—that responsibility falls on you.

    This guide breaks down what auditory disabilities actually look like, how to meet core WCAG guidelines, and how to avoid common missteps.

    Understanding Auditory Disabilities

    Hearing loss isn’t one-size-fits-all. The term “auditory disability” covers a wide range of hearing abilities, causes, and communication preferences. Here’s a quick breakdown:

    • Sensorineural: Caused by damage to the inner ear or nerves. This one’s usually permanent.
    • Conductive: Happens when something blocks or damages the outer or middle ear—like fluid, infection, or even too much earwax.
    • Mixed: A bit of both sensorineural and conductive.

    Each type affects how a person hears sound—and how they interact with audio-based content online.

    Levels of Hearing Loss

    Some people can still hear certain frequencies. Others may hear almost nothing at all. There’s a whole spectrum:

    • Mild: Trouble hearing soft sounds or background noise.
    • Moderate: Difficulty following conversations without hearing aids.
    • Severe to profound: Very limited hearing—if any.

    That spectrum means your content needs to be adaptable. What works for one person might not work for another. That’s why flexible design is so important for people who are d/Deaf and Hard of Hearing.

    Different People, Different Preferences

    Let’s talk about identity and communication:

    • Deaf (capital D): Members of the Deaf community, who primarily use American Sign Language (ASL) and often identify culturally as Deaf.
    • deaf (lowercase d): People with significant hearing loss who may not use ASL or identify with Deaf culture.
    • Hard of Hearing: People with partial hearing loss who often use speech, lip reading, or hearing aids.

    Each group may rely on different tools and preferences—captions, transcripts, sign language, or text-based communication. The more options you offer, the better the experience for everyone.

    What Inclusive Design Looks Like for Auditory Disabilities

    Now that we’ve covered the who, let’s dig into the how. Here are some key ways to improve your digital content for users who are d/Deaf and Hard of Hearing.

    Captions and Transcripts

    This one’s non-negotiable. Captions help make videos usable, and transcripts open up audio content like podcasts or interviews.

    • Closed captions: Can be turned on/off by the user.
    • Open captions: Always visible, baked into the video.

    Good captions should be:

    • Accurate
    • Synchronized
    • Easy to read
    • Positioned where they won’t block key visuals

    WCAG Guidelines

    • 1.2.2: Captions for prerecorded video
    • 1.2.4: Captions for live content

    Don’t forget transcripts, especially for audio-only media. They’re great for accessibility and SEO.

    Audio Compatibility with Assistive Devices

    Many people who are d/Deaf and Hard of Hearing use Bluetooth-enabled hearing aids or cochlear implants. If your audio quality is poor or inconsistent, it can be tough to understand—even with those tools.

    Keep in mind:

    • Use high-quality, clear audio
    • Avoid excessive background music
    • Let users control playback and volume

    The cleaner the audio, the better it works with assistive tech.

    Real-Time Text (RTT) and Chat Options

    RTT is a real-time way to type and read messages without delays—no “send” button required. It’s often used during emergencies, but it’s also helpful in customer support or live interactions.

    To make your site truly accessible:

    • Offer email and contact forms (not just phone numbers)
    • Use live chat
    • Consider RTT-compatible systems

    WCAG Guideline

    • 1.2.9: Live audio content should include a text alternative

    Sign Language Interpretation

    For complex or critical information—like health care, legal rights, or education—consider adding ASL interpretation.

    WCAG Guideline

    • 1.2.6: Sign language for prerecorded content

    Make sure your interpreter videos are:

    • Professionally produced
    • Clear and easy to see
    • Not blocking other content

    Bonus tip: Let users choose if they want to view the interpreter panel.

    How WCAG Principles Apply to Auditory Accessibility

    WCAG breaks accessibility down into four principles: Perceivable, Operable, Understandable, and Robust. Here’s what that means for users who are d/Deaf and Hard of Hearing:

    Perceivable

    • Provide captions, transcripts, and visual indicators.
    • Use visual or haptic alerts for important notifications.

    Operable

    • Ensure interactive media players can be used without sound.
    • Let users control captions and audio without a mouse (keyboard accessible!).

    Understandable

    • Keep language clear and straightforward.
    • Avoid jargon in captions or transcripts.
    • Use images or icons to support written instructions.

    Robust

    • Test your site across multiple devices and assistive technologies.
    • Make sure your content works well with screen readers, hearing aids, and Bluetooth audio systems.

    Watch Out for These Common Mistakes

    Even well-meaning teams can trip up. Here are a few things to avoid:

    Autoplaying Media

    Surprise audio can be jarring—especially for someone using hearing aids or other audio devices. It’s also a major usability and privacy issue.

    Fix it: Let users press play when they’re ready.

    Auto-Generated Captions

    Auto-captions can miss context, names, and tone. They’re getting better, but they’re not perfect.

    Fix it: Review and edit captions manually. Or better yet, use a professional captioning service.

    It’s Not Just About Hearing—It’s About Being Heard

    If someone is d/Deaf or Hard of Hearing, they shouldn’t have to jump through hoops just to read the captions on a video, follow along with a podcast, or get in touch with support. They shouldn’t be left out of conversations—especially when the fix is often just a few thoughtful decisions during design and development.

    So if you’ve been meaning to “get around” to accessibility, consider this your nudge. It doesn’t have to be perfect from day one, but it does have to start. Add captions. Offer transcripts. Give people more than just a phone number to reach you.

    These aren’t extras. They’re expectations—and meeting them shows that your organization is paying attention, not just to compliance, but to people.

    If you’re not sure where to begin or what your site might be missing, you don’t have to figure it out alone. A quick ADA briefing with 216digital can help you get a clear picture and a practical plan—without the overwhelm.

    Because when we design for inclusion, everybody benefits.

    Greg McNeil

    June 30, 2025
    The Benefits of Web Accessibility
  • 8 Must-Know Real World Accessibility Facts

    Imagine your online store is polished, your marketing campaigns are humming, and the checkout button is ready for clicks—yet one out of every four visitors can’t complete a purchase because the site trips them up. They might rely on a screen reader that can’t parse your menus, or a keyboard that gets trapped in a popup. Multiply that frustration by 70 million Americans with disabilities, and the gap becomes impossible to ignore.

    That gap is what we call real world accessibility—the difference between a site that merely exists and one that truly works for everyone. If you’re a busy business owner or marketing lead, you don’t need another technical lecture. You need clear facts, plain language, and a practical path forward.

    The eight statistics ahead will show why accessibility isn’t optional anymore—it’s a smart move for growth, trust, and peace of mind.

    1. 70 Million Adults in the U.S. Live With a Disability

    Let’s start with the big one: 1 in 4 adults in the U.S. has a disability. That includes people with mobility challenges, vision or hearing loss, cognitive differences like ADHD or dyslexia, and more.

    This isn’t just about permanent conditions either. Temporary disabilities—like recovering from surgery—or situational ones—like trying to use a website on a cracked phone screen—also affect how people experience your site.

    Real world accessibility means your website should work for everyone, right out of the gate. If 25% of your market couldn’t open your front door, you’d fix it. The same should apply to your digital front door.

    2. People With Disabilities Influence Over $7 Trillion in Spending Power

    According to the Global Economics of Disability Report, people with disabilities hold $1.3 trillion in direct disposable income. When you include their families and friends who often shop with their needs in mind, that number jumps to over $7 trillion.

    This isn’t a small segment. It’s a major market force.

    If you’re not prioritizing real world accessibility, you’re leaving money on the table. Businesses that bake inclusion into their design often win lifelong customers—not just because it’s the right thing to do, but because it’s also smart business.

    3. Accessibility Impacts Buying Decisions for the Majority of Users

    Here’s something every eCommerce business should know:

    • 83% of users with access needs limit their shopping to websites they know are accessible.
    • 71% leave a site entirely if it’s hard to use.

    Most won’t leave feedback. They’ll just disappear.

    That means your site could be working against you—and you might not even realize it. Real world accessibility is tied directly to conversion rates, customer loyalty, and user trust. If your checkout form isn’t keyboard-friendly or your product descriptions aren’t screen reader accessible, you could be quietly losing sales.

    4. WCAG-Compliant Sites Outperform by 50%

    Websites that follow WCAG (Web Content Accessibility Guidelines) outperform competitors by up to 50%. Why? Because accessible sites are cleaner, easier to navigate, mobile-friendly, and better for SEO.

    These improvements benefit everyone—not just people with disabilities. Faster load times, simpler layouts, and more intuitive design aren’t just accessibility wins—they’re usability wins.

    When you take real world accessibility seriously, you’re not just avoiding issues. You’re building a stronger, more future-ready digital presence.

    5. 94.8% of Homepages Are Inaccessible in 2025

    WebAIM’s 2025 report found that nearly 95% of websites fail basic accessibility checks. That’s almost every homepage on the internet.

    What does “inaccessible” look like in the real world?

    • Buttons that don’t work with a keyboard
    • Low contrast text that’s hard to read
    • Forms without labels that screen readers can’t interpret

    Real world accessibility problems aren’t always obvious—but they’re frustrating for users and damaging to your brand. Fixing them means fewer bounce rates, better user engagement, and a more welcoming experience for everyone.

    6. eCommerce Sites Have Some of the Worst Accessibility Scores

    If you’re running an online store, this one’s for you. WebAIM found these average issue counts per homepage:

    • Shopify: 69.6
    • WooCommerce: 75.6
    • Magento: 85.4

    That’s a lot of potential roadblocks for customers trying to shop.

    Even popular platforms have major flaws. Real world accessibility isn’t baked into every theme or plugin—and adding new features can sometimes make things worse. The more customized your site is, the more important it is to audit for accessibility regularly.

    7. Over 4,000 ADA Website Accessibility Lawsuits Were Filed in 2024

    Accessibility isn’t just about user experience—it’s about legal risk, too. In 2024:

    • 2,400 lawsuits were filed in federal court
    • 1,600 in state courts
    • 961 involved repeat defendants

    That last stat is key: businesses that don’t fix issues after being sued are getting hit again.

    Real world accessibility helps you stay out of the courtroom and focus on serving your customers. A proactive strategy can save you time, money, and major headaches.

    8. ADA Title III Lawsuits Aren’t Slowing Down in 2025

    This year, accessibility lawsuits are expected to rise. Why?

    • The law currently favors plaintiffs.
    • The federal government is rolling back new regulations.
    • “Serial litigation” is becoming more common.

    Waiting for clear rules before acting is risky. Businesses that put accessibility off are more likely to become targets. Investing in real world accessibility now protects you in the long run—and shows customers you care.

    Accessibility Is a Smart Business Strategy

    Let’s be honest—this stuff can feel overwhelming. You’ve got a million things on your plate already. But here’s the good news: real world accessibility doesn’t have to be perfect from day one. It just has to be in motion.

    Start by learning. Then take action—small steps, big impact.

    At 216digital, we believe accessibility is more than a checkbox—it’s a competitive edge. Our team combines human expertise with tools like a11y.Radar to help you identify, fix, and monitor accessibility issues—before they turn into lost sales or legal risk.

    Want help getting started?
    Schedule your free ADA Accessibility Briefing today, and let’s build a better web—one that works for everyone.

    Greg McNeil

    April 24, 2025
    The Benefits of Web Accessibility, Web Accessibility Remediation
    Accessibility, real world accessibility, Web Accessibility, WebAIM, Website Accessibility
  • Website Accessibility: Unlock the $1 Trillion Boomer Market

    Let’s cut to it: lawsuits are on the rise, the DOJ is getting louder, and still, website accessibility is falling behind. According to the 2024 WebAIM Million Report, over 96% of home pages leave basic users behind.

    Now, here’s the twist—this isn’t just about users with disabilities. As Baby Boomers age, they’re bumping into the same digital roadblocks: tiny fonts, confusing layouts, and missing captions. The generation with the most wealth and buying power is being quietly shut out of online experiences.

    That’s not just a problem. It’s a missed opportunity—one your business doesn’t have to make.

    The Boomer Market Isn’t Just Big—It’s Engaged

    Baby Boomers control over half of U.S. household wealth and spend more than $548 billion annually—54% more than Gen X. This isn’t just a large demographic—it’s one of the most financially influential.

    And despite common assumptions, they’re anything but offline. Boomers were early adopters of desktop computers and used digital tools throughout their careers. COVID only accelerated their tech use: more than 75% relied on digital platforms to stay connected. Today, they’re the fastest-growing demographic on Facebook and actively shop, research, and consume content online.

    But even with their high engagement, 42% of Boomers feel today’s tech isn’t designed with them in mind. That’s telling. They’re using your website—but they’re noticing the friction. They’re experiencing the same usability challenges as people with disabilities: small fonts, poor contrast, complex navigation, and inaccessible features.

    That disconnect isn’t just frustrating—it’s costing you revenue.

    Website Accessibility Serves Boomers and Beyond

    When you improve website accessibility, you’re not only helping people with disabilities. You’re also meeting the needs of aging users whose vision, hearing, and motor skills may be declining. And let’s be honest—those needs overlap more than most businesses realize.

    From low-contrast text and missing alt tags to menus that don’t work with screen readers or keyboards, these digital obstacles show up for both groups. Combine 61 million Americans with disabilities and 71 million Boomers, and you’re looking at over $1 trillion in buying power. That’s not a niche audience—that’s your core market, quietly looking elsewhere when your site isn’t built for them.

    The Clock Is Ticking on Compliance

    If all of that weren’t reason enough, the legal pressure is mounting.

    New federal guidelines now require state and local government websites to meet WCAG 2.1 AA standards by 2026 under ADA Title II. Colorado passed HB 21-1110, mandating compliance at the state level. And the European Accessibility Act kicks in by July 2025, meaning even U.S. businesses that serve EU citizens need to be ready.

    Digital accessibility is no longer optional. The more you delay, the more risk your organization takes on—from lawsuits and demand letters to PR backlash. But on the flip side, getting ahead of it shows leadership, social responsibility, and long-term thinking.

    And let’s not forget the DEI angle. If you’ve made public commitments to Diversity, Equity, and Inclusion, accessibility has to be part of that strategy. Your digital spaces should reflect the same values you promote in your hiring, culture, and customer experience.

    What You Gain by Getting Accessibility Right

    Yes, website accessibility helps you avoid legal headaches. But the upside is bigger than just compliance. It’s about real business growth:

    • You reach more people. Boomers, people with disabilities, and anyone using older tech or assistive tools can interact with your site more easily.
    • You boost your brand’s reputation. When you show up for all of your customers, they take notice—and they talk about it.
    • You improve your SEO. Accessible sites tend to follow best practices that also help with search rankings, like structured content and alt text.
    • You future-proof your digital assets. Investing in accessibility now makes updates and compliance easier down the line—and helps you stay ready for whatever comes next.

    How to Actually Make Accessibility Happen

    Here’s the reality: true website accessibility doesn’t happen with one plugin or quick fix. It takes intention and the right approach. Start here:

    1. Run a proper manual audit. Automated tools can only catch so much. A real audit includes human testing—often with screen readers and keyboard-only navigation.
    2. Fix what matters, the right way. Work with qualified experts to remediate issues at the code level. Cosmetic workarounds don’t cut it.
    3. Avoid accessibility overlays. They often break more than they fix, and they won’t protect you from legal claims.
    4. Train your team. Designers, developers, and content creators should know the basics of accessibility and integrate it into their daily work.
    5. Keep testing. Set up regular automated checks, but also schedule manual audits periodically—especially when updating your site.
    6. Document your efforts. Maintain a clear paper trail of what you’ve done and when. It matters for internal accountability and external validation.

    Keep on Scrollin’: Why Website Accessibility Pays

    This isn’t just about doing the right thing—it’s about doing the smart thing. Boomers are online, they have money to spend, and they’re running into digital barriers that your business can easily remove. The same goes for millions of Americans living with disabilities. Together, they represent a massive—and often overlooked—market.

    Website accessibility isn’t a checkbox. It’s a chance to serve more people, grow your business, and future-proof your brand.

    At 216digital, we specialize in helping brands like yours turn accessibility into a competitive advantage. From audits to remediation to long-term strategy, we’re here to help you build a web experience that works for everyone—and pays off in real results.

    Want to unlock the trillion-dollar Boomer market? Let’s get started. Contact 216digital today.

    Greg McNeil

    April 23, 2025
    The Benefits of Web Accessibility
    Accessibility, Benefits of Web Accessibility, Digital Marketing, Marketing, Web Accessibility, Website Accessibility
  • The Role of Voice Search in Web Accessibility

    You’ve probably asked your phone a question today without thinking twice. Maybe it was Siri checking the weather or Alexa queuing up your favorite playlist. That’s voice search doing its thing—and it’s woven into how we interact with the digital world now.

    But here’s something you might not realize: the same structure that helps your site show up in voice search also makes it more accessible to people who use screen readers and other assistive tools. When we talk about building for voice technology, we’re also talking about building for inclusion.

    Let’s dig into how these two ideas go hand in hand—and why getting your structure right is the secret sauce.

    Getting on the Same Page: What Are Voice Search and Accessibility?

    Voice search means using your voice to ask a device a question or give it a command. You might say, “What’s the weather like today?” or “Find gluten-free pizza near me.” Then Siri, Google Assistant, or Alexa takes your words, figures out what you meant, and pulls up the best answer.

    Behind the scenes, voice search uses natural language processing (NLP) and smart algorithms to understand what you’re saying—even if you don’t use perfect grammar. It’s fast, hands-free, and often easier than typing—especially on small screens.

    What Do We Mean by Accessibility?

    Web accessibility means making websites usable for everyone—including people with visual, hearing, motor, or cognitive disabilities. That might mean someone uses a keyboard instead of a mouse or listens to a screen reader read out loud what’s on a page.

    When we design for accessibility, we’re saying, “Hey, your ability shouldn’t limit your access to information.”

    Where These Two Worlds Meet

    Here’s the interesting part: the same choices that make your website accessible also help it work better for voice search. If your website is easy to read and well-organized, it’s easier for a voice assistant to grab your content and turn it into an answer. That’s the beauty of thoughtful design—it works for everyone.

    Why Semantic Structure Is the Secret Ingredient

    What Is Semantic Structure, and Why Should You Care?

    Semantic HTML uses tags like <header>, <article>, and <nav> to describe what parts of your content mean—not just how they look. So, instead of using a <div> for everything, semantic structure helps define sections of your page in a meaningful way.

    Why does this matter? Because both screen readers and voice search tools rely on that structure to understand your content. It’s like giving your website a roadmap.

    Helping Screen Readers Do Their Job

    When a person who is blind visits your site, they may use a screen reader to “hear” your content. Semantic HTML tells that screen reader, “Hey, this is a menu,” or “This is a headline.” Without that structure, the screen reader just sees a mess of code—and the user gets lost.

    Boosting Your Content’s Voice Search Visibility

    Search engines also use your page’s structure to figure out what it’s about. If your content is organized clearly, Google is more likely to surface it as a top answer when someone uses voice search. That means you’re helping users—and helping your business.

    Making Your Website Voice-Friendly and Accessible

    Use Clear, Logical Headings

    Good headings help everyone navigate your content, whether they’re reading or listening. Think of your headers like signs on a hiking trail—they guide people through your information. A proper heading structure also makes it easier for voice search to understand what your content covers.

    Let your headings follow a natural outline: start with <h1> for your main title, then <h2>, <h3>, and so on. This creates a roadmap that screen readers and voice assistants can follow with ease. No guessing. No confusion. Just clear, easy-to-scan information.

    Don’t Skip the Alt Text

    The alt text describes what’s in an image. This helps people who use screen readers, but it also helps search engines—and, by extension, voice assistants—figure out what your images are about. Well-written alt text is a win-win.

    Think of it as giving your images a voice—so they’re not just seen but understood.

    Make Navigation Intuitive

    Menus should be simple, predictable, and keyboard-friendly. If someone can use a keyboard or screen reader to get around your site easily, it’s more likely that voice tech can too. Clear navigation helps everyone find what they need—faster.

    Avoid clever layouts that might look nice visually but confuse assistive tools. Stick with patterns that are familiar and functional.

    Mobile-First Means Voice-Ready

    More people use voice search on mobile than on desktops. So if your site doesn’t work well on mobile, you’re missing out. Make sure buttons are easy to tap, content fits the screen, and nothing requires a mouse to work.

    Voice users often multitask—cooking, driving, and walking the dog. If your mobile layout stumbles, so does your voice experience.

    Speed Isn’t Optional

    Slow sites hurt everyone—especially those using screen readers or voice assistants who expect fast answers. A quick-loading page means users get what they need without waiting, and voice search can grab your content more efficiently.

    And let’s face it—no one likes waiting for a spinning wheel to load, whether you’re typing, tapping, or talking.

    Content Tips That Work for Everyone—Humans and Machines

    Write the Way People Talk

    People don’t speak the same way they write essays. So, if you want to show up in voice search, write like you’re having a conversation. Use simple words. Short sentences. Ask and answer common questions the way real people would say them out loud.

    Answer Questions Up Front

    Most voice search queries are questions. So structure your content to answer those questions clearly, right at the top. Think of how someone might ask: “How do I bake a potato?” Then make sure your content responds directly: “To bake a potato, preheat your oven to 400°F…”

    It’s not just helpful—it’s exactly what voice assistants are scanning for.

    Use Schema Markup to Give Extra Context

    Schema markup is a special kind of code that gives search engines more information about your content—whether it’s a recipe, an event, or a FAQ. Adding schema helps your chances of being chosen for a voice search response.

    It’s like giving search engines a detailed map of your page—and better maps mean better directions for your users.

    How to Make Your Website More Accessible (And Keep It That Way)

    Start with the Guidelines

    The Web Content Accessibility Guidelines (WCAG) are the gold standard for accessible web design. They cover everything from contrast ratios to keyboard navigation. Learn them. Use them. Live by them.

    Run an Accessibility Audit

    Even the best teams miss things. That’s why regular audits matter. Use free tools like WAVE by WebAIM or Google Lighthouse to find common issues. Or better yet, partner with a team like 216digital to run a full audit and get expert help fixing what matters most.

    Train Your Team

    Accessibility isn’t just the dev team’s job. Everyone who touches your website—designers, developers, writers—should know basic accessibility best practices. Make it part of your process, not an afterthought.

    Keep Learning and Adapting

    The internet changes. So do the rules. Stay updated on WCAG changes, and keep checking your site to make sure it stays compliant and user-friendly.

    Monitor Accessibility Over Time

    Tools like 216digital’s a11y.Radar helps you stay ahead of problems. Ongoing monitoring means fewer surprises, better user experiences, and less risk.

    Hey Siri, Let’s Wrap This Up

    At the end of the day, building an accessible website makes it easier for everyone to use—including people talking to their phones. Voice search and accessibility rely on the same thing: clear structure, thoughtful design, and content that makes sense to both people and machines.

    Whether you’re a developer, designer, marketer, or writer, now’s the time to build with both in mind. Because the future of the web isn’t just visual—it’s vocal.

    Ready to make your website more accessible, voice-search friendly, and future-ready?

    216digital can help you every step of the way—from accessibility audits and developer training to ongoing monitoring with our a11y.Radar service. Contact us today to start building a more inclusive digital experience.

    Greg McNeil

    April 21, 2025
    The Benefits of Web Accessibility
    Accessibility, Digital Marketing, Marketing, SEO, voice search, Web Accessibility, Website Accessibility
  • How to Improve UX for Cognitive Disabilities

    Cognitive disabilities can significantly influence how people explore and interpret online information. In many cases, individuals struggle to process, remember, or make sense of digital content unless it is designed with clarity in mind. For example, someone on the autism spectrum might need a consistent and distraction-free interface, while a person with dyslexia could have trouble reading dense paragraphs of text.

    Thinking about these needs right from the start of the design process can make your website more inclusive for everyone. Improving usability for people with cognitive disabilities is not only the right thing to do—it also helps you meet legal requirements like the Americans with Disabilities Act (ADA). Plus, it can boost your business by opening your site to a broader audience, leading to higher user satisfaction and stronger customer loyalty.

    Our goal in this article is to outline practical tips that help web designers, developers, and content creators build better experiences for users with cognitive disabilities. Let’s begin by exploring the challenges these users often face.

    What Are Cognitive Disabilities, and Who Do They Affect?

    Cognitive disabilities are conditions that affect how a person processes, remembers, or understands information. They can take many different forms, from difficulties in reading and language comprehension to struggles with focus, memory, or problem-solving. Although each individual experiences these conditions differently, thoughtful design can make a significant difference in how they interact with digital platforms.

    Conditions to Keep in Mind

    • Autism Spectrum Disorder (ASD): Sensitive to sensory overload, prefers predictable layouts and calm environments.
    • Dyslexia: Trouble reading and decoding words—clear fonts and layouts help a lot.
    • ADHD: Easily distracted, especially on cluttered or busy websites.
    • Dyscalculia: Difficulty working with numbers and completing financial tasks.
    • Low Literacy: Struggles with reading complex or technical language.
    • Short-Term Memory Issues: Finds it hard to follow long, multi-step instructions.

    What Makes the Web Difficult to Use?

    People with cognitive disabilities often face challenges when using digital content. Here are a few examples:

    • Too Much Information: Crowded pages with lots of text or flashing images can feel overwhelming.
    • Hard-to-Read Language: Long words or technical terms may confuse readers.
    • Unclear Instructions: Vague directions can stop someone from completing a task.
    • Tricky Navigation: Menus that change often or aren’t labeled well can make it hard to move around.
    • Time Limits: People with cognitive disabilities may need more time to think or read.

    By understanding these barriers, we can start designing websites that work better for everyone.

    Design That Works: Simple Ways to Improve the Experience

    You don’t need to be an expert to make a difference. Here are some easy ways to help users with cognitive disabilities feel more supported and confident online:

    Clear and Simple Design Helps Users with Cognitive Disabilities

    • Use Descriptive Labels: Clearly label buttons, links, and forms to reduce confusion.
    • Maintain Consistency: Use consistent colors, fonts, and layouts to make your site predictable.
    • Give Control to Users: Avoid auto-playing videos or endless scrolling; let users control animations.
    • Provide Clear Instructions: Highlight required fields and clearly state what’s expected.
    • Avoid Unnecessary Time Limits: Allow users with cognitive disabilities extra time or options to extend limits.
    • Reduce Memory Demands: Enable copy-pasting for information like verification codes.
    • Include Easy Help Options: Offer visible help buttons or live chat support.

    Use Friendly and Simple Language

    • Simplify Your Language: Use short sentences and avoid technical jargon to support users with cognitive disabilities.
    • Write Short, Clear Sentences: Bullet points, short paragraphs, and lists make content easier to understand.
    • Add Visual Aids: Icons, images, and short videos can explain content better.
    • Offer Clear Error Messages: Clearly explain errors and solutions.
    • Keep Terminology Consistent: Use the same words consistently to avoid confusion.
    • Optimize Headings and Links: Use descriptive headings and link texts like “Learn more about cognitive disabilities.”

    Create a Helpful Layout

    • Break Down Tasks: Use steps and progress indicators for complex tasks.
    • Use Clear Headings: Properly tag headings to organize content logically.
    • Include Visual Cues: Highlight important information with bold text or icons, ensuring good color contrast.
    • Use White Space: Space out text and visuals to prevent cognitive overload.
    • Allow Customization: Enable users to adjust font sizes and hide unnecessary content.

    Web Accessibility Testing for Cognitive Disabilities

    Automated Tools Aren’t Enough

    Automated tools are useful for catching technical errors but fall short when it comes to evaluating cognitive accessibility. They often miss confusing content or overwhelming layouts. Still, they’re a great place to start.

    Tools like Google Lighthouse or  WAVE by WebAIM can scan your site for issues such as inconsistent headings, missing form labels, and poor color contrast—factors that contribute to cognitive overload.

    Prioritize User Testing

    Real user feedback is crucial. Invite individuals with various cognitive disabilities to test your website. Use moderated sessions or remote tools like UserZoom, PlaybookUX, or Lookback to gather feedback. Watching how users interact with your site in real time offers insights that no automated scan can provide.

    Commit to Continuous Improvement

    Accessibility is not a one-time task—it requires regular attention and maintenance. Revisit your site routinely and re-test after updates to stay aligned with evolving standards. While automated scanners help flag issues, pairing them with ongoing human review ensures a more complete understanding of your site’s accessibility.

    For long-term support, consider using an accessibility monitoring platform. A service like 216digital’s a11y.radar can help track accessibility over time, spot recurring problems, and support timely updates. Monitoring also provides valuable data to guide improvements and measure progress.

    Keep It Simple, Keep It Kind

    Designing with these challenges in mind is both a moral responsibility and a way to broaden your reach. By reducing cognitive load, simplifying language, and maintaining a well-organized layout, you can create a website that is easier to use and welcoming for people who face challenges with concentration, memory, or reading comprehension.

    Remember that web accessibility is not just a one-time fix but an ongoing journey. Through regular testing, user feedback, and updates, you can keep your site aligned with modern accessibility standards and user expectations.

    For businesses seeking expert guidance on making their digital experiences more accessible, 216digital offers tailored solutions that enhance usability and ensure compliance. By prioritizing users with cognitive disabilities, we foster an online world where everyone feels capable, respected, and included.

    Every small step you take toward making your site more inclusive counts. By learning about best practices, applying user feedback, and reaching out for expert help when needed, you can build platforms that truly welcome and support all people—including those with cognitive disabilities.

    Greg McNeil

    March 31, 2025
    The Benefits of Web Accessibility
    Accessibility, cognitive disabilities, WCAG, Website Accessibility
  • Alt Text: Why Marketing Copy Hurts Accessibility

    Have you ever hovered over an image on a webpage and noticed a small snippet of text appear? That text is called “alt text,” and it plays a powerful role in how people experience your site—especially those who rely on screen readers. Yet it often remains an afterthought. That’s a problem. When handled correctly, it not only helps visually impaired users understand your images, but it can also support your SEO goals. On the other hand, stuffing alt text with keywords or using it as hidden ad space can frustrate visitors and hurt your search rankings.

    In this article, you’ll learn why alternative text matters, how it benefits both accessibility and SEO, and how to write it in a clear, concise, and helpful way rather than a spammy or sales-focused one. Whether you’re a solo entrepreneur, a web developer, or part of a digital marketing team, these principles will help you craft alt text that meets user needs without alienating search engines—or your audience.

    Why Alt Text Matters

    Imagine you’re shopping for a laptop case online, and you can’t see the product images. Screen reader users rely on alt text to “hear” what’s happening in each image, from color to texture. If it is nothing more than “Get the best laptop case here,” that user is left with zero details about the product. They might simply leave for a site that offers the information they need. When you write alt text that clearly states “Black leather laptop case with a zipper and handle,” you empower all customers, including those with visual impairments, to make informed decisions.

    SEO Wins

    Search engines analyze alt text to better understand what each image represents. This can give your site a leg up in search rankings for relevant queries. However, algorithms have grown smart enough to recognize keyword-stuffed or spammy text. If your alt text reads like a desperate attempt to shoehorn “laptop case” 10 times, you might do more harm than good. Concise, descriptive text helps Google and other search engines match your site with the people who genuinely want to find your products.

    Common Alt Text Pitfalls

    Keyword Overuse

    It can be tempting to sneak in extra keywords to boost SEO. But endless repetition—like “car seat protector, seat protector for cars, vinyl seat protector”—makes the text clunky and unhelpful. Search algorithms can detect spammy patterns, and users who rely on screen readers will find the repetition tedious or confusing.

    Marketing Copy Disguised as Descriptions

    Some site owners treat alt text fields as free ad space, writing something like:

    “Our top-selling leather laptop case, now 20% off! Don’t miss this exclusive deal—buy today!“

    While it may read like a catchy tagline, it doesn’t describe the image. A screen reader user learns nothing about color, texture, or design. Plus, Google doesn’t benefit from vague promotional language and might even flag your page as low-quality.

    Empty or Missing Alt Text

    Perhaps the biggest mistake is neglecting alt text entirely. In that case, a screen reader user hears nothing—just empty space—making it impossible to engage with or understand the image. If a product image is critical to your sales, that’s a huge missed opportunity.

    Repeating “Image of”

    Screen readers already announce that an element is an image. If your alt text says “Image of a black laptop case,” it’s redundant. Jump straight to the essential details: “Black leather laptop case with a zipper and handle.”

    Writing Alt Text the Right Way

    Focus on Real Descriptions

    The primary function of alt text is to describe the image so someone can visualize it through words. For a black vinyl car seat protector, a simple yet complete phrase might be:

    “Black vinyl seat protector on the driver’s seat with a zippered pocket.”

    This gives useful details while remaining concise—no filler like “best seat protector,” no repeated keywords, and no promotional language.

    Keep It Concise Yet Informative

    Alt text generally doesn’t need to be more than one or two short sentences. Offer key details without overwhelming the user. For a laptop case, mentioning the color, material, and whether it has a handle or zipper is usually enough. Screen reader users just need the essentials to identify or comprehend the image.

    Context Is Important

    If the image has a functional role—like a button or a link—clarify that. For instance, if users click an image to add a product to their cart:

    “Add to cart button for black vinyl seat protector”

    This way, a screen reader announces the function, not just the object in the image.

    Skip Redundant Phrases

    Screen readers typically announce that an element is an image, so writing “Image of” or “Graphic showing” is unnecessary. Go straight into the description. It keeps your text short and saves valuable time for the user.

    The Real-World Impact of Bad Alt Text

    Frustrating Users

    When alt text is stuffed with marketing copy or random keywords, it becomes meaningless for users with visual impairments. They hear a repetitive sales pitch instead of valuable information. This frustration often leads them to abandon your site, which hurts your brand image—and your bottom line.

    Possible Legal Ramifications

    In an era of heightened focus on digital accessibility, businesses risk legal consequences by not meeting basic standards. Some organizations have faced lawsuits for failing to include alt text. While legal outcomes vary by location and industry, it’s best to be proactive.

    Lower Search Engine Rankings

    Search engines want to display content that offers value. If your alt text is obviously spammy or unhelpful, algorithms may penalize your pages or push them further down the results. A high bounce rate—where users leave quickly due to poor user experience—also signals to Google that your site isn’t meeting visitor needs.

    Practical Steps to Improve Your Alt Text

    Conduct an Alt Text Audit

    Start by reviewing your site for missing or poor-quality alt text. Tools like the WAVE Web Accessibility Evaluation Tool highlight potential issues. Many SEO platforms also include site audits that can reveal duplicated alternative text text or keyword stuffing.

    Leverage AI Judiciously

    AI can be a lifesaver if you have thousands of product images. Tools like Google Vision offer automated descriptions, but they’re not always accurate. AI might misidentify colors or add superfluous words, so always review automatically generated alt text for accuracy and clarity.

    Follow Recognized Guidelines

    The Web Content Accessibility Guidelines (WCAG) provide standardized advice on writing effective alternative. Aim to:

    • Describe the image’s important details.
    • Keep it concise.
    • Skip filler words like “picture of.”
    • Use empty alt text (alt=" ") for purely decorative images that don’t add information.

    Test with Real Users

    Whenever possible, invite screen reader users to test your site. No automated tool can replace real feedback from people who use assistive technology daily. They’ll quickly tell you if your alt text is too vague, too repetitive, or missing crucial details. Their firsthand insights can highlight any confusion or gaps.

    Best Practices at a Glance

    • Prioritize clarity: Let users know exactly what they’re “seeing” through your words.
    • Stick to relevant details: Think color, material, function, or context—not ad slogans.
    • Limit keywords: A single, well-placed keyword can assist SEO. Overuse can sabotage it.
    • Adapt to the image: Product angles differ, so describe each image’s unique perspective.
    • Check surrounding text: If “black laptop case” appears in the product name next to the image, you may not need to repeat it in the alt text.

    Conclusion

    In today’s competitive online environment, you can’t afford to overlook the importance of alt text. A single line of well-chosen words can be the difference between an inclusive, intuitive user experience and a site that feels incomplete to a significant segment of your audience. By writing concise, descriptive alt text—free from keyword stuffing and promotional fluff—you create a more welcoming website and help search engines better understand your content.

    If you’re ready to enhance your site’s accessibility while protecting its SEO standing, consider partnering with 216digital. We’ll help you fine-tune your alt text (and the rest of your site) so that every visitor, whether they see your images or hear them described, gets the information they need. Embracing accessibility and clarity isn’t just the right thing to do—it’s also a savvy move for your online presence.

    Greg McNeil

    March 28, 2025
    The Benefits of Web Accessibility
    Accessibility, Alt text, How-to, Image Alt Text, Marketing, SEO, WCAG, Website Accessibility
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