digital accessibility Archives /Tag

Measuring Accessibility: How It Impacts Marketing Goals

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

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

Understanding the Marketing Payoff of Accessibility Improvements

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

A More Welcoming Experience for Everyone

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

Building on Existing Marketing Foundations

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

Key Marketing Metrics to Monitor

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

1. Website Traffic

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

2. Bounce Rate

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

3. Conversion Rates

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

4. Engagement Metrics

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

Methods to Measure and Attribute Results

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

1. Benchmarking Before and After Changes

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

2. A/B Testing Specific Elements

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

3. Reviewing Analytics on Assistive Technology Usage

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

4. Direct User Feedback and Surveys

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

5. Accessibility Testing Tools and Audits

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

Integrating Accessibility into Your Ongoing Marketing Strategy

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

1. Make Accessibility a Standard Part of Your Workflow

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

2. Train Your Team on Best Practices

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

3. Keep Monitoring and Iterating

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

The Bigger Picture: Trust, Loyalty, and Growth

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

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

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

Greg McNeil

December 18, 2024

The Benefits of Web Accessibility

Accessibility, digital accessibility, KPI, Marketing, Website Accessibility
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
Common Web Accessibility Pitfalls That Invite ADA Lawsuits
The Americans with Disabilities Act (ADA) requires businesses to make their websites accessible to everyone, including people with disabilities. When websites fail to meet accessibility standards, they risk facing lawsuits. In recent years, ADA lawsuits related to digital accessibility have surged, with businesses large and small getting sued for non-compliance. But what exactly are the most common issues that lead to these lawsuits?

This article will highlight the most common web accessibility barriers that lead to ADA lawsuits and provide real-world examples of lawsuits related to these issues.

1. Missing Alt Text

Alt text, or alternative text, provides a written description of an image on a webpage. Screen readers, which visually impaired users use to navigate the internet, read this description aloud.Without alt text, users with visual impairments have no way of knowing what an image represents.

For example, if a website has an image of a product for sale, the alt text might say, “Red shoe, size 8.” Without this text, screen reader users won’t know what the image shows, making it difficult to interact with the website.

Missing or incorrect alt text is one of the most common reasons for ADA lawsuits. Many businesses overlook this small but important step, leaving essential images without descriptions.

WCAG 2.1 Guideline: 1.1.1 – Non-text Content

All non-text content, such as images, must have a text alternative that serves the same purpose.

Example ADA Lawsuit: Fox News Network LLC

Fox News Network LLC was sued because its website didn’t provide proper alt text for many images. Luc Burbon, a visually impaired user, relied on screen readers to browse the internet. When trying to navigate Fox News’ website, he encountered images without alt text, leaving him unable to understand key content. The court agreed with Burbon, emphasizing that websites must be accessible to everyone, including people with disabilities.

2. Non-Descriptive Interactive Elements

Interactive elements, like buttons and links, are crucial for navigating a website. However, if these elements aren’t appropriately labeled, users who rely on screen readers won’t know what a button or link does. This leads to confusion, frustration, and can make essential parts of the website inaccessible to users with disabilities.

For example, a button labeled “Click Here” without explaining what it does will leave screen reader users guessing, especially if there’s more than one on a page. Adding contextually relevant content to the visual or accessible label, such as “Click here to learn more about our coffee” will differentiate the element while also giving users additional context.

WCAG 2.1 Guideline: 4.1.2 – Name, Role, Value

Interactive elements should have clear labels that explain their purpose.

Example ADA Lawsuit: NIKE, Inc.

Maria Mendizabal filed a class-action lawsuit against Nike, claiming that the website had many links that were either redundant or completely empty. Users with visual impairments couldn’t understand the purpose of these links, making it challenging to navigate the site. This lawsuit demonstrates the importance of appropriately labeling interactive elements so everyone can understand them.

3. Lack of Keyboard Navigation

Many users with disabilities rely on keyboards to navigate websites, especially those who can’t use a mouse. If a website doesn’t allow for keyboard-only navigation, or if drop-down menus can’t be accessed with a keyboard, it becomes unusable for people with mobility impairments.

For example, if a menu only opens when hovered over with a mouse, someone using only a keyboard won’t be able to open it, blocking their access to critical sections of the site.

WCAG 2.1 Guideline: 2.1.1 – Keyboard

All functionality should be accessible using a keyboard.

Example ADA Lawsuit: Parkwood Entertainment LLC

In 2019, a lawsuit accused Parkwood Entertainment because Beyoncé’s official website, Beyonce.com, did not provide accessibility for users relying on screen readers.. Mary Conner, the visually impaired plaintiff, couldn’t navigate the drop-down menus using her keyboard. This prevented her from accessing important content and services, leading to a lawsuit.

4. Inaccessible Forms

Forms are commonly used on websites—for everything from signing up for newsletters to making purchases. However, forms that are difficult for people with disabilities to fill out can create barriers. Missing labels on form fields, unclear error messages, or forms that don’t work with keyboard navigation are common accessibility issues that lead to lawsuits.

For instance, if a form field asks for a phone number but doesn’t have a proper label, a screen reader user won’t know what to enter. Or, if an error message isn’t clear about what went wrong, visually impaired users won’t be able to correct their mistakes.

WCAG 2.1 Guideline: 3.3.2 – Labels or Instructions

Ensure input fields have proper labels and instructions so users know what information is required.

Example ADA Lawsuit: H&R Block Lawsuit

A notable example of this issue is the lawsuit involving the National Federation of the Blind and H&R Block. In this case, visually impaired users discovered that H&R Block’s website did not correctly label the forms. When these users tried to input their contact information or create an account, they struggled because the screen readers failed to indicate what information they needed or where to enter it.

5. Inaccessible Pop-Ups and Modals

Pop-ups and modals (dialog boxes that appear on top of a page) are common features on websites for everything from newsletter sign-ups to product promotions. However, if they are not designed with accessibility in mind, they can disrupt the user’s experience.

Pop-ups cause confusion if they appear without warning or if users can’t close them using a keyboard. Users relying on screen readers or assistive devices may not even know that a pop-up has appeared, making it impossible for them to continue interacting with the page.

WCAG 2.1 Guideline: 1.3.1 – Info and Relationships

When new content, like a pop-up, appears on the screen, announce it to the user and explain how it connects to the rest of the website.

Example ADA Lawsuit: Five Guys Enterprises

In a lawsuit against Five Guys, a visually impaired customer couldn’t complete an online order because an inaccessible pop-up appeared when trying to add fries to her cart. Her screen reader didn’t recognize the pop-up, making it impossible for her to finish the purchase. This case highlights the importance of making pop-ups accessible to everyone.

How to Avoid ADA Lawsuits

Avoiding ADA lawsuits starts with a proactive approach to web accessibility. Making your website accessible is not only a legal obligation but also an opportunity to provide a better user experience for all visitors, regardless of ability. Here are key steps you can take to avoid common accessibility pitfalls:
1. Understand Web Accessibility Guidelines: The Web Content Accessibility Guidelines (WCAG) are a set of standards designed to make web content more accessible. Familiarize yourself with these guidelines to understand what needs to be done. They cover aspects like text readability, alternative text for images, and keyboard navigation.
2. Conduct a Website Audit: Regularly audit your website for accessibility issues. There are tools available online that can help you identify problems, such as missing alt text for images or issues with color contrast. Consulting with a specialist firm like 216digital to conduct a thorough audit can also be a wise investment.
3. Implement Ongoing Training: Train your staff, especially those involved in website management and content creation, about web accessibility. This helps create a culture of inclusivity and ensures that accessibility remains a priority.
4. Stay Informed and Up-to-Date: Web accessibility standards and best practices can evolve over time. Stay iCompliance is not a one-time task. 216digital’s a11y.Radar service provides ongoing monitoring. It detects any new accessibility issues that may arise over time. This proactive approach helps prevent potential violations before they lead to costly lawsuits.”
Conclusion

Making sure your website is ADA-compliant is not just about avoiding lawsuits—it’s about ensuring that everyone, no matter their abilities, can access and enjoy your content. With the rise in ADA lawsuits, it’s more important than ever to take a proactive approach to web accessibility. Whether it’s fixing missing alt text or ensuring keyboard navigation, addressing these common issues can save your business time and money in the long run.

If you’re unsure where to start or need help maintaining compliance, 216digital is here to help. Through our years of experience analyzing these cases, we understand how ADA non-compliance lawsuit firms identify their targets. We can help you protect your business from these risks. At 216digital, we will develop a strategy to integrate WCAG 2.1 compliance into your development roadmap. This will allow you to focus on other tasks on your to-do list.

So don’t wait any longer; find out where you stand by scheduling a complementary ADA strategy briefing today.
Greg McNeil

September 25, 2024

Legal Compliance, WCAG Compliance

Accessibility, ADA Compliance, ADA Lawsuit, ADA Website Compliance, digital accessibility, WCAG, WCAG Compliance, Web 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
How to Build Accessible Slideshows and Carousels
Slideshows and carousels can add style and organization to a website, but they often pose accessibility challenges. If not designed with care, they can be difficult for people with disabilities—especially those who use screen readers or rely on keyboard navigation—to interact with. The good news is that by following a few key practices, you can make sure your slideshows and carousels are accessible for everyone, enhancing user experience and making your site more inclusive. Let’s break it down step by step.

Why Accessibility Matters for Slideshows and Carousels

Before we dive into the “how,” let’s talk about the “why.” Making sure your slideshows are accessible isn’t just the right thing to do; it’s essential. Accessibility is about making sure everyone can use your website, and it helps you comply with important standards like the Web Content Accessibility Guidelines (WCAG).

If you skip over accessibility, you could end up frustrating visitors, losing potential customers, or even dealing with legal trouble. Plus, accessible content doesn’t just help those with disabilities—it actually improves the experience for all users and makes your site more welcoming.

Key Considerations for Accessible Slideshows

So, how do you make your slideshows and carousels accessible? Here are a few key things to keep in mind:

Keyboard Navigation

Not everyone uses a mouse to navigate a website—some people rely entirely on their keyboard. This means your slideshow should be easy to move through using just the keyboard without users getting stuck or confused.

Best Practices:
- Tab Key Navigation (WCAG SC 2.1.1): Make sure users can use the Tab key to move forward through the slides and Shift + Tab to move backward.
- Arrow Key Control (WCAG SC 2.1.2): Allow users to switch slides with the left and right arrow keys so they can navigate without getting lost.
- Visible Focus(WCAG SC 2.4.7): Ensure that buttons and interactive elements like arrows have visible focus indicators so keyboard users can easily see what they’re interacting with.
Descriptive Labels and Alt Text

For people using screen readers, descriptive labels and alt text are super important. Without them, the screen reader can’t tell the user what a button or slide is for.

Best Practices:
- Alt Text for Images (WCAG SC 1.1.1): Every image in your slideshow should have alt text that describes what’s in the image. For example, if one slide shows a chart about “Website Accessibility,” the alt text should explain the key points of the chart.
- ARIA Labels: Use an aria-label attribute to give a text label to an object, such as a “Next” and “Previous” buttons. When a screen reader encounters an object, the aria-label text is read aloud to inform the user about what it is. So, instead of a generic label like “Button,” make it something like “Next slide: About Us” so users know exactly where they’re headed.
Pause/Play Buttons

Automatic slideshows that move on their own can be frustrating—especially for people with cognitive or motor disabilities. Always give users control over the slideshow with pause and play options.

Best Practices:
- Pause/Play Button (WCAG SC 2.2.2): Make sure there’s a clearly labeled button to pause or play the slideshow and that it’s easy to use with both the mouse and keyboard.
- Adjustable Timing (WCAG SC 2.2.1): For each slide transition, users should be able to turn off, adjust, or extend the time before the slide changes. This ensures that users have enough time to read and understand the content before the next slide appears.
Using ARIA Roles for Screen Reader Compatibility

ARIA roles help screen readers understand the structure and behavior of a slideshow. They provide extra information about how it’s organized and how users can interact with it.

Best Practices:
- Role Assignment: Use ARIA roles like role= "region" to define different parts of the slideshow so that screen readers can identify them quickly.
- Live Regions: Use aria-live= "polite" to let screen readers know when a new slide has appeared, keeping users in the loop without disrupting their experience.
- Hide Inactive Slides: Only show one slide at a time to screen readers. You can do this by adding aria-hidden= "true" to the slides that aren’t currently visible.
Poor Color Contrast

Even with the best intentions, it’s easy to fall into some design traps that can hurt accessibility. If the text on your slides blends into the background, users with low vision will have a hard time reading it.

Best Practices:
- High Contrast Text(WCAG SC 1.4.3): Make sure there’s plenty of contrast between the text and background. For example, white text on a dark background or black text on a light background works well. Aim for a contrast ratio of at least 4.5:1 for standard text and 3:1 for larger text, as recommended by WCAG. You can use color contrast checkers to make sure your text stands out against the background.
Testing for Accessibility

Once you’ve added accessibility features, testing is critical to making sure everything works as it should. There are a few easy ways to test your slideshows:

Ways to Test:
- Use a Screen Reader: Try out your slideshow with popular screen readers like NVDA (NonVisual Desktop Access) or JAWS (Job Access With Speech) to see if everything is being read in the correct order and labeled correctly.
- Keyboard Navigation: Go through your slideshow using only your keyboard to make sure you can interact with all the buttons and slides.
- Automated Tools: Use tools like WAVE or the Google Lighthouse browser feature to check for common accessibility issues like missing alt text or incorrect ARIA roles.
Final Thoughts

Making your slideshows and carousels accessible might take a little extra effort, but it’s totally worth it. Not only will it make your site more inclusive, but it’ll also create a smoother experience for all your users. From ensuring easy keyboard navigation to adding meaningful labels and controlling autoplay features, each step brings you closer to a more accessible website.

So, the next time you’re adding a slideshow to your site, remember—accessibility isn’t just a nice-to-have; it’s a must-have! With a bit of planning and regular testing, you can create slideshows that everyone can enjoy.

Are you ready to make sure your website is accessible? Then, schedule an ADA Strategy Briefing with the web accessibility experts at 216digital.
Greg McNeil

September 23, 2024

How-to Guides

Accessibility, ADA Compliance, Carousels, digital accessibility, Slideshowes, WCAG, Web Accessibility, web development
Is Your Restaurant Website ADA Compliant?

If you own or manage a restaurant, you probably spend a lot of time making sure your customers have the best experience—from delicious food to a welcoming atmosphere. But have you thought about how your customers interact with your restaurant online?

In today’s digital world, your website is often the first point of contact for people looking to check out your menu, make a reservation, or order food online. But here’s the thing—if your website isn’t accessible to everyone, you could be at risk of a lawsuit. And yes, it’s happening more than you might think.

Over the past few years, more and more restaurants have been hit with lawsuits for having inaccessible websites. So, what’s going on? Let’s dive into why this is happening, what kind of issues are putting restaurants in the crosshairs, and what you can do to protect your business.

The Rise of ADA Lawsuits Against Restaurant Websites

What is the ADA?

The Americans with Disabilities Act (ADA) is a civil law that protects the rights of people with disabilities in all areas of public life. While it doesn’t specifically mention websites, the courts have made it clear that the ADA applies to websites, including restaurants. If your website is not accessible to people with disabilities, it is not compliant with the ADA, as websites are considered public places.

The ADA’s Impact of Online Interactions

In other words, if your website doesn’t provide accessibility to people with disabilities, it doesn’t comply with the ADA since websites count as public places. So, why are restaurants facing so many challenges? The answer is simple: people are doing more online than ever before—looking up menus, making reservations, and even ordering food. Now imagine someone with a disability trying to use your website and hitting roadblock after roadblock. It’s frustrating, and unfortunately, it happens all the time.

The Growing Trend of Lawsuits

If your website isn’t accessible to everyone, including people with disabilities, you’re at risk of being sued for violating the ADA. And these lawsuits aren’t rare—they’re happening more and more, especially in the restaurant industry. In fact, the food service industry is now one of the most targeted for ADA lawsuits, second only to eCommerce. It doesn’t matter if you’re running a big franchise or a small local café—if your website isn’t accessible, it is at risk. And the cost of these lawsuits? It can add up fast, even if you settle out of court.

Why Are Restaurants Being Targeted for ADA Lawsuits?

Restaurants are a prime target for several reasons:

High Online Traffic

People rely on restaurant websites for crucial information, like menus, reservations, and online orders. This makes them one of the most frequently visited business websites. The more people visit a website, the higher the chances are that someone with a disability will encounter barriers to access. When those barriers exist, lawsuits often follow.

Common Accessibility Issues

Many restaurant websites have the same accessibility problems, which makes them easy to target. Features like menus, online ordering systems, and location finders are commonly inaccessible to people with disabilities. For example, a visually impaired person might not be able to use a screen reader to read an online menu because the text isn’t coded correctly. Similarly, someone with limited mobility might struggle to navigate a reservation system that requires complicated mouse clicks.

Lack of Awareness

Some restaurant owners may not even realize that their websites need to be accessible. They focus on the day-to-day operations of running a business, not on the technical aspects of web development. Unfortunately, ignorance of the law isn’t a valid defense, and that lack of awareness can leave restaurants open to lawsuits.

Automated Tools for Testing

Just like in the retail industry, plaintiffs can use automated tools to check a website for accessibility problems quickly. These tools can scan for issues like missing alt text on images, poor color contrast, or difficulties with navigating menus. If a website fails these basic tests, it can be flagged as non-compliant, leading to a lawsuit.

Common Accessibility Issues on Restaurant Websites

The truth is, most restaurant websites have accessibility problems. They’re not always easy to spot if you don’t know what to look for, but for someone using a screen reader or other assistive technology, it can make your website almost impossible to use.

Menus That Aren’t Accessible

If you’ve ever uploaded a menu as a PDF or image file, it might seem like the easiest option. However, people using screen readers may struggle with these formats. Screen readers are tools that read text aloud for visually impaired users. Unfortunately, PDFs and image files can be impossible for them to navigate. If someone can’t read your menu, they can’t place an order. They also can’t decide if they want to visit your restaurant.

No Keyboard Navigation

Some people don’t use a mouse—they navigate websites using only their keyboard. If your website doesn’t support keyboard navigation, they won’t be able to click through your pages or make a reservation.

Unlabeled Form Fields

Let’s say you have an online reservation form. If the fields (like “name” and “email”) aren’t properly labeled, someone using a screen reader won’t know what information to enter. This could stop them from making a reservation at all.

Color Contrast Issues

Design is essential, but if your website uses colors that blend together too much, it can be hard to read, especially for people with visual impairments. High contrast between your text and background makes everything easier to see.

Missing Alt Text for Images

Do you know all those mouth-watering pictures of your food on your website? If they don’t have alt text (a written description of the image), someone using a screen reader won’t know what’s being displayed. This can be a huge barrier to fully experiencing your website.

What Can You Do to Avoid a ADA Lawsuit?

Now that you know what makes a restaurant website vulnerable, let’s talk about what you can do to protect yourself. The good news? You don’t have to be a tech expert to make your website accessible. Here are some simple steps you can take:

Get an Accessibility Audit

The best place to start is to have a professional conduct a web accessibility audit. They’ll go through your site and find the issues that need fixing. It’s like getting a health checkup for your website. Many companies specialize in ADA web accessibility audits and can provide you with a clear roadmap for improvements.

Use Accessibility Tools

There are free tools out there that can give you a quick idea of where your website might be falling short. Tools like Google Lighthouse can scan your site for fundamental accessibility issues, like missing alt text or poor color contrast. While these tools aren’t perfect, they are a good starting point.

Make Your Menus Accessible

One of the most common accessibility issues for restaurants is their menus. Make sure your menus are available in a text format that screen readers can easily read. Avoid using images or PDFs for your menu unless they’re tagged properly.

Train Your Team

Educate your staff about web accessibility best practices. Whether they’re creating content, updating the menu, or managing online reservations, everyone on your team should know how to make sure the website stays accessible.

Work With a Developer Who Understands Accessibility

If you’re making significant changes to your website or starting from scratch, it’s essential to work with a web developer who understands ADA compliance like 216digital. They can ensure your site is built with accessibility in mind from the start.

Stay Informed

Web accessibility laws and standards are constantly evolving. Keeping up with the latest guidelines—like the Web Content Accessibility Guidelines (WCAG)—can help you stay compliant and avoid future legal trouble.

Update Your Website Regularly

Websites change often, especially in the restaurant industry, where businesses frequently update menus, promotions, and events. Make sure that any new content you add is accessible. It’s also important to ensure that your website stays compliant with the latest web accessibility standards (like WCAG 2.1).

Wrapping Up

making sure your restaurant’s website is accessible to everyone is more important than ever. With the rise in ADA lawsuits targeting restaurant websites, it’s crucial to take proactive steps to create an inclusive online experience. Not only will this help protect your business, but it will also ensure that every customer can enjoy what you have to offer.

At 216digital, we understand the challenges you face and are here to help. Whether you want to protect against a frivolous ADA accessibility lawsuit or become WCAG 2.1 AA compliant, we have you covered. After years of analyzing ADA lawsuits, we’ve discerned the tactics used by law firms to pinpoint websites for groundless ADA claims and how to protect businesses against them.

Don’t wait until it’s too late— schedule a complimentary ADA briefing with 216digital to take the first step towards website accessibility.

Greg McNeil

September 20, 2024

Legal Compliance

ADA, ADA Compliance, ADA Lawsuits, digital accessibility, Restaurants, Web Accessibility
Web Accessibility: What to Ask Your Digital Agency
When choosing a digital agency to build or maintain your website, one of the most crucial factors to consider is accessibility. Digital Accessibility ensures that your website is usable by everyone, including people with disabilities. But how do you know if your agency partner understands web accessibility and can meet your needs? Asking the right questions can make all the difference.

Why It’s Important to Ensure Your Agency Understands Digital Accessibility

Web accessibility isn’t just about checking a box; it’s about making your website available to all users, regardless of their abilities. In the United States, over 70 million adults live with a disability. If your website isn’t designed with accessibility in mind, you could miss out on a large audience. Beyond that, failing to meet accessibility standards can expose your business to legal risks, including lawsuits under the Americans with Disabilities Act (ADA).

Moreover, accessible websites provide a better overall user experience, which can lead to increased engagement and customer satisfaction. If a website is easy to navigate for individuals with disabilities, it’s also likely more intuitive for everyone. That’s why it’s vital to ensure your digital agency understands and prioritizes web accessibility.

When Is the Best Time to Ask Your Agency About Accessibility?

The short answer? As early as possible.

Accessibility should be baked into the foundation of your website, not an afterthought. Whether you’re designing a new website or revamping an existing one, accessibility discussions should start in the planning phase.

If you’re already working with a digital agency, it’s never too late to ask about accessibility. It’s better to make improvements now than to wait until you’re facing a lawsuit or losing customers. By prioritizing accessibility from the start, you ensure your site meets legal requirements and offers a smooth, inclusive experience for all users.

Key Web Accessibility Questions to Ask Your Digital Agency

What Is the Current State of Web Accessibility on Our Website?

Before diving into solutions, it’s essential to assess where your website currently stands in terms of accessibility. Your digital agency should conduct an accessibility audit to identify any existing issues. Here are a few questions you can ask:
- Do you offer an initial accessibility audit?
- Can you provide examples of accessibility issues that have been flagged?
- What tools or methods do you use to test for accessibility?
A comprehensive audit should highlight potential barriers on your site, like empty headers, missing alt text for images, or lack of keyboard navigation. Starting with an audit gives you a clear picture of where improvements are needed.

What Is Your Approach to Web Accessibility?

Every digital agency has a process for implementing accessibility. You’ll want to understand how your agency handles it from start to finish. Ask them about their approach and experience:

How well do you know WCAG 2.1 guidelines?

The Web Content Accessibility Guidelines (WCAG) 2.1 are the industry standard for web accessibility. Your agency should be familiar with these guidelines and know how to apply them to your website.

Do you integrate accessibility into every stage of development?

Accessibility isn’t just a one-time fix. You should implement steps during the design, development, and content creation phases. Ask your agency if they have a process for embedding accessibility throughout the entire project.

Do you use both automated and manual testing methods?

Automated tools can catch many accessibility issues, but manual testing is essential for uncovering complex problems. Your agency should combine both methods for a thorough approach.

How Will You Ensure Accessibility Is Maintained?

Accessibility is an ongoing commitment. Websites change over time as content is updated and features are added. It’s important to ask how your agency plans to maintain accessibility once the site is live:

Do you offer ongoing accessibility monitoring?

Regular monitoring can help you stay compliant as web standards evolve and your website grows. Ask your agency if they provide services like continuous testing or accessibility check-ups.

Can you train our team to maintain accessibility?

If your website content is managed internally, your team should know how to keep it accessible. Some agencies offer training for content creators and developers to ensure new additions meet accessibility standards.

What is your process for updating the site to stay compliant with new regulations?

Digital accessibility laws are constantly evolving, and you need to ensure your website stays compliant. Your agency should have a plan for keeping your site up-to-date with the latest guidelines and legal requirements.

How Do You Prioritize Web Accessibility Issues?

Accessibility issues vary in severity. Some barriers, like missing alt text, are easier to fix, while others may require significant changes to your website’s structure. Ask your agency how they prioritize accessibility fixes:

How do you determine which issues need immediate attention?

Critical issues that block users from accessing content should be resolved first. Make sure your agency knows how to prioritize fixes to address the most pressing concerns first.

How long will it take to resolve accessibility issues?

Accessibility improvements should be made in a timely manner. Understanding the expected timeline helps you plan your next steps and set realistic expectations.

What’s Your Experience with Similar Projects?

Experience is vital when it comes to accessibility. You want to work with a digital agency that has a proven track record of making websites accessible:

Have you worked with other companies in our industry?

Different industries have unique accessibility challenges. For example, e-commerce sites may need to focus on accessible forms and shopping carts, while media companies may prioritize video captions and transcripts.

Can you show us examples of websites you’ve made accessible?

Case studies or portfolio examples can give you an idea of the agency’s capabilities. Look for examples that demonstrate a deep understanding of accessibility best practices.

Prioritize Accessibility from the Start

Web accessibility isn’t just a legal requirement – it’s a business imperative. By asking your digital agency the right questions, you can ensure your website is accessible to all users while avoiding the risk of legal issues.

Remember, accessibility should be an ongoing effort. Choose a digital agency that understands the importance of maintaining compliance and improving your website over time. By doing so, you’ll create an inclusive online experience that benefits both your users and your business.

Contact 216digital for Your Accessibility Needs

If you’re unsure where to start, 216digital can help. Our team specializes in ADA remediation and web accessibility, and we’re here to guide you every step of the way.

Schedule an ADA briefing with 216digital today to learn more about how we can help you maintain a compliant and accessible website. Let’s work together to make your site welcoming to everyone while keeping your business protected from legal risks.

Don’t wait—make accessibility a priority from the start!
Greg McNeil

September 19, 2024

How-to Guides, Legal Compliance

ADA Compliance, ADA Web Accessibility, digital accessibility, digital agency, Web Accessibility
Making Your Website Accessible Across All Devices
In today’s digital world, websites aren’t just accessed on desktops—they’re viewed on everything from smartphones to tablets. But with this variety of devices comes a significant challenge: ensuring your website works for everyone, no matter what screen they’re using. This is especially important for people with disabilities.

Web accessibility is about more than just following the rules. It’s about making sure everyone can navigate, interact with, and enjoy your site. If your website isn’t accessible, you’re not only missing out on a large audience but also putting your business at risk of legal trouble. And as devices become more diverse, testing your site across different screen sizes and input methods is crucial.

In this article, we’ll explore why web accessibility matters across different devices and share ways you can ensure your site is user-friendly and inclusive for everyone.

Why Web Accessibility Matters

Ensuring web accessibility is not just a best practice; it’s a vital responsibility. Web accessibility guarantees that people with disabilities can fully engage with digital content—whether that’s perceiving, understanding, navigating, or interacting with it. In the U.S., this is a legal requirement under the Americans with Disabilities Act (ADA). Failing to meet these standards doesn’t just alienate a significant portion of your potential audience; it can also expose businesses to serious legal risks.

But accessibility is about more than avoiding lawsuits. It’s about creating a digital experience that works for everyone, regardless of how they access your site. Users interact with websites across a wide range of devices—desktops, mobile phones, and tablets—each bringing its own set of accessibility challenges. Comprehensive, device-specific testing is essential to make sure that your website remains fully functional and inclusive, no matter how users access it.

Understanding Device-Specific Accessibility Challenges

Web Accessibility on Desktops

Desktops typically offer a full-sized screen and a mouse with a keyboard. While this setup may seem straightforward, it presents its challenges. Many users rely on keyboard navigation due to mobility impairments. If your site isn’t designed for keyboard users, navigating through forms, menus, and interactive elements can be frustrating.

Web Accessibility Challenges:
- Missing or improper use of semantic HTML.
- Lack of focus indicators for interactive elements.
- Insufficient contrast between the text and background colors.
Mobile Devices

Mobile devices are now a primary way people access the internet. However, small screens and touch interfaces create unique hurdles. For example, touch targets (like buttons) must be large enough for users with dexterity issues to tap accurately.

Accessibility Challenges:
- Inadequate touch target sizes.
- Poorly designed forms that are difficult to fill out on a small screen.
- Inconsistent navigation may confuse users who switch between mobile and desktop views.
Web Accessibility on Tablets

Tablets straddle the line between desktop and mobile devices, often combining features. Users may interact with tablets via touch or keyboard, making it vital for websites to accommodate both methods. Tablets can also be used in various orientations, which may affect layout and functionality.

Accessibility Challenges:
- Orientation changes that disrupt layout.
- Inconsistent behavior between touch and keyboard navigation.
- Complications with zoom functionality affect users with visual impairments.
Effective Testing Methods and Tools

Now that we’ve explored the challenges let’s discuss how to test for accessibility effectively across different devices. Testing for web accessibility is an ongoing process that requires attention to detail and a proactive approach.

1. Manual Testing for Web Accessibility

Manual testing involves using your website as a user would. This means navigating through your site using keyboard-only navigation and screen readers. Pay close attention to how easily you can access all content.

Tips for Manual Testing:
- Navigate your site using only the keyboard (Tab, Enter, Arrow keys).
- Test with various screen readers (like JAWS, NVDA, or VoiceOver).
- Attempt to use your site on different devices and in different orientations.
2. Automated Testing Tools

While automated tools can’t catch every issue, they can help identify many common accessibility problems. Tools like Lighthouse and WAVE can scan your website to ensure compliance with WCAG (Web Content Accessibility Guidelines) standards.

Recommended Tools:
- Lighthouse: Built into Chrome Developer Tools for performance and accessibility audits.
- WAVE: A visual feedback tool that shows you accessibility issues directly on your site.
3. User Testing for Web Accessibility

Involving real users in your testing process is invaluable. This approach can reveal issues that automated tools might miss. Consider creating a focus group that includes users with various disabilities to gather their feedback.

How to Conduct User Testing:
- Recruit participants with different abilities and device preferences.
- Observe them as they navigate your site.
- Collect qualitative feedback on their experience.
Final Thoughts

Making your website accessible to everyone is not just a legal requirement—it’s a crucial part of creating a welcoming online experience. With people accessing websites on various devices, understanding and addressing web accessibility challenges is essential.

To ensure your site meets these standards, consider scheduling an ADA briefing with the experts at 216digital. Our experts will guide you through the steps needed to ensure your website not only meets legal standards but also serves all users effectively. Let’s work together to create a web that’s accessible to everyone!
Greg McNeil

September 18, 2024

Legal Compliance

ADA Compliance, digital accessibility, responsive web design, User Experience, user testing, Web Accessibility
How to Make Your Website’s Pop-Ups Accessible
Pop-ups are often used on websites to capture leads, promote special offers, or guide users through certain actions. However, while they can be powerful tools for engagement, they can also be a nightmare for users, especially those with disabilities. An inaccessible pop-up can frustrate users, prevent them from completing tasks, or even drive them away from your site.

To ensure your pop-ups enhance the user experience for everyone, including those using assistive technology, it’s essential to focus on accessibility. Let’s dive into the challenges of pop-ups and explore actionable steps and coding techniques to make them accessible.

Challenges of Website Pop-Ups for Accessibility

Hard to Close or Dismiss

One of the most common complaints about pop-ups is how difficult they can be to close. Whether it’s a tiny “X” button or a disappearing background overlay, some pop-ups seem almost impossible to dismiss without frustration. For users with mobility impairments, small targets like these can be especially problematic. Additionally, people who rely on keyboards or screen readers may not be able to easily navigate to the close button.

Improperly Labeled Pop-Ups

Screen reader users rely heavily on clear labels and descriptions to understand the content on a page. When a pop-up appears without proper labeling, it can be incredibly confusing. If there’s no clear announcement of what the pop-up is for or if the content isn’t properly described, these users may struggle to engage with the pop-up at all.

Focus Trap

A “focus trap” happens when a user is unable to move out of the pop-up window using their keyboard. This can cause frustration and make it difficult, if not impossible, to return to the main content. For users who rely on keyboard navigation, a focus trap can completely halt their browsing experience.

Disruption of Browsing Experience

A poorly timed or intrusive pop-up can disrupt the browsing experience for all users, but it’s especially challenging for people with disabilities. Imagine navigating a website with a screen reader, and a pop-up interrupts your flow. If the pop-up isn’t well integrated or easy to dismiss, it can leave users feeling lost or overwhelmed.

Now that we’ve identified the challenges, let’s explore how to address these issues and ensure your pop-ups are accessible to everyone.

Best Practices for Accessible Pop-Ups

Make Sure Pop-Ups Are Easy to Close

One of the easiest ways to make your pop-ups more user-friendly is to ensure they’re easy to close. Provide a large, clearly visible close button, and place it in a predictable spot, like the top-right corner of the pop-up. Avoid small, hard-to-click targets, especially for users with mobility issues.

Code Tip: Include a Keyboard Shortcut

Make sure the pop-up can be dismissed using the Esc key. Adding this functionality allows keyboard users to close the pop-up quickly, without needing to navigate to a specific button.
```
document.addEventListener('keydown', function(event) {
  if (event.key === "Escape") {
    closePopup();
  }
});
```
In this example, the Esc key is programmed to trigger the closePopup() function, providing an easy way to dismiss the pop-up.

Properly Label the Pop-Up for Screen Readers

When a pop-up appears, it should be immediately announced to users who rely on screen readers. This helps provide context so they can understand what’s happening on the page. You can do this by using ARIA (Accessible Rich Internet Applications) attributes.

Code Tip: Use ARIA Attributes for Accessibility
```
<div role="dialog" aria-labelledby="popupTitle" aria-describedby="popupDescription">
 <h2 id="popupTitle">Special Offer</h2>
  <p id="popupDescription">Get 20% off your next purchase when you sign up for our newsletter.</p>
</div>
```
In this code, the role="dialog” attribute lets screen readers know that a pop-up window (dialog box) has appeared. The aria-labelledby and aria-describedby attributes provide titles and descriptions that help users understand what the pop-up is about.

Prevent Focus Trapping

A common accessibility mistake with pop-ups is trapping focus within the pop-up window, which prevents keyboard users from returning to the main content. To avoid this, ensure that users can freely navigate between the pop-up and the rest of the page.

Code Tip: Manage Focus Correctly

When the pop-up opens, move the user’s focus to the first interactive element (like a form field or close button). When the pop-up closes, return focus to the element that triggered it, allowing users to continue where they left off.
```
const popup = document.getElementById("popup");
const triggerButton = document.getElementById("triggerPopup");
triggerButton.addEventListener('click', function() {
  popup.style.display = "block";
  popup.querySelector('input').focus(); // Move focus to the first element in the popup
});
function closePopup() {
  popup.style.display = "none";
  triggerButton.focus(); // Return focus to the triggering element
}
```
Avoid Disrupting the Browsing Experience

Pop-ups should never interrupt the user’s browsing experience unexpectedly. It’s important to trigger pop-ups at the right time and make them easy to interact with.
- Don’t use pop-ups on page load – This can be jarring for users, especially those using screen readers. Instead, trigger pop-ups based on user action, like clicking a button or scrolling to a specific section of the page.
- Use overlays carefully – Ensure that any background overlay that appears when a pop-up opens doesn’t obscure important content or make it difficult for users to navigate.
- Provide Accessible Text for Pop-Up Links and Buttons
You should clearly label and make the buttons and links in your pop-up easy to understand.Avoid generic text like “Click Here” or “Submit.” Instead, use descriptive text that explains the action.

Example:
- Good: “Sign Up for Our Newsletter”
- Bad: “Submit”
This helps all users, including those using screen readers, understand exactly what will happen when they click on a button.

Keep the Design Simple and Clear

Simplicity is key when it comes to accessible pop-ups. Avoid cluttering the pop-up with too much information or distracting animations. Use high-contrast colors and large, readable fonts to make the content easy to digest.

Test with Real Users and Assistive Technologies

The best way to ensure your pop-ups are truly accessible is to test them with real users, especially those who rely on assistive technologies. Tools like screen readers, voice commands, and keyboard-only navigation can help you understand how users will interact with your pop-up.

Tools for Testing Pop-Up Accessibility:
- Screen readers: Test your pop-up with screen readers like NVDA (NonVisual Desktop Access) or JAWS (Job Access With Speech).
- Keyboard navigation: Make sure all interactive elements in the pop-up can be accessed using only a keyboard.
- Accessibility checkers: Use automated tools like WAVE or Axe to scan your site for accessibility issues.
Make a Pop with 216digital

Making sure your website’s pop-ups are accessible isn’t just about ticking boxes—it’s about making sure everyone has a great experience on your site. Simple steps like ensuring your pop-ups are easy to close, clearly labeled, and don’t trap users can make a big difference in how people interact with your content.

Whether you’re a website owner, developer, or content creator, making your pop-ups accessible means more people can engage with what you have to offer. It also shows that you care about creating a web experience that everyone can enjoy.

To take your pop-ups from good to great, consider scheduling an ADA briefing with 216digital. We’ll help you make thoughtful adjustments and test your pop-ups with assistive technologies to ensure they enhance, rather than hinder, the user experience. Let’s work together to make sure your pop-ups are welcoming and accessible to all your visitors!
Greg McNeil

September 13, 2024

How-to Guides

digital accessibility, How-to, pop-ups, Web Accessibility, web development
Web Accessibility: The Legal Risks of Ignoring It
In recent years, web accessibility lawsuits have skyrocketed, jumping from around 2,285 cases in 2018 to over 4,605 in 2023.

Today, web accessibility isn’t just a matter of inclusivity—it’s a crucial legal requirement. Websites that fail to meet accessibility standards, including those set by the Americans with Disabilities Act (ADA), risk facing expensive fines and legal battles.

Regardless of whether you’re running a small business or managing a big company, implementing web accessibility isn’t optional—it’s crucial. We’ll explore the legal dangers of ignoring web accessibility, review recent cases, and provide guidance on how businesses can protect themselves by ensuring they comply with the ADA.

Why Web Accessibility Matters

Accessibility is not just a legal requirement—it’s a fundamental aspect of creating an inclusive digital world. For individuals with disabilities, web accessibility means the difference between being able to fully engage with a website or facing barriers that prevent them from accessing vital information, products, or services. This includes those who may be:
- Visually impaired (e.g., blind or low vision)
- Deaf or hard of hearing
- Individuals with mobility, cognitive, or neurological disabilities
For example, a visually impaired person relies on screen readers to navigate websites, while someone with a motor impairment might depend on keyboard navigation or voice commands. Without these adaptive measures, individuals with disabilities face exclusion from participating in the digital space, which can affect their ability to work, learn, shop, or connect socially.

Web Content Accessibility Guidelines (WCAG)

The World Wide Web Consortium (W3C) developed the Web Content Accessibility Guidelines (WCAG), which offer a set of standards to ensure that websites are accessible. The most commonly referenced standards are WCAG 2.1 Level A and AA, and they form the basis for many legal requirements, including those found in the ADA.

ADA and Web Accessibility

The ADA was initially drafted to apply to physical spaces, but courts have since interpreted it to include websites. When a website isn’t accessible, it can be viewed as discriminatory and may lead to the business violating Title III of the ADA, which prohibits discrimination against individuals with disabilities in public accommodations.

ADA Compliance and Legal Consequences

Failure to comply with web accessibility standards can lead to serious legal issues, particularly in ADA lawsuits. Many companies have faced litigation for not having accessible websites, which could lead to court-mandated accessibility updates, financial penalties, and legal fees.

ADA Lawsuits

If your website fails to meet web accessibility standards, you risk being sued. In 2023, federal and state courts saw 4,605 ADA-related digital lawsuits, and the trend continues to grow.Organizations of all sizes, from small businesses to Fortune 500 companies, are facing these lawsuits. Every year, thousands of businesses get sued because their websites are not accessible to people with disabilities, leading to costly legal fees and settlements.

Case Study: Robles v. Domino’s Pizza

For example, in 2016, Guillermo Robles sued Domino’s Pizza, arguing that the company violated Title III of the ADA because its website and mobile app were not accessible to screen readers. A district court initially dismissed the case, but Robles took it to the Ninth Circuit Court of Appeals, which disagreed with the earlier ruling. The court decided that the ADA did apply to websites and stated that Domino’s had “received fair notice” that its digital content needed to comply with the ADA. This case set a precedent for the applicability of the ADA to the digital space, reinforcing the legal obligations businesses have to ensure online accessibility.

In October 2019, the U.S. Supreme Court declined to review the Ninth Circuit’s decision. Later, in June 2021, a California federal court found that Domino’s was still in violation of both Title III of the ADA and California’s Unruh Act, as their website and mobile app remained inaccessible for ordering. As part of the settlement, Robles received $4,000 in statutory damages, and Domino’s was required to update its website to meet WCAG 2.0 guidelines.

These lawsuits often result in more than just legal fees. They can lead to significant financial penalties that can be just as damaging to a business’s bottom line.

Financial Penalties

Ignoring web accessibility can result in more than just lawsuits; businesses face hefty financial penalties that can disrupt their operations and tarnish their brand image. These penalties typically include settlement costs, attorney fees, and fines mandated by the courts. Moreover, non-compliant businesses often incur additional expenses for accessibility audits, website remediation, and ongoing maintenance to ensure compliance. The financial strain can be particularly overwhelming for small businesses, but even large corporations aren’t immune to the consequences.

Below are case studies that illustrate the severe financial penalties companies can face when ignoring web accessibility.

Case Study: Target Corporation Settlement

In 2008, Target Corporation faced a class-action lawsuit filed by the National Federation of the Blind (NFB).

The NFB claimed that Target’s website was not accessible to people who are visually impaired. Users with vision impairments couldn’t navigate the site or make purchases using screen readers. This was seen as a violation of the Americans with Disabilities Act (ADA), which protects people with disabilities from discrimination.

As part of the settlement, Target paid $6 million to those affected. This showed businesses that not following web accessibility rules could lead to big financial penalties. Target also had to update its website to make sure it worked with screen readers and other assistive technologies.

This case was a wake-up call for many companies, highlighting that failing to meet web accessibility standards can lead to expensive legal and business problems. It set a clear example that websites, like physical stores, must be accessible to everyone.

Case Study: Beyoncé’s Parkwood Entertainment

In 2019, a visually impaired person sued Beyoncé’s company, Parkwood Entertainment. The claim was that Beyonce.com was hard to use with screen readers. The lawsuit alleged the site lacked basic accessibility features. These included image descriptions and easy navigation for screen readers. This lack of accessibility went against the ADA. It also prevented people with disabilities from accessing Beyoncé’s products and services.

The settlement details are private. However, the case shows the risks of ignoring web accessibility, even for famous brands.

Mitigating Legal Risks: Proactive Steps for ADA Compliance

To avoid expensive legal issues and damage to your reputation from not following web accessibility rules, businesses should act proactively. Here are some key steps to help you meet accessibility standards and protect your organization from ADA lawsuits.
- Understand Web Accessibility Guidelines: WCAG provides rules to make web content more accessible. Learn about these guidelines to know what changes are needed. They cover things like making text easy to read, providing alternative text for images, and ensuring keyboard navigation is smooth.
- Conduct a Website Audit: Regularly check your website for accessibility problems. There are online tools that can help spot issues, such as missing alt text for images or color contrast problems. By leveraging the expertise of professionals like 216digital, you can ensure that every aspect of your website meets WCAG standards.
- Implement Ongoing Training: Train your team, especially those who manage and create content for your website, on web accessibility. This builds a culture of inclusivity and makes sure accessibility stays a priority.
- Stay Informed and Up-to-Date: Web accessibility standards and best practices can change over time. Keep up with any updates and make necessary changes to your website to stay compliant.
- Ongoing Monitoring: Compliance isn’t a one-time task. 216digital’s a11y.Radar service offers ongoing monitoring of your website or app to catch any new accessibility issues. This proactive approach helps prevent potential violations before they result in costly lawsuits.
Get Proactive about ADA Web Accessibility

Neglecting web accessibility can lead to serious legal troubles and hefty fines, especially with the rise in ADA lawsuits. Ensuring your website is accessible is crucial for protecting your business and avoiding potential risks.

To safeguard your business and ensure you’re meeting all accessibility standards, consider scheduling an ADA briefing with 216digital. We understand developing a strategy for ADA Website accessibility and liability can be a beast of a project. So, why let web accessibility hijack your development backlog?

We will help develop a strategy to integrate WCAG 2.1 compliance into your development roadmap on your terms. To learn more about how the ADA experts at 216digital can help build an ADA WCAG 2.1 compliance strategy on your terms, schedule an ADA Strategy Briefing.
Greg McNeil

September 12, 2024

Legal Compliance

ADA Lawsuits, digital accessibility, Web Accessibility, web accessibility lawsuits

Understanding the Marketing Payoff of Accessibility Improvements

A More Welcoming Experience for Everyone

Building on Existing Marketing Foundations

Key Marketing Metrics to Monitor

1. Website Traffic

2. Bounce Rate

3. Conversion Rates

4. Engagement Metrics

Methods to Measure and Attribute Results

1. Benchmarking Before and After Changes

2. A/B Testing Specific Elements

3. Reviewing Analytics on Assistive Technology Usage

4. Direct User Feedback and Surveys

5. Accessibility Testing Tools and Audits

Integrating Accessibility into Your Ongoing Marketing Strategy

1. Make Accessibility a Standard Part of Your Workflow

2. Train Your Team on Best Practices

3. Keep Monitoring and Iterating

The Bigger Picture: Trust, Loyalty, and Growth

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

1. Missing Alt Text

WCAG 2.1 Guideline: 1.1.1 – Non-text Content

Example ADA Lawsuit: Fox News Network LLC

2. Non-Descriptive Interactive Elements

WCAG 2.1 Guideline: 4.1.2 – Name, Role, Value

Example ADA Lawsuit: NIKE, Inc.

3. Lack of Keyboard Navigation

WCAG 2.1 Guideline: 2.1.1 – Keyboard

Example ADA Lawsuit: Parkwood Entertainment LLC

4. Inaccessible Forms

WCAG 2.1 Guideline: 3.3.2 – Labels or Instructions

Example ADA Lawsuit: H&R Block Lawsuit

5. Inaccessible Pop-Ups and Modals

WCAG 2.1 Guideline: 1.3.1 – Info and Relationships

Example ADA Lawsuit: Five Guys Enterprises

How to Avoid ADA Lawsuits

Conclusion

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 Accessibility Matters for Slideshows and Carousels

Key Considerations for Accessible Slideshows

Keyboard Navigation

Best Practices:

Descriptive Labels and Alt Text

Best Practices:

Pause/Play Buttons

Best Practices:

Using ARIA Roles for Screen Reader Compatibility

Best Practices:

Poor Color Contrast

Best Practices:

Testing for Accessibility

Ways to Test:

Final Thoughts

The Rise of ADA Lawsuits Against Restaurant Websites

What is the ADA?

The ADA’s Impact of Online Interactions

The Growing Trend of Lawsuits

Why Are Restaurants Being Targeted for ADA Lawsuits?

High Online Traffic

Common Accessibility Issues