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  • Shifting the Mindset Around Website Accessibility

    When you think of “website accessibility,” what immediately comes to mind? For many, it may sound like a checkbox to mark off. But what if we transformed that mindset from an obligation to a valuable opportunity? Let’s delve into how shifting our perspective on accessibility can lead to enhanced experiences for all and generate significant value for businesses.

    The Current Mindset Around Website Accessibility

    Many website owners and content creators now think of web accessibility as something they “have to do.” It’s often seen as a set of rules to follow—like ensuring websites meet legal requirements or comply with the Americans with Disabilities Act (ADA). While meeting these standards is important, viewing accessibility solely as a legal obligation misses the bigger picture.

    Accessibility isn’t just about rules; it’s about making digital spaces welcoming for all. This includes people with disabilities who may use screen readers or other assistive technologies. When we think of it this way, we can start to see how accessibility can enhance the overall user experience, benefiting everyone—not just those with disabilities.

    The Value of Accessibility for All Users

    Imagine visiting a website that’s easy to navigate, with clear text and helpful features. Sounds great, right? That’s what accessibility brings—it makes online experiences better for everyone. When websites are designed with accessibility in mind, they become more user-friendly. This means people of all ages and abilities can find what they need quickly and easily.

    Think about a busy parent holding a baby in one arm and trying to use your site with one hand. Designs that make it easier to navigate with a keyboard or have larger buttons help them, just like they help users with motor difficulties.

    By embracing accessibility, you’re improving the experience for everyone. This leads to happier users, longer visits to your site, and more people doing what you hope they will—like making a purchase or signing up for a newsletter. When customers find your website easy to use, they’re more likely to come back and tell others about it.

    So, accessibility isn’t just about helping people with disabilities; it’s about enhancing the experience for everyone who visits your site.

    Accessibility as a Business Opportunity

    Now, let’s talk business. Making your website accessible isn’t just the right thing to do; it’s also a smart move. When you make your site easy for everyone to use, you show that your brand cares about inclusivity. This can boost your reputation and attract more customers.

    Market Potential

    Consider the market potential. People with disabilities have significant spending power. In the United States alone, they have an estimated $490 billion to spend. Globally, when you include their friends and families, this amount rises to an astounding $8 trillion, according to the Return on Disability Group. By making your website accessible, you’re reaching a market that’s often overlooked.

    Search Engine Optimization

    Accessibility also helps with search engine optimization (SEO), meaning your site can rank higher in search results. Many accessibility best practices—like using alt text for images, clear link texts, and well-structured content—also make your site easier for search engines to understand. This can lead to more people visiting your site, which can turn into increased sales and sign-ups.

    Mitigate Legal Risk

    Lawsuits related to web accessibility are on the rise. In the U.S., the number of ADA Title III lawsuits filed in federal court increased by over 100% from 2018 to 2023, according to Useablenet. By proactively addressing accessibility, you not only avoid potential legal costs but also demonstrate corporate responsibility, appealing to a broader audience and opening doors to new partnerships.

    Accessibility, Innovation, and Creativity for Problem Solving

    When we focus on accessibility, we often think about making things easier for people with disabilities. But what if we turned that around? Working on accessibility can spark new ideas and creativity within your team. This can lead to solutions that help all users and make your brand stand out.

    Some of today’s most popular technologies, like voice assistants and text messaging, were first developed to help people with disabilities but are now used by everyone. Designing with accessibility in mind encourages teams to think outside the box. For example, adding captions to videos not only helps those with hearing impairments but also makes your content more engaging and improves SEO.

    In a competitive market, new ideas are crucial to staying ahead. Accessibility challenges your team to consider different perspectives and needs. This can lead to fresh ideas and solutions that set your business apart.

    Connecting Accessibility with Corporate Social Responsibility

    Today’s consumers care about more than just the products they buy—they also care about the impact companies have on society. By focusing on web accessibility, you can strengthen your company’s commitment to social responsibility. It shows that you value diversity and inclusion, which can connect with customers who want to support businesses that share their values.

    A study by Cone Communications found that 87% of consumers would buy from a company that supports an issue they care about, and 76% would stop buying if they found out a brand acted against their beliefs. By making accessibility a priority, you’re showing a commitment to inclusion, which resonates with values-driven consumers.

    Accessibility isn’t just the right thing to do; it’s an important part of modern business ethics. It sends a message that your company wants to make a positive difference.

    From “Why” to “How”: Putting Website Accessibility into Action

    Changing how we view accessibility—from a duty to an opportunity—requires a new approach. By prioritizing web accessibility, your business can create better digital experiences for everyone while boosting your reputation and expanding your reach.

    So, how do you begin? Start small but think big:

    • Share Real-Life Stories: Use videos or testimonials that show how people with disabilities interact with digital content. Real stories have a way of making abstract concepts tangible. Seeing the difference their work makes can inspire your team to think creatively about building more accessible features.
    • Foster Cross-Department Collaboration: Accessibility should be a shared responsibility. Bring together designers, developers, marketers, and content creators to ensure accessibility is part of every stage of a project. This holistic approach helps create a seamless, inclusive experience for users.
    • Integrate Accessibility Into Your Core Strategy: Make accessibility a crucial part of your business strategy and product development. Don’t treat it as an add-on or afterthought. Prioritize accessibility from the beginning of your planning process—whether it’s for a website redesign, a new product launch, or a marketing campaign.
    • Keep Accessibility Up to Date: Accessibility isn’t a one-time effort. Schedule regular audits to review your website, apps, and other digital content. Stay informed about changing accessibility standards and emerging best practices to make sure you’re continually improving.

    Ready to take the next step? Schedule an ADA briefing with 216digital today. Our experts will walk you through the essentials of web accessibility, help identify gaps, and show you how it can become a key driver of growth for your business. Let’s turn this obligation into a lasting opportunity!

    Greg McNeil

    October 17, 2024
    The Benefits of Web Accessibility
    Accessibility, ADA Compliance, SEO, UX, WCAG, Website Accessibility

  • Closed Captions for Online Video Content

    With online video content becoming a cornerstone of business, marketing, and education, ensuring your videos are accessible to everyone is essential. One of the most effective ways to ensure your videos reach the widest audience possible is through closed captioning. But what exactly are closed captions? How do they work, and what actions must you take as a business or website owner? Let’s dive into everything you need to know about closed captions.

    What Are Closed Captions?

    Closed captions are text alternatives for words spoken in video or information conveyed through visual actions, designed to help people who are deaf or hard of hearing understand the content. Captions appear at the bottom of the frame and include the spoken dialogue and describe sound effects, music, or other audio cues critical to understanding the video. Closed captions can be toggled on and off by the video player, giving them control over how they experience the content.

    Who Benefits From Closed Captions?

    You might think closed captions are just for people with hearing impairments, but they benefit a much broader audience. Closed captions can help:

    • Deaf and hard-of-hearing individuals: This is the primary group that closed captions serve, allowing them to access video content on an equal footing with hearing viewers.
    • Non-native language speakers: Captions help people learning English or other languages follow along with the dialogue.
    • People in noisy environments: Imagine watching a video in a busy coffee shop or on public transportation—captions make it possible to follow along even if you can’t hear the audio.
    • People in quiet environments: Maybe you’re watching a video while a baby sleeps in the next room. With captions, you can follow the content without turning up the volume.

    Closed Captions vs. Subtitles: What’s the Difference?

    Though often used interchangeably, closed captions and subtitles aren’t quite the same. Subtitles are a text representation of the spoken words in a video. They benefit individuals with hearing impairments or people who can’t understand the spoken language but can otherwise visually perceive the content. For instance, subtitles often appear in foreign films. They don’t include sound effects or non-dialogue audio, which makes them less accessible for people who are deaf or hard of hearing.

    On the other hand, closed captions include not just the dialogue but also sound effects and other crucial audio information, making them more comprehensive.

    What are the Differences Between “Closed Captions” and “Open Captions”?

    You’ve likely heard about “closed captions” and “open captions.” The critical difference between the two is control. Closed captions can be toggled on or off by the viewer, while open captions are always on—they’re embedded into the video file and cannot be turned off. While open captions may seem convenient, they don’t provide viewers the choice to disable them, which can sometimes detract from the viewing experience for those who don’t need them.

    What Are the Legal Obligations for Closed Captioning?

    As a website owner, business owner, or content creator, you must understand your legal obligations regarding closed captions. In the U.S., several laws and regulations address digital accessibility, including captioning for video content.

    The ADA’s Requirements for Closed Captions

    The Americans with Disabilities Act (ADA) states that businesses and organizations make their services accessible to people with disabilities. While the ADA doesn’t specifically mention closed captions, it requires that public-facing businesses and websites provide equal access to their services, which can include providing captions for video content.

    The Department of Justice has provided guidance that websites should be accessible to everyone, and providing captions for videos is an integral part of ensuring your content meets the Web Content Accessibility Guidelines (WCAG), which help businesses comply with the ADA.

    FCC Requirements for Closed Captions

    For online video content that has aired on TV in the U.S., the Federal Communications Commission (FCC) requires closed captions. This regulation was expanded in 2012 with the introduction of the Twenty-First Century Communications and Video Accessibility Act (CVAA), which requires that any video programming aired on television with captions must include captions when distributed online.

    This act means that if your business uses TV ads or commercials and also posts them online, they must be captioned. Even if your content hasn’t aired on TV, following FCC rules for captioning is a good best practice.

    What Are the Benefits of Using Closed Captioning?

    Adding closed captions to your videos isn’t just about legal compliance—it can offer significant benefits to your business:

    • Expanded audience: Captioning your videos makes them accessible to more people, including those with hearing impairments, non-native speakers, and people in noisy or quiet environments.
    • Improved SEO: Search engines can’t watch videos but can read captions. By adding captions, you give search engines more context to the relevance of your content, which can improve your rankings in search results.
    • Better engagement: Captions can help viewers stay engaged with your content. Studies have shown that videos with captions have higher engagement compared to those without.
    • Increased social media reach: Many social media platforms autoplay videos without sound. Captions can ensure your message gets across, even if the audio isn’t playing.

    Best Practices for Closed Captioning

    Here are some best practices for closed captioning video content:

    • Ensure the captions are accurate: Inaccurate captions can confuse viewers or misrepresent your content. Invest in high-quality captioning services or use tools that offer high accuracy.
    • Include non-dialogue audio: Remember that closed captions provide a complete audio experience for viewers who can’t hear. Include descriptions of music, sound effects, and other audio cues that are important to understanding the content.
    • Use appropriate timing: Ensure that captions appear on-screen at the same time as dialogue or actions.
    • Keep the text readable: Ensure the text is easy to read by using a legible font, high contrast between the text and background, and large enough size to be legible.

    How to Add Captions to Videos

    There are several ways to add captions to your videos, depending on the platform and your budget:

    1. Automated captioning tools: Platforms like YouTube and Facebook offer automatic captioning, though these tools often require manual review to ensure accuracy.
    2. Manual captioning: You can create captions manually if you have the resources. Many video editing tools allow you to add captions by entering the text.
    3. Professional captioning services: You should invest in a professional service specializing in closed captioning for high-quality, accurate captions. These services usually charge based on the length of the video.

    What If My Video Service Doesn’t Support Closed Captions?

    If your platform doesn’t support closed captions, consider switching to one that does. Most popular video hosting services, including YouTube, Vimeo, and Wistia, provide captioning options. If switching platforms isn’t feasible, you can include a transcript of the video as an alternative. However, this is not a perfect substitute for closed captions, as transcripts don’t provide the real-time viewing experience that captions do.

    Conclusion

    Closed captions are a great way to make online video content accessible to everyone, and they offer many benefits, from legal compliance to better engagement and SEO. As a business or website owner, adding captions to your videos can broaden your audience, improve your content’s reach, and ensure you’re providing a digital experience that’s inclusive to everyone.

    Remember to follow the ADA, FCC, and WCAG guidelines, and always aim for accuracy and readability when adding captions to your videos. If you’re unsure if your video content is leaving you vulnerable to expensive litigation or causing you to miss out on revenue, reach out to 216digital for a courtesy evaluation.

    Bobby

    September 24, 2024
    How-to Guides, Legal Compliance, The Benefits of Web Accessibility
    ADA Compliance, Closed caption, digital accessibility, How-to, WCAG, Web Accessibility, web development
  • Digital Accessibility: Efficiency & ROI Tips

    Digital Accessibility: Efficiency & ROI Tips

    When you think about digital accessibility, what comes to mind? For many website owners and content creators, it might feel like another box to check or a task that’s too complicated to tackle without a big team and a bigger budget. But here’s the thing: making your website accessible doesn’t have to be overwhelming, and it certainly doesn’t have to break the bank. In fact, when done right, digital accessibility can offer a significant return on investment (ROI) while helping you do more with less.

    Why Efficiency Matters in Digital Accessibility

    Let’s start with why efficiency is so crucial. The digital landscape is ever-evolving, and keeping up with accessibility standards can feel like trying to hit a moving target. But efficiency isn’t just about working faster; it’s about working smarter. When approaching accessibility efficiently, you streamline your processes, prioritize what matters most, and maximize your resources.

    Here’s why efficiency should be at the heart of your accessibility strategy:

    1. Save Time and Resources: Time is money, and when you work efficiently, you save both. By focusing on high-impact areas first and using the right tools, you can make meaningful progress without wasting time on tasks that offer little value.
    2. Ensure Ongoing Web Compliance: Digital accessibility isn’t a one-time fix; it’s an ongoing commitment. An efficient approach helps you maintain compliance with laws like the Americans with Disabilities Act (ADA) and stay ahead of any changes in regulations.
    3. Enhance User Experience: Accessibility isn’t just about checking off boxes; it’s about creating a better experience for all users. When your website is accessible, it’s easier to navigate, more user-friendly, and ultimately, more engaging.

    How to Accomplish More with Less in Digital Accessibility

    So, how can your team achieve efficiency in digital accessibility? It starts with a strategic approach that leverages the right tools and focuses on what really matters. Here are some tips to help you do more with less:

    1. Prioritize the Big Wins: Not all accessibility issues are created equal. Focus on fixing the most critical problems first—those that affect the largest number of users or that are legally required. By prioritizing these big wins, you can make a significant impact quickly.
    2. Automate Where Possible: Automation is your friend when it comes to digital accessibility. Use automated tools to handle repetitive tasks like scanning your website for common accessibility issues. This frees up your team to focus on more complex tasks that require human judgment and creativity.
    3. Standardize and Reuse Components: If your website uses consistent design patterns or templates, make sure these are accessible from the start. By creating standardized, reusable components that are already accessible, you reduce the need for rework and ensure new content is compliant from the get-go.
    4. Keep Your Team Educated: Accessibility is a team effort. Make sure everyone involved in your website—from designers to developers to content creators—understands the basics of digital accessibility. This way, accessibility becomes part of your team’s workflow, not an afterthought.
    5. Monitor and Adapt: Accessibility isn’t static. Regularly monitor your website to ensure it remains compliant and accessible. Stay updated on changes in accessibility standards and be ready to adapt your approach as needed.

    Accelerate Accessibility with an Expert Partner

    Even with the best strategies in place, tackling digital accessibility on your own can still be a challenge. That’s where an expert partner like 216digital comes in. By working with a team that specializes in web accessibility, you can accelerate your efforts, achieve better results, and ensure long-term success.

    Here’s how an expert partner can help:

    1. Tailored Solutions: Every website is different, and a one-size-fits-all approach to accessibility won’t cut it. 216digital offers customized solutions that address your specific needs, ensuring you’re focusing your efforts where they’ll have the most impact.
    2. Experience and Expertise: Accessibility experts bring a wealth of knowledge and experience to the table. They can help you navigate the complexities of web compliance, from understanding the latest guidelines to implementing the most effective strategies.
    3. Ongoing Support and Monitoring: Accessibility isn’t something you can set and forget. With ongoing support from an expert partner, you can stay on top of accessibility issues and ensure your website remains accessible over time. 216digital’s services, like their a11y.Radar monitoring service, offer continuous oversight, helping you maintain accessibility and avoid legal pitfalls.
    4. Risk Mitigation: Proactively addressing accessibility issues reduces the risk of facing costly lawsuits. By partnering with experts who understand the legal landscape, you can protect your business while creating a more inclusive online presence.

    The ROI of Digital Accessibility

    So, what’s the return on investment for all this effort? The truth is that the benefits of digital accessibility go far beyond just avoiding legal trouble. Here’s how investing in accessibility can pay off:

    1. Reach a Broader Audience: Making your website accessible means opening it up to everyone, including people with disabilities. This expands your potential audience, leading to more traffic, engagement, and conversions.
    2. Enhance Your Brand Reputation: Companies that prioritize accessibility are seen as more inclusive and socially responsible. This not only enhances your brand’s reputation but also builds trust with your audience, leading to increased loyalty and customer retention.
    3. Improve SEO: Accessible websites are often better optimized for search engines. By making your site easier to navigate and more user-friendly, you can improve your search rankings and attract more visitors.
    4. Reduce Costs: Addressing accessibility issues early on—or even better, from the start—saves you money in the long run. You avoid the need for costly retrofits and minimize the risk of legal fees from potential lawsuits.
    5. Future-Proof Your Website: As technology evolves, so do accessibility standards. By investing in accessibility now, you’re future-proofing your website, ensuring it remains relevant and compliant as new technologies and regulations emerge.

    Boost Your RIO with 216digital

    Digital accessibility isn’t just a legal requirement; it’s a smart business move with a substantial return on investment. By focusing on efficiency, leveraging the right tools, and partnering with experts like 216digital, you can make your website accessible to all users while maximizing your resources and boosting your bottom line.

    Don’t wait until you’re facing a lawsuit or losing customers to start thinking about accessibility. Take a proactive approach now and set up a briefing with 216digital to ensure your website is fully compliant and optimized for all users.  Scheduling an ADA briefing today and start reaping the benefits of a more inclusive, user-friendly website. Your users—and your ROI—will thank you.

    Greg McNeil

    August 23, 2024
    The Benefits of Web Accessibility
    Benefits of Web Accessibility, digital accessibility, ROI, Web Accessibility, Website Accessibility
  • How Accessibility Is a Business Advantage

    How Accessibility Is a Business Advantage

    In today’s digital world, accessibility isn’t just about doing the right thing; it’s about gaining a competitive edge. Embracing web accessibility can open doors to new customers, boost your search engine rankings, and protect your business from potential legal risks. More than that, it enhances the overall user experience, which translates to customer loyalty and retention. Let’s explore how making your website accessible benefits your business and why you should prioritize it today.

    Accessibility Drives Customer Experience and Retention

    At the heart of any successful business is a strong customer experience. When you prioritize accessibility, you ensure that every visitor, regardless of their abilities, can navigate and interact with your site. Imagine a potential customer with a visual impairment trying to read your content. If your website isn’t designed with accessibility in mind, you might lose that customer before they even get to know your products or services.

    By making your website accessible, you send a message that you care about all your customers. This commitment builds trust, a key ingredient in customer loyalty. When people know they can rely on your site to meet their needs, they’ll keep coming back. And repeat customers are more likely to recommend your business to others, creating a positive cycle of growth and retention.

    Mitigating Legal and Reputational Risks

    The legal landscape around digital accessibility is changing rapidly. In the United States, businesses are increasingly being held accountable for failing to make their websites accessible. Lawsuits related to the Americans with Disabilities Act (ADA) are on the rise, and the costs can be significant—not just in terms of fines but also in damage to your reputation.

    By proactively addressing accessibility issues, you can avoid these legal headaches. More importantly, you’ll be seen as a leader in your industry, committed to inclusivity and fairness. This can boost your brand’s reputation and set you apart from competitors who may still be lagging in this area.

    216digital’s web remediation services are designed to help businesses like yours stay ahead of the curve. We can help you identify potential risks and address them before they become legal liabilities, ensuring that your website is welcoming to all users.

    Enhancing User Experience and Engagement

    Good design is accessible design. When you make your website accessible, you’re not just helping people with disabilities; you’re improving the user experience for everyone. For instance, clear and easy-to-read fonts, intuitive navigation, and fast load times benefit all users, regardless of their abilities.

    When visitors have a smooth and enjoyable experience on your site, they’re more likely to engage with your content, stay longer, and make purchases. Accessibility features like keyboard navigation, text-to-speech options, and video captions can make your content more engaging and accessible to a broader audience.

    At 216digital, we focus on enhancing user experience through our comprehensive web remediation services. Our phased approach ensures that your website is not only accessible but also optimized for engagement and performance, creating a seamless experience for all users.

    Expanding Your Customer Base

    Did you know that over 61 million adults in the United States live with a disability? That’s 26% of the population that could be your customers—if your website is accessible. By making your site more inclusive, you can tap into this often-overlooked market.

    But it’s not just about people with disabilities. Accessible websites are easier for everyone to use, including older adults, people with temporary injuries, and even those with slow internet connections. In other words, accessibility broadens your reach, allowing you to connect with a more diverse audience.

    Expanding your customer base means more potential sales, and that’s a win for any business.

    Cost Savings

    You might think that making your website accessible is an expensive undertaking. However, consider the long-term savings. Investing in accessibility upfront can save you from costly lawsuits, as we mentioned earlier, but it can also reduce future development costs.

    By incorporating accessibility into your website from the beginning, you avoid the need for expensive redesigns or retrofits later on. Plus, accessible websites are often more streamlined and efficient, which can reduce hosting and maintenance costs.

    Our team at 216digital is skilled at integrating accessibility into your website in a cost-effective way. Our approach ensures that you get the most value for your investment, with no unnecessary expenses.

    Improved Search Engine Ranking

    Accessibility and search engine optimization (SEO) go hand in hand. Search engines like Google prioritize websites that are easy to navigate, with clear headings, alternative text for images, and fast load times—all key components of an accessible website.

    When your website is accessible, it’s more likely to rank higher in search engine results. This means more visibility, more traffic, and more potential customers finding your business online.

    For more information on SEO and web accessibility, check out our article “Web Accessibility and Search Engine Optimization: a Powerful Combination.”

    Brand Reputation

    In today’s socially conscious world, consumers are paying attention to how businesses treat their customers. Companies that prioritize accessibility are seen as forward-thinking, inclusive, and caring. This positive perception can enhance your brand reputation and attract loyal customers who appreciate your commitment to inclusivity.

    When your brand is associated with positive values like accessibility, you’re more likely to stand out in a crowded market. People want to support businesses that align with their values, and accessibility is increasingly becoming a priority for many consumers.

    Future-Proofing Your Business

    The digital world is constantly evolving, and accessibility is no exception. What’s considered accessible today might not meet the standards of tomorrow. By making accessibility a priority now, you’re future-proofing your business against changes in technology and regulations.

    Being proactive about accessibility means you’re prepared for whatever comes next. Whether it’s new laws, emerging technologies, or shifts in consumer expectations, having a solid foundation in accessibility ensures that your business can adapt and thrive.

    216digital’s web remediation services are designed to help you stay ahead of the curve. Our ongoing support and a11y.Radar monitoring services ensure that your website remains compliant and accessible as standards evolve, giving you peace of mind and a competitive edge.

    Wrapping Up

    Accessibility isn’t just a buzzword; it’s a business advantage. From driving customer experience and retention to mitigating legal risks, enhancing user engagement, and improving your search engine rankings, accessibility offers countless benefits. It’s an investment that pays off in the form of a more inclusive, engaging, and successful website.

    At 216digital, we’re here to help you unlock the full potential of web accessibility. Our comprehensive web remediation services ensure that your website is optimized for performance and engagement. Don’t miss out on the opportunity to make accessibility your business’s secret weapon.

    Whether you’re just starting your accessibility journey or looking to enhance your current efforts, 216digital has the expertise and tools to help you succeed. Let’s make your website a place where everyone feels welcome.

    Find out where you stand by scheduling a complementary ADA Strategy Briefing today.

    Greg McNeil

    August 15, 2024
    The Benefits of Web Accessibility
    Accessibility, ADA Compliance, ADA Website Compliance, digital accessibility, SEO, Web Accessibility, Website Accessibility
  • Unlocking the Power of Web Accessibility: Boost Your ROI

    Unlocking the Power of Web Accessibility: Boost Your ROI

    Hey there, website owners and content creators! Let’s talk about something that’s important for your website but often gets overlooked: web accessibility. You might wonder why you should care about it or what’s in it for you. Well, we’re here to tell you that making your website accessible is not just a nice thing to do—it’s also a smart business move with great return on investment (ROI).

    The Benefits of Web Accessibility

    First things first, what is web accessibility? Simply put, it means making your website usable for everyone, including people with disabilities. This can involve adding captions to videos for the hearing impaired, ensuring your site can be navigated with a keyboard for those who can’t use a mouse, and much more.

    Here are some fantastic benefits of web accessibility:

    1. Reach a Larger Audience: Around 16% of the world’s population has some form of disability. In the United States, that’s millions of potential visitors. By making your website accessible, you open the door to a whole new audience.
    2. Improved SEO: Search engines love accessible websites. Features that make your site easier for people to use, like alt text for images and clear headings, also help search engines understand and rank your content better.
    3. Better User Experience: An accessible website is easier for everyone to use, not just people with disabilities. Clear navigation, readable text, and fast load times make for a smoother, more enjoyable experience.
    4. Legal Compliance: In the US, there are laws and regulations like the Americans with Disabilities Act (ADA) that require websites to be accessible. Avoiding legal trouble is always a good idea!
    5. Positive Brand Image: Showing that you care about all your users can boost your brand’s reputation. People appreciate companies that are inclusive and socially responsible.

    Calculating Your ROI on Web Accessibility

    So, how do you figure out if investing in web accessibility is worth it? Let’s break it down:

    1. Determine Your Costs: Start by figuring out how much you’ll spend on making your website accessible. This can include hiring an accessibility expert, buying software tools, and training your team. Let’s say you spend $10,000 on these improvements.
    2. Estimate Your Returns: Next, think about the benefits you’ll gain. These might include increased traffic from people with disabilities, better SEO rankings leading to more organic traffic, and avoiding legal fines. If these changes bring in an additional $20,000 in revenue, your return is $20,000.
    3. Calculate Your ROI: The formula for ROI is (Returns – Costs) / Costs * 100. In our example, it’s ($20,000 – $10,000) / $10,000 * 100, which equals 100%. That’s a 100% return on your investment!

    Remember, these numbers are just examples. Your actual costs and returns will vary, but the key idea is that investing in web accessibility can bring in more money than you spend.

    Being Proactive Pays Off

    Now, let’s talk about why being proactive with web accessibility offers an incredible ROI.

    1. Stay Ahead of the Curve: Many businesses wait until they face a legal challenge or public backlash to make their websites accessible. By being proactive, you can avoid these issues and stay ahead of your competition.
    2. Long-Term Savings: Fixing accessibility issues early is often cheaper than doing a major overhaul later. Think of it like maintaining your car. Regular maintenance is less costly than a major repair down the road.
    3. Continuous Improvement: When you make accessibility a priority, you’re always improving your site. This keeps it up-to-date and user-friendly, which means visitors are more likely to stick around and come back.
    4. Enhanced Customer Loyalty: When users know they can rely on your website to be accessible, they’re more likely to become repeat visitors and loyal customers. This can lead to increased sales and a stronger, more loyal customer base.

    Steps to Get Started with Web Accessibility

    Feeling convinced? Great! Here are some steps to help you get started:

    1. Conduct an Accessibility Audit: Start by checking how accessible your current website is. There are tools and experts who can help with this.
    2. Set Clear Goals: Decide what you want to achieve with your accessibility improvements. This could be a certain level of compliance, better user experience, or higher SEO rankings.
    3. Make a Plan: Outline the steps you need to take to reach your goals. This might include updating your website’s code, adding accessibility features, and training your team.
    4. Implement Changes: Start making the necessary changes. It’s okay to start small and make improvements gradually.
    5. Test and Iterate: Regularly test your website to ensure it remains accessible. Make adjustments as needed to keep up with new standards and technologies.

    Web Accessibility:A Win-Win Investment

    Investing in web accessibility is a win-win for everyone. It not only helps people with disabilities but also enhances your website’s performance and elevates your brand’s image. The return on investment can be incredibly rewarding. By prioritizing accessibility, you’re positioning your website for long-term success.

    Ready to take the next step? Schedule a complimentary ADA strategy briefing  with 216digital today. Let’s work together to make your website accessible and ensure that your investment pays off!

    Greg McNeil

    July 29, 2024
    The Benefits of Web Accessibility
    Benefits of Web Accessibility, ROI, Web Accessibility, Website Accessibility
  • Unwrap Web Accessibility: A Gift for All Shoppers

    Unwrap Web Accessibility: A Gift for All Shoppers

    ‘Tis the season of joy, laughter, and, of course, holiday shopping! As the holiday spirit fills the air, retailers are gearing up to capture their share of the holiday shopping extravaganza. But in the midst of the twinkling lights, festive decor, and holiday cheer, there’s an aspect you may be overlooking – web accessibility.

    To add an extra dose of cheer to this season, our team at 216digital has put together a list of simple and immediate steps that every online retailer can take to ensure their online content caters to all shoppers.

    ‘Tis the Season for All Shoppers

    The holiday season is when people actively hunt for gifts and turn to online shopping in their quest for the perfect presents. However, many website owners are missing out on a massive, often overlooked market share: people with disabilities. 

    According to the World Health Organization, roughly 16% of the world’s population has some form of disability. When your website isn’t accessible, you’re closing the door on this large group of potential consumers.

    To put this into perspective, let’s consider some statistics:

    • In the United States, approximately 27% of adults have some form of disability. That’s more than 61 million people who could become your future customers.
    • Shoppers with disabilities have a combined disposable income of about $490 billion. By neglecting their needs, you are missing out on a substantial source of revenue.
    • Research has shown that 71% of disabled customers will leave a website if they find it difficult to use. Therefore, improving web accessibility can have a direct impact on your conversion rates.

    Holiday Shopping Challenges

    For people with disabilities, shopping online can pose challenges. According to WebAIM’s 2023 analysis of the top 1 million websites on the internet, a staggering 96.3% of them had severe accessibility issues. These issues included the inability to view product descriptions, make a purchase, or book an appointment.

    During the holiday shopping season, people with disabilities may face even more challenges while shopping online. For instance: 

    • Most holiday promotions are shared through email or social media, which can be challenging to access for some people with disabilities. 
    • Each website update, which often includes fresh branding, promotional banners, and product pages, presents an opportunity to introduce new accessibility barriers
    • The holiday rush can overwhelm customer service teams, making it more challenging for people with disabilities to receive the assistance they may need.

    So, how can you make your website accessible to all holiday shoppers?

    Understanding Web Accessibility

    Web accessibility is about making your website usable and navigable by people with disabilities. That means designing and developing your holiday content in a way that allows everyone to access and use your site effectively.

    Here are a few key aspects of web accessibility you should focus on this holiday season.

    Paint a Clear Picture with Alt Text

    During the holiday season, visuals play a significant role in attracting shoppers to your site. In fact, 75% of online shoppers rely on product photos when purchasing. However, some users may have visual impairments and rely on screen readers to navigate your website. To make sure they don’t miss out on your visually appealing content, it’s crucial to use image alternative text or alt text.

    What is Alt Text?

    Alt text is a description added to an image’s HTML code. It provides a textual alternative to the image, allowing screen readers to convey the image’s content and function to users who cannot see it. 

    When done right, it can help paint a picture of your products and services. Unfortunately, many businesses forget to provide alt text, or they treat it like a file naming system. For example, an image of a size chart with alt text that says “size chart.” It might as well not be there.

    You can write more helpful alt text by following these best practices:

    Be Descriptive

    When adding alt text to your images, be descriptive but concise. For instance, if you’re selling a holiday-themed sweater, the alt text could be “Cozy red holiday sweater with reindeer patterns.” This way, users with visual impairments understand the image’s content.

    Avoid Redundancy

    It might seem helpful but do not include phrases like “picture of” or “image of” in your alt text. Screen readers will know from the preceding HTML tag to announce the alt text as an image. Including these phrases in your description will only disrupt the user’s experience.

    Write for People, Not Search Engines

    It’s important to remember not to treat alt text as an SEO tool. Many content creators make the mistake of trying to include keywords in their site’s alt text. But while alt text can contribute to SEO, your priority should be accessibility and user experience. Remember, at the end of the day, you’re trying to sell a product to a person, not Google. So, focus on creating descriptive and concise alt text that helps users with visual impairments understand the image’s content.

    For more information on alt text, check out our article “Understanding Image Alt Text Descriptions.”

    Design for Sound Off Videos

    Videos are an engaging way to showcase your holiday products or promotions. However, videos often rely on visual and auditory elements, which can be problematic for those with hearing impairments. To make your videos more inclusive:

    • Invest in High-Quality Audio: If you use VoiceOvers or soundtracks in your videos, ensure that the audio quality is top-notch. Clear audio is essential for users who rely on sound to understand your content.
    • Use Audio Descriptions: For videos with crucial visual content, provide audio descriptions. Audio descriptions are narrations that explain what’s happening in the video. This helps users with visual impairments understand the context and content of the video.
    • Proof Captions by Hand: Automatic captioning can be unreliable, and errors in captions can lead to misunderstandings. Take the time to review and edit captions to ensure they accurately reflect the spoken content.

    Make Your Email Campaigns Web Accessible

    Email marketing is a powerful tool during the holiday season. However, most of the images used in email marketing lack accessibility.

    For instance, in many promotional emails, you’ll find special offers, product names, sale prices, and other important information. If all of this information is only presented in images, it excludes people who rely on screen readers.

    As a general rule, businesses should avoid using images as the sole content of their emails. And when images are used, they must include descriptive alt text. However, there’s more to email accessibility than just alt text. 

    To ensure that your emails reach and resonate with all potential customers, consider the following:

    • Set the Role Attribute of Every Table to “Presentation.”: Tables in emails can be challenging for screen readers to interpret. By setting the role attribute of every table to “presentation,” you tell assistive technologies that the table is for layout purposes only, making the email easier to navigate.
    • Underline Inline Links: When creating links in your emails, use descriptive link text. For example, instead of “Click here,” use “Shop our holiday collection now.” This provides clarity and context to users.
    • Make Sure Links are Descriptive: When creating links in your email content, use descriptive anchor text that indicates where the link leads. Avoid generic terms like “click here” and instead use specific text that tells users what to expect when they click.

    Heading Towards Holiday Content

    It’s that time of year when new content and blog articles are in full swing, highlighting future sales and this year’s latest products. However, the essential element of all good content is using headings. Headings aren’t just big, bold, decorative text. They’re the signposts that guide readers through your content from most to least important. 

    For instance, just like a tree has a trunk, main branches, and smaller branches, your content should have a main heading, subheadings, and further divisions if necessary. 

    • Here are a few pointers when you are generating your online content:
    • Write concise, meaningful headings that provide insight into the content.
    • Elements that are repeated across different pages within a site should maintain a consistent order. That one bold font may be more eye-catching, but that doesn’t mean you need to use it.
    • Headings and labels should aid shoppers in navigating content and understanding their current location by clearly describing the topic or objective. 

    Don’t Let Web Accessibility Be Your New Year’s Resolution

    The holiday season is the perfect time to implement these changes and make your website more accessible. So, don’t let web accessibility be your New Year’s resolution; make it a top priority for your online business now, and watch your holiday sales soar. 

    Ready to get started? Schedule a Complimentary ADA Strategy Briefing with the experts at 216digital. We will help you take the steps towards making your content web accessible on your terms by developing a strategy to integrate WCAG 2.1 compliance into your development roadmap.

    Greg McNeil

    December 8, 2023
    How-to Guides, The Benefits of Web Accessibility, WCAG Compliance
  • The Financial Benefits of Digital Accessibility

    The Financial Benefits of Digital Accessibility

    When we consider the landscape of digital accessibility, many business leaders and web professionals grapple with the notion of cost. The perception of digital accessibility as a high-expense venture has led to a staggering reality: a mere 3% of the internet is accessible to people with disabilities. This statistic is all the more alarming given that 1.3 billion people live with a disability.

    However, it’s time to rethink this perspective and perceive digital accessibility not as a financial hurdle but as an untapped goldmine. This post aims to unravel how investing in digital accessibility can magnify your website’s traffic and lead to significant cost savings. 

    Buckle up as we navigate the myriad benefits that this overlooked aspect of digital strategy can bring.

    Increased Website Use

    A major benefit of digital accessibility is the potential for direct and indirect financial gains from increased website use. For instance, web accessibility can make it easier for people to find a website, access it, and use it successfully. As a result, you increase the site’s audience and usage. 

    An increase in website audience can result from the following benefits of digital accessibility:

    Extended Market Reach

    Web accessibility refers to the inclusive practice of removing barriers that prevent interaction with, or access to, websites by people with disabilities. But did you know that an accessible website has the potential to expand your customer base significantly?

    According to the CDC, about 27% of adults in the United States live with a disability. That’s a significant part of the population, all of whom have the right to engage in the services that a business can provide. 

    When you prioritize digital accessibility, you’re opening your business to millions of additional potential customers who could not engage with your online content. This not only benefits potential customers but also contributes to the growth of your business with an increase in sales.

    By embracing this demographic, you are bound to witness a rise in customers, clients, or consumers. The extent of this increase hinges on your ability to cater to diverse levels of abilities and the reputation your company earns through its ethical business practices.

    Improved SEO

    A well-known fact in the digital world is that search engines favor websites that are accessible. Search engines like Google prioritize websites that are easy to navigate, have clear content, and offer an optimal user experience—things you improve when you make your website accessible. 

    Google’s index is like a user with vision impairment and a billion friends. It relies on text to understand images and media content. Websites providing valid alternative text to images, audio, and videos make the site easier to find, increase its ranking, and get recommended. Many of the same principles for good SEO overlap with accessibility standards like the Web Content Accessibility Guidelines (WCAG).

    When your site is accessible, it’s easier for search engines to index your content, making it more findable for users and potentially improving your organic search rankings. For instance, the radio program and podcast This American Life has an audience of around 2 million each week. By offering transcripts for each episode, they boosted their search traffic by 6.86%.

    Improved User Experience

    An accessible website provides a better user experience for all users, not just those with disabilities. There is a misconception in the business world that accessibility is only meant to accommodate users with disabilities, but that’s not entirely true.

    According to a Forrester Research Economic Impact Study commissioned by Microsoft, 252 out of 319 companies agreed that inclusive software improved usability and customer experience. Features that make a site more accessible, such as straightforward navigation, easy-to-read text, and an intuitive layout, also make it more user-friendly. 

    This improved user experience can increase customer satisfaction and retention. Customers who enjoy their experience on your site are more likely to return and recommend your services to others.

    Enhanced Brand Reputation 

    In our current economic landscape, reputation can go a long way, especially regarding how a company considers members of marginalized communities. Among these communities are people with disabilities. 

    Being recognized as a business that takes digital accessibility seriously can help establish a strong and positive standing in the market. However, the influence of this reputation extends beyond just customers with disabilities.

    Consumers who value principles of social justice will look to your company as an example of the positive change needed in society. With the increasing emphasis on accessibility, making this conscious stride is paramount.

    Direct Cost Savings

    Aside from the growth in site usage and customer base, many organizations realize direct cost savings from improving Web accessibility. Let’s dive into how digital accessibility can lead to immediate cost savings for your business.

    Mitigating Legal Risks

    The Americans with Disabilities Act (ADA) requires businesses to make their websites accessible to people with disabilities. By ensuring your website is accessible, you could mitigate frivolous ADA lawsuits, hefty fines, and negative publicity.

    In recent years, there has been a sharp increase in lawsuits related to website accessibility. For example, in 2022 alone, there were 2,387 web accessibility lawsuits filed in Federal Court and California State Court under the Unruh Act. By investing in web accessibility, you reduce the risk of such legal repercussions.

    Reduced Development and Maintenance Costs

    While incorporating digital accessibility into your website will take time, it will result in cleaner and more efficient code. This can make the website faster and easier to maintain in the long run, saving you money on development resources. Here’s how:

    • Improved accessibility diminishes maintenance needs, resulting in lower staff costs for site maintenance.
    • Accessibility lowers the need for additional server resources. Reducing the need for other server resources and their associated costs.
    • Eliminates the need for creating multiple site versions as accessibility enables responsive content to work on various devices.
    • Reduces future expenses to adopt new technologies as accessibility utilizes cutting-edge web technologies and readiness for future advancements.

    How to Make Your Business More Accessible

    Making your business more accessible isn’t a one-time activity—it’s an ongoing commitment. Here are a few steps to get you started:

    1. Familiarize Yourself with WCAG: The first step toward improving web accessibility is understanding the WCAG guidelines. These guidelines provide the international standard for creating accessible web content.
    2. Conduct an Accessibility Audit: Hire a professional to audit your website for accessibility, or use an online tool to get an overview of the areas that need improvement.
    3. Create an Accessibility Plan: Based on your audit results, create a plan to address the accessibility gaps. This plan should be integrated into your overall website design and content strategy.
    4. Educate Your Team: Everyone involved in creating your website content—from writers and designers to developers—should understand web accessibility and its importance. Regular training sessions can ensure this.
    5. Regularly Test for Accessibility: Making your website accessible isn’t a one-and-done deal. Regular testing can ensure that all new content meets accessibility standards.

    Remember, web accessibility is an ongoing commitment, not a one-time project. By dedicating time and resources to maintaining accessibility, you are investing in the growth of your business and ensuring a better user experience for all.

    The Way Forward

    Digital accessibility might seem like a high upfront cost, but the benefits far outweigh the initial investment. From expanding your market reach and enhancing your brand’s reputation to reducing development costs and mitigating legal risks, accessibility has proven financially beneficial. With the right approach and a commitment to inclusivity, your website can become a powerhouse for your business, accessible to all, and profitable in the long run. So make web accessibility a priority today and reap significant financial rewards tomorrow.

    To learn more about how the ADA experts at 216digital can help build an ADA WCAG 2.1 compliance strategy to achieve ongoing, real-world accessibility on your terms, schedule an ADA Strategy Briefing.

    Greg McNeil

    July 10, 2023
    The Benefits of Web Accessibility
    Accessibility, ADA Compliance, ADA non-compliance, ADA Website Compliance, Website Accessibility
  • Web Accessibility and Search Engine Optimization: a Powerful Combination

    Web Accessibility and Search Engine Optimization: a Powerful Combination

    On-page search engine optimization (SEO) and web accessibility are two crucial components of a successful website. But what many people don’t realize is that web accessibility and SEO have a lot more in common than you might think. Both aim to make websites more usable and understandable, whether for human users or search engines. By making your web pages accessible to everyone, you’re also boosting your chances of being found on search engines. Below, we will examine how web accessibility and SEO work hand in hand when it comes to:

    • Meaningful Page Titles
    • Headings
    • Lists
    • Descriptive links
    • Breadcrumbs
    • Alternative Text for Images
    • Audio and Video Transcriptions

    1. Meaningful Page Titles

    A page title is a short, concise name of a web page. It appears in the HTML code as a <title> tag and is usually visible at the top of the user’s browser bar. Page titles help improve web accessibility and SEO by determining the content of a page.

    How Do Meaningful Page Titles Help Web Accessibility?

    Web accessibility requires page titles that provide a brief and accurate description of the page’s content. For example, Success Criterion 2.4.2 of the Web Content Accessibility Guidelines (WCAG) 2.1 says that users should be able to quickly understand the page’s purpose without reading the content. 

    The title tag should be concise and should be at most 60 characters. Short and snappy page titles provide a better user experience, especially for users with a screen reader that hear content. The title should also be unique to each page on a website, and it should be relevant to the content. Good page titles help users identify content quickly and reliably.

    How Does a Meaningful Title Tag Help SEO?

    A page’s <title> tag is a clickable link displayed on a search engine’s results page. The information gathered from a page’s title determines its relevance to a user’s search query and placement within their search results. After all, web accessibility and SEO are about getting relevant content to users.

    For example, suppose you were to use the search query “web accessibility” and “SEO.” In that case, the results will include titles with the exact terms included. If your <title> matches the content of your page, it is more likely to be found in search engine results and keep users engaged.

    2. Headings

    Headings, or <h> tags, give structure and hierarchy to the content on a web page. They appear more prominent than other text through font size or weight, making scanning and navigating the page more accessible for users.

    How Do Headings Help Web Accessibility?

    UHeadings help users navigate and understand the content quickly. They are typically formatted using HTML code, ranging from the main title, <h1>, to <h6> subheadings within the content. Each heading level serves a specific purpose in organizing the content. According to the Web Content Accessibility Guidelines (WCAG)  Success Criterion 1.3.1, it is essential to use headings in a logical and sequential order. Starting with the <h1> heading and using subsequent headings in order, like so:

    • <h1>Main heading</h1>
    • <h2>Section heading</h2>
    • <h3>Subsection heading</h3>
    • <h4>Sub-subsection heading</h4>

    By formatting the heading correctly, individuals with disabilities can navigate content logically and meaningfully.

    How Do Headings Help SEO?

    In addition to accessibility, headings are also critical for SEO, as they help search engines understand the content of a page. Search engines use headers to determine the relevance to a person’s search based on the keywords used and the significance of the content to their search.

    3. Lists

    As you know, lists containing text, images, and multimedia content can be ordered or random. However, using lists on a website can make the content more organized and scannable, helping to improve the user’s experience. But what you might not realize is that for the benefits of web accessibility and SEO.

    How Do Lists Help Web Accessibility?

    Lists can be a valuable tool for web accessibility because they help users navigate content logically and efficiently. For example, sight users will recognize lists with indentations or icons such as bullets or numbers. However, lists must be appropriately marked up within the website’s code to stand out from other content. 

    List markups define a group of related items or information presented in a particular order. For instance, <ul> is used for unorganized lists, <ol> for ordered lists, and <dl> for definition lists. By defining and using list markups correctly, your website will meet several WCAG success criteria, including:

    • Success Criterion 1.3.1: Information and Relationships – Lists help to organize information and create relationships between related items.
    • Success Criterion 2.4.3: Focus Order – Lists help to create a logical reading order, which is essential for users who rely on keyboard navigation.

    How Do Lists Help SEO?

    Search engines crawl a website’s content using complex algorithms to determine the relevancy and quality of a user’s query. Using lists can highlight the content’s critical points and make it easier for the algorithm to identify them. 

    Moreover, lists can help users navigate content logically and efficiently, improving the user’s experience. When users have a positive experience on a website, they are more likely to stay longer, share the content, and come back. This can significantly increase the overall traffic and engagement on the website, improving its ranking on SERPs.

    4. Descriptive links

    Interlinking content is an integral part of our customer journey. Being descriptive in the text you use to link to a new page is helpful for the user’s experience. It’s also beneficial for web accessibility and SEO.

    How Do Descriptive Links Help Web Accessibility?

    Descriptive links are hyperlinks that help users understand the link’s destination or purpose before they click. Rather than using vague or generic terms like “click here” or “read more,” descriptive links provide context for users and search engines. A screen reader user might navigate through all the links on a page to find where they want to go. Being descriptive helps them find what they’re looking for more easily.

    Descriptive links also help meet essential web accessibility guidelines. For instance, WCAG 2.4.4 requires a descriptive title to provide the link’s destination context. Additionally, WCAG 2.4.9 states a process or technique should be available to identify each link’s purpose from the link text alone.

    How Do Descriptive Links Help SEO?

    Descriptive text, or anchor text, as SEO professionals call it, helps search engines understand the content and purpose of a link. However, when links use generic or vague text, search engines cannot accurately categorize the page and rank it appropriately in search results.

    Using descriptive links that include keywords related to the page’s content can help search engines understand the purpose and context of their pages—as a result, leading to higher search rankings and visibility.

    5. Breadcrumbs

    Breadcrumbs are a navigation aid that appears at the top of a page and shows a user’s path to the current page. The name “breadcrumbs” comes from the story of Hansel and Gretel, where the characters leave a trail of breadcrumbs to help them find their way back home. Similarly, website breadcrumbs help users navigate to the homepage or higher-level pages.

    Breadcrumbs typically appear as a horizontal menu bar showing the user’s website location. For instance, a breadcrumb trail might look like this:

    Home > Category > Subcategory > Product

    How Do Breadcrumbs Help Web Accessibility?

    Breadcrumbs provide clear and consistent navigation to help users find necessary information, as outlined in WCAG 2.4:8: Location. They help to improve the user experience for everyone. But are particularly helpful for people with disabilities.

    For example, they help people with memory problems or low attention span from becoming confused as they flow through pages. They also help screen reader users go back through a set of grouped pages much quicker.

    How Do Breadcrumbs Help SEO?

    Breadcrumbs can also help with SEO by providing additional contextual information to search engines. For example, breadcrumbs help search engines understand the structure and hierarchy of a website, allowing them to index and rank pages. 

    When implementing breadcrumbs for SEO purposes, it’s important to use structured data to help search engines understand the breadcrumb structure. Structured data is a standardized format that allows search engines to understand the content and design of a website.

    6. Alternative Text for Images

    When most web developers or digital marketers think of the overlap between accessibility and SEO, alternative text is usually one of the first elements that come to mind. Alternative text or alt text is an HTML attribute value used to describe an image. It’s beneficial for users with visual impairments that rely on screen readers. Screen readers read the alternative text, describing the image to the user and providing context they might have missed otherwise.

    How Does Alternative Text Help Web Accessibility?

    Alternative text is crucial in web accessibility because it provides a non-sighted visitor with the same experiences as a sighted visitor. Therefore, it should be accurate, clear, and provide meaningful information. 

    All non-text content is required by WCAG 1.1.1, “Non-text Content,” to have a text alternative that serves the equivalent purpose. However, there are exceptions for non-text content that is pure decoration, only for visual formatting or is not present to users. In that case, alt text is not required. However, images need to be implemented in a way that assistive technologies can ignore. 

    How Does Alternative Text Help SEO?

    Search engines recognize the information in alt attributes. While it’s not a significant ranking signal, it does contribute. After all, it adds more context to your page’s content, especially if you want the images on your website to appear high in Google Image searches. 

    Google’s Image Publishing Guidelines state, “alt text along with computer vision algorithms and the contents of the page to understand the subject matter of the image.” However, don’t feel tempted to stuff your keywords into alt text. This is bad practice for both accessibility and SEO.

    7. Audio and Video Transcriptions

    In the same way, alternative text for non-text content opens up visual content. Transcripts and captions do the same for audio and video content. They capture the spoken words, sounds, and other audio elements and transcribe them into text format. The text can make the content accessible to people who are deaf, hard of hearing, or prefer to read instead of listen.

    How Do Audio and Video Transcriptions Help Web Accessibility?

    Users who are deaf and hard of hearing rely on accurate video and audio transcriptions to access any non-visual content in video or audio format. By providing transcriptions, you can ensure that all visitors to your website can access and understand the content you present.

    If you use audio or video content on your website, adding captions to the video or transcribing the content helps you meet these success criteria in WCAG 2.1, including:

    • 1.2.1: Audio-only and Video-only (Prerecorded)
    • 1.2.2: Captions (Prerecorded)
    • 1.2.8: Media Alternative (Prerecorded)

    How Do Audio and Video Transcriptions Help SEO?

    Although search engines are getting smarter, they are not listening to your videos and indexing what’s said, so they rely on the surrounding text to understand the content. By providing accurate transcriptions, you provide search engines with a complete understanding of the content in your audio and video files, which can help boost your website’s SEO. When videos have engaging and exciting content, providing a transcription on the same page or within the video is critical.

    In Summary

    Despite being separate disciplines, many of the same practices we use in web accessibility also open the doors for search engines. By working on one, we enhance the other. After all, a better user experience for your visitors also offers a better understanding to search crawlers.

    That being said, If you’d like to talk further about your web accessibility initiative, schedule a complimentary ADA Strategy Briefing today with the experts at 216digital. We will help you take the steps towards web accessibility on your terms by developing a strategy to integrate WCAG 2.1 compliance into your development roadmap as part of the development process.

    Greg McNeil

    February 28, 2023
    SEO, The Benefits of Web Accessibility
    ADA Compliance, Digital Marketing, SEO, Website Accessibility
  • ADA Web Compliance: The Key to Setting Up Your New Business for Success

    ADA Web Compliance: The Key to Setting Up Your New Business for Success

    As a new business owner, you want to set your company up for success from day one. You want to build a strong reputation, increase sales, and reach a broader audience. While there are many things to consider when opening up a new business, have you considered the importance of ADA web compliance in achieving these goals? Putting ADA web compliance at the top of your list is the key to setting up your new business for success.

    What is ADA Web Compliance?

    ADA, or the Americans with Disabilities Act, is a federal law that mandates the inclusion of all people, especially those with disabilities, in all areas of public life. That includes jobs, schools, transportation, and other places open to the general public, including websites. This means ensuring your website is accessible for everyone, regardless of their disability.

    A website that is not accessible can prevent individuals with visual, auditory, physical, and cognitive disabilities from accessing information, making purchases, and interacting with your business. But does the Americans with Disabilities Act apply to small businesses?

    ADA Web Compliance and Small Businesses

    It might come as a surprise, but even small businesses are legally required to comply with the Americans with Disabilities Act. According to the ADA’s Title III, every business, regardless of size, has to be accessible to people with disabilities. This includes large corporations, right down to small businesses.

    While ADA Title III does not specially mention accessibility for websites, there has been a change in mindset on what is considered a public place. The Department of Justice in 2018 stated that websites are considered a place of public accommodations, despite the ADA not including sites specifically.

    Therefore, ADA Title III requires physical access, such as ramps to enter premises, and digital access, including video captions, alternative text for images, and ensuring websites support accessibility technology.

    What is ADA Web Compliance?

    ADA web compliance ensures that people with disabilities can independently browse a website’s products or services, understand written and visual content, and make purchases. People with different types of disabilities require various web accessibility accommodations to interact on the internet. For example:

    • Visually impaired individuals need descriptive alternative tags on images to allow screen readers to describe them and provide context.
    • Someone with a motor disability might use keyboard navigation instead of a mouse.
    • Deaf individuals need captions or sign language interpretations alongside a video.

    The Web Content Accessibility Guidelines (WCAG) have become the international standard for web accessibility. WCAG included specific checkpoints and recommendations based on a principle-based approach to ensure all users can share the same experience regardless of disability or assistive software. If you want to learn more about the different web accessibility guidelines, read our guide to the Web Content Accessibility Guidelines (WCAG).

    Why ADA Web Compliance is Key for New Business

    Web accessibility can be intimidating, but addressing it from the start is well worth the effort. Like many aspects of starting a new business, it can cost a lot of time and money to go back and correct your website rather than make it accessible in the first place. But how will ADA web accessibility help grow your new business?

    To help emphasize why web accessibility should be a fundamental building block in developing your new small business, we have gathered a list of reasons to answer just that.

    Improved SEO

    It’s crucial to have your website optimized for accessibility to rank highly in search engine results. Search engines like Google are constantly working to improve the quality of results for their users. This includes prioritizing websites that are accessible to everyone and penalizing sites that are not. If your website is ADA-compliant, you can avoid lower search engine rankings and reduced visibility. By ensuring your website is ADA compliant, you’ll improve your SEO and chances of ranking higher in search results, increasing your visibility and driving more traffic to your site.

    Better User Experience

    ADA web compliance means everyone can access your site and engage with your brand, regardless of their abilities. This is crucial for retaining customers, building trust with your audience, and creating a positive user experience for everyone visiting your site. In addition, by making your site accessible, you’ll create a more inclusive environment that will make your brand stand out and leave a lasting impression.

    Increased Sales and Conversions

    A website that is easy to use and accessible to all visitors is more likely to generate sales and conversions. By providing a more accessible experience, you’ll increase the likelihood of visitors to your site becoming loyal customers and making purchases. Additionally, an ADA-compliant website is more likely to generate positive reviews and recommendations, which can drive even more sales.

    Reaching a broader audience

    ADA web compliance means your site will be accessible to everyone, including those with disabilities. By making your site accessible, you’ll be able to reach a wider audience and provide a more inclusive user experience for all users. This will give your brand a competitive edge and help you reach new customers who may not have been able to engage with your brand before.

    Building a Positive Public Reputation

    Being ADA-compliant shows that your business is socially responsible and cares about the needs of all customers. By demonstrating your commitment to accessibility, you’ll be showcasing your brand’s values and creating a positive image in the minds of consumers. This can build a reputation to make your brand stand out and help you grow your business.

    Risk Mitigation

    ADA web compliance is a legal requirement, and non-compliant websites can face significant fines and legal action. By making your site accessible, you’ll mitigate your risk and avoid the potential consequences of non-compliance. This will give you peace of mind and ensure that you can focus on growing your business without worrying about the potential risks of non-compliance.

    ADA Compliance is the Key to Success for New Businesses

    ADA web compliance is crucial for setting up your new business for success. With improved SEO, a better user experience for all customers, increased sales and conversions, reaching a broader audience, building a positive public reputation, and risk mitigation, investing in ADA compliance is essential in building a successful and sustainable business. However, it is imperative not to leave it till the end when setting up a new business or website.

    Fortunately, with 216digital web accessibility experts, you don’t have to. Instead, 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 the other tasks on your to-do list. So don’t wait any longer; make your website accessible today and start reaping the benefits by scheduling a complementary ADA Strategy Briefing today.

    Greg McNeil

    February 14, 2023
    The Benefits of Web Accessibility
    ADA Compliance, ADA Website Compliance, Website Accessibility
  • Web Accessibility & the Disabled Access Tax Credit: Who Qualifies, and Key Stipulations

    Web Accessibility & the Disabled Access Tax Credit: Who Qualifies, and Key Stipulations

     “Tax season” and “good news” don’t naturally go together. However, there is good news for small businesses that have already invested in web accessibility: the Disabled Access Credit. The Internal Revenue Service (IRS) offers a tax credit through form 8826 to help recoup some of the cost of making your website more accessible to individuals with disabilities. If you haven’t already made your website more accessible, these tax incentives might help put ADA compliance in your web development plans this year.

    What is the Disabled Access Tax Credit?

    The Disabled Access Tax Credit is a tax incentive providing small businesses with gross receipts of one million dollars and less or those that employ 30 or fewer full-time employees, that have made accessibility improvements to their website. This credit can help offset the costs of those modifications and provide financial relief to small businesses working to make their spaces accessible to everyone.

    Unlike tax deductions that reduce taxable income or the tax owed, a tax credit gets subtracted from the tax owed. For example, the Disabled Access tax credit covers 50% of the eligible expenditures made during the previous tax year, with a maximum limit of $10,250.

    Does the Disabled Access Tax Credit cover Web Accessibility?

    Yes, the Disabled Access Tax Credit covers website accessibility as web accessibility is becoming increasingly important. The Department of Justice in 2018 stated that websites are considered a place of public accommodations, Therefore, the ADA covers websites and mandates accessibility in the digital space, allowing the Disabled Access tax credit to be applied to businesses that invest in owning and operating accessible sites.

    Many accessibility practices or implementation types qualify as expenditures. Still, there are several accessibility elements when calculating your annual accessibility fee. These include web accessibility solutions or tools that optimize websites. Here are some key variables to consider in your annual accessibility fee:

    • Website Modifications
    • Page Format and Hierarchy
    • Live Chat Services
    • File and Media Fixes
    • Consulting Service Fees

    Eligibility for the Disabled Access Tax Credit

    The Disabled Access Tax Credit is available to small businesses with a maximum of $1 million in annual revenue or fewer than 30 full-time employees. The development costs associated with the necessary changes to the website to make it more accessible with the standards outlined in the ADA such as the Web Content Accessibility Guidelines (WCAG) for websites to be eligible. This includes adding alternative text to images, providing video captions, and ensuring the website can be navigated using only a keyboard.

    What are the Stipulations?

    The good news is that the Disabled Access Tax Credit can be applied for and earned annually. However, you can’t carry expenditures over to claim a credit exceeding the prior year’s expenditure limit. But, if the credit amount exceeds the taxes you owe, you can roll the unused credit into the following year.

    The Disabled Access Tax Credit covers the following accessibility and ADA-related expenditures:

    • Web accessibility & optimization
    • Language interpreters
    • Adaptive equipment
    • Printed materials
    • Elimination of physical obstacles
    • General consulting

    Is It a One-Time Deal?

    No, in fact you can get this credit any year ADA accessibility work is done on your website.  This tax break is such a powerful incentive that many small businesses have adopted a policy of annual ADA accessibility website audit/ reviews. 

    How to Apply for the Disabled Access Tax Credit

    There is no need to apply, simply complete the IRS Form 8826 and submit it with your yearly tax return. In addition, it must include information about the accessibility improvements made, the expenses incurred, and the credit calculation. You can find Form 8826 on the IRS government website, where you can further research the rules and stipulations regarding the Disabled Access Tax Credit. You can also read more on the IRS Tax Credits and Deductions page on the Americans with Disabilities Act website.

    Don’t forget to consult with a tax professional before you send in your comprehensive return files. If your tax professional is unaware of the Disabled Access Tax Credit, tell them the form number (8826). They can quickly fill out the form and state the amount spent on accessibility efforts, speeding up the process and ensuring it’s correct!

    Web Accessibility & the Disabled Access Tax Credit

    The 8826 form can be a valuable tool for small businesses that engage ADA accessibility developers to work on their websites. The 8826 Disabled Access Tax credit has made it possible for many small businesses to make ADA remediation an ongoing process to ensure the website remains accessible to all users. By making sure your website is compliant and accessible, you can help ensure that your business is reaching the widest possible audience and staying in compliance with the law.

    Suppose you are a small business owner looking to make your website more accessible and take advantage of the Disabled Access Tax Credit. In that case, we encourage you to reach out and schedule a 15-minute ADA Briefing with our web accessibility experts at 216digital.

    Greg McNeil

    February 14, 2023
    Testing & Remediation, The Benefits of Web Accessibility
    Accessibility, ADA Compliance, ADA Website Compliance, Website Accessibility
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