The Benefits of Web Accessibility Archives- Page 3 of 4/Category

A Case for Starting Accessibility Early in Development
When you’re kicking off a new web project, it’s easy to focus on exciting features and visual design. But here’s something that often gets pushed aside until it’s almost too late: accessibility. The truth? Accessibility isn’t just a box to check off at the end of development; it’s a fundamental part of creating an inclusive, user-friendly experience from day one. To truly succeed, you need to start accessibility early.

Think about it: no one wants to realize their new website or app needs major tweaks just to be usable for everyone. Starting accessibility early not only benefits people with disabilities but boosts usability for all your users, saves you money, and keeps you in line with standards like Web Content Accessibility Guidelines (WCAG). And who doesn’t want to avoid headaches later on?

Let’s break down why embedding accessibility into your project from the very beginning is worth every bit of effort—and how to make it happen smoothly.

Why Start Accessibility Planning from the Beginning?

Making accessibility a priority from day one can feel like a big commitment, but here’s what you gain by choosing to start accessibility early:

Avoid Costly Retrofits

Fixing accessibility issues at the end of a project can mean reworking significant parts of your site—an expensive and time-consuming ordeal. Imagine designing your site, launching it, and then realizing it doesn’t meet accessibility standards. Adding features like keyboard navigation or fixing color contrast at that point can mean redoing large chunks of your design. Planning for these details early on keeps everything smoother (and kinder on your budget).

Enhance User Experience for All

When you start accessibility early, you set the stage for a user experience that is friendly and inclusive for everyone. Accessibility isn’t just for those with disabilities—it’s for everyone. Features like clear navigation, easy-to-read text, and well-labeled elements make browsing better for all users. Designing with accessibility in mind from the start ensures these benefits are baked in, rather than added later.

Stay Compliant and Avoid Legal Issues

Starting with WCAG standards and other accessibility guidelines from the get-go helps you avoid legal hiccups. These guidelines form the backbone of inclusive web design and ensure you’re in line with regulations like the Americans with Disabilities Act (ADA). Following these rules early on makes compliance one less thing to worry about.

How to Integrate Accessibility into Each Stage of Development

Accessibility can be woven into every phase of your project with just a bit of planning. Here are some actionable steps for developers and designers:

Design with Accessibility in Mind

From the beginning, designers play a critical role in accessibility by setting the structure and visual flow of a project. Here are a few accessibility best practices to incorporate during the design phase:

Color Contrast and Readability

Make sure your text is easy to read against its background. According to WCAG guidelines, regular text should have at least a 4.5:1 contrast ratio, while larger text should have a 3:1 contrast ratio. Testing tools like WebAIM’s Color Contrast Checker make this quick and easy to verify.

Intuitive Layout and Navigation

A clear, intuitive layout ensures all users can navigate your site. Place navigation elements consistently, keep forms simple, and use ample white space to make content easier to digest. These are just a few examples of how to start accessibility early in your design strategy.

Descriptive Text for Buttons and Links

Buttons and links should have descriptive text that tells the user exactly what will happen when they click. Instead of a vague “click here,” label it with “Learn More About Accessibility,” for example. Clear labels improve navigation for users and assistive technologies alike.

Use the Right HTML Tags

Developers can make a huge impact when they start accessibility early by using semantic HTML. Semantic HTML tags—like <header>, <main>, <nav>, and <footer>—convey the structure of your webpage to screen readers and other assistive devices, helping users navigate more effectively.

Proper HTML Markup

Use headings (<h1>, <h2>, etc.) in a logical order, and never skip heading levels. This creates a clear hierarchy for users relying on screen readers and assists everyone in navigating your content.

Descriptive Alt Text for Images

Screen readers rely on alternative text (alt text) to describe images to visually impaired users. Ensure every image with meaningful content has a description that conveys what’s in the image or its purpose. If the image is purely decorative, use an empty alt attribute (e.g., alt=" ") to signal to screen readers that it can be ignored.

ARIA Attributes

Accessible Rich Internet Applications (ARIA) roles and attributes provide additional context where HTML alone may fall short. For example, you can use aria-label to describe the function of a button or aria-live to notify screen readers of real-time changes, like alerts.

Test for Accessibility as You Go

Testing for accessibility throughout development lets you catch issues early before they become a headache to fix. Here’s how to implement regular accessibility checks:

Automated Accessibility Tools

Automated testing tools like Lighthouse and WAVE can detect many common accessibility issues, such as missing alt text or incorrect heading levels. However, keep in mind that while these tools are valuable, they’re not a complete solution.

Manual Testing and Keyboard Navigation

Not all accessibility features can be evaluated by automated tools, so manual testing is essential. Many users with disabilities rely on keyboards instead of a mouse, so test your site using keyboard navigation alone. Make sure users can access all interactive elements (like links, forms, and buttons) and follow a logical tab order.

Screen Reader Testing

Use screen readers like NVDA (for Windows) or VoiceOver (for Mac) to simulate how users with visual impairments experience your site. This will help you catch any missing descriptions, confusing elements, or awkward navigation.

Get Feedback from Users with Disabilities

Involving people with disabilities in testing phases offers invaluable insights. Real users bring unique perspectives that automated tools or simulated testing just can’t replicate.

Plan for Inclusive Testing

Recruit a diverse group of testers who use different assistive technologies, including screen readers, magnification software, and voice control. Their feedback can reveal practical challenges and usability issues you might not anticipate.

Iterate Based on Feedback

Make adjustments based on real-world experience and retest if needed. Accessibility is an ongoing process, and user feedback will help you understand where improvements are necessary.

Regularly Check Your Site

Keeping your site accessible isn’t a one-and-done task—it’s an ongoing process. Regular audits help ensure that your site or app stays up to date with accessibility standards as you make changes or add new features. These check-ups can catch any issues that might have been overlooked during development, or that pop up over time. But audits alone don’t cover everything; that’s where regular monitoring comes in.

Services like a11y.Radar makes a big difference by providing continuous monitoring to help keep your website accessible. With automated checks and detailed reports, a11y.Radar alerts you to potential issues early on so you can fix them before they turn into bigger problems. Plus, it helps you stay aligned with current WCAG guidelines, which are always evolving.

Combining regular audits with a monitoring service like a11y.Radar keeps your site running smoothly and ensures a user-friendly experience for everyone.

Building a Culture of Accessibility

Making accessibility a foundational part of your development culture is key to sustaining these practices long term. Here are some ideas to foster an accessibility-first mindset in your team:

Educate and Train Your Team

Provide training on accessibility guidelines and tools for all team members, from designers and developers to project managers and content creators. Workshops, webinars, and resources on WCAG standards and inclusive design can help create a shared understanding of accessibility’s importance.

Keep Accessibility Resources Available

Ensure your team has access to accessibility checklists, WCAG guidelines, and tool recommendations. Having these resources easily accessible means team members can refer to them at any stage of development.

Regularly Review and Share Accessibility Wins

Celebrate small successes, such as completing accessibility testing on a new feature or receiving positive feedback from an accessibility audit. Recognizing and sharing progress reinforces the importance of this work and motivates your team to continue prioritizing accessibility.

Helpful Tools for Accessibility

There are a variety of helpful tools for accessibility checks and improvements. Here are a few top options:
- WebAIM’s Color Contrast Checker: Verifies that contrast meets WCAG standards for readability.
- Lighthouse and WAVE: An open-source accessibility tool that runs quick checks on your web pages for WCAG compliance.
- Screen Readers: Test with NVDA (Windows), VoiceOver (Mac), and TalkBack (Android) to experience your site from the perspective of visually impaired users.
- ARIA Authoring Practices Guide: This guide provides information on implementing ARIA roles and attributes to enhance assistive technology compatibility.
Ready to Make Accessibility Part of Your Game Plan?

So, there you have it—starting accessibility early isn’t just a nice-to-have; it’s a win-win for everyone involved. By weaving accessibility into your project from day one, you’re not only sidestepping costly revisions but also crafting a better experience for all your users. Plus, you’re keeping things legally sound, which is always a good move.

But we get it—navigating the world of WCAG guidelines and accessibility best practices can feel a bit like decoding a secret language. If you’re ready to start accessibility early in your web development process without complicating your project, let’s talk. Schedule an ADA briefing with us at 216digital, and we’ll guide you through your journey in plain English (no tech jargon). Let’s work together to make the digital world a more inclusive place—one accessible website at a time.
Greg McNeil

October 28, 2024

Legal Compliance, The Benefits of Web Accessibility

Accessibility, Accessibility testing, ADA Compliance, UX, web development
Digital Accessibility Should Be of Every eCommerces’ Christmas List
‘Tis the season for eCommerce businesses to sleigh with their hottest sales of the year. Shoppers everywhere are searching for that perfect gift, making it one of the most lucrative times of the year for online retailers. But there’s a crucial part of the market that many are overlooking—digital accessibility. Ignoring this can mean missing out on a significant number of shoppers and facing potential legal issues. In 2021, businesses lost over $828 million due to websites that weren’t accessible, excluding valuable customers and risking their brand’s reputation.

Meeting digital accessibility standards isn’t just a nice-to-have; it’s a must, especially this year when the stakes are even higher. With inflation rising and economic uncertainty looming, shoppers are expected to be pickier about where they spend their money online. ISo, is your business ready to meet this challenge and unwrap its full potential?

Competitive Advantage: Stand Out in a Crowded Market

Since the COVID-19 pandemic, online sales have soared. In 2020 and 2021 alone, retailers made an extra $219 billion because more people shopped online. With so many online stores competing for shoppers’ attention during the holidays, you need to find ways to make your brand stand out. A 2022 report from WebAIM found that about 98% of top websites don’t meet basic accessibility standards. This leaves a lot of business up for grabs, giving you a huge chance to get ahead.

According to the CDC, one in four adults in the United States has a disability. During the holiday season, making your website accessible isn’t just something nice to do—it’s a way to reach millions of potential customers who might have trouble shopping online otherwise. By investing in digital accessibility, you turn your site into a welcoming, easy-to-use place that encourages more shoppers to stay, look around, and make purchases.

Reach a Larger Customer Base That’s Ready to Shop

Many people assume that digital accessibility only helps a small group, but this couldn’t be further from the truth. People with disabilities and older adults are often powerful consumers, especially during the holidays when everyone is buying gifts. If you ignore the huge spending power of the disability community, you miss out on a massive potential customer base. Making your website accessible ensures that people with disabilities can navigate and shop on your site, expanding your customer base and showing inclusivity.

Consider how many sales you could lose if your website isn’t accessible to everyone. Research shows that difficulties with web accessibility could cost your business $8 billion in holiday revenue. The good news is that you can avoid this loss by making your site inclusive and accessible.

Digital Accessibility for People with Disabilities

Over 1 billion people around the world live with some form of disability. In the U.S. alone, about 26% of adults have a disability—that’s one in four adults, according to the CDC. These consumers have more than $175 billion in spending money. By prioritizing digital accessibility, you’re opening your online store to millions of potential customers who might be unable to use your site otherwise.

These customers are eager to join in holiday shopping, and by making your site accessible, you’re welcoming them in. Research from the American Institutes for Research shows that people with disabilities have about $490 billion in disposable income. Including older adults, who also benefit from accessibility improvements, makes this potential customer base even bigger.

Older Buyers are Big Spenders

Many older shoppers, who might have vision challenges or limited mobility, look for websites that are easy to read and use. Simple changes like adjustable text sizes, high-contrast display options, and easy navigation make a big difference for this group. According to AARP, adults over 50 contribute over $7.6 trillion to the economy annually, making up 41% of all online shopping. By making your website more accessible, you can attract their holiday spending and build lasting customer loyalty.

The Digital Accessibility That Makes a Difference

What turns a brief visit into a sale? The experience.

Today’s shoppers are more selective than ever. They expect high-quality products and seamless online shopping. A 2022 report from IBM notes: “Shopping must be fast and efficient some of the time, rich and experiential other times, and always easy and intuitive. What’s more, consumers expect companies to cater to their needs and live up to their social and environmental responsibility claims.”

The Challenges Shoppers with Disabilities Face

How easy your website is to use depends on its accessibility. So, what problems might prevent gift buyers with disabilities from becoming your customers?
- 20% had issues creating an account or logging in to the website.
- 39% couldn’t find the information they needed about a product or service.
- 38% had problems with online purchasing and couldn’t contact customer service for help.
- 28% couldn’t interact with the website to select the items they wanted.
- 25% had issues with checking out and completing the payment process.
The truth is that an accessible website isn’t just for people with disabilities; it benefits everyone. Features like intuitive navigation, readable text, keyboard navigation, and easily clickable buttons improve the user experience for all. For example, video captions not only help those with hearing impairments but also benefit users in a noisy environment or who prefer to read along. When your website is easy to use, you can expect higher conversion rates, which can make a big difference during holiday shopping.

Creating a Positive Brand Image

Your brand reputation is about the relationship you have with your customers and the promises you make every day. People want to shop at brands that share their values. They want to spend money with companies that are doing good in the world and taking a stand—whether it’s in sustainability, climate change, or digital accessibility.

According to a 2022 report from Google Cloud, shared values are more important to consumers than ever before. A striking 82% of shoppers prefer brands that align with their personal values. Even more telling, three out of four buyers said they’ve stopped supporting brands when their values didn’t match. Clearly, meeting these expectations is vital for building and maintaining customer loyalty.

Your website is a crucial part of your brand. It shows where you choose to invest your budget and whether you care about diversity and inclusion. It paints a clear picture of whether you care about creating an easy and accessible shopping experience. Are you creating a welcoming experience? Or are you causing frustration and losing out on a large, powerful customer base?

Higher Conversion Rates

Accessibility features can directly influence your sales. A well-designed site makes shopping easy, which reduces cart abandonment and increases completed purchases. In fact, a Forrester study found that accessible websites can increase online sales by up to 15%.

Features like intuitive navigation, alternative text for images, and clear call-to-action buttons attract more users and guide them through to purchase. The Web Accessibility Initiative (WAI) notes that accessible websites can reach up to 10% more customers and improve SEO.

Digital Accessibility is a Must-Have

Digital accessibility isn’t just about doing what’s right or keeping customers happy—it’s also a legal necessity. E-commerce websites face growing scrutiny, with web accessibility lawsuits on the rise. In 2023 alone, 4,605 web accessibility lawsuits were filed in both Federal and State Courts. The retail sector was hit the hardest, making up nearly 82% of all ADA-related web accessibility cases.

The Americans with Disabilities Act (ADA) requires businesses to provide equal access to their goods and services, extending beyond physical stores to include online spaces. Not meeting these standards can lead to expensive legal issues, harm your reputation, and weaken consumer trust. As you prepare your website for the holiday season, neglecting digital accessibility could expose your business to significant risks.

Prepare Your Website for the Holidays with 216digital

Preparing your e-commerce site for the holiday season means more than just stocking up on inventory and marketing deals. It’s about making sure your site is accessible to everyone. At 216digital, we specialize in helping e-commerce websites meet digital accessibility standards. From thorough audits to ongoing support and monitoring, we’re here to help you create an inclusive, user-friendly site.

Don’t wait until it’s too late to make your website accessible, or yule be sorry. The holiday rush is the perfect time to ensure your site welcomes all customers. With digital accessibility, you’re not only complying with the law—you’re setting your business up for success.
Greg McNeil

October 25, 2024

The Benefits of Web Accessibility

digital accessibility, ecommerce website, holiday promotions, Retail
ADA Lawsuits: How They’re Shaping the Internet
The Internet is an essential part of daily life. We shop, work, learn, and even socialize online. But for millions of people with disabilities, the digital world can feel like a locked door. That’s where the Americans with Disabilities Act (ADA) steps in. Originally designed to ensure access to physical spaces, the ADA is now playing a significant role in making sure the digital world is accessible to everyone.

Let’s dive into how ADA lawsuits are shaping the future of the Internet and why this movement towards web accessibility matters for all of us.

Why Web Accessibility Matters

Imagine trying to buy groceries online, book a doctor’s appointment, or read the news—but being unable to do so because the website isn’t accessible. This is the reality for many people with disabilities. Web accessibility aims to remove these barriers, making sure websites are usable by all, whether someone is blind, deaf, has limited mobility, or faces cognitive challenges.

It’s not just about compliance; it’s about creating a better experience for everyone. When websites are more accessible, they’re also more user-friendly. For example, features like closed captions help users with hearing impairments, but they’re also useful for anyone in a noisy environment.

How the ADA Applies to the Digital World

The ADA, passed in 1990, is a law meant to prevent discrimination against people with disabilities. While it initially focused on physical locations, it’s evolved to include digital spaces like websites, mobile apps, and online services.

Title III of the ADA requires “places of public accommodation” to be accessible. While that originally meant places like stores and restaurants, the DOJ published guidance in 2022 confirming its position that the ADA does apply to websites, stating:

“…the Department has consistently taken the position that the ADA’s requirements apply to all the goods, services, privileges, or activities offered by public accommodations, including those offered on the web.”

– U.S. Department of Justice | Guidance on Web Accessibility and the ADA (2022)

This shift is significant because it brings the same standards of accessibility that apply to physical spaces into the digital realm. If a website isn’t accessible, it could violate the ADA—leading to legal action.

Key Lawsuits Driving Change

Several high-profile lawsuits have set important legal precedents for web accessibility, encouraging businesses to prioritize digital inclusivity. Here are some of the most significant cases that have reshaped the digital landscape:

Robles v. Domino’s Pizza (2019)

In 2016, Guillermo Robles, a blind man, sued Domino’s Pizza because he couldn’t use their website or mobile app to order food. Robles relied on screen-reading software, but Domino’s website and app were not compatible with it, making the services inaccessible.

The case went through multiple courts, with Domino’s arguing that the ADA did not clearly apply to websites. However, the Ninth Circuit Court of Appeals disagreed, stating that the ADA does cover websites and apps if they are closely tied to a physical location that serves the public. The U.S.

Supreme Court declined to review the case, effectively affirming the lower court’s ruling. This landmark case established a strong precedent that digital services must be accessible, especially if they’re an extension of a physical business.

Winn-Dixie Stores Inc. v. Gil (2017)

In 2016, Juan Carlos Gil, a blind man who uses screen-reading software, attempted to access the website of the grocery chain Winn-Dixie but found it was incompatible with his software. Unlike Robles v. Domino’s, Winn-Dixie had no functional website components for users to complete transactions online; however, the website did allow users to refill prescriptions, access coupons, and find store locations—services that were considered extensions of its physical stores.

The federal court sided with Gil, ruling that the website’s connection to the physical stores meant it had to comply with ADA requirements. Although the Eleventh Circuit later reversed this decision, arguing that websites themselves are not necessarily “places of public accommodation,” this case still sparked important conversations about digital accessibility. It highlighted that when a website is integral to a business’s services, it must meet accessibility standards.

Bashin v. ReserveCalifornia.com (2023)

Bryan Bashin, a blind user, filed a lawsuit against ReserveCalifornia.com, a state-run site responsible for booking campsites in California’s state parks. Bashin faced numerous challenges while using the website, including unlabelled buttons and forms that his screen reader couldn’t interpret. What made this case unique was that Bashin targeted not just the website itself, but also the state contractor responsible for the website’s development and maintenance.

This lawsuit emphasized the importance of holding government contractors accountable for digital accessibility, setting a new precedent. The court ruled in favor of Bashin, making it clear that not only are government-run websites subject to ADA compliance, but so are third-party developers who manage public websites. This ruling added new pressure on contractors and developers to implement accessibility features from the start, ensuring that websites are built with inclusivity in mind.

Evolving Legal Requirements for Web Accessibility

As the number of ADA lawsuits grows, so do the legal requirements for web accessibility. While there’s no one-size-fits-all standard, the Web Content Accessibility Guidelines (WCAG) have become the go-to benchmark. These guidelines are designed to make websites more usable for people with disabilities and cover areas like:
- Text Alternatives: Providing descriptive text for images, videos, and other non-text content.
- Keyboard Accessibility: Ensuring users can navigate sites using only a keyboard.
- Readable Fonts and Color Contrast: Make sure fonts are easy to read, and colors are distinguishable for people with vision impairments.
- Video Captions and Transcripts: Offering captions for videos and transcripts for audio content.
By aligning your website with these guidelines, you reduce the risk of legal challenges and create a better user experience for everyone.

How Businesses Are Adapting

As the legal landscape shifts, many businesses are taking proactive steps to ensure their websites comply with accessibility standards. Here are a few strategies they are employing:

Investing in Training and Resources

Many companies are now training their web development teams on accessibility standards. By understanding the principles of web accessibility, teams can create more inclusive websites from the ground up.

Conducting Accessibility Audits

Regular audits of websites can identify areas needing improvement. Companies are increasingly employing tools and experts to evaluate their sites against WCAG standards. This helps pinpoint issues like missing alt text or improper heading structures.

Integrating Accessibility Features from the Start

More businesses are making accessibility a priority during the design phase. This includes adding features such as keyboard navigation and ensuring that content is structured in an accessible way. By embedding these practices from the beginning, companies can avoid costly retrofits down the line.

Engaging with the Community

Some businesses are partnering with organizations that advocate for individuals with disabilities. By seeking feedback from actual users, they can better understand accessibility challenges and improve their websites accordingly. This not only leads to a better product but also fosters goodwill and loyalty among customers.

Long-Term Implications for the Future of the Internet

The growing emphasis on web accessibility has several long-term implications for the future of the Internet:

Increased Awareness of Inclusivity

As more companies recognize the importance of web accessibility, we will likely see a cultural shift in how businesses approach design and user experience. Prioritizing inclusivity can attract a broader audience and create loyal customers.

Legal Precedents Will Shape Standards

As more ADA lawsuits are filed, legal precedents will increasingly dictate what is considered acceptable in terms of web accessibility. Businesses will need to stay informed about these developments to avoid potential legal pitfalls.

Technological Advancements

The demand for accessible web design will likely spur innovation in technology and tools. We can expect new solutions that simplify the process of making websites accessible, from AI-driven accessibility checkers to improved assistive technologies.

A Culture of Accessibility

As web accessibility becomes a norm, future designers and developers will likely prioritize inclusivity from the outset. This could lead to a more inclusive internet overall, where all users can engage equally.

Conclusion

Web accessibility is reshaping the digital landscape, and it’s clear that the ADA’s influence is paving the way for a more inclusive internet. While compliance with these evolving standards may seem daunting, it’s ultimately about creating a digital environment where everyone can navigate and engage with ease. By enhancing accessibility, you’re not just adhering to legal requirements—you’re fostering a more user-friendly experience for all.

Instead of seeing accessibility as a burden, consider it an opportunity to make your website more welcoming and effective. It’s a chance to lead by example and demonstrate your commitment to inclusivity. If you’re curious about where your website stands, scheduling an ADA briefing with 216digital can be a great first step. Let’s shift the focus from obligation to opportunity, one accessible website at a time.
Greg McNeil

October 22, 2024

Legal Compliance, The Benefits of Web Accessibility

ADA, ADA Compliance, ADA Lawsuit, Web Accessibility
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
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

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
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
‘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
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

Why Start Accessibility Planning from the Beginning?

Avoid Costly Retrofits

Enhance User Experience for All

Stay Compliant and Avoid Legal Issues

How to Integrate Accessibility into Each Stage of Development

Design with Accessibility in Mind

Color Contrast and Readability

Intuitive Layout and Navigation

Descriptive Text for Buttons and Links

Use the Right HTML Tags

Proper HTML Markup

Descriptive Alt Text for Images

ARIA Attributes

Test for Accessibility as You Go

Automated Accessibility Tools

Manual Testing and Keyboard Navigation

Screen Reader Testing

Get Feedback from Users with Disabilities

Plan for Inclusive Testing

Iterate Based on Feedback

Regularly Check Your Site

Building a Culture of Accessibility

Educate and Train Your Team

Keep Accessibility Resources Available

Regularly Review and Share Accessibility Wins

Helpful Tools for Accessibility

Ready to Make Accessibility Part of Your Game Plan?

Competitive Advantage: Stand Out in a Crowded Market

Reach a Larger Customer Base That’s Ready to Shop

Digital Accessibility for People with Disabilities

Older Buyers are Big Spenders

The Digital Accessibility That Makes a Difference

The Challenges Shoppers with Disabilities Face

Creating a Positive Brand Image

Higher Conversion Rates

Digital Accessibility is a Must-Have

Prepare Your Website for the Holidays with 216digital

Why Web Accessibility Matters

How the ADA Applies to the Digital World

Key Lawsuits Driving Change

Robles v. Domino’s Pizza (2019)

Winn-Dixie Stores Inc. v. Gil (2017)

Bashin v. ReserveCalifornia.com (2023)

Evolving Legal Requirements for Web Accessibility

How Businesses Are Adapting

Investing in Training and Resources

Conducting Accessibility Audits

Integrating Accessibility Features from the Start

Engaging with the Community

Long-Term Implications for the Future of the Internet

Increased Awareness of Inclusivity

Legal Precedents Will Shape Standards

Technological Advancements

A Culture of Accessibility

Conclusion

The Current Mindset Around Website Accessibility

The Value of Accessibility for All Users

Accessibility as a Business Opportunity

Market Potential

Search Engine Optimization

Mitigate Legal Risk

Accessibility, Innovation, and Creativity for Problem Solving

Connecting Accessibility with Corporate Social Responsibility

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

What Are Closed Captions?

Who Benefits From Closed Captions?

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

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

What Are the Legal Obligations for Closed Captioning?

The ADA’s Requirements for Closed Captions

FCC Requirements for Closed Captions

What Are the Benefits of Using Closed Captioning?

Best Practices for Closed Captioning

How to Add Captions to Videos

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

Conclusion

Why Efficiency Matters in Digital Accessibility

How to Accomplish More with Less in Digital Accessibility

Accelerate Accessibility with an Expert Partner

The ROI of Digital Accessibility