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  • What Retailers Can Expect if They Aren’t Accessible

    In today’s digital marketplace, overlooking the accessibility of your website isn’t just a technical oversight—it’s a legal and financial pitfall that could jeopardize your entire business. As consumers increasingly flock to online shopping, retailers have a critical responsibility to ensure their websites are accessible to everyone, including people with disabilities. Failing to meet ADA compliance requirements isn’t just non-compliance; it’s an open invitation to lawsuits, hefty fines, and damaging publicity. The clock is ticking, and the stakes have never been higher. Is your business prepared to face the consequences of an inaccessible website?

    Understanding ADA Compliance and Accessibility Laws

    The Americans with Disabilities Act (ADA) was passed in 1990 to ensure that individuals with disabilities have equal access to public spaces. While the law was initially focused on physical spaces, such as stores and offices, the scope has expanded with the rise of the Internet. Today, many courts interpret the ADA as applying to websites, meaning retailers’ websites must be accessible to people with disabilities, including those who are blind, deaf, or have other impairments.

    ADA Guidelines for Web Accessibility

    Under ADA guidelines, businesses must make reasonable accommodations for disabled individuals by ensuring that their websites are usable by people who rely on screen readers, text-to-speech software, and other assistive technologies. If your website doesn’t meet these requirements, you might find yourself at risk for a lawsuit.

    What Are the Legal Risks for Retailers?

    If your website isn’t accessible, your business could be exposed to legal action. Retailers face the possibility of demand letters from law firms representing plaintiffs with disabilities. These letters often demand that companies make changes to their websites and may include a settlement request to avoid a lawsuit. A formal lawsuit could follow if these demands are ignored or if the retailer refuses to comply with ADA compliance.

    Common Accessibility Issues in Lawsuits

    • Images without Alt Text: Alt text describes the content of an image for screen readers. Missing alt text excludes visually impaired users from critical information.
    • Unlabelled Form Fields: Forms need clear labels and instructions for accessibility. Missing labels can lead to frustration and abandoned purchases.
    • Unclear or Missing Headings: Headings help organize content, making it easier for visually impaired users to navigate.
    • Non-Keyboard Accessible Navigation: Some users rely on keyboard shortcuts instead of a mouse. Websites not designed for keyboard navigation can exclude these users.

    The Cost of Non-Compliance

    So, what happens when a retailer faces a lawsuit or demand letter for not meeting ADA compliance?

    Legal Costs

    Defending against a lawsuit can be expensive, even if you ultimately win. The average cost of defending a web accessibility lawsuit can run tens of thousands of dollars. This does not include legal fees for settlements or necessary website updates.

    Settlements

    Many retailers choose to settle lawsuits rather than risk the expense and uncertainty of court. Settlement amounts can vary but often reach six figures. Additionally, companies must typically commit to updating their website for compliance, further adding to costs.

    Fines

    While the ADA itself doesn’t specify fines, related laws, like the Rehabilitation Act, require federal agencies to ensure accessibility. Violations can lead to significant fines, especially for businesses that accept federal funds or contracts.

    Damage to Brand Reputation

    Beyond legal costs, lawsuits over website accessibility can damage a brand’s reputation. A public lawsuit can erode consumer trust, lead to negative media coverage, and even cause loyal customers to lose faith in the inclusivity of your business.

    Loss of Customers and Sales

    The financial impact doesn’t stop with legal costs. Inaccessible websites exclude millions of potential customers, especially those with visual impairments. Poor user experiences can lead to lost sales and customer frustration.

    Big Brands, Bigger Penalties

    Web accessibility is no longer a theoretical risk—it’s a pressing reality affecting retailers across industries. In recent years, well-known brands have faced significant legal challenges for not meeting ADA compliance standards, underscoring the tangible consequences of non-compliance. Notable cases include:

    Target Corporation Settlement

    In a landmark 2006 case, the National Federation of the Blind (NFB) sued Target Corporation, arguing that its website’s inaccessibility violated the ADA, barring blind users from equal access to online services. This case culminated in a $6 million settlement in 2008, with Target committing to WCAG 2.0 standards. The settlement set a powerful precedent, establishing that websites are indeed extensions of physical stores and must comply with ADA standards.

    Beyoncé’s Parkwood Entertainment

    In 2019, a lawsuit against Parkwood Entertainment—the company managing Beyoncé’s official website—brought celebrity and entertainment sites into the accessibility spotlight. The case highlighted key issues, like missing alt text and inaccessible navigation, underlining that ADA compliance requirements extend to all online sectors.

    Dick’s Sporting Goods

    In 2021, Dick’s Sporting Goods faced a lawsuit over a lack of accessible design elements, from missing alt text to insufficient screen reader support. This case reaffirmed that even leading retailers are vulnerable if they overlook essential accessibility features.

    A Surge in Accessibility Lawsuits and the E-Commerce Sector

    The growing number of lawsuits drives home the urgency for retailers to proactively address web accessibility. According to Useablenet in 2023 alone, more than 4,600 ADA-related website accessibility cases were filed, with 82% targeting the retail sector. As consumers increasingly rely on online shopping, accessibility becomes essential for retailers to stay competitive and inclusive.

    Why E-Commerce Faces Elevated Legal Risks

    Retailers with online sales channels, particularly in e-commerce, face intensified scrutiny as customers with disabilities encounter persistent barriers to shopping online. According to the U.S. Center of Disease Control, 7.6 million Americans with visual impairments struggle with inaccessible websites, translating to missed revenue opportunities. By not prioritizing accessibility, e-commerce retailers risk losing out on an estimated $7 trillion in annual spending from the global disability market.

    The message is clear: the cost of non-compliance is high, and accessibility lawsuits are on the rise. For retailers, these cases underscore the importance of making accessibility a strategic priority to safeguard brand reputation and revenue alike.

    How to Avoid the Legal Pitfalls

    If you’re a retailer, the best way to avoid legal issues is to proactively make your website accessible. Here’s how to get started:

    Conduct an Accessibility Audit

    Use accessibility tools or hire an expert to evaluate your website. Many free and paid tools are available to help identify common accessibility issues.

    Follow WCAG Guidelines

    The Web Content Accessibility Guidelines (WCAG) set the standard for web accessibility, covering elements like text readability, video captioning, and more.

    Train Your Team

    Ensure that your website’s content managers are trained in accessibility best practices, helping you avoid common errors and keep your site compliant with updates.

    Stay Informed

    Accessibility laws and best practices are evolving, so it’s essential to stay updated on the latest requirements and trends.

    Secure Your Website’s Future

    ADA compliance isn’t just a legal obligation—it’s an opportunity to make your website more inclusive and accessible to a wider audience. Retailers who fail to make their websites accessible face serious legal risks, including lawsuits, legal fees, and damage to their brand’s reputation. On the flip side, ensuring your website is accessible to all users can boost customer trust, loyalty, and, ultimately, sales. By taking the necessary steps to make your website compliant with ADA standards, you protect your business and demonstrate your commitment to inclusivity.

    So, take action today to ensure your website is accessible. Your customers—and your bottom line—will thank you!

    For personalized guidance on making your website ADA compliant, reach out to 216digital for an ADA briefing. Our experts are here to help you navigate the complexities of web accessibility and secure your business against potential legal risks.

    Greg McNeil

    November 11, 2024
    Legal Compliance
    Accessibility, ADA Compliance, ecommerce website, Retail, Web Accessibility

  • Why Touch Targets Impacts Accessibility

    Imagine this: a customer visits your website, excited to snag a deal on their holiday shopping list. They’re scrolling through your page on their phone, ready to click “add to cart,”—but then they hit a roadblock. The buttons are too small, links are crowded together, and navigating your site becomes a frustrating game of “tap and hope.” Now imagine if that customer has limited dexterity or relies on assistive technology. For them, those tiny buttons and cramped links aren’t just an inconvenience; they’re a barrier.

    Accessibility issues like these don’t just affect your users’ experience—they impact your bottom line and even your legal compliance. Making sure your site’s touch targets are easy to interact with is one of the simplest yet most impactful changes you can make. In this guide, we’ll cover why large, accessible touch targets matter, how they boost usability for everyone, and what steps you can take to ensure your site is welcoming to all.

    What Are Touch Targets and Why Are They Important?

    Touch targets are interactive elements—such as buttons, links, and form controls—that users engage with as they navigate your website. The size and spacing of these elements can make or break the experience, especially for users on mobile devices or those with physical limitations. If touch targets are too small or closely spaced, users may struggle to click or tap accurately, leading to frustration and a poor experience. This can be particularly challenging for older adults and individuals with limited dexterity.

    Making touch targets sufficiently large and spaced out allows everyone to navigate and interact with your site more easily, enhancing both usability and inclusivity. This is a foundational aspect of web accessibility that ensures your website works well for all.

    WCAG Guidelines: Key Standards for Touch Target Size

    To provide clear guidance on accessible touch target sizes, the Web Content Accessibility Guidelines (WCAG) have established several success criteria. WCAG 2.1 and the updated WCAG 2.2 outline standards to help developers make online content accessible, mainly through adequately sized touch targets.

    Success Criterion 2.5.5 (Target Size)

    In WCAG 2.1, Criterion 2.5.5 specifies that interactive elements should meet a minimum touch target size of 44×44 pixels, making it easier for users with limited motor skills or assistive technology to select the right element.

    Success Criterion 2.5.8 (Target Size – Enhanced)

    WCAG 2.2 expands on this with Criterion 2.5.8, recommending even larger touch targets when interactive elements are positioned close together. This helps users avoid accidentally tapping the wrong element, especially on mobile devices or when using screen readers.

    These guidelines establish a foundation for accessible design, giving developers clear targets to create user-friendly, inclusive sites that reduce errors and improve the overall user experience.

    Best Practices for Designing Accessible Touch Targets

    With WCAG standards in mind, you can take steps to create touch targets that enhance usability. Here are some essential practices for implementing accessible interactive elements:

    Use Adequate Padding and Margin

    Padding and margins around buttons and links help ensure they meet minimum size requirements while maintaining a clean visual layout. For example:

    button {
  padding: 12px 20px; /* Increases padding for larger touch target */
  font-size: 16px;
}

    Ensure Minimum Width and Height

    Using min-width and min-height properties guarantees that buttons and other elements stay at least 44×44 pixels, even when the element content is smaller. This maintains accessibility across different screen sizes.

    button {
  min-width: 44px;
  min-height: 44px;
}

    Space Out Interactive Elements

    Placing enough space between buttons and links prevents mis-taps and ensures usability for all users, especially those on mobile devices or using assistive technologies.

    button, a {
  margin: 10px;
}

    Add ARIA Attributes for Enhanced Accessibility

    ARIA attributes (Accessible Rich Internet Applications) add context to interactive elements for users relying on assistive devices. For instance, using aria-expanded or aria-haspopup on a menu button helps screen reader users understand its function.

    <button aria-expanded="false" aria-haspopup="true">Menu</button>

    Responsive Design: Ensure Touch Target Size Across Devices

    Since many users rely on mobile devices for browsing, it’s essential to make touch targets easily accessible on smaller screens. Using responsive CSS ensures that touch targets adapt to various screen sizes:

    @media (max-width: 600px) {
  button {
    padding: 15px 25px; /* Larger padding on smaller screens */
  }
}

    Testing Touch Target Accessibility

    Once you’ve optimized your touch targets, testing is essential to ensure they’re functional and accessible. Here are a few testing strategies to confirm usability:

    • Manual Testing: Test your site on various devices (desktop, tablet, mobile) to ensure touch targets are easy to access and use.
    • Accessibility Tools: Tools like Google Lighthouse or WAVE can check WCAG compliance, including touch target sizes.
    • User Testing: Feedback from real users, particularly those with disabilities, is invaluable for assessing how accessible and user-friendly your touch targets are.

    Wrapping Up

    Improving touch target accessibility is just one of many steps toward making your website genuinely inclusive and user-friendly. By focusing on accessible design, you not only enhance the experience for users with mobility challenges and those using assistive technologies but also build a site that’s welcoming and intuitive for everyone. Following WCAG guidelines, using best coding practices, and regular testing are essential—but navigating these standards alone can be overwhelming.

    If you’re ready to take accessibility seriously and want to ensure your site is fully ADA-compliant, consider scheduling an ADA briefing with 216digital. Our team of accessibility experts can help you identify potential compliance issues, create actionable solutions, and guide you through the process of building a more accessible and inclusive website. Reach out today to learn how we can help safeguard your site and open new opportunities with ADA compliance.

    Greg McNeil

    November 8, 2024
    How-to Guides
    Accessibility, How-to, touch targets, web developers, web development, Website Accessibility

  • Using NVDA to Test Web Accessibility

    Making your website accessible isn’t just a checkbox to tick—it’s about creating a space where everyone feels welcome. Imagine trying to browse a site only to hit wall after wall because it wasn’t designed with all users in mind—that’s the reality for millions of people with disabilities. One of the most effective ways to understand and improve your site’s accessibility is by testing it with tools like NVDA (NonVisual Desktop Access). NVDA is a free, open-source screen reader for Windows that provides audio feedback, enabling users who are blind or visually impaired to explore and interact with digital content.

    If you’re a developer or designer aiming to make your website user-friendly for everyone, testing with NVDA can be a real eye-opener. This guide will walk you through everything you need to get started—from setting up NVDA to identifying common accessibility barriers. We’ll also compare NVDA with other screen readers and share tips on integrating accessibility checks into your workflow.

    Why Testing with a Screen Reader Matters

    Testing with a screen reader is crucial for building websites that everyone can use and enjoy. Did you know that over 8 million people in the United States have a visual disability? Worldwide, an estimated 2.2 billion people are affected by some form of visual impairment. That’s a considerable number of users who rely on screen readers like NVDA to navigate the web. Yet, despite this need, studies show that 95.9% of the world’s top million homepages still have detectable accessibility issues, many of which directly impact screen reader users.

    Common Accessibility Barriers

    While standards like the Web Content Accessibility Guidelines (WCAG) exist to help ensure content is accessible, there’s still a gap between ticking the compliance boxes and actual usability. Some common accessibility barriers impacting screen reader users include:

    • Missing or Incorrect Alt Text: Without alt text, images lack context, making it hard for users to understand what’s on the page.
    • Improper Heading Structure: Jumping from an H1 to an H3 heading (and skipping H2) can make navigating a page disorienting.
    • Inadequate Link Descriptions: Using link text like “Click here” doesn’t tell users where the link will take them.
    • Lack of Keyboard Navigation: If elements aren’t reachable by the keyboard, users may not be able to navigate away from certain sections.

    By testing your site with a screen reader like NVDA, you can spot and fix these barriers directly, ensuring your content is genuinely usable—not just technically accessible. This step is vital for engaging a wide audience, including customers who rely on screen readers for equal access. 

    Plus, by prioritizing screen reader accessibility, you’re not just meeting legal requirements; you’re showing that your brand values inclusivity, which can resonate with customers and build loyalty.

    Getting Started with NVDA

    Ready to dive in? First, you’ll need to install NVDA on a Windows computer. Just head over to its official website and follow the straightforward instructions. Once it’s installed, take a few minutes to explore the settings. NVDA lets you adjust things like speed, voice pitch, and how much information it reads out loud. Tweaking these settings can make your screen reader testing smoother and help you catch all the essential details without getting distracted.

    Understanding the Basics of NVDA

    At first glance, NVDA might seem a bit overwhelming, but don’t worry—once you get the hang of a few essential controls, you’ll be navigating like a pro. The main control is the Insert key, which you use along with other keys to execute commands. For example, pressing Insert + Spacebar toggles between browse and focus modes, showing how users move between different sections and interact with elements on your site.

    Key Shortcuts to Know

    • Tab: Move through interactive elements like buttons and links.
    • Shift + Tab: Go back through items, helping you check the flow of navigation.
    • H: Navigate through headings in sequence (Shift + H moves backward), which is crucial for accessibility.
    • K for links or G for graphics: Jump to specific content, helping you quickly assess if important items are accessible.

    Testing for Accessibility Barriers with NVDA

    Once you’re comfortable with NVDA, it’s time to put your website to the test. The goal is to see how easy (or difficult) it is for a screen reader user to find and understand information on your site.

    Check Your Navigation Structure

    Screen reader users rely heavily on clear navigation. Headings should be marked in a logical order, and the Tab key should move through items sensibly. As you use NVDA, please pay close attention to how it announces headings, links, and interactive elements. For instance, links labeled “Read More” can be confusing, while “Learn More About Our Services” is much more straightforward. Descriptive link text is vital to helping screen reader users navigate confidently.

    Confirm Image Descriptions

    Proper alt text is a must for images. Use the G key to move through images and listen to the descriptions NVDA reads aloud. The alt text doesn’t need to be lengthy—just informative enough to give users an idea of the image’s purpose.

    For additional information about alt text, read our article “Understanding Image Alt Text Descriptions.”

    Test Interactive Elements Like Forms

    Forms can be tricky for screen reader users if they’re not labeled well. As you move through form fields, listen to the labels NVDA reads. Each field should have a clear label, and error messages should be accessible, too. Testing with NVDA can reveal unlabeled fields or hidden error messages that might make filling out forms difficult.

    Common Accessibility Barriers to Watch For

    Using NVDA can help you spot common barriers that affect accessibility:

    • Keyboard Traps: These occur when users get stuck in one part of the page. Use the Tab and Shift + Tab keys to move around; if you find yourself stuck, it’s likely a keyboard trap.
    • Focus Indicators: Screen reader users (and keyboard users in general) need a visible marker to show where they are on the page. Test this by tabbing through your site to see if each interactive element has a clear indicator.
    • Content Flow: Listen to your site in linear order, from top to bottom. Does it make sense as you go? Unclear structure or skipped headings can confuse users trying to navigate the content in a meaningful order.

    Documenting What You Find

    As you test, it’s helpful to document any issues you come across. Be specific: note where each issue happens, what the problem is, and why it’s an accessibility issue. For example, if a button lacks a label, describe which button it is, where it’s located, and how this impacts screen reader users. Including step-by-step details on how you tested (like key sequences or what NVDA readout) can also help your team quickly recreate and fix the issue.

    Trying Out Other Screen Readers

    While NVDA is a fantastic tool, remember that users rely on different screen readers like JAWS or VoiceOver on Apple devices. Testing with more than one screen reader can uncover accessibility issues that one tool might miss. NVDA is particularly good with dynamic content and ARIA (Accessible Rich Internet Applications) attributes. So, if you can, try testing with multiple screen readers to get a fuller picture of your site’s accessibility.

    Making Accessibility Part of Your Process

    Accessibility testing with NVDA shouldn’t be a one-time thing—it works best when it’s part of your development process from the start. By catching issues early, you’ll avoid significant fixes later and create a better experience for everyone. During design, consider accessibility-friendly patterns like high-contrast colors and adjustable font sizes. During development, use NVDA to test as you go and do a final check once your site is live.

    And if possible, getting feedback from users with disabilities can be incredibly valuable. While NVDA can help you simulate a screen reader experience, real users bring real-world insights that can highlight usability issues you might not think of.

    Wrapping Up

    Using NVDA to test your website’s accessibility is a powerful step toward creating a more inclusive online experience, but there’s so much more to accessibility than just technical adjustments—it’s about making your site welcoming to everyone, including customers who rely on assistive technology. 

    To help you navigate the broader world of ADA compliance and web accessibility, consider scheduling a briefing with 216digital. Our team can walk you through key accessibility requirements, share insights into your site’s current compliance level, and guide you on building a sustainable, accessible web presence. Let’s work together to make your website an inclusive, welcoming space for all users. Schedule your ADA briefing with 216digital today, and take the next step toward true digital accessibility.

    Kayla Laganiere

    November 5, 2024
    How-to Guides
    Accessibility, Accessibility testing, ADA Compliance, NVDA, web developers, Website Accessibility

  • Are ADA Lawsuits Truly Addressing Web Accessibility Concerns or Financial Motives?

    The Americans with Disabilities Act (ADA) was enacted in 1990 to prohibit discrimination and ensure equal opportunities for people with disabilities, promoting accessibility in physical spaces, employment, transportation, and communication. Its core intent was, and still is, to remove barriers, offering individuals with disabilities equitable access to spaces, services, and information. Yet, as technology evolved, so did the legal landscape. 

    Today, ADA lawsuits increasingly target digital spaces, focusing on web accessibility. However, many argue that many of these cases may be financially motivated rather than genuinely aimed at improving user accessibility.

    This article will explore whether ADA lawsuits in the digital realm truly address accessibility concerns or have become vehicles for profit, disproportionately affecting small businesses and often failing to create meaningful accessibility changes.

    ADA’s Original Purpose: Accessibility for All

    Digital spaces were in their infancy when the ADA was introduced, and web accessibility wasn’t yet a primary focus. Over time, however, the need for digital accessibility became apparent as websites and apps became essential tools for daily life. The ADA’s promise of equal access naturally extended into these new spaces, with courts ruling that websites should be accessible to individuals with disabilities. In principle, these lawsuits aimed to push businesses toward compliance, making the digital world as accessible as the physical one.

    However, the sharp increase in web accessibility lawsuits has sparked debates. While some argue that these lawsuits hold businesses accountable, others claim they’ve strayed from the ADA’s purpose and are instead exploited for financial gain.

    The Surge in Web Accessibility Lawsuits: Financial Motives or Accessibility Goals?

    Data shows a dramatic increase in ADA-related digital accessibility lawsuits. According to a report from UsableNet, over 4,000 digital accessibility lawsuits were filed in 2023 alone, with the majority in industries like retail, food service, and e-commerce. Many of these lawsuits are part of what some legal experts call “drive-by” or “surf-by” suits, where plaintiffs—or law firms—quickly identify accessibility issues, sometimes without ever attempting to use the site.

    A well-known case involves Domino’s Pizza, which was sued by a visually impaired man who claimed the company’s website and mobile app were incompatible with his screen reader, making ordering food online impossible. In this instance, the lawsuit gained national attention, ultimately resulting in the Ninth Circuit Court ruling in favor of the plaintiff. While this case had an accessibility-focused outcome, it highlighted the complexities of web accessibility requirements under the ADA. Smaller businesses, however, often lack the resources to navigate lengthy litigation, and settlements can be a quicker option.

    High-Profile Examples and “Drive-By” Suits

    Certain plaintiffs and legal firms have been linked to hundreds, if not thousands, of ADA lawsuits. These “drive-by” or “surf-by” suits are often filed in large batches across multiple jurisdictions, targeting businesses with minor web accessibility issues. In these cases, it’s common for plaintiffs and attorneys to demand settlements without requiring that accessibility issues be addressed. This approach raises questions about the true intention behind these cases: Are they serving individuals with disabilities or simply a means to extract settlements?

    High-profile cases aside, small businesses bear the brunt of such lawsuits. For example, a local bakery or a small online retailer with limited technical knowledge and budget may unknowingly operate a website that needs to be fully ADA-compliant. When targeted by a lawsuit, they often find the cost of defending themselves too high, pushing them toward a settlement which rarely requires accessibility improvements.

    The Disproportionate Impact on Small Businesses

    Due to limited resources and awareness, small businesses are especially vulnerable to ADA lawsuits. Unlike large corporations, small business owners often lack dedicated legal or compliance departments, making it difficult for them to implement and maintain accessible websites. The financial strain can be significant; they face legal fees, potential settlements, and the cost of redesigning their websites for compliance.

    For many small businesses, even the threat of an ADA lawsuit is enough to cause financial stress. Paying legal fees and settlements can exhaust their budgets, sometimes leading to layoffs or even closures. While larger businesses may view these costs as part of risk management, small businesses face disproportionate consequences despite representing a smaller fraction of the digital marketplace.

    Are ADA Lawsuits Leading to Real Accessibility Improvements?

    With the increase in ADA lawsuits, one might assume that digital accessibility has improved dramatically. However, evidence suggests otherwise. Many cases settle out of court without requiring the business to make its website accessible. In these instances, settlements may address plaintiffs’ demands but leave broader accessibility issues unresolved.

    While larger companies might use settlements to improve accessibility, smaller businesses often struggle to implement changes even after legal action. Without clear guidelines from the ADA on web accessibility standards, businesses are left in a legal gray area, leading to inconsistent and often inadequate improvements. For meaningful change, legal actions would need to enforce accessibility upgrades as part of their resolutions. Unfortunately, in many cases, financial gain appears to take precedence over accessibility outcomes.

    How to Protect Yourself from Frivolous ADA Lawsuits

    Despite the challenges, businesses can proactively mitigate the risk of ADA lawsuits and ensure their websites are accessible. Here are several strategies:

    Conduct Regular Accessibility Audits

    Regularly assessing your website for accessibility compliance is essential. Automated tools and manual testing can help you catch and fix issues that may otherwise go unnoticed. While automated tools can identify many technical problems, manual testing is often necessary to ensure a website is accessible.

    Follow WCAG Guidelines

    The Web Content Accessibility Guidelines (WCAG) 2.1 are the global standard for web accessibility. While not legally binding under the ADA, adhering to these guidelines demonstrates a commitment to accessibility and can help businesses defend themselves against lawsuits.

    Partner with Accessibility Experts

    Hiring an external firm with expertise in web accessibility can provide invaluable insights and help you develop a compliance strategy. Accessibility experts like 216digital understand the nuances of ADA and WCAG compliance, making them well-equipped to help businesses avoid common pitfalls.

    Stay Informed on Legal Trends

    ADA compliance in the digital space is rapidly evolving, and staying informed on relevant lawsuits and rulings can help businesses understand potential risks. Engaging with industry groups or associations that focus on digital accessibility can also provide guidance and resources.

    Maintain Documentation and Accessibility Policies

    Documenting your efforts to comply with accessibility standards can help demonstrate a proactive approach. Maintaining a web accessibility policy and records of improvements can strengthen your defense if faced with a lawsuit.

    Moving Toward Meaningful Change in Web Accessibility

    For ADA lawsuits to truly serve their intended purpose, they need to result in real accessibility improvements rather than financial settlements alone. While some cases serve as important reminders for businesses to make their websites accessible, the prevalence of drive-by suits highlights the need for more explicit standards and legal reform. Small businesses, in particular, require more guidance and support to achieve compliance without facing financial ruin.

    A Call for a Balanced Approach

    In conclusion, ADA lawsuits can be a powerful tool for advancing web accessibility, but only if they prioritize access over profit. For meaningful progress, lawsuits should focus on enforcing change rather than leveraging settlements. By adopting proactive accessibility strategies, businesses can protect themselves from frivolous lawsuits and contribute to a more inclusive digital landscape for all users.

    By taking steps to prioritize accessibility, companies can reduce their exposure to ADA lawsuits and ensure that their websites are accessible to all users, fulfilling the original purpose of the ADA. For any organization, compliance is a legal obligation and an opportunity to create an inclusive and user-friendly digital experience.

    Ready to get started? Schedule a complimentary ADA strategy briefing with 216digital today. Let’s work together to protect your online business!

    Greg McNeil

    November 4, 2024
    Legal Compliance
    Accessibility, ADA Compliance, ADA Website Compliance, Web Accessibility, Website Accessibility

  • Why 100% ADA Compliance Isn’t Realistic

    If you own a website or create online content, it’s crucial to understand what ADA compliance truly entails. In today’s digital landscape, failing to address accessibility isn’t just a missed opportunity—it’s a potential liability. Despite promises from certain agencies claiming they can make your site “100% ADA-compliant,” the reality is more complex. Can any website truly meet full compliance in an ever-evolving digital world? Let’s take a closer look at what this means and why a one-size-fits-all solution may not be enough to protect you from legal risks or to provide a genuinely accessible experience.

    What is ADA Compliance?

    The Americans with Disabilities Act (ADA) was passed in 1990 to ensure that people with disabilities have equal rights and opportunities. While the ADA doesn’t specifically mention websites, it has been interpreted to apply to them, especially under Title II (which covers state and local governments) and Title III (which focuses on public accommodations like businesses).

    For websites, ADA compliance often means following the Web Content Accessibility Guidelines (WCAG). These guidelines help make online content more accessible to everyone, including those with visual, auditory, or other disabilities. The WCAG principles can be summed up as follows:

    • Perceivable: Information must be presented in a way that users can perceive, like providing text alternatives for images.
    • Operable: Users must be able to navigate and interact with the content using various devices and assistive technologies.
    • Understandable: Information and user interfaces should be clear and straightforward.
    • Robust: Content must be compatible with current and future user agents, including assistive technologies.

    Can a Website Be 100% ADA-Compliant?

    Now, here’s the tricky part: claiming that a website can be 100% ADA compliant is not only misleading but also unrealistic, and there is no legal definition. Why is that? Because the web is constantly changing. New technologies, design trends, and content updates can all affect how accessible a website is. Lastly, the Department of Justice has never set in stone what it means for a website to be legally compliant.

    Accessibility Standards vs. Ongoing Compliance

    Understanding the difference between achieving accessibility standards and maintaining compliance is crucial. You might partner with an agency that helps you meet specific accessibility goals today. However, if you don’t continue to monitor and update your website, you could risk falling out of compliance as your site evolves.

    For example, if you add new content or change your design, you need to ensure those changes also meet accessibility standards. This ongoing effort is what keeps your website welcoming and usable for all visitors.

    False Claims by Agencies

    Many agencies will promise they can make your website “fully ADA compliant.” They might use phrases like “one-time fix” or “permanent compliance.” While that sounds appealing, it’s often not realistic. Here’s why:

    1. One-Time Solutions: If an agency offers a quick, one-time fix, be cautious. Accessibility isn’t a set-it-and-forget-it situation. Websites need continuous updates and adjustments.
    2. Guaranteed Compliance: Some agencies might claim they can guarantee compliance. However, there is no set legal standard for web compliance. You might still face ADA lawsuits even after working with an agency.
    3. Frivolous ADA Lawsuits: It’s unfortunate, but there are frivolous ADA lawsuits out there. Some businesses are sued over accessibility issues that seem exaggerated. This highlights the importance of taking genuine steps toward accessibility rather than relying on empty promises.

    What to Look For in an Agency

    So, how do you find the right agency for web accessibility services? Here are some tips to help you choose wisely:

    1. Continuous Support: Look for agencies that offer ongoing support instead of just a one-time fix. This could include regular audits and updates based on user feedback.
    2. Transparency: A reputable agency should be clear about what they can and cannot guarantee. They should help you set realistic expectations for what compliance looks like.
    3. Education: The best agencies will not only assist you in making your website compliant but will also educate you on how to maintain accessibility in the long run. Knowledge is power!
    4. Customized Solutions: Every website is unique. An effective agency should be willing to tailor their approach to meet your specific needs and goals.

    Setting Realistic Expectations

    As a website owner, setting realistic expectations about what ADA compliance means for your site is crucial. Accessibility is a journey, not a destination. While you can take significant steps to improve your site’s accessibility, it’s essential to recognize that this is an ongoing commitment.

    Be wary of agencies that promise a quick fix or complete compliance. Instead, look for partners who understand the evolving nature of web content and can help you adapt over time.

    Secure Lasting Accessibility with 216digital

    The web is dynamic, and maintaining accessibility requires ongoing effort. Choosing an agency focused on continuous support and education equips you to create an inclusive online space for everyone

    At 216digital, we prioritize not only bringing your website into compliance but also educating you on how to maintain and enhance accessibility long after your project is complete. We’re committed to supporting you on this journey every step of the way.

    We encourage you to schedule an ADA briefing with us to learn how we can help you navigate the complexities of web accessibility. Together, we can ensure your website remains welcoming and usable for all visitors.

    Embrace the journey, and let’s make the web a better place for everyone!

    Greg McNeil

    November 1, 2024
    Legal Compliance
    Accessibility, ADA Compliance, ADA Lawsuit, ADA Website Compliance

  • 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

  • Accessibility Tips for Post-Remediation Success

    Hey, content creators! Now that you’ve made great strides in remediating your website for accessibility, it’s time to consider how to keep that momentum going. Creating accessible content isn’t just a one-time effort—it’s an ongoing process. Let’s dive into some best practices that will help your team consistently produce accessible content and ensure your website is welcoming to everyone.

    Why Accessibility Matters

    Let’s take a moment to understand why digital accessibility is so important. Accessibility means making your content usable for people with disabilities. This can include those who are blind, deaf, or have mobility challenges. When you prioritize accessibility, you’re not just meeting legal requirements but also reaching a wider audience and showing that you care about all your users. This can lead to increased engagement, better SEO, and a positive brand image.

    Training Your Team

    The first step in creating accessible content is training your team. Everyone involved in content creation needs to understand the basics of accessibility. Consider hosting regular workshops or training sessions to cover key topics. Here are some essential areas to focus on:

    Writing Alternative Text

    Alternative text, or alt text, is a crucial part of accessibility. It describes images for people who can’t see them. When creating content, ensure your team knows how to write compelling alt text. Here are some tips:

    • Be Descriptive: Alt text should describe the image accurately. Instead of saying, “A dog,” say, “A golden retriever is playing fetch in the park.”
    • Keep It Concise: Aim for around 125 characters. Be descriptive, but don’t overwhelm the reader.
    • Skip Decorative Images: If an image is purely decorative and doesn’t add value to the content, it’s best to leave the alt text blank.

    Ensuring Proper Heading Structures

    Proper heading structures not only help with readability but are also vital for screen readers. When creating web content, remind your team to use headings hierarchically. Here’s how:

    • Use H1 for Titles: The main title of your page should always be an H1 tag.
    • H2 for Subheadings: Use H2 tags for major sections and H3 tags for subsections. This creates a clear outline for users and helps them navigate your content.
    • Avoid Skipping Headings: Don’t jump from H1 to H4 without using H2 and H3. This can confuse users and screen readers.

    Creating Accessible Documents

    When creating downloadable content like PDFs or Word documents, keep accessibility in mind as well. Here are some tips:

    • Use Headings and Styles: Just like web content, use headings in documents to help structure the information.
    • Add Descriptive Links: Ensure that links are descriptive. Instead of saying “click here,” use phrases like “read our accessibility guide.”
    • Check Reading Order: In PDFs, the reading order matters. Use accessibility features in your document software to ensure the content reads logically.

    Ongoing Review and Feedback

    Creating accessible content doesn’t stop once you’ve trained your team. It’s essential to implement an ongoing review process. Here’s how to keep improving:

    • Peer Reviews
      • Encourage team members to review each other’s content for accessibility. A fresh set of eyes can catch mistakes that might have been missed. Create a checklist for peer reviews that includes items like alt text, heading structure, and color contrast.
    • Feedback from Users
      • If possible, seek feedback from users with disabilities. Their insights can help you identify areas for improvement that you might have yet to consider.
    • Stay Updated
      • Digital accessibility guidelines can evolve, so it’s essential to stay informed about best practices. Consider subscribing to accessibility blogs or joining professional organizations that focus on digital accessibility.

    Wrapping Up

    Accessibility isn’t a one-and-done task—it’s an ongoing commitment that helps you maintain a more inclusive and user-friendly website for everyone. Keeping your content accessible means continually refining your approach, training your team, and staying proactive with the latest best practices. But don’t worry, you don’t have to do it alone! Tools like a11y.Radar make it easier to stay on top of accessibility long after your initial remediation. With real-time monitoring, you can catch issues as they arise, ensuring your website remains compliant and welcoming to all users. So, keep the momentum going and know that you’re building not just a compliant site, but a better experience for every visitor.

    Greg McNeil

    October 24, 2024
    How-to Guides, Web Accessibility Monitoring
    a11y.Radar, Accessibility, Accessibility monitoring, Accessibility Remediation, Web Accessibility Remediation

  • ADA Compliance: What You Can and Can’t Control

    Let’s be honest—navigating ADA compliance can feel like a lot, especially when you’re managing a busy website. But the good news? There are plenty of things you can control that will make your site more accessible to everyone. By taking a few simple steps, you’ll create a better experience for users, expand your audience, and avoid potential legal issues.

    In this guide, we’ll break down what ADA compliance is, explore some actionable steps you can take, and cover ways to handle the parts that might be out of your control. So, let’s roll up our sleeves and dive in!

    What is ADA Compliance?

    ADA compliance refers to following the guidelines set by the Americans with Disabilities Act (ADA), which was established to protect the rights of individuals with disabilities. While the ADA initially focused on physical spaces, it now extends to digital spaces like websites.

    In simple terms, ADA compliance ensures that your website is usable for everyone—including people with visual, auditory, physical, or cognitive disabilities. The ADA works hand-in-hand with the Web Content Accessibility Guidelines (WCAG), which outline best practices for creating accessible digital content. Meeting these guidelines is not just about following the law; it’s about making your website open and welcoming to all users.

    Website Design and Development

    Making your website accessible starts with thoughtful design and smart development choices. Here’s how you can set the stage:

    Use Semantic HTML

    Think of HTML as your website’s blueprint. When it’s organized logically, it makes it easier for assistive technologies (like screen readers) to guide users through your site. Use clear headings, lists, and tags like <h1> for main headings and <h2> for subheadings. This way, your content isn’t just well-organized—it’s also easy for everyone to navigate.

    Enable Keyboard Navigation

    Not everyone uses a mouse to get around online, so make sure users can tab through your site smoothly. All interactive elements—buttons, forms, menus—should be accessible via keyboard alone. To test this, try navigating your site using only your keyboard. If you hit a dead end, that’s a sign something needs fixing.

    Ensure Sufficient Color Contrast

    Nobody wants to squint to read your content, especially users with visual impairments. Use strong color contrast between text and background, so everything is easy to read. The minimum recommended contrast ratio is 4.5:1 for regular text and 3:1 for larger text. Not sure if your colors are cutting it? Tools like WebAIM’s Contrast Checker can help you out.

    Provide Descriptive Alt Text for Images

    Images are great for grabbing attention, but if they’re not described properly, they can be a barrier for screen reader users. Make sure every image has alt text that explains what’s in the picture and why it’s there. Be descriptive—something like “Red winter coat with a 30% off discount tag” tells a much more straightforward story than just a “sale image.”

    Ongoing Monitoring and Testing

    Getting your website accessible isn’t a “set it and forget it” deal. It’s more of an ongoing process that keeps your site up to standard:

    Conduct Regular Accessibility Audits

    Use tools like WAVE or Lighthouse to scan your site regularly for potential accessibility issues. These tools are like your website’s personal trainers—they’ll point out areas that need improvement, like missing alt text or insufficient color contrast.

    Engage in User Testing

    Automated tools are great, but there’s no substitute for feedback from real users—especially those with disabilities. Invite them to test your site and pay close attention to what they say. Their insights can reveal accessibility gaps that you might not have noticed.

    Content Management and Regular Updates

    Content is a big part of ADA compliance. Here’s how to keep it accessible and user-friendly:

    Provide Content in Accessible Formats

    PDFs and Word files are common on websites, but they’re not always easy for assistive technologies to read. Try converting documents to HTML or using accessible PDF tools to ensure everyone can engage with your content.

    Keep Content Updated

    Just like fashion, accessibility standards change over time. Make a habit of revisiting older content—blog posts, documents, even videos—to ensure they still meet current accessibility standards.

    Avoiding Overlays

    It can be tempting to install a quick-fix accessibility overlay, especially if you’re short on time. But here’s the thing: overlays often don’t solve the real issues. In fact, they can create more problems for users who rely on assistive technology. The better approach? Make direct changes to your website’s code, design, and structure for more meaningful accessibility improvements.

    What You Can’t Control: Third-Party Content and Vendors

    Even if you make your website as accessible as possible, certain elements are out of your direct control. But don’t worry—there are still ways to manage these challenges:

    Third-Party Plugins and Widgets

    Plugins and widgets can boost your site’s functionality, but they can also introduce accessibility barriers. Before installing any third-party tools, check their accessibility features and look for compliance documentation.

    Content Management Systems (CMS)

    Depending on the CMS you’re using—like WordPress, Shopify, or Squarespace—you might run into accessibility limitations. Whenever possible, choose accessible themes and templates, and use plugins that enhance rather than hinder site accessibility.

    Outsourced Web Development and Content Creation

    If you hire developers or content creators, make sure ADA compliance is part of your project requirements. Set clear expectations and conduct follow-up audits to ensure everything meets accessibility standards.

    User-Generated Content

    Comments, reviews, and user-generated content are valuable for your site but can pose accessibility challenges. Moderate content when possible and encourage users to follow basic accessibility guidelines, like adding alt text to images they post.

    Strategies for Managing What You Can’t Control

    While some aspects are beyond your control, there are ways to work around them:

    Vetting and Selecting Accessible Vendors

    When choosing third-party vendors or services, go with those that have a reputation for accessibility. Look for vendors that provide compliance documentation and are willing to help with accessibility support.

    Adding Disclaimers and Providing Alternatives

    If you have third-party content that might not be fully accessible, consider adding a disclaimer to inform users. Offer alternatives, like accessible document formats or a contact method for users who need assistance.

    Foster Communication and Collaboration

    ADA compliance works best when everyone’s on the same page. Encourage open dialogue about accessibility with your team, developers, and third-party partners. When everyone understands its importance, it’s easier to make your site truly inclusive.

    Conclusion

    Making your website accessible doesn’t have to be intimidating. By focusing on what you can control and actively managing third-party elements, you can create a site that’s welcoming to everyone. Plus, it’s not just about avoiding legal risks—it’s about building a better experience for all your users.

    So, take it one step at a time. As you make improvements, you’ll reach a wider audience and create a more inclusive online space. And if you’re unsure about where your site stands, don’t hesitate to reach out to experts like 216digital for a free accessibility review. You’ve got this!

    Greg McNeil

    October 23, 2024
    How-to Guides, Testing & Remediation
    Accessibility, ADA Compliance, ADA Website Compliance, Website 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

  • Retail Accessibility: Avoiding Common Pitfalls

    The internet is overflowing with retail opportunities, but one crucial element often gets overlooked: accessibility. For online retailers, making your website accessible isn’t just about complying with legal requirements—it’s about expanding your customer base and delivering a better shopping experience for everyone. So, how can you ensure your online store is open to all shoppers and avoid common accessibility pitfalls? Let’s dive into the essentials.

    Why Accessibility Matters for Online Retailers

    Web accessibility means making sure everyone, including people with disabilities, can easily use and navigate your site. In the world., about 15% of the population lives with some form of disability. By ensuring your website is accessible, you’re tapping into a market with immense buying power—people with disabilities control over $6 trillion in spending globally!

    But beyond opening your business to a broader audience, accessibility is also about staying compliant with laws like the Americans with Disabilities Act (ADA). In 2023, 82% of ADA lawsuits were related to web accessibility issues in the retail industry, affecting both large and small businesses alike. If your website isn’t accessible, you’re not just missing out on customers—you could also be facing legal risks.

    The Web Accessibility Guidelines

    The Web Content Accessibility Guidelines (WCAG) are the foundation for creating an accessible website. These guidelines revolve around four main principles, often referred to as POUR:

    • Perceivable: Content must be presented in a way that all users can perceive, whether visually or audibly.
    • Operable: Your site should be fully navigable, whether users are using a mouse, keyboard, or assistive technologies.
    • Understandable: Your content should be easy to comprehend and navigate.
    • Robust: Your website should work well with a variety of assistive tools, like screen readers.

    For retailers, aiming for WCAG 2.1 Level AA compliance is a great starting point, and it’s the level referenced by most legal frameworks for web accessibility.

    Steps for Online Retailers to Improve Accessibility Right Now

    Improving your website’s accessibility might sound like a big task, but it’s more manageable than you think. Here are some quick and effective steps to make your site web accessible:

    Auditing Retail Sites for Accessibility Issues

    The first step is knowing where your site stands. Start with automated tools like Lighthouse or WAVE to flag common issues, such as missing image descriptions or poor color contrast. Then, dive deeper with manual testing, working with accessibility experts to uncover more subtle barriers, like challenges with forms or navigation.

    Make Visual Content Accessible

    People with visual impairments rely on alt text to understand images, so be sure to include detailed alt descriptions for all meaningful visuals. For example, instead of a vague description like “product,” use something more specific like “Blue ceramic coffee mug with a handle.” This simple change helps users with screen readers understand what’s being shown.

    Don’t forget about video content! WCAG guidelines require captions for pre-recorded audio in videos. Ensure that auto-generated captions, like those from YouTube, are accurate, and provide transcripts for podcasts to make all media accessible.

    <img src="coffee-mug.jpg" alt="Blue ceramic coffee mug with a handle">
<video controls>
  <track kind="captions" src="captions_en.vtt" srclang="en" label="English">
</video>

    Optimize Website Navigation and Structure

    Some users navigate your site without a mouse, relying solely on their keyboard. Make sure your site can be fully navigated using just a keyboard, with elements like menus, buttons, and forms accessible through “tab” key navigation. Also, ensure every interactive element has a visible focus indicator, like a border around buttons or links, so users can easily see where they are on the page.

    button:focus, a:focus {
  outline: 2px solid #ffcc00; /* Provides a visible focus indicator */
}

    Improve Form Accessibility

    Checkout forms can be a stumbling block for accessibility, especially if they aren’t screen reader-friendly. Make sure all form fields have clear labels and that error messages don’t rely solely on color. For example, instead of just using a red outline to indicate a required field, include a text message like “This field is required” to make the error clear for all users.

    <form>
  <label for="email">Email:</label>
  <input type="email" id="email" name="email" required>
  <span class="error" role="alert">This field is required</span>
</form>

    The Retail Shopping and Checkout Process

    Imagine trying to check out but not knowing where you are in the process—frustrating, right? Break your checkout process into clear, labeled steps and ensure it’s compatible with assistive technologies. Also, consider adding alternative payment methods like PayPal, Google Pay, or Apple Pay to improve usability for all customers.

    To meet WCAG SC 2.4.4 standards, you can use visual breadcrumbs or progress indicators to let users know where they are in the checkout process.

    <nav aria-label="Breadcrumb">
  <ol>
    <li><a href="/cart">Cart</a></li>
    <li><a href="/shipping">Shipping</a></li>
    <li aria-current="page">Payment</li>
  </ol>
</nav>

    Implement ARIA Landmarks and Roles

    ARIA (Accessible Rich Internet Applications) landmarks and roles help assistive technologies identify key sections of your page. For instance, wrapping your site’s header in a role="banner" helps screen readers identify it as the main header, making it easier for users to navigate through your site.

    <header role="banner">
  <nav role="navigation">
    <ul>
      <li><a href="/home">Home</a></li>
      <li><a href="/products">Products</a></li>
    </ul>
  </nav>
</header>

    Testing and Ongoing Monitoring for Retailers

    Web accessibility isn’t a one-time fix—it’s an ongoing process. Retail websites are constantly changing. Regular testing and monitoring are essential to ensuring that those updates or changes to your site don’t introduce new accessibility barriers. Tools like 216digital’s a11y.Radar can help you stay on top of accessibility issues with automated scans and detailed reports, making it easier to maintain a compliant and user-friendly website as new content is added.

    Partnering with Accessibility Experts

    If all of this sounds overwhelming, you don’t have to go it alone. Partnering with accessibility experts can fast-track your progress. Whether you need a thorough audit, code remediation, or ongoing support, companies like 216digital specialize in helping retail sites meet web accessibility standards. They can ensure your site is not only compliant but also delivers a seamless, enjoyable shopping experience for all users.

    Accessibility Overlays: A Quick Fix or a Long-Term Solution?

    You might have heard about accessibility overlays—tools that promise a quick fix for all your accessibility needs. While these overlays might sound tempting, they often fall short. Overlays can miss deeper, underlying issues with your website’s code and design, leaving you vulnerable to ADA lawsuits. In fact, 933 companies were sued last year after installing overlay solutions and many accessibility experts caution against relying on them as a long-term solution.

    Instead, focus on making meaningful changes to your website’s design and functionality. Overlays might be a temporary patch, but they shouldn’t replace a full accessibility strategy.

    Check Accessibility Off Your Shopping List

    By making your website accessible, you’ll not only increase your customer base but also create a better shopping experience for everyone. Accessibility is a journey, and it’s one worth taking. Follow the steps outlined above, test your site regularly, and don’t hesitate to partner with experts to ensure your site stays compliant and user-friendly.

    To help you get started on the right path, consider scheduling an ADA briefing with 216digital. Our team of experts can walk you through the latest accessibility guidelines, provide actionable insights, and show you how to ensure your site complies with ADA standards.

    Online shopping should be for everyone, so let’s make it happen together!  

    Greg McNeil

    October 16, 2024
    How-to Guides, Legal Compliance, WCAG Compliance
    Accessibility, ADA Compliance, ADA Website Compliance, ecommerce website, Retail, WCAG
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