The Benefits of Web Accessibility Archives- Page 2 of 4/Category

Is Your Website an Accessibility Heartbreaker?
Imagine this: You’re on a first date. The atmosphere is warm, the conversation flows easily, and everything feels right. That’s the power of a great first impression. Now, imagine the opposite—a cold, awkward encounter where nothing seems to click. Not exactly the love story you were hoping for, right?

Well, your website’s first impression works the same way. An accessible website makes users feel welcomed, valued, and engaged—just like a great first date. It’s the kind of experience that keeps them coming back for more. But, if your website isn’t accessible, it can be a huge turnoff. Users will get frustrated, bounce off your site faster than a bad date, and you’ll lose valuable business opportunities. Worse yet, accessibility issues can even lead to legal risks. No one wants that heartbreak.

In this article, we’re going to talk about common accessibility mistakes that could break users’ hearts and, more importantly, how to fix them. Let’s make sure your website is a love story in the making!

Common Accessibility Heartbreakers (Mistakes to Avoid)

Just like a bad date can ruin your chances for a second one, these accessibility mistakes can send users running for the door. Let’s fix these issues before they break anyone’s heart.

1. The Ghosted Visitor: No Keyboard Navigation

Imagine trying to navigate a website without a mouse. For many users with mobility impairments, the keyboard is their only way of interacting with your site. If they can’t use the Tab key to move through links, buttons, or form fields, they’re essentially locked out.

Fix

Make sure all interactive elements are accessible via keyboard. This includes buttons, links, form fields, and menus. Also, don’t forget about the :focus state to show users where they are on the page. And, please—no keyboard traps! These occur when users can’t escape pop-ups or dropdowns using their keyboard. No one wants to be stuck on a bad date (or website)!

2. The Mixed Signals: Low Contrast & Illegible Fonts

Ever tried reading a text message with tiny, light-colored text against a white background? Not easy, right? Now, imagine the same thing on your website. Low contrast and hard-to-read fonts create accessibility barriers, especially for users with visual impairments or color blindness.

Fix

Follow the Web Content Accessibility Guidelines (WCAG) contrast ratios—4.5:1 for normal text and 3:1 for large text. Choose fonts that are easy on the eyes (think: no overly decorative or script fonts). Also, give your text some breathing room by adjusting the spacing between letters, words, and lines. A little space goes a long way in readability!

3. The Silent Treatment: Missing Alt Text & Screen Reader Issues

When you don’t provide alt text for images, it’s like leaving a text on read. Users who rely on screen readers won’t be able to understand what the image is about, and that can make them feel left out. Also, if your graphics aren’t properly described, you’re leaving users in the dark.

Fix

Make sure all informative images have descriptive alt text. If an image is purely decorative, use alt=”” so it doesn’t clutter the screen reader’s output. And don’t forget about interactive elements like buttons or icons—be sure to give them proper ARIA labels or text descriptions.

4. The Disappearing Act: Poor Focus Indicators

Just like you wouldn’t want your date to disappear mid-conversation, you don’t want users to lose track of where they are on your website. When focus indicators are missing, especially when navigating via keyboard, it becomes frustrating and confusing.

Fix

Ensure focus styles are visible and easy to spot. For example, use outline: 2px solid #color; for a visible focus state. Never remove focus outlines with CSS (outline: none; is a dealbreaker!). Make sure to test your site by navigating with the Tab key yourself, so you know exactly what your users will experience.

5. The Confusing Relationship: Inconsistent Heading Structure

Headings are like road signs—they guide users (and screen readers) through your content. If your heading structure is all over the place, it’s like showing up to dinner only to realize your date is more lost than the dessert menu.

Fix

Stick to a consistent heading structure. Use <h1> for the main page title, followed by <h2> for section headers, and <h3> for subsections. Avoid using headings just for styling purposes—use CSS for that! Keep headings concise and meaningful to help users (and screen readers) navigate through your content.

6. The Commitment Issues: Unlabeled Form Fields

Form fields without labels are like trying to have a conversation without saying anything meaningful. For users who rely on screen readers or voice input, unlabeled fields are confusing and make the experience feel like a dead end.

Fix

Clearly label all form fields using <label> elements. If a visible label isn’t possible, use aria-label or aria-labelledby. And when users make mistakes on a form, don’t just say “Invalid input.” Offer helpful error messages with guidance on how to fix the issue.

7. The Unwanted Surprise: Auto-Playing Content

Auto-playing videos or audio are the equivalent of a surprise PDA—some people just aren’t into it. For users with cognitive disabilities, or those using screen readers, auto-playing content can be disorienting and disruptive.

Fix

Give users control over media playback. Allow them to pause, stop, or mute the content. If you must have autoplay, make sure the audio is muted by default. Also, provide captions and transcripts for multimedia content to make it accessible to everyone.

Winning Hearts: Making Your Website More Accessible

Creating an accessible website isn’t just about fixing the mistakes we’ve talked about; it’s about going the extra mile to make sure everyone feels welcome. Here are a few tips to help you win hearts and minds:
- Run an accessibility audit using tools like Lighthouse or WAVE. These tools help you spot potential issues and offer suggestions for improvement.
- Get feedback from real users with disabilities. There’s no better way to find out what works and what doesn’t than by talking to the people who need accessibility features most.
- Follow WCAG guidelines and keep accessibility in mind with every design and development decision. It should be a priority, not an afterthought.
- Make accessibility a long-term commitment. It’s not a one-time fix; it’s an ongoing process. Keep testing and improving to ensure that your site is always inclusive and user-friendly.
Don’t Let Your Website Be a Heartbreaker

At its core, accessibility isn’t just about compliance—it’s about creating an inclusive, welcoming experience that keeps users engaged and happy. When your website prioritizes accessibility, you’re showing every visitor that they are valued, respected, and included. And that’s the kind of love story worth telling.

So, is your website ready to sweep visitors off their feet? Let’s make sure it is. Schedule an ADA briefing with 216digital today to ensure your site is accessible, user-friendly, and legally compliant. Because when it comes to accessibility, the best love story is one where no one gets left out!
Greg McNeil

February 3, 2025

The Benefits of Web Accessibility, WCAG Compliance

Accessibility, ADA Compliance, ADA Website Compliance, WCAG, Website Accessibility
Web Accessibility: A Must for Small Businesses
Ever wonder if your website might be quietly turning people away?

As a small business owner, you already have plenty to juggle—so it’s easy to think web accessibility isn’t a top priority. But what if ignoring it costs you sales, hurts your reputation, and even puts you at risk for legal trouble?

The good news is that it’s never too late to start. By making your site accessible to everyone, you can reach more customers, show you care about every visitor, and stand out in a crowded market. Let’s explore why web accessibility matters and how simple steps can make a big difference for your business.

What Is Web Accessibility?

Web accessibility means designing websites so everyone can use them, including people with disabilities. It involves making sure your site works for those relying on screen readers, keyboard navigation, or other assistive tools. This includes people who have visual or hearing impairments, limited mobility, or cognitive differences.

But accessibility benefits more than just people with disabilities. It also helps those with temporary injuries, older devices, or slow internet, and those who can’t hear audio in noisy places. By following standards like the Web Content Accessibility Guidelines (WCAG), your small business can create a smoother, more inclusive online experience for every visitor.

Why Accessibility Matters for Small Businesses

Reach More Customers

The Centers for Disease Control and Prevention (CDC) says that more than 1 in 4 adults in the United States have some type of disability. That’s a huge group of potential customers who may struggle with a site that isn’t accessible. But accessibility also helps others—like older adults, people with temporary injuries, or those using slow internet.

By making your site easier to use, you can connect with a bigger, more diverse audience. In fact, studies show that businesses that focus on accessibility can see up to a 20% increase in their customer base.

Improve Your SEO

Did you know that accessible websites can rank higher in search results? Search engines favor sites that are easy to read and navigate. Features like clear headings, alt text for images, and proper HTML tags not only help users but also boost your SEO.

For example, the radio program This American Life added transcripts for each episode, increasing search traffic by almost 7%. By making your site more accessible, you, too, can improve your visibility and attract more organic traffic.

Build a Better Brand

People today care about inclusivity. A 2023 study showed that 70% of consumers prefer brands committed to diversity and inclusion. By making your website accessible, you show that you value every customer. This builds trust and loyalty, setting you apart from other businesses.

Avoid Legal Risks

The Americans with Disabilities Act (ADA) requires businesses to make their services, including websites, accessible. If you don’t, you might face expensive lawsuits. In 2024, over 4,000 ADA lawsuits were filed, and more than 33% targeted small businesses.

Why the focus on small businesses now? First, there are more small businesses overall. Second, large companies have been dealing with accessibility lawsuits for years, so many have strong accessibility programs already in place. Settlements can cost anywhere from $10,000 to $100,000—plus legal fees. By making your site accessible now, you can avoid these risks and show customers you care.

Don’t Let Cost Hold You Back

Improving accessibility takes time and money, but it doesn’t have to break the bank. Start with the biggest issues, like adding alt text or fixing color contrast. These small changes can make a huge difference. Plus, if you’re in the U.S., you may qualify for the Disabled Access Credit to help with costs.

Including accessibility from the start also saves money later. You won’t need expensive redesigns or add-ons if you prioritize accessibility now. Accessible sites often run more smoothly, which can reduce hosting and maintenance costs in the long run.

Practical Steps to Start Your Accessibility Journey

Feeling overwhelmed? Don’t worry—you can begin with small, simple steps:

Check Your Site’s Accessibility

Regularly audit your website for accessibility issues. There are free tools like WAVE and Google Lighthouse that can help you identify problems, such as missing alt text for images. For a deeper look, think about hiring an accessibility expert.

Stay Informed and Up-to-Date

Web Content Accessibility Guidelines (WCAG) and best practices can evolve over time. Stay informed about any changes and make updates to your website as necessary to remain compliant.

Train Your Team

Train your staff, especially those involved in website management and content creation, about web accessibility. This helps create a culture of inclusivity and ensures that accessibility remains a priority.

Offer Accessible Customer Support

Provide different ways for people to contact you—phone, email, or live chat. Make sure these options are usable by everyone, including people with assistive devices.

How Accessibility Helps Your Business

When you make your website accessible, you can:
- Increase Sales: If your site is easier to use, more people will stay and buy.
- Boost Customer Loyalty: People remember brands that make them feel included.
- Strengthen Your Brand: Being known for inclusivity helps you stand out.
Take the First Step

Starting your journey toward accessibility doesn’t have to be scary. Take small actions, keep improving, and celebrate your wins. The benefits—like reaching more customers, getting better SEO results, and strengthening your brand—are worth the effort.

At 216digital, we will help develop a strategy to integrate WCAG 2.1 compliance into your development roadmap on your terms so that you can focus on what matters: your business. Don’t wait—make your website accessible now. Schedule an ADA briefing with us to get started!
Kayla Laganiere

January 15, 2025

The Benefits of Web Accessibility

Accessibility, ADA Compliance, Benefits of Web Accessibility, Small Business, Website Accessibility
Email Accessibility: Why It Matters for Your Marketing
Did you know that many marketing emails are nearly impossible for some people to read? It’s true! People with disabilities, especially those who use screen readers, often struggle with text that isn’t coded properly or images that don’t have any descriptions. The good news is that email accessibility is simpler than you might think. In this article, we’ll explore why emails can be hard to read for people with disabilities, why you should care, and how you can start making changes today. Let’s dive in!

Why Accessibility in Emails Matters

You might be wondering, “Why should I think about email accessibility?” There are two big reasons:
1. Reach More Readers: Accessibility helps you connect with a larger audience, which means more potential customers.
2. It’s the Right Thing to Do: Many people rely on screen readers or special settings to read their messages, and they deserve the same great experience as everyone else.
Plus, consider this: There are about 61 million adults in the United States alone who have disabilities, and over one million of them are blind. Emails that aren’t accessible can stop them from reading newsletters, buying products, or joining your events. By focusing on accessibility, you’re ensuring everyone can connect with you.

The Business Case for Accessible Emails

You might ask, “Why should I spend my time on email accessibility?” Here are three compelling reasons:
1. Stay Legally Compliant: Laws like the Americans with Disabilities Act (ADA) may apply to online communication. Staying compliant avoids potential legal issues.
2. Expand Your Audience: People with disabilities make up a significant group. Including them ensures your message reaches more people.
3. Improve Content for Everyone: Accessible content benefits all users. For example, larger fonts are easier on the eyes, and descriptive link text helps people skimming emails on their phones.
In short, email accessibility isn’t just nice to have — it’s a smart move that can boost your brand and prevent legal headaches.

Why Marketing Emails Tend To Be Inaccessible

Let’s be honest: emails can be tricky. Here’s why:
- They Rely on Tables for Layout: Modern web pages use advanced CSS layouts, but many email clients don’t support them. This forces developers to use tables, which can confuse screen readers if not coded correctly.
- Limited Support for Buttons: Real <button> elements often aren’t supported. Replacing buttons with images can create accessibility issues if the images lack descriptions.
- Drag-and-Drop Tools Aren’t Perfect: Email builders like Mailchimp or HubSpot can generate messy or incomplete HTML code, leading to hidden accessibility problems.
These challenges make email accessibility tricky, but don’t worry. With a few simple steps, you can overcome these issues.

Building an Accessibility Checklist for Emails

Here’s a simple checklist to help you make your emails more accessible:

Template Setup (One-Time Fixes)
1. Add role=”presentation” to Tables: This attribute tells screen readers to ignore table structure, reducing confusion.
2. Underline Inline Links: Don’t rely on color alone to indicate links. Use underlines to make them easily identifiable.
3. Avoid Using One Big Image as Your Email: Screen readers can’t interpret a single large image. If images are disabled, subscribers will see an empty box instead of your content.
Campaign-Level Fixes
1. Add Alt Text to Every Image: Alt text provides descriptions for images. Keep it brief but clear (e.g., “Model wearing a red winter jacket”).
2. Use Semantic HTML Elements: Use <h1> for main headings, <h2> for subheadings, and <p> for paragraphs to help screen readers understand content structure.
3. Use Descriptive Links: Replace vague link text like “Click Here” with “View our winter jackets” to provide context.
Testing and QA for Your Accessible Emails

How can you ensure your emails are accessible? Test them!

Manual Testing

Use free screen readers like NVDA (Windows) or VoiceOver (Mac) to hear how your email sounds. Listening to your email read aloud is a great way to catch problems.

Automated Testing Tools

Use tools like Google Lighthouse or WAVE to scan your email’s web version for issues. Publish a temporary version, get the URL, and analyze it for errors.

A/B Testing

Test different versions of your accessible emails to see what resonates best with your audience. Compare engagement metrics to measure the impact of accessibility.

Accessibility Best Practices for Email Design

Here are additional tips for email accessibility:
1. Make It Mobile-Friendly: Ensure text, buttons, and layouts work well on smaller screens.
2. Choose Readable Fonts and Colors: Use high contrast (e.g., black text on a white background) and avoid tiny fonts.
3. Avoid Flashing or Moving Text: Fast-moving elements can be challenging for some users. Use animation sparingly.
Encouraging a Culture of Accessibility

Once you start focusing on accessibility, share your knowledge with your team:
1. Offer Mini-Trainings: Show marketing and design teams how to add alt text or check code for issues.
2. Collaborate with Developers: Work with your development team to address tricky code problems.
3. Celebrate Wins: Highlight successful accessible campaigns during team meetings to encourage continued focus.
Conclusion

Email accessibility matters because it helps people with disabilities, grows your audience, and enhances your brand’s reputation. The best part? It doesn’t have to be complicated. With simple steps like adding alt text, using descriptive links, and making your designs mobile-friendly, you can create emails that everyone can enjoy.

Take a moment to review your next email draft. Is there alt text? Are links descriptive? Are fonts readable? If so, you’re already ahead of many marketers. Keep going, and soon accessibility will become a natural part of your email marketing process, benefiting both your audience and your brand
Greg McNeil

January 3, 2025

How-to Guides, The Benefits of Web Accessibility

Accessibility, email accessibility, How-to, Web Accessibility, web developers
Accessibility in 2025: Why Web Accessibility Can’t Wait
These days, the internet is part of almost everything we do. Whether you’re shopping, learning, or connecting, the web matters. But what happens when some people can’t access your website in 2025? If your site isn’t built for everyone, think about the message that it sends.

In 2025, ignoring accessibility isn’t just risky—it’s neglectful. It can also lead to hefty legal issues. How many possible customers are you losing because your site doesn’t work for them? And how much would a lawsuit cost, both financially and in lost reputation? Accessibility isn’t just another box to check. It’s a responsibility we all share. If you’re still waiting to act, ask yourself: why the delay?

Evolving Accessibility Standards in 2025

Web accessibility has come a long way. The Web Content Accessibility Guidelines (WCAG) from W3C offer a reliable framework. These guidelines cover how to make digital spaces work for everyone, including people with disabilities.

By 2025, updates like WCAG 2.2 and the emerging WCAG 3.0 raise the bar further. These updates include new mobile standards, improved focus indicators, and better support for cognitive disabilities. By following these evolving standards, you’ll build a site that truly serves every user.

Government Enforcement and Legal Implications

Governments around the world are getting stricter about accessibility. In the U.S., Title II of the ADA now places stronger requirements on public entities. These rules will roll out in April 2026 and 2027, creating clear deadlines for compliance.

Meanwhile, the European Accessibility Act (EAA) takes full effect by June 28, 2025. This law applies to public institutions and private businesses, including e-commerce and financial services. Non-compliance could land you in legal trouble and damage your reputation. Adapting to these rules isn’t just about avoiding fines—it’s about making sure everyone can use what you offer.

Accessibility as a Business Imperative

Many businesses don’t realize how much accessibility can affect their bottom line. The truth is that investing in accessibility is a wise move.

Legal Implications

By 2025, lawsuits about inaccessible websites are becoming more common. In 2024 alone, there were over 4,000 ADA lawsuits in the U.S. That number highlights a growing push for compliance. One unfortunate trend is “copycat” lawsuits, where 41% of 2024’s cases targeted businesses with previous noncompliance.

Settlements can run anywhere from $10,000 to $100,000, not counting legal fees. Worse still, your public image may take a hit that’s hard to fix. Courts have made it plain: websites must be accessible. If you ignore these requirements, you could be facing big legal bills and a tarnished reputation.

Market Potential in 2025

Accessibility isn’t just about avoiding risks. It also opens the door to millions of new customers. About 15% of the world’s population has some form of disability. Add older adults who benefit from clear, easy-to-use sites, and you’ve got an even bigger market.

In the U.S. alone, people over 50 drive more than $8 trillion in economic activity each year, according to AARP. That’s huge, and it’s only growing as our population ages. Making your site accessible also boosts SEO and discoverability. This helps everyone, not just those with specific disabilities.

Competitive Advantage

If two companies offer the same service, but one has a user-friendly website, guess who wins? Accessibility sets you apart. It shows you respect and value every customer, building trust in your brand. In 2025, that might be the difference between thriving and floundering.

An accessible site also signals that your brand is forward-thinking and inclusive. Many customers care about companies that “walk the talk” on social issues. By putting accessibility first, you position yourself as an industry leader.

Challenges and Misconceptions

Some organizations stall on accessibility because they think it’s too pricey or too complicated. Others believe quick fixes, like overlays, will solve everything. These myths can hold your business back.

The Myth of Overlays

Overlays promise one-click solutions, but they often cause more harm than good. They can break your website’s functionality or confuse users of assistive technologies. Sometimes, they even block screen readers or tangle up navigation.

They also don’t meet many legal requirements, leaving you open to lawsuits. True accessibility needs mindful design, thorough testing, and a commitment to ongoing improvements—no shortcuts allowed.

For more information on the harm of screen overlays, check out the Overlay Fact Sheet.

Fear of Cost

Yes, accessibility takes time and resources. But it doesn’t have to ruin your budget. Start small by fixing the biggest barriers on your site. Simple changes—like adding alt text or improving color contrast—can make a huge impact.

In the U.S., businesses can also use the Disabled Access Credit for accessibility expenses. Over time, small steps lead to big changes. You’ll build a more inclusive online presence and reduce the risk of costly legal battles.

The Role of Technology in Accessibility

Fortunately, technology is making accessibility easier. In 2025, AI-driven tools can help identify issues quickly. Popular tests, like Google Lighthouse or WAVE, flag areas that need improvement.

Assistive technologies are also evolving. Screen readers and voice recognition software are getting smarter. However, technology alone can’t solve everything. You must understand your users and design with their needs in mind. That human-centered approach makes your website better for all.

Practical Steps to Get Started in 2025

Worried your website isn’t accessible yet? Don’t panic. You can start today:
1. Conduct an Audit: Use tools like Google Lighthouse or hire an expert to identify issues on your site.
2. Fix High-Impact Problems: Start with basics like adding alt text, improving keyboard navigation, and fixing color contrast.
3. Build Accessibility Into Your Workflow: Make accessibility a part of every project, from design to development.
4. Seek Help When Needed: Partner with accessibility experts to guide your efforts and ensure long-term success.
Maintain and Monitor Accessibility

Remember, accessibility is a journey, not a one-time fix. Keep track of updates and new content to ensure they don’t add barriers—tools like Accessibility Radar (a11y.Radar) help you watch your site’s accessibility over time. By staying proactive, you’ll keep your site usable for everyone.

Looking Ahead: The Future of Accessibility

In 2025, you can’t afford to ignore accessibility. It’s crucial for growth, legal compliance, and being a decent digital citizen. When you make your site accessible, you open your business to more customers, strengthen your brand, and help create a fairer online world.

Don’t wait for a lawsuit or a complaint to spur action. Start now. Conduct an audit, fix any issues you find, and commit to continuous improvement. If you need help, companies like 216digital are ready to guide you. Together, let’s build a web that works for everyone.
Greg McNeil

January 2, 2025

The Benefits of Web Accessibility, Web Accessibility Remediation

2025, Accessibility, ADA Compliance, New Year's Resolution, Web Accessibility
Accessibility Tax Credit: A Boost for Small Businesses
Web accessibility is becoming a bigger focus for businesses of all sizes. Not only is it about doing the right thing ethically, but it also helps avoid legal issues. Still, many small businesses hesitate to make accessibility improvements because they worry the costs will be too much. What many don’t realize is there’s a tax credit designed to ease those expenses: the Disabled Access Credit, often called the Web Accessibility Tax Credit. This lesser-known benefit can lighten the financial load while encouraging inclusivity. Let’s break down this tax credit, how it works, and how small businesses can use it to set themselves up for long-term success.

Understanding the Web Accessibility Tax Credit

The Disabled Access Credit, outlined in Section 44 of the IRS Code, is a federal tax credit available to eligible small businesses. It’s there to help cover costs related to becoming ADA-compliant. While the ADA is often associated with physical accommodations like wheelchair ramps or accessible restrooms, it also applies to digital spaces. That means the credit can be used for website updates to meet the Web Content Accessibility Guidelines (WCAG) —the technical standards for making digital content inclusive.

For small businesses, this tax credit can make a big difference. Whether you’re hiring someone to do an accessibility audit or purchasing software to improve your site’s functionality, those costs can add up fast. By using the Disabled Access Credit, you can make these improvements much more affordable, creating a welcoming online space for all users.

Why the Accessibility Tax Credit Is a Hidden Gem

Despite its benefits, the Disabled Access Credit isn’t widely used. Part of the reason is that many small business owners simply aren’t aware it exists. Others assume it only applies to physical accessibility upgrades, like installing ramps or widening doorways. But the IRS has made it clear—digital accessibility counts too.

This means countless small businesses miss out on a financial boost that could:
- Offset Accessibility Costs: The credit covers up to 50% of eligible expenses, so you can make improvements without straining your budget.
- Invest in Long-Term Benefits: Accessibility often leads to better user experiences, which helps keep customers coming back.
- Reduce Legal Risks: Proactively addressing accessibility can protect your business from costly lawsuits and reputational damage.
With websites being such a vital part of modern business, making yours accessible can open doors to new audiences and opportunities.

Eligibility Criteria: Does Your Business Qualify?

Not every business can take advantage of the Web Accessibility Tax Credit. Here’s a quick look at the criteria:
- Small Business Status: Your business must have annual gross receipts of $1 million or less from the previous year OR employ 30 or fewer full-time employees.
- Qualifying Expenses: Costs related to removing barriers for people with disabilities—such as making your website WCAG-compliant—are covered.
- Non-Profit Exclusion: Unfortunately, nonprofits don’t qualify for this credit.
If you meet these requirements, you’re in a great position to benefit. Even if you’re close to the revenue or employee threshold, it’s worth double-checking your records to make sure you don’t miss out.

Qualifying Expenses: What Can the Accessibility Tax Credit Cover?

The Disabled Access Credit can cover 50% of eligible expenses over $250, up to a maximum of $5,000 annually. Here are some common expenses that qualify:
- Accessibility Audits: Costs for professional evaluations, including both automated and manual testing of your website.
- Website Modifications: Updates like improved navigation, keyboard functionality, and adding alt text for images.
- Assistive Technology: Tools like screen readers or captioning software for users with disabilities.
- Training: Employee training on accessibility best practices to maintain compliance over time.
For example, if you spend $7,000 on a full accessibility overhaul, subtracting the first $250 leaves $6,750. Applying the 50% credit gives you $3,375 back—a significant savings that can go a long way for a small business.

Steps to Claim the Web Accessibility Tax Credit

Claiming the Disabled Access Credit might sound tricky, but it’s simpler than you think:
1. Talk to a Tax Professional: An accountant or tax advisor familiar with small business tax incentives can confirm your eligibility, guide you through documentation, and suggest the best approach to claiming the credit.
2. Keep Track of Expenses: Save all receipts and invoices for accessibility-related costs, from software to consultant fees.
3. File IRS Form 8826: Attach this form to your annual tax return to claim the credit. Ensure all figures are accurate and supported by the documentation you’ve collected.
4. Consider a Phased Approach: If your total accessibility costs exceed $10,250 in a single year, you may wish to spread your projects across multiple tax years to maximize the annual $5,000 credit. This strategy ensures you continually invest in accessibility without losing out on potential credits.
How Accessibility Enhances Your Business

Some business owners see accessibility as just another expense, but it’s actually a smart investment. Here’s why:
- Reach a Bigger Audience: Around 28.7% of U.S. adults have some disability. Making your site accessible means you’re welcoming a large and often overlooked customer base.
- Improve SEO: Accessibility best practices—like clear headings and descriptive alt text—can also boost your search engine rankings.
- Enhance User Experience: Clear navigation, labeled buttons, and proper color contrast benefit all users, not just those with disabilities.
- Prepare for the Future: ADA-related lawsuits are on the rise. Staying on top of accessibility now can save you legal headaches later.
By prioritizing accessibility, you’re not just checking a box—you’re making a strategic move that benefits your customers and your business.

Practical Tips for Getting Started

If you’re ready to take the plunge into web accessibility and leverage the available tax credit, here are some steps you can take right now:
1. Perform an Accessibility Audit: Use either free automated tools or hire an accessibility consultant to identify your biggest compliance gaps. This will give you a clear roadmap of where you need to make improvements.
2. Set a Budget: Determine how much you can invest and calculate how much of that can be offset by the Disabled Access Credit.
3. Partner with Experts: From web developers specializing in accessible design to training programs that teach your staff how to update content accessibly, a range of expert services can expedite and enhance your compliance efforts.
4. Monitor Progress: Web accessibility isn’t a one-and-done task. Standards evolve, and so do websites. Continually test, update, and refine to stay compliant and maintain a user-friendly experience.
Final Thoughts: A Win-Win Opportunity

The Web Accessibility Tax Credit is a powerful tool that can help small businesses build inclusive, user-friendly websites without taking on the entire financial burden. From improving customer satisfaction to staying compliant with ADA regulations, accessibility has benefits that go far beyond the tax credit.

Ready to get started? Schedule an ADA briefing with 216digital today. Let us help you create an accessible website that strengthens your brand, expands your audience, and positions your business for success.
Greg McNeil

December 23, 2024

The Benefits of Web Accessibility, Web Accessibility Remediation

accessibility tax credit, Disabled Access Credit, tax credit, Web Accessibility
Why Website Accessibility Should Your New Year’s Resolution
As each New Year begins, we all look for ways to improve. Some people aim to eat healthier or learn a new skill. Others plan to grow their business or find new ways to help their community. This year, consider making website accessibility your top goal. By doing so, you can help create a more inclusive online experience while also boosting your company’s success. In this article, we will look at why website accessibility matters, how it helps your business, and what steps you can take to get started.

What Is Website Accessibility?

When people talk about website accessibility, they are talking about making sure that everyone can use a website. This means people who are blind, have low vision, are deaf, have hearing loss, or have other disabilities. For example, many users rely on screen readers to read text out loud if they cannot see the screen well. Others may navigate only with a keyboard if they have trouble using a mouse.

Making your site accessible helps all users find the information they need. It also shows that you respect and value every visitor. Most importantly, it creates an inclusive online space where everyone can participate.

Why Focus on Website Accessibility?

Inclusivity

One main reason to focus on website accessibility is to make sure people with disabilities have the same chances as everyone else. It can feel frustrating when someone cannot use a website because images don’t have text descriptions or the site requires the user to click small buttons they can’t see. By updating your site to be accessible, you send a message that you care about all visitors.

Better User Experience

Another reason to care about website accessibility is that it improves the user experience for everyone. For example, providing clear and simple navigation helps people with vision or mobility issues. But it also allows users on mobile phones who want easy buttons and menus. By making your site clear, organized, and simple, you help all visitors find what they need faster.

Search Engine Optimization (SEO)

Many of the steps you take to improve website accessibility also make your site more search-engine friendly. Search engines like Google look for well-structured content, headings, and alternative text for images. These are the same features that help people who use screen readers. As a result, when you improve your site’s accessibility, you can also see a boost in your SEO. This can lead to more site visitors and potential customers.

Avoiding Legal Risks

In some places, it is the law that businesses must make reasonable efforts to ensure website accessibility. If a site is inaccessible, there could be legal consequences, such as lawsuits or fines. By taking the time to keep your site accessible, you protect your business from these risks.

Future-Proofing Your Website

Staying on top of website accessibility helps future-proof your site as technology changes. When new devices or tools come out, users with disabilities may rely on them to access the web. A site that follows best practices for accessibility will likely work well with new devices and software.

Steps for Getting Started with Website Accessibility

1. Conduct an Accessibility Audit

A good place to start with website accessibility is to run an accessibility audit. This can show you where your site is working well and where you need to improve. You can use online tools like WAVE Web Accessibility Evaluation Tool or Google Lighthouse to scan your web pages. These tools will point out errors, like missing image text or poor color contrast.
- Check for Alt Text: One of the first things these tools look for is alt text for images. This text should describe the image so that people using screen readers know what it shows.
- Inspect Headings: Proper headings (H1, H2, H3, etc.) make it easier for users and search engines to understand your content. They also help screen readers tell listeners what section of the page they’re on.
2. Improve Color Contrast

Many people have trouble reading text if the colors do not have enough contrast. For instance, gray text on a white background can be hard to see, even for people without vision disabilities. Try using a tool like WebAIM’s Color Contrast Checker to make sure your text stands out from the background.

3. Make Your Site Keyboard-Friendly

Some people cannot use a mouse. Instead, they use the keyboard to move from button to button on a page. Make sure that all interactive parts of your site, such as links and forms, can be reached and used by pressing Tab or the arrow keys. You can test this by trying to use your site without a mouse.

4. Use Clear Labels and Instructions

Forms, buttons, and links should have labels that tell people what they do. For example, avoid using a button that says “Click Here.” Instead, use a phrase like “Sign Up for Our Newsletter.” This helps visitors understand what action they’re taking. It also helps users who rely on screen readers since the screen reader will say the label out loud.

5. Provide Captions and Transcripts

If you have videos or audio content on your site, make sure you have captions for people who are deaf or hard of hearing. You can also provide written transcripts. This way, all users can understand your content, even if they cannot hear the audio.

6. Follow the WCAG Guidelines

The Web Content Accessibility Guidelines (WCAG) offer detailed advice on how to make sites more accessible. They cover things like color contrast, text size, and how to handle media. While the guidelines can be lengthy, you don’t need to tackle everything simultaneously. Pick the biggest problems first, then work on the rest over time.

Technical Explanations in Simple Terms
- Screen Readers: These programs read text on a screen out loud. People who cannot see well often rely on them to use the web. If your site lacks alt text or uses odd layouts, it can confuse screen readers.
- ARIA Labels: These are extra bits of code that tell assistive technologies how to treat specific parts of a website. They are used when basic HTML tags aren’t enough to explain what something is or does.
- Semantic HTML: This means using HTML tags the way they were meant to be used. For example, using the <header> tag for your header and <main> for your main content. Semantic HTML makes reading your site easier for browsers and assistive tools.
Links to Additional Resources
- W3C Web Accessibility Initiative: This is the group that creates the official guidelines on web accessibility.
- WebAIM: They offer articles, tools, and services to improve accessibility.
- The A11Y Project: A community-driven site with accessibility resources, tips, and tools.
- National Center on Disability and Access to Education (NCDAE): Provides resources on creating accessible web content for education and beyond.
Embracing Accessibility as a Competitive Advantage

Improving website accessibility can make you stand out from your competition. People notice when a site is easy to use and welcoming. They are also likely to return if they had a good first experience. In today’s online world, building a site and hoping for the best is not enough. Making it accessible can bring new customers and keep the ones you already have happy.

Committing to Website Accessibility for 2025

Focusing on website accessibility sets you up for long-term success. By making your site inclusive, you show you care about all visitors, protect your business from legal risks, and improve SEO while creating a more welcoming internet for everyone.

Start the New Year with an accessibility audit and tackle high-impact fixes like adding alt text, improving contrast, and ensuring keyboard navigation. Each step brings you closer to a more inclusive and future-proof site.

Ready to take action? Schedule an ADA briefing with 216digital today. Let us help you build a compliant and inclusive digital presence for 2025 and beyond!
Greg McNeil

December 20, 2024

The Benefits of Web Accessibility, Web Accessibility Remediation

2025, New Year's Resolution, Web Accessibility, Website Accessibility
Measuring Accessibility: How It Impacts Marketing Goals

You’ve invested time, effort, and resources into making your website accessible—now what? Whether you’ve completed web accessibility remediation or are actively planning it, the next step is understanding how these changes impact your business goals. Accessibility improvements aren’t just about compliance; they’re about driving measurable results. From website traffic to engagement and conversion rates, every change you make has the potential to influence key marketing metrics.

But how do you connect the dots between accessibility and performance? Measuring the impact of your efforts can provide powerful insights, helping you refine your strategy and justify the investment. Below, we’ll explore which core metrics to watch, how to set up effective measurement techniques, and how to interpret these findings so that they can shape your ongoing marketing strategy.

Understanding the Marketing Payoff of Accessibility Improvements

When you enhance your site to be more accessible—maybe by improving color contrast, refining navigation for keyboard users, adding descriptive alt text to images, or ensuring multimedia content includes transcripts and captions—you’re helping visitors of all abilities have a smoother, more intuitive experience. While that’s a worthy goal in itself, these improvements can also influence how people engage with your brand online.

A More Welcoming Experience for Everyone

Accessibility isn’t only for users with disabilities; often, making content easier to parse benefits all visitors. A cleaner interface, clearer calls-to-action, and faster loading times can reduce frustration and encourage visitors to stay longer, explore more deeply, and trust your brand’s commitment to serving them.

Building on Existing Marketing Foundations

If you’ve already fine-tuned SEO, user experience (UX) design, or content marketing, accessibility improvements can boost the effectiveness of these efforts. For instance, when images have descriptive alt text, it doesn’t just help screen reader users—it also can support better image search rankings. In short, accessibility can amplify the impact of the marketing strategies you’ve worked hard to build.

Key Marketing Metrics to Monitor

To measure how accessibility changes influence your marketing goals, focus on core metrics that tell a story about user behavior, engagement, and conversion. Before implementing changes, establish benchmarks for these metrics so you can accurately track growth over time.

1. Website Traffic

Your site’s overall traffic and traffic sources can signal whether accessibility is drawing in new users or encouraging return visits. After implementing accessibility improvements, compare monthly or quarterly traffic data to your benchmarks. If the number of unique visitors increases or if you see a rise in organic search traffic, it may be partly due to your site becoming easier to navigate for all users, including those who rely on assistive technologies.

2. Bounce Rate

A high bounce rate often indicates visitors didn’t find what they were looking for or had trouble engaging with the page. Accessibility refinements—like making interactive elements more intuitive and ensuring readable text—can encourage visitors to explore more pages and stay longer. If your bounce rate drops after accessibility updates, that’s a strong indicator you’re delivering a better initial user experience.

3. Conversion Rates

Whether you want visitors to fill out a form, sign up for a newsletter, or complete a purchase, conversion rates show how effectively your website turns casual visitors into engaged participants or customers. Accessibility improvements can streamline this path, removing friction that might have previously deterred some users. Look for upticks in completed forms, successful transactions, or sign-ups following the changes you’ve made.

4. Engagement Metrics

Time on site, pages per session, and the frequency of return visits all shine a light on how interested and comfortable users are once they arrive. Accessibility-focused features like captioned videos, properly structured headings, or easily clickable buttons can create a more enjoyable browsing experience. Over time, an increase in these engagement metrics can be traced back to the site’s enhanced usability.

Methods to Measure and Attribute Results

Once you know which metrics to prioritize, it’s time to implement a measurement plan that can show the direct or indirect influence of your accessibility initiatives. Below are several methods and tools that can help you gather meaningful data.

1. Benchmarking Before and After Changes

Before rolling out your accessibility improvements, use tools like Google Analytics to record baseline metrics. These might include average monthly traffic, typical bounce rate, conversion funnels, and standard engagement levels. After the changes have been in place for a set period—often a few weeks or months—compare the new data against your benchmarks. Any positive shifts can help you see how your accessibility efforts are contributing to better outcomes.

2. A/B Testing Specific Elements

If you’re still refining your approach, consider testing pages or features. For instance, try presenting one version of a landing page with enhanced accessibility features (clear labeling, streamlined forms, strong color contrast) and another version with fewer improvements. Monitor which variant achieves higher conversion rates or lower bounce rates. By isolating certain features, you can identify which specific accessibility enhancements resonate most powerfully with users.

3. Reviewing Analytics on Assistive Technology Usage

Some analytics platforms and specialized tools can help you understand how users with assistive technologies, like screen readers, interact with your site. While you won’t often see these visitors singled out in basic analytics reports, certain surveys or session recordings (always anonymized and with proper privacy considerations) might reveal patterns in navigation. If more visitors using keyboard-only navigation or screen readers are successfully completing key actions, that’s a compelling sign your accessibility changes are having a positive effect.

4. Direct User Feedback and Surveys

Numbers are crucial, but qualitative feedback can provide context. Consider reaching out to your audience through surveys or feedback forms that specifically ask about the site’s usability and clarity. If visitors comment that it’s easier to find products or read blog posts since recent updates, that personal insight can validate your quantitative data. Even an open-ended prompt like “How can we make our site more user-friendly?” may yield telling feedback. Better yet, if you have a dedicated user base that includes people who rely on assistive technologies, invite them to share their experiences. Their insights can help explain why certain metrics changed—and suggest new opportunities for improvement.

5. Accessibility Testing Tools and Audits

Tools like WAVE and Lighthouse can run automated checks to highlight where your site excels and where it might still be falling short on accessibility standards. These audits can’t directly tell you how conversions or bounce rates change, but they can ensure that you’re making genuine, meaningful improvements to the user experience. By regularly auditing, you maintain a level of quality that can translate into better marketing performance over time.

Integrating Accessibility into Your Ongoing Marketing Strategy

For those who’ve completed accessibility remediation or are deep into the planning process, it’s important to view these changes not as a one-time project, but as a continuous element of your online presence. To keep accessibility efforts aligned with your marketing goals:

1. Make Accessibility a Standard Part of Your Workflow

Rather than seeing accessibility as a separate task, integrate it into your content creation, campaign planning, and website updates. That way, new blog posts, landing pages, and marketing materials will be accessible from the start, ensuring long-term consistency.

2. Train Your Team on Best Practices

Share guidelines and tips with everyone involved in your marketing and website development. When the whole team understands the importance of descriptive link text, proper heading structure, and inclusive media formats, accessibility becomes second nature—and its marketing benefits compound over time.

3. Keep Monitoring and Iterating

Markets shift, user expectations evolve, and technology changes. Make it a habit to review accessibility metrics alongside other key marketing KPIs. If conversions start to plateau, examine whether new accessibility enhancements could remove a new barrier. As you refine your approach, keep using data to inform your next steps.

The Bigger Picture: Trust, Loyalty, and Growth

At its core, effective accessibility improvements help you create a site that’s genuinely welcoming. It’s about minimizing frustration, simplifying navigation, and making it easier for all visitors—whether they have a disability or not—to connect with your content and your brand.

By actively measuring the impact of these changes, you show that you’re not just making improvements as a formality. You’re committed to understanding their effect and using that insight to guide your marketing strategy forward. Over time, this transparency and responsiveness can enhance your reputation, build trust, and foster loyalty, creating a multiplier effect on your growth.

If you haven’t yet started your journey toward web accessibility, now is the time to take the first step. Schedule an ADA briefing with 216digital using the contact form below, and let us help you create a more inclusive and impactful digital presence.

Greg McNeil

December 18, 2024

The Benefits of Web Accessibility

Accessibility, digital accessibility, KPI, Marketing, Website Accessibility
Why Accessibility Is Key to UX Success
Here’s a secret: websites that are easier to use for people with disabilities are easier to use for everyone. Applying simple HTML5 core concepts like semantic markup and landmark regions will naturally make your website easier to navigate with a keyboard and have a more logical structure. This is great for onsite SEO, user experience (UX) – and web accessibility, with no additional effort required.

How Web Accessibility Enhances UX

At its core, web accessibility is about removing barriers that might prevent people from using your site. When a website is accessible, it’s usable by everyone—regardless of their abilities, devices, or environments.

Here’s how accessibility directly impacts UX:

Improved Usability for All

Accessible design benefits people with disabilities and creates a better experience for everyone. Features like straightforward navigation, readable fonts, and intuitive layouts make your site easier to use, regardless of age, device, or tech-savviness.

Inclusive Design for Diverse Audiences

Accessibility ensures your site is usable for people with visual, auditory, cognitive, or motor disabilities. For example:
- Screen reader support helps blind or low-vision users navigate content.
- Keyboard-friendly navigation aids people with motor impairments.
- Clear text and structure assist individuals with cognitive challenges.
Enhanced Mobile Experience

Basic accessibility principles—like scalable typography, responsive layouts, and touch-friendly designs—naturally improve mobile usability. Mobile users account for significant web traffic.

The Benefits of Accessible Design

Investing in web accessibility isn’t just the right thing to do—it’s also good business. Here are some key benefits:

Reaching a Wider Audience

Approximately 15% of the global population lives with some form of disability. By ensuring your site is accessible, you’re inviting millions of potential customers to engage with your content and services.

Boosting SEO

Accessible websites often perform better in search engine rankings. Practices like adding alt text for images, using descriptive headings, and providing transcripts for videos improve your SEO by making your content easier for search engines to index.

Building a Positive Brand Image

A commitment to accessibility shows your audience that you care about inclusivity. This fosters trust, strengthens your reputation, and makes your brand socially responsible.

Legal Compliance and Risk Reduction

Accessible websites help you comply with regulations like the Americans with Disabilities Act (ADA) and Web Content Accessibility Guidelines (WCAG), reducing the risk of lawsuits or fines.

Overcoming Challenges in Accessibility

Despite its benefits, implementing accessibility can come with challenges:

Misconceptions About Accessibility

Some believe accessibility only benefits a small audience or that it’s too costly or complex to implement. In reality, accessibility improves UX for all users and can be cost-effective when integrated early.

Technical Hurdles

Developers might need help understanding WCAG guidelines or implementing complex ARIA roles. Clear documentation and ongoing education can address this.

Resistance to Change

Most teams have enough on their plates and do not want to add any additional steps to their existing workflows. However, building a general awareness of accessibility concepts will naturally improve your site’s inclusivity without any extra work.

Strategies for Integrating Accessibility Into UX Design

To create a truly inclusive experience, accessibility needs to be a priority from the start. Here’s how to integrate it into your design process:

Start Early in the Design Process

Accessibility is most uncomplicated to implement when it’s considered from the beginning. Start with semantic HTML, readable fonts, and a logical content structure.

Focus on User Testing

Test your site with real users, including those with disabilities. Tools like screen readers and keyboard navigation can simulate some experiences, but real feedback is invaluable.

Use Accessibility Tools

Incorporate tools like:
- Lighthouse: Google’s tool for auditing accessibility, performance, and SEO.
- WAVE: An accessibility evaluation tool that highlights issues directly on your site.
Educate Your Team

Train designers, developers, and content creators to understand accessibility principles and WCAG guidelines. Make accessibility a team-wide responsibility.

Iterate and Improve

Accessibility isn’t a one-and-done task. Regularly review your site for compliance, usability, and opportunities for improvement.

Practical Tips for Accessible UX

Here are some specific ways to improve accessibility while enhancing UX:

Prioritize Clear Navigation

Ensure menus are intuitive and consistent across devices. Use breadcrumbs, logical page hierarchy, and descriptive labels to guide users.

Provide Text Alternatives

Add alt text to images, video captions, and audio content transcripts. This makes your media accessible to screen readers and enhances SEO.

Design for Keyboard Navigation

Ensure all interactive elements—buttons, links, forms—are reachable and operable using just a keyboard.
```
button:focus {  
  outline: 3px solid #005fcc;  
}  
```
Ensure Sufficient Color Contrast

Low contrast can make text unreadable for users with low vision. Use tools like the Contrast Checker to verify WCAG-compliant contrast ratios.

Use ARIA Sparingly

Accessible Rich Internet Applications (ARIA) roles can enhance accessibility but shouldn’t replace semantic HTML. Use ARIA roles to clarify interactive components, like modals or accordions.

Accessibility’s Role in a Better Web

When accessibility and UX align, everyone wins. Your site becomes more straightforward to use, more engaging, and more inclusive. For users with disabilities, accessible design opens doors to equal participation in the digital world. For businesses, it means more satisfied customers, better performance metrics, and a stronger reputation.

As the web continues to evolve, let’s commit to creating digital spaces that are open and enjoyable for all. Accessibility isn’t a barrier—it’s the foundation of great UX.

If you would like to evaluate your site’s user experience for everyone, including users with disabilities, reach out to 216digital using the contact form below.
Greg McNeil

December 12, 2024

How-to Guides, The Benefits of Web Accessibility

Accessibility, Accessible Design, User Experience, UX, Web Accessible Design, Website Accessibility
Small Design Choices, Big Accessibility Wins for All E-Commerce
In the ever-evolving world of online shopping, small design choices can have a massive impact on customer experience—especially when it comes to accessibility. The beauty of accessible design isn’t just about meeting legal requirements; it’s about creating a shopping environment where everyone, regardless of their abilities, can navigate, interact, and complete purchases effortlessly. For e-commerce businesses, embracing accessibility means happier customers, improved loyalty, and ultimately, higher sales. Let’s explore some easy-to-implement design changes that can create big wins for your e-commerce store.

Skip Navigation Links: A Keyboard and Screen Reader Lifesaver

For many e-commerce users, particularly those who rely on screen readers or navigate using keyboards, skip navigation links are game-changers. These simple links allow users to bypass repetitive menus and jump straight to the main content.

Imagine browsing an e-commerce site with dozens of product categories listed in a navigation bar. For someone tabbing through every link, it could feel like running a marathon before even reaching the product descriptions. Skip navigation links eliminate this hassle, ensuring users can quickly find what they’re looking for. Plus, it’s not just about accessibility—it’s about efficiency for all users.

How to Implement

Here’s an example of a skip navigation link implemented in HTML and CSS:
```
<a href="#main-content" class="skip-link sr-only">Skip to Main Content</a>

.sr-only { 
  position: absolute; left: -10000px; 
} 
.skip-link { 
  color: black; background-color: white; padding: 12px; border: 2px solid black; border-radius: 5px; z-index: 999; 
} 
.skip-link:focus-visible { 
  left: 0px; 
}
```
Add an id to the main content section to link to it:
```
<div id="main-content">
  
</div>
```
This ensures the link appears only when focused, providing a seamless experience for keyboard users.

Quick Links: Streamline Product Page Navigation

E-commerce product pages often pack in a wealth of information, from product descriptions and specifications to reviews and related products. While comprehensive details are a plus, they can also feel overwhelming. That’s where quick links come in.

By adding anchor links at the top of product pages, you give customers the option to jump directly to the section they care about most. Whether it’s “Customer Reviews,” “Specifications,” or “Add to Cart,” quick links make the browsing experience smooth and satisfying. This small touch can be a big win for users with disabilities, who might otherwise struggle to scroll through dense pages.

How to Implement

Use anchor links combined with id attributes:
```
<nav>
  <ul>
    <li><a href="#description">Description</a></li>
    <li><a href="#specs">Specifications</a></li>
    <li><a href="#reviews">Customer Reviews</a></li>
  </ul>
</nav>

<section id="description">
  <h2>Product Description</h2>
  <p>Details about the product...</p>
</section>

<section id="specs">
  <h2>Specifications</h2>
  <p>Technical details...</p>
</section>

<section id="reviews">
  <h2>Customer Reviews</h2>
  <p>What customers are saying...</p>
</section>
```
Anchor links make navigation more accessible for all users, particularly those using assistive technologies.

Repeated Call-to-Actions: Boost Engagement on Lengthy Pages

Sometimes, e-commerce pages are lengthy by necessity—think of category pages featuring hundreds of products or detailed FAQs. Repeating key call-to-action (CTA) buttons, like “Add to Cart” or “Subscribe,” ensures users always have easy access to the next step.

Why does this matter? For users with mobility issues or those navigating on mobile devices, scrolling back to the top for a CTA can be frustrating. A well-placed button at regular intervals keeps the experience seamless and reduces the risk of abandonment.

To learn more about CTA’s and web accessibility, check out our article “Why ‘Click Here’ Hurts Your Website’s Accessibility.“

How to Implement

Here’s an example of a repeated CTA in HTML:
```
<section>
  <p>Great deals await! Don’t miss out.</p>
  <a href="/checkout" class="cta-button">Add to Cart</a>
</section>
<section>
  <p>Ready to buy? Click below.</p>
  <a href="/checkout" class="cta-button">Add to Cart</a>
</section>
```
Enhance with CSS for visibility:
```
.cta-button {
  display: inline-block;
  padding: 10px 20px;
  background-color: #007bff;
  color: white;
  text-decoration: none;
  font-size: 16px;
  border-radius: 5px;
}
.cta-button:hover {
  background-color: #0056b3;
}
```
High Contrast Colors: Accessibility Meets Visual Appeal

Choosing high-contrast color combinations is one of the simplest yet most impactful accessibility adjustments an e-commerce site can make. Text should always stand out against its background, ensuring readability for users with low vision or color blindness.

For instance, pairing black text on a white background is a classic high-contrast choice. Avoid combinations like light gray text on a white background—it may look sleek, but it’s a nightmare for users with visual impairments. Use online contrast checkers to ensure your color scheme meets Web Content Accessibility Guidelines (WCAG) standards.

Descriptive Alt Text: Elevate Your Product Images

Images play a starring role in e-commerce. From close-up shots of fabrics to 360-degree views of products, visuals help customers make informed decisions. But what about users who can’t see the images?

Enter descriptive alt text. This essential element of accessible design provides text-based descriptions of images, allowing screen readers to convey their content. For example, instead of “Image of a shirt,” use something like “Blue cotton button-down shirt with long sleeves and a slim fit.” Not only does this help visually impaired users, but it also boosts your SEO, making your e-commerce site more discoverable.

How to Implement

Add descriptive alt text to your images in the alt attribute:
```
<img src="blue-shirt.jpg" alt="Blue cotton button-down shirt with long sleeves and a slim fit">
```
Accessible Forms: Smooth Checkout Experiences

Forms are a staple of e-commerce, whether for creating accounts, signing up for newsletters, or completing purchases. Yet, poorly designed forms can alienate customers with disabilities.

To ensure your forms are accessible:
- Use clear labels for every field, even if it seems obvious.
- Include error messages that explain the problem in plain language, like “Please enter a valid email address.”
- Add focus indicators to show users where they are on the page as they tab through the form.
These small changes make the checkout process easier for all customers while reducing cart abandonment rates.

How to Implement

Use clear labels, error messages, and focus indicators:
```
<form>
  <label for="email">Email Address</label>
  <input type="email" id="email" name="email" required>
  
  <span id="error-message" style="color: red; display: none;">
    Please enter a valid email address.
  </span>
  <button type="submit">Submit</button>
</form>
```
Add JavaScript to show error messages dynamically:
```
document.querySelector('form').addEventListener('submit', function(event) {
  const emailField = document.getElementById('email');
  if (!emailField.value.includes('@')) {
    event.preventDefault();
    document.getElementById('error-message').style.display = 'block';
  }
});
```
Ensure focus indicators are clear for keyboard users:
```
input:focus {
  outline: 2px solid #007bff;
}
```
Accessibility Benefits Everyone

While these features are designed with accessibility in mind, they often enhance the overall e-commerce experience for all users. For example, quick links and repeated CTAs aren’t just for users with disabilities—they make navigating long pages faster for everyone. High-contrast colors don’t only help users with low vision; they’re also easier to read in bright sunlight on mobile devices.

Inclusive design doesn’t just expand your audience; it builds trust. Customers recognize and appreciate when a business goes the extra mile to ensure their shopping experience is smooth and enjoyable.

The Payoff: Happier Customers and Higher Sales

By incorporating accessibility features, you’re not just meeting legal obligations—you’re investing in your customers’ satisfaction. When customers feel valued and supported, they’re more likely to complete purchases, leave positive reviews, and return for future shopping. The result? A stronger, more inclusive e-commerce brand that thrives in today’s competitive market.

Ready to take the next step? Schedule an ADA briefing with 216digital today to explore how accessibility can elevate your e-commerce site. Simply use the contact form at the bottom of this page to get started. Let’s work together to create a better online shopping experience for all!

Make the change. Create an e-commerce experience that works for all—and watch as those small design choices turn into big accessibility wins!
Greg McNeil

December 6, 2024

How-to Guides, The Benefits of Web Accessibility

Accessibility, e-Commerce, ecommerce website, How-to, Web Accessibility
Web Accessibility for Senior Citizens: A Business Case

Have you ever stopped to think about how accessible your website is for senior citizens? You might imagine accessibility only in terms of helping people with visual or hearing impairments, but what about the growing number of seniors who are online every day? Seniors often face unique challenges when navigating websites—things like vision loss, reduced motor skills, and even cognitive decline. As their online presence continues to increase, it’s crucial to ask: Do you have an accessible site? The answer might surprise you.

Making your website senior-friendly isn’t just the right thing to do—it’s a smart business move that can bring both legal and financial rewards. Let’s explore why investing in web accessibility for seniors is a move you can’t afford to overlook.

What Is Web Accessibility?

Web accessibility refers to the practice of designing websites and digital content so that they can be easily accessed and used by all people, including those with disabilities. It’s not just about compliance with regulations or making sure that people with visual or hearing impairments can use your site. Accessibility also benefits people with other challenges, such as limited mobility or cognitive impairments.

Why Does It Matter for Senior Citizens?

Senior citizens—particularly those over 65—are a growing segment of internet users. In fact, according to a study by the Pew Research Center, 73% of people aged 65 and older are now online, and 61% of them use the internet every day. However, many older adults face unique challenges when using websites, such as vision loss, hearing impairments, reduced fine motor skills, and cognitive decline. This is where web accessibility plays a crucial role.

By ensuring your website is accessible to seniors, you’re not just creating a better user experience for them—you’re opening your business up to a larger market with significant spending power.

The Legal Landscape: ADA and Accessibility

In the United States, businesses are legally required to ensure that their websites are accessible to people with disabilities. The Americans with Disabilities Act (ADA), passed in 1990, mandates that public accommodations—such as businesses, government entities, and nonprofit organizations—provide equal access to their services for people with disabilities. While the law doesn’t explicitly mention websites, courts have increasingly interpreted it to apply to digital spaces.

Legal Risks of Non-Compliance

This means that if your website is not accessible to people with disabilities—including older adults—you could be at risk for legal action. Many businesses have been sued over accessibility violations, with settlements reaching millions of dollars. Even if you’re a small business owner or running a personal blog, failing to provide an accessible experience could open you up to potential lawsuits, fines, or reputational damage.

For example, large companies like Target and Domino’s Pizza have faced high-profile lawsuits for not having accessible sites. These cases highlight the importance of taking accessibility seriously, not just as a moral or ethical issue but as a business risk.

Financial Benefits: Reaching a Larger, Wealthy Audience

One of the most compelling reasons to focus on web accessibility for seniors is the financial advantage. Seniors, particularly those in the 65+ age range, wield significant purchasing power. According to the AARP, people over 50 account for more than $8 trillion in economic activity in the U.S. every year. That’s a massive market—one that’s only going to grow as the senior population continues to expand.

How Accessibility Boosts Your Bottom Line

However, many businesses fail to recognize the importance of this demographic when designing their websites. If your website isn’t accessible, you’re essentially alienating an entire group of people who might have the money and the intent to buy from you. In contrast, an accessible site can tap into this valuable market by ensuring that seniors have a seamless, positive experience when browsing and making purchases online.

Here are some key ways web accessibility can boost your bottom line:

Improved Conversion Rates on Accessible Sites

When seniors can easily navigate your site, understand your content, and complete purchases without frustration, you’ll see higher conversion rates. Research shows that accessibility improvements can lead to better engagement, longer time spent on the site, and more frequent purchases. Whether you run an e-commerce store or offer a service, providing an accessible site can lead to more successful transactions.

Expanding Your Reach

Web accessibility isn’t just about meeting the needs of those with disabilities—it’s also about creating a better experience for everyone. Simple improvements, like larger fonts, clearer color contrast, or the ability to adjust text size, benefit not just seniors but a wide range of users. As your website becomes more accessible to navigate for seniors, you’re also making it more user-friendly for all visitors, which can attract more people and boost your website traffic.

Reducing Bounce Rates

A website that’s hard to use leads to frustrated visitors, and frustrated visitors often leave. If seniors (or anyone else) find your site difficult to navigate or read, they’re likely to abandon it in favor of a competitor’s site. Ensuring your site is accessible makes it more likely that users will stay longer, browse more pages, and return again.

Brand Loyalty and Word-of-Mouth

By demonstrating your commitment to accessibility, you’re sending a powerful message to your customers that you care about inclusivity. This can lead to stronger brand loyalty and positive word-of-mouth referrals. Seniors, like all customers, appreciate brands that make an effort to meet their needs, and they are more likely to become repeat customers. This loyalty can help your business grow over time.

Social Benefits: Building an Inclusive Brand

In today’s competitive market, inclusivity is more than just a buzzword—it’s an expectation. Consumers increasingly expect companies to be socially responsible, and that includes providing accessible sites for people with disabilities. When your website is accessible to seniors, you’re showing that your brand is forward-thinking, compassionate, and dedicated to serving everyone.

This kind of brand identity can strengthen your reputation and create emotional connections with your customers. A business that values diversity and inclusivity is more likely to resonate with socially conscious consumers, not just seniors.

Corporate Social Responsibility (CSR)

Investing in web accessibility shows that your company is taking steps to fulfill its corporate social responsibility. By ensuring that all people, regardless of age or ability, can engage with your business, you’re positioning yourself as a leader in social responsibility. Consumers are increasingly making decisions based on their values, and a company that prioritizes accessibility can stand out in a crowded marketplace.

Fostering a Positive Reputation

The world is becoming more focused on accessibility, and businesses that lead the charge will be seen as industry pioneers. If you prioritize accessibility, you’re likely to gain recognition and respect for your commitment to inclusivity, both from customers and from the broader business community.

Stay Ahead of the Curve with an Accessible Site

As the senior population continues to grow, the demand for accessible sites will only increase. By taking proactive steps now to make your website accessible, you’re positioning your business to meet future needs. Businesses that adapt early will have a competitive edge over those that wait until accessibility is a legal requirement or until they lose customers because of accessibility issues.

Furthermore, accessibility features that are beneficial for seniors—such as voice recognition, screen readers, or simple navigation—are often beneficial to younger audiences as well. This means that your investment in accessibility has the potential to benefit a wide range of users, not just seniors.

A Forward-Thinking Investment

Web accessibility for senior citizens is not just about compliance; it’s a strategic business move that can expand your market reach, boost conversion rates, and strengthen your brand’s inclusivity. With the financial, social, and legal benefits clear—and a growing senior population—now is the perfect time to make your website accessible to all.

Ready to take the next step? Schedule an ADA briefing with 216digital today. Our team of experts will guide you through the process of enhancing your website’s accessibility, ensuring you meet legal requirements while providing an exceptional user experience for all visitors. Don’t miss this opportunity to future-proof your business and tap into a wider audience.

Greg McNeil

November 7, 2024

The Benefits of Web Accessibility

ADA Compliance, Benefits of Web Accessibility, business case for web accessibility, Web Accessibility

Common Accessibility Heartbreakers (Mistakes to Avoid)

1. The Ghosted Visitor: No Keyboard Navigation

Fix

2. The Mixed Signals: Low Contrast & Illegible Fonts

Fix

3. The Silent Treatment: Missing Alt Text & Screen Reader Issues

Fix

4. The Disappearing Act: Poor Focus Indicators

Fix

5. The Confusing Relationship: Inconsistent Heading Structure

Fix

6. The Commitment Issues: Unlabeled Form Fields

Fix

7. The Unwanted Surprise: Auto-Playing Content

Fix

Winning Hearts: Making Your Website More Accessible

Don’t Let Your Website Be a Heartbreaker

What Is Web Accessibility?

Why Accessibility Matters for Small Businesses

Reach More Customers

Improve Your SEO

Build a Better Brand

Avoid Legal Risks

Don’t Let Cost Hold You Back

Practical Steps to Start Your Accessibility Journey

Check Your Site’s Accessibility

Stay Informed and Up-to-Date

Train Your Team

Offer Accessible Customer Support

How Accessibility Helps Your Business

Take the First Step

Why Accessibility in Emails Matters

The Business Case for Accessible Emails

Why Marketing Emails Tend To Be Inaccessible

Building an Accessibility Checklist for Emails

Template Setup (One-Time Fixes)

Campaign-Level Fixes

Testing and QA for Your Accessible Emails

Manual Testing

Automated Testing Tools

A/B Testing

Accessibility Best Practices for Email Design

Encouraging a Culture of Accessibility

Conclusion

Evolving Accessibility Standards in 2025

Government Enforcement and Legal Implications

Accessibility as a Business Imperative

Legal Implications

Market Potential in 2025

Competitive Advantage

Challenges and Misconceptions

The Myth of Overlays

Fear of Cost

The Role of Technology in Accessibility

Practical Steps to Get Started in 2025

Maintain and Monitor Accessibility

Looking Ahead: The Future of Accessibility

Understanding the Web Accessibility Tax Credit

Why the Accessibility Tax Credit Is a Hidden Gem

Eligibility Criteria: Does Your Business Qualify?

Qualifying Expenses: What Can the Accessibility Tax Credit Cover?

Steps to Claim the Web Accessibility Tax Credit

How Accessibility Enhances Your Business

Practical Tips for Getting Started

Final Thoughts: A Win-Win Opportunity

What Is Website Accessibility?

Why Focus on Website Accessibility?

Inclusivity

Better User Experience

Search Engine Optimization (SEO)

Avoiding Legal Risks

Future-Proofing Your Website

Steps for Getting Started with Website Accessibility

1. Conduct an Accessibility Audit

2. Improve Color Contrast

3. Make Your Site Keyboard-Friendly

4. Use Clear Labels and Instructions

5. Provide Captions and Transcripts

6. Follow the WCAG Guidelines

Technical Explanations in Simple Terms