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  • Is Accessibility in Your Marketing the Missing Link?

    Is Accessibility in Your Marketing the Missing Link?

    Marketers love to talk about connection—finding that message, tone, or moment that really lands. Yet for years, accessibility sat on the sidelines. It was something teams circled back to after launch, if they got to it at all.

    But bringing accessibility into the creative process from the start changes that. It refines ideas, sharpens the message, and makes the experience easier to use. Reach grows not by pushing harder, but by removing the barriers that hold people back.

    Most of us weren’t taught to work this way, and that’s understandable—marketing has often moved faster than the systems built to support it. But that’s beginning to change. This article explores how accessibility in marketing is reshaping the creative process itself—and how embracing it can make our work not only more inclusive, but more effective and enduring.

    Why Accessibility Belongs in Your Marketing Roadmap

    Accessibility isn’t a new idea, but it’s finally being recognized as a core part of communication strategy. One in five adults lives with a disability that affects how they engage online. When we design with those experiences in mind, we don’t just improve access—we improve clarity, usability, and trust for everyone.

    The Business Case for Accessibility

    Accessibility pays off in ways that are both practical and measurable:

    • Wider reach: When more people can access your content, your audience grows naturally.
    • Stronger SEO: Structured headings, alt text, and transcripts help search engines—and people—understand your message.
    • Higher engagement: Clear layouts, legible text, and captioned videos make it easier to stay connected.
    • Better retention: Usable design keeps people from bouncing away in frustration.
    • More trust: When users feel considered, they’re more likely to return and recommend.

    The Risk of Leaving Accessibility Out

    Ignoring accessibility comes with its own set of costs. Legal frameworks like the ADA and WCAG continue to expand, but reputation often carries the higher stakes. Inaccessibility doesn’t just cause frustration—it signals that some users weren’t considered. Building inclusivity into your work helps prevent that, and it strengthens credibility over the long term.

    Understanding why accessibility matters is only half the story. The next step is making it part of how your team actually works—building it into everyday processes so it becomes second nature.

    Building Accessibility into Your Marketing Workflow

    You don’t need to overhaul your entire process to make it accessible—you just need to integrate it into the one you already have. Accessibility works best when it’s treated as a mindset that travels through every stage of a project.

    Start Early

    Bring accessibility into the conversation from the first meeting. Talk about things like contrast, reading level, captions, and structure while you’re still shaping creative direction. When inclusion is part of the plan from the start, it stops feeling like a post-production fix.

    Create Together

    Accessibility thrives when everyone contributes:

    • Writers can use plain, active language and clear CTAs that describe the next step.
    • Designers can choose accessible color palettes, scale type properly, and maintain consistent structure.
    • Developers can ensure forms, buttons, and navigation work for keyboard users and assistive technologies.

    When every role takes ownership, accessibility becomes a shared value rather than a box someone else has to check.

    Test Before Launch

    Automation helps, but people matter more. Run your pages or campaigns through accessibility tools like WAVE or Lighthouse, then do a manual pass. Navigate with a keyboard, listen to your content through a screen reader, and check if the flow feels intuitive.

    Maintain a short, clear accessibility guide that lives where your team works. It doesn’t need to be heavy-handed—just a practical reminder of how to write alt text, structure headings, or format captions consistently.

    Where Accessibility in Marketing Matters Most

    Website

    Your website is your primary channel—and often the first impression of your brand’s care for its audience.

    • Keep headings structured (H1–H6) for both readability and SEO.
    • Use descriptive alt text that communicates meaning, not just appearance.
    • Maintain color contrast ratios of at least 4.5:1.
    • Label form fields clearly, and include helpful error messages that explain what went wrong.
    • Make sure interactive elements like sliders and pop-ups are keyboard-friendly.

    Email and Newsletter

    Email accessibility keeps your content inclusive across devices and inboxes.

    • Use responsive templates that stay readable up to 200% zoom.
    • Keep essential information in text, not images.
    • Write subject lines that are short, descriptive, and easy for screen readers to interpret.
    • Include a plain-text version of every email for those who need or prefer it.

    Social Media

    Accessibility on social media helps your message reach everyone—without changing your tone or style.

    • Use CamelCase for hashtags (#AccessibleMarketing).
    • Add alt text to images and captions to videos.
    • Limit emoji use and place them at the end of sentences.
    • Avoid stylized fonts that break accessibility tools.

    Each platform has its nuances—alt text on Instagram, captions on TikTok, numbered threads on X (Twitter)—but the principle remains the same: good communication should never rely on one sense alone.

    Designing for Comfort and Clarity

    No matter where your campaigns live—web, email, or social—good design ties it all together.

    Accessible design isn’t about restraint—it’s about intention. Every design choice shapes how someone experiences your message.

    • Plain language makes ideas easier to follow without losing personality.
    • Descriptive links replace uncertainty with confidence.
    • Predictable structure creates a sense of ease and familiarity.
    • Accessible visuals ensure infographics and charts aren’t barriers.
    • Visible focus indicators and balanced contrast guide users naturally through the experience.

    When accessibility becomes part of your creative language, the result feels more human—not less artistic.

    Testing and Improving Accessibility

    Accessibility testing is less about perfection and more about awareness. Run quick automated checks to catch common errors, then explore your content as your users would. Can you navigate without a mouse? Does the text hold up when zoomed in? Does the order make sense when read aloud?

    Invite people with disabilities to test your work when possible. Their lived experiences surface the details that automation can’t. Over time, track metrics like caption coverage, alt text completion, and user feedback. Accessibility can be measured—and it can show real progress.

    Keeping Accessibility in Motion

    Accessibility isn’t a one-time effort. It’s a practice that builds momentum through consistency.

    • Schedule quarterly accessibility reviews for your highest-traffic content.
    • Include accessibility checkpoints in every project template.
    • Offer short, focused training sessions across writing, design, and development teams.
    • Ask vendors and partners to share their accessibility documentation and compliance statements.

    When accessibility becomes a shared responsibility, it naturally integrates into the way your team works.

    Measuring What Matters

    You’ll know accessibility is working when the results start showing up in familiar metrics:

    • Engagement improves as more users interact with your content.
    • Visibility rises through better SEO and structured content.
    • Trust strengthens because your brand feels more considerate and reliable.
    • Risk decreases because accessibility is built in—not retrofitted later.

    Accessibility in marketing doesn’t slow creativity—it sharpens it. It makes every campaign perform better because it’s built for everyone from the start.

    Accessibility as Ongoing Momentum

    Every caption written, every alt tag added, every clear headline or color contrast adjustment is a step toward a better experience for your audience.

    When accessibility is built into your creative process, your marketing becomes more durable, adaptable, and human. It’s not a trend—it’s a reflection of what good communication has always been about: connecting with people in a way that feels effortless and authentic.

    If you’re ready to take the next step, consider scheduling an ADA briefing with 216digital. Our team helps organizations identify accessibility barriers and plan remediation strategies that make their websites and marketing more usable for everyone.

    Greg McNeil

    October 16, 2025
    How-to Guides
    Accessibility, Digital Marketing, How-to, Marketing, Web Accessibility, Website Accessibility
  • Can Google and AI Really Find Your Content?

    Can Google and AI Really Find Your Content?

    When you hit “publish,” you picture your post showing up where it should—front and center on Google, or clearly summarized by an AI assistant. But here’s the catch: search engines and AI tools can’t understand what you don’t clearly show them.

    Accessible content plays a much bigger role in that than most people realize. The same structure that helps a screen reader follow your page also helps algorithms interpret it correctly. Accessibility and discoverability are really two sides of the same coin—both depend on clarity.

    But how exactly does accessibility connect to visibility—and why does it matter for both people and technology?

    Accessibility, SEO, and AI: A Shared Language

    Accessibility and visibility have always shared the same foundation: clarity. And now, that connection is stronger than ever.

    Search engines and AI models like Google’s Gemini, ChatGPT, and Claude rely on structured, machine-readable data to interpret and represent your content. They don’t see pages the way humans do—they read the code underneath. Every accessible feature you include becomes a signal that helps them understand and surface your work correctly.

    How Accessibility Practices Strengthen Visibility

    Alt text, structured headings, transcripts, and accessible PDFs aren’t just ethical—they’re strategic. Each one sends clear indicators to both search engines and large language models (LLMs):

    • Alt text clarifies image content.
    • Headings establish hierarchy and keyword context.
    • Transcripts add searchable text for videos or podcasts.
    • Accessible PDFs transform otherwise invisible documents into readable, indexable content.

    A recent Semrush study found that sites with higher accessibility scores consistently outperform competitors in organic traffic, keyword rankings, and authority. It’s no coincidence. Accessibility helps both humans and algorithms find, understand, and trust your content.

    When your pages are built with clarity—logical structure, proper markup, and meaningful descriptions—search bots and AI tools can crawl, index, and summarize your work with greater accuracy. That’s the foundation of discoverability in today’s web.

    And as search itself evolves, that foundation is becoming even more important.

    Dynamics of Modern Search: Accessibility in the Age of AI Overviews

    Search is no longer just about blue links and keyword matches. With Google’s AI Overviews and multimodal experiences, results now blend text, visuals, and summaries that answer questions before users even click.

    In this new landscape, accessible content keeps your work visible and correctly represented. The same structural cues that support assistive technology—headings, alt text, transcripts, and semantic HTML—also help AI systems parse meaning and determine relevance.

    A Closer Look at What Modern Search Values

    Even as AI changes the way we search, Google’s message to creators stays consistent: clarity, structure, and usefulness always come first.

    • Create unique, helpful content for people first. Quality and clarity come before keywords.
    • Provide a good page experience. Fast load times, readable layouts, and intuitive navigation still matter.
    • Ensure your content is accessible to crawlers. Avoid blocking bots, broken links, or inaccessible markup.
    • Use structured data responsibly. Make sure what users see aligns with what’s coded behind the scenes.
    • Support multimodal search. Pair meaningful text with relevant visuals, videos, and transcripts.

    In short, the same elements that make your website inclusive also make it understandable to machines. Accessibility gives your content context, precision, and resilience in a constantly changing search environment—ensuring it’s not just found, but found correctly.

    So, how can you put these principles into practice and build accessibility into your daily workflow?

    Practical Habits That Drive Accessibility—and Discovery

    Accessibility and visibility meet in the details. Every choice you make—how you organize headings, describe visuals, or structure content—helps both humans and algorithms understand what you’ve built. These small, consistent habits make your content easier to use, easier to find, and easier for AI systems to summarize accurately.

    Structured Headings: The SEO and AI Shortcut to Accessible Content

    Headings do more than label sections—they define your content’s hierarchy. For readers, they make scanning and navigation simple. For search engines and AI, they reveal how ideas relate and which ones matter most.

    To use headings effectively:

    • Use one <h1> for your page title.
    • Follow with nested <h2>, <h3>, and so on in logical order.
    • Avoid skipping levels or using headings purely for styling.

    This hierarchy matters. Screen readers rely on it to help users navigate, and algorithms depend on it to interpret structure. When headings are clear and consistent, everyone—people, crawlers, and AI systems—can follow your logic from top to bottom.

    Alt Text: Giving Images a Voice

    Images tell part of your story, but machines can’t see them without your help. Alt text gives visuals meaning and purpose.

    For people using screen readers, alt text describes what’s on the page. For AI and search engines, it provides metadata that connects visuals with your topic and keywords.

    When writing alt text:

    • Focus on the image’s intent, not just its appearance.
    • Keep it concise and specific—around 125 characters works well.
    • Skip “image of” or “photo of”; assistive tools already convey that context.

    Strong alt text makes your images accessible, searchable, and easier for AI systems to interpret accurately—an essential ingredient of accessible content.

    Transcripts and Captions: Turning Sound into Searchable Context

    Audio and video bring stories to life—but unless they’re transcribed or captioned, much of their value remains invisible to search engines and AI tools.

    Transcripts and captions convert spoken words into readable, searchable text. That means users who are Deaf or hard of hearing can follow along, while algorithms gain structured language to index and summarize.

    Best practices include:

    • Providing full transcripts for podcasts, webinars, and interviews.
    • Adding accurate captions to videos instead of relying on auto-generated ones.
    • Including speaker names or brief context when needed for clarity.

    Captions also increase engagement—many people watch videos muted, especially on mobile. Transcripts give your content a second life, helping AI represent it more accurately in search summaries.

    Clean HTML: The Foundation of Accessible Content

    Behind every web page is code—and its quality determines how easily both humans and systems can make sense of it. Semantic HTML means using the right element for the right job:

    • <button> for actions
    • <a> for links
    • <nav> for navigation
    • <section> or <article> for grouped content

    A logical structure creates predictability for users navigating with keyboards or assistive tech. It also gives AI and search engines a clear map of what’s interactive, what’s content, and what’s context.

    Clean markup isn’t just good development—it’s what keeps your content readable, indexable, and adaptable as search technology evolves. Of course, creating accessible content is only half the work. The real proof comes when you test how it performs for actual users.

    How to Check Your Site for Accessibility

    Even a well-structured site deserves a reality check. After you’ve refined your headings, tightened your HTML, and written meaningful alt text, it’s worth asking—does it all work the way you expect? In other words, does the experience result in accessible content in practice, not just in theory?

    Accessibility isn’t something you set and forget. It’s a process of validation, one that ensures your effort translates into real usability for real people. Testing is where structure meets experience—and where your site proves that clarity isn’t just technical, but tangible.

    Ways to Evaluate Your Site’s Accessibility in Practice

    The best way to understand accessibility is to experience it from different perspectives.

    • Run automated scans with tools like WAVE, or Lighthouse to flag quick fixes such as missing alt text, skipped headings, or low contrast.
    • Listen to your pages through screen readers like NVDA, JAWS, or VoiceOver to understand how content flows for non-visual users.
    • Navigate by keyboard only, confirming that menus, buttons, and links behave predictably.
    • Watch your videos and audio with captions on—do they read naturally, or feel disjointed?
    • Review your PDFs and downloads to ensure they’re tagged, readable, and properly ordered.
    • Seek real feedback from people with disabilities. No automated tool can replace human experience.

    The goal isn’t perfection—it’s awareness. Each check brings you closer to a site that performs gracefully for everyone, including the algorithms interpreting it behind the scenes.

    From Clarity to Discovery: The Role of Accessibility in AI Search

    So, can Google and AI really find your content?
    Only if you make it findable.

    Accessibility bridges human understanding and machine interpretation. When your content is clear, structured, and built for everyone, it becomes truly discoverable—by people, by search engines, and by the next generation of AI.

    If you’re ready to take the next step toward lasting visibility and compliance, consider scheduling an ADA briefing with 216digital. Our accessibility team helps organizations evaluate, plan, and remediate their websites to meet ADA and WCAG standards—strengthening both compliance and visibility through a more inclusive digital experience.

    Greg McNeil

    October 9, 2025
    The Benefits of Web Accessibility
    Accessibility, Benefits of Web Accessibility, Content Writing, Digital Marketing, Marketing, videos and audio content, Website Accessibility
  • Deck the Sales with Accessible Holiday Marketing

    Deck the Sales with Accessible Holiday Marketing

    Every holiday season, online retailers face the same challenge: how to keep up with surging traffic without losing customers to friction. Between November and December, nearly one-fifth of all retail sales happen online—meaning even the smallest accessibility barriers—an unreadable button, a missing label, a poorly designed modal—can quietly chip away at revenue.

    But there’s more at stake than missed sales. Accessibility now sits at the intersection of ethics, law, and business strategy. Making your digital experiences usable for everyone isn’t just compliance—it’s a mark of respect for your customers and a driver of measurable growth.

    Accessible holiday marketing is how smart teams turn inclusion into performance. It creates digital spaces that welcome all shoppers, reduce drop-offs, and reinforce brand trust at the busiest—and most competitive—time of year. Think of it as rolling out a digital welcome mat, trimmed in garland, for every customer who stops by your virtual store.

    Accessibility: An Ethical Imperative and a Business Advantage

    Accessibility began as an ethical conversation about fairness and inclusion. Today, it’s also a legal and financial necessity.

    Under the Americans with Disabilities Act (ADA) and related global laws, websites are expected to provide equal access to all users. The Department of Justice has affirmed that digital properties—especially those tied to commerce—fall under these requirements. Noncompliance can lead to lawsuits, settlements, and, more importantly, reputational damage that no brand wants under its tree.

    Yet beyond risk, the business upside is clear. One in four U.S. adults reports living with a disability, representing a purchasing power that exceeds $1 trillion globally. Accessibility doesn’t shrink your audience—it expands it.

    And 80% of consumers say a company’s experience matters as much as its products. In that sense, accessibility isn’t just the right thing to do—it’s the smarter way to compete. During the holidays, it’s also the easiest way to make sure no shopper gets left out in the cold.

    Where to Start: Building an Accessible Holiday Marketing Framework

    Accessibility shouldn’t be treated as an afterthought in the rush to wrap up year-end campaigns. Instead, build it into your existing production cycle. Here’s how to start unwrapping quick wins.

    Step 1: Define What Success Looks Like

    Don’t bolt accessibility on at the end. Bake accessible holiday marketing into the same workflow you use for performance and SEO.

    • Checkout completion rates: If shoppers abandon forms mid-purchase, that’s a red flag. Accessibility gaps here are like dropping presents halfway up the chimney.
    • Cart error rates: – Test both keyboard and screen reader sessions. If errors spike, navigation might need a tune-up.
    • Promo email click-throughs: Compare results with images off. If engagement plummets, you’re leaning too heavily on visuals.
    • Video completion rates: Captioned videos often earn longer watch times, proof that accessibility can shine brighter than any seasonal campaign light.

    Assign an owner for each KPI and add an accessibility review before code freeze—because nothing ruins the holiday rush like last-minute fixes.

    Step 2: Reduce Friction in the Core Shopping Flows

    The most impactful changes often live in the most familiar places: product discovery, product pages, and checkout.

    Product Discovery

    • Keyboard navigation: Every filter, dropdown, and toggle should be usable without a mouse. No one wants to wrestle with a website like tangled lights.
    • Visible focus states: Highlight where users are on the page with clear outlines—think of it as a guiding star through your interface.
    • Logical tab order: Keep navigation smooth and intuitive; users shouldn’t feel like they’re lost in the wrapping paper.
    • Clear labeling: Add ARIA labels and visible names to controls so everyone knows what each button does.

    Good navigation is like a perfectly organized gift list—clear, predictable, and satisfying to check off.

    Product Pages

    • Descriptive alt text: Replace “red shirt” with “close-up of red cotton t-shirt with crew neckline.” Paint a picture worth a thousand words—and conversions.
    • Text-based selectors: Pair swatches with visible text for color and size. Don’t make users guess whether “cranberry” means red or pink.
    • Live region announcements: Notify assistive technologies when stock, price, or promotions change. No one likes a surprise sellout mid-cart.

    Clarity here means fewer returns—and happier unboxings.

    Checkout

    Checkout is where good design proves its worth.

    • Label everything clearly:  Every field should say exactly what it wants — “Email address,” “Zip code,” not “Field 1.” When users can fill out a form without guessing, they finish faster.
    • Put errors where they happen: If someone types their card number wrong, the message should appear right there, not two scrolls away. Nobody wants to play “Where’s Waldo?” in the middle of a purchase.
    • Skip the impossible CAPTCHA: If you must verify humans, use a simple checkbox or a one-line logic question.
    • Keep focus steady: When a payment pop-up opens, the cursor shouldn’t vanish. Trap focus inside the modal and return users to the right spot when it closes.
    • Do a keyboard-only run-through: It takes five minutes. If you can buy something with just the Tab key, you’re in good shape.

    It’s not glamorous work, but it’s what turns a holiday shopper into a paying customer.

    Step 3: Design an Accessible Holiday Marketing Campaign 

    Color, Contrast, and Motion

    • Contrast ratios: Keep text clear—even against festive reds, greens, or snowy whites. 4.5:1 is the magic number.
    • Motion reduction: Add a “pause animation” option for sparkling banners or falling snow. Not everyone enjoys a blizzard of motion.
    • Test on multiple screens: Preview your site in bright daylight or cozy lamplight—holiday shoppers browse everywhere.

    Accessibility ensures your creativity glows without overwhelming.

    Email Accessibility Best Practices

    Holiday emails do a lot of heavy lifting, so make them easy to read even when half the inbox blocks your images.

    • Use real text for the important stuff. If your subject line says “50% Off,” that shouldn’t vanish the moment images are turned off.
    • Write links that make sense out of context. “Unwrap Today’s Deals” works better than “Click here” — and it keeps your brand voice intact.
    • Keep the structure simple. Short paragraphs, real headings, and logical flow help screen readers — and people reading on their phones at the kitchen table.
    • Underline your links. It’s not old-fashioned; it’s functional. Some users can’t rely on color alone to spot a link.

    Think of your holiday campaign like a greeting card — clean, clear, and worth opening.

    Video and Social Content

    • Closed captions: Accurate, human-checked captions help everyone follow along, from office multitaskers to late-night shoppers.
    • Transcripts: Perfect for anyone scrolling during family movie night with the volume low.
    • Hashtags and emojis: Use camel case (#MerryAndBright) and keep emojis at the end of posts.
    • Alt text: Describe visuals on social posts so every viewer can feel part of the moment.

    Small accessibility touches here make your brand feel thoughtful—like that handwritten tag on a gift.

    Step 4: Test Early and Often

    Automated Checks

    • Integrate tools: Add accessibility scans to your CI/CD pipeline so errors get fixed faster than you can say “ugly sweater.”
    • Catch recurring issues: Run tests regularly to stop regressions before launch.
    • Treat failures seriously: Missing alt text should be a showstopper, not a “we’ll fix it next year.”

    Manual Spot Checks

    • Keyboard audits: Tab through product → cart → checkout. If you can’t complete it, neither can Santa’s helpers.
    • Screen reader reviews: Listen to how your site reads aloud—clarity here is worth its weight in gold tinsel.
    • Record findings: Short video clips make debugging faster than long lists of notes.

    Pre-Launch Governance

    • Accessibility sign-off: Make it part of your “naughty or nice” launch checklist.
    • Track waivers: If something’s postponed, record a fix date to stay accountable.
    • Align with performance metrics: Accessibility deserves a seat at the same table as SEO and load time.

    Step 5: Expand Accessibility Across the Journey

    Accessibility shouldn’t stop at checkout—it should carry through every touchpoint.

    Landing Pages and Paid Ads

    • Avoid autoplay: Let users control media playback; not everyone wants surprise carols.
    • Write clear CTAs: Use straightforward text like “Explore Holiday Offers” instead of “Learn More.”
    • Add multiple cues: Combine color, text, and icons so everyone can understand your visuals.
    • Keep it fast: Optimize load times. Accessibility and speed go hand in hand.

    Retention and Loyalty

    • Organize gift guides: Use clear headings and a logical structure for quick navigation.
    • Make wishlists keyboard-friendly: Ensure “Add to Wishlist” works with both mouse and keyboard.
    • Announce updates: When something’s back in stock, let assistive tech announce it too.

    Accessible holiday marketing builds trust—and trust keeps customers coming back long after the decorations come down.

    Step 6: Equip Customer Support to Handle Accessibility

    • Multiple contact options: Offer phone, chat, and email—because not everyone writes letters to the North Pole.
    • Accessible chat tools: Check focus order and make sure screen readers can announce new messages.
    • Transparent status: Display service hours and response times to prevent frustration.
    • Proactive communication: Post banners if known issues exist, and provide alternative paths to complete purchases.
    • Train support teams: Teach staff how to gather details about accessibility problems. The more context they collect, the faster fixes arrive.

    Support should feel like a helping hand, not a closed door.

    Step 7: Measure, Learn, Improve

    • Segment analytics: Compare behavior by input method—keyboard, mouse, or touch—to spot friction points.
    • Correlate updates: Link accessibility fixes to conversion data; seeing the lift is like watching sales lights twinkle in real time.
    • Weekly check-ins: A 15-minute accessibility stand-up keeps everyone aligned during peak traffic.
    • Post-season reflection: Capture what worked and what needs improvement before the next holiday rush.

    Accessibility improvement is the one gift that keeps on giving.

    Quick-Start Accessible Holiday MarketingChecklist

    This Week

    • Tab-test PDP → Cart → Checkout to ensure a clear path to purchase.
    • Update alt text for the top 100 SKUs with product details and purpose.
    • Caption all holiday videos—think of it as wrapping each message neatly.

    This Month

    • Automate accessibility scans so no error sneaks into the new year.
    • Refine email templates with an accessible, mobile-friendly design.
    • Test campaigns with images off—your message should still shine.

    Before Code Freeze

    • Perform a manual screen reader review of top pages.
    • Publish an accessibility contact channel so feedback doesn’t get lost in the snow.

    From Cart to Claus: Keeping Every Shopper Included

    Accessibility has moral weight—it ensures equal participation in the digital marketplace. It has legal weight—it aligns with ADA and WCAG standards. And it has business weight—it strengthens loyalty, protects brand trust, and captures a broader audience.

    Accessible holiday marketing ties all three together like a perfectly wrapped gift. It makes the web fairer, the experience smoother, and the business stronger.

    For teams wanting to check their list twice, an ADA briefing with 216digital helps identify high-ROI accessibility improvements before peak traffic. Our experts help teams unwrap the quick wins—and keep the momentum into the new year.

    After all, inclusion isn’t just a seasonal sentiment—it’s how lasting customer relationships begin.

    Greg McNeil

    September 26, 2025
    Content Marketing, Digital Marketing, How-to Guides
    Accessibility, Digital Marketing, How-to, Marketing, Web Accessibility, Website Accessibility

  • How Digital Accessibility Training Reduces Legal Risk

    You’ve already put in the work. Your site has been remediated, the big accessibility issues are behind you, and things are finally in a good place. That’s huge. But here’s the thing—accessibility doesn’t stay fixed on its own.

    Websites evolve fast. New content gets published. Layouts shift. Design trends change. And unless your internal team knows how to keep accessibility in place, even small updates can knock you out of compliance before you realize it.

    This is where digital accessibility training becomes your secret weapon. It’s not about starting over—it’s about staying in control, protecting your investment, and building confidence across your team.

    Why Accessibility Isn’t “One and Done”

    If you’ve ever updated a button style or added an image without checking the alt text, you already get it: accessibility issues can sneak in easily.

    Every time your team touches the website—whether it’s a blog post, a product update, or a code tweak—they’re either maintaining compliance… or breaking it.

    Remediation isn’t the finish line. It’s the starting point for sustainable accessibility. And without digital accessibility training, your team is basically driving without a map. One wrong turn, and you’re back in legal territory.

    The Legal Stakes: Second-Time Lawsuits Are Surging

    Here’s a stat that should stick: 41% of accessibility lawsuits last year were filed against companies that had already been sued before. That’s not a coincidence. It’s a sign.

    Fixing things once doesn’t mean you’re covered forever. If issues come back—especially the same ones—courts notice. And they’re less patient the second time around.

    Digital accessibility training helps your team catch issues early, long before they show up in a legal complaint. It’s the difference between being reactive and being resilient.

    Training Makes You Proactive, Not Dependent

    When your team is trained, they can:

    • Spot accessibility problems in real-time
    • Design and code with accessibility in mind from the start
    • Review content before it goes live—not after complaints roll in

    Instead of waiting for a vendor audit (and the invoice that comes with it), you can handle it in-house. That means fewer delays, fewer emergencies, and fewer costs.

    Digital accessibility training empowers your team to do accessibility right—the first time.

    It’s Not Just the ADA Anymore

    If your organization works with government agencies, serves international users, or plans to expand globally, accessibility compliance means more than just the ADA.

    You’ve got:

    • Section 508 in the U.S.
    • EN 301 549 in the EU
    • AODA in Ontario, Canada
    • And, of course, WCAG, which ties it all together

    Training helps your team navigate all of it. No guessing. No scrambling. Just smart, informed decisions that keep you compliant across borders.

    Why Training Costs Less (and Does More) Than You Think

    Hiring outside help every time something breaks? That adds up—fast.

    • Emergency audits
    • Last-minute fixes
    • Legal consultations
    • Brand damage

    Now compare that to the cost of training your internal team once—and watching them catch and prevent those issues every day.

    Digital accessibility training is a one-time investment that keeps paying off. It saves time, reduces legal risk, and builds real, lasting confidence across departments.

    What 216digital’s Training Really Looks Like

    At 216digital, we don’t do cookie-cutter courses. Your team isn’t generic—and your training shouldn’t be either.

    Here’s what our digital accessibility training includes:

    • Custom learning paths based on your CMS, platform, and team roles
    • Modules for designers, developers, content creators, and PMs
    • Real examples from your own website
    • Practical tips that match the tools you already use
    • Built-in support for the remediation work you’ve already completed

    This isn’t about teaching theory. It’s about building confidence and making sure your site stays accessible.

    Who Needs to Be Trained?

    Short answer: anyone who touches your website. Because accessibility isn’t just a dev thing. It’s not just a design thing. It’s a whole team thing.

    • Developers learn to code accessibly from the ground up
    • Content creators learn how to format text, links, and images the right way
    • Designers learn how to make inclusive choices from the start
    • QA testers learn what to look for before pushing updates live

    When the whole team is on the same page, accessibility becomes second nature—not an afterthought.

    A Human Approach That Actually Sticks

    At 216digital, we live this stuff. We’re developers, writers, testers, and designers just like you. We’ve seen how frustrating accessibility can be when it feels like a mystery—and we’re here to make it feel manageable.

    Our digital accessibility training is:

    • Practical – You’ll use what you learn right away
    • Approachable – No jargon, no lectures, just real conversations
    • Supportive – We’re here to help, not to judge

    Accessibility is about people. So is training.

    The Bottom Line: Keep What You’ve Built

    You’ve already made a big investment in accessibility. Don’t let it fade over time.

    Digital accessibility training is how you protect that work, reduce legal risk, and give your team the tools to move forward with confidence.

    Let’s make sure your website stays inclusive—for everyone who needs it.

    Ready to empower your team? Learn more and schedule a custom session at 216digital.com/216digit-training

    Greg McNeil

    April 30, 2025
    Web Accessibility Training
    Accessibility, Accessibility Training, Marketing, Web Accessibility, Web Accessibility Training, web development, Website Accessibility

  • Website Accessibility: Unlock the $1 Trillion Boomer Market

    Let’s cut to it: lawsuits are on the rise, the DOJ is getting louder, and still, website accessibility is falling behind. According to the 2024 WebAIM Million Report, over 96% of home pages leave basic users behind.

    Now, here’s the twist—this isn’t just about users with disabilities. As Baby Boomers age, they’re bumping into the same digital roadblocks: tiny fonts, confusing layouts, and missing captions. The generation with the most wealth and buying power is being quietly shut out of online experiences.

    That’s not just a problem. It’s a missed opportunity—one your business doesn’t have to make.

    The Boomer Market Isn’t Just Big—It’s Engaged

    Baby Boomers control over half of U.S. household wealth and spend more than $548 billion annually—54% more than Gen X. This isn’t just a large demographic—it’s one of the most financially influential.

    And despite common assumptions, they’re anything but offline. Boomers were early adopters of desktop computers and used digital tools throughout their careers. COVID only accelerated their tech use: more than 75% relied on digital platforms to stay connected. Today, they’re the fastest-growing demographic on Facebook and actively shop, research, and consume content online.

    But even with their high engagement, 42% of Boomers feel today’s tech isn’t designed with them in mind. That’s telling. They’re using your website—but they’re noticing the friction. They’re experiencing the same usability challenges as people with disabilities: small fonts, poor contrast, complex navigation, and inaccessible features.

    That disconnect isn’t just frustrating—it’s costing you revenue.

    Website Accessibility Serves Boomers and Beyond

    When you improve website accessibility, you’re not only helping people with disabilities. You’re also meeting the needs of aging users whose vision, hearing, and motor skills may be declining. And let’s be honest—those needs overlap more than most businesses realize.

    From low-contrast text and missing alt tags to menus that don’t work with screen readers or keyboards, these digital obstacles show up for both groups. Combine 61 million Americans with disabilities and 71 million Boomers, and you’re looking at over $1 trillion in buying power. That’s not a niche audience—that’s your core market, quietly looking elsewhere when your site isn’t built for them.

    The Clock Is Ticking on Compliance

    If all of that weren’t reason enough, the legal pressure is mounting.

    New federal guidelines now require state and local government websites to meet WCAG 2.1 AA standards by 2026 under ADA Title II. Colorado passed HB 21-1110, mandating compliance at the state level. And the European Accessibility Act kicks in by July 2025, meaning even U.S. businesses that serve EU citizens need to be ready.

    Digital accessibility is no longer optional. The more you delay, the more risk your organization takes on—from lawsuits and demand letters to PR backlash. But on the flip side, getting ahead of it shows leadership, social responsibility, and long-term thinking.

    And let’s not forget the DEI angle. If you’ve made public commitments to Diversity, Equity, and Inclusion, accessibility has to be part of that strategy. Your digital spaces should reflect the same values you promote in your hiring, culture, and customer experience.

    What You Gain by Getting Accessibility Right

    Yes, website accessibility helps you avoid legal headaches. But the upside is bigger than just compliance. It’s about real business growth:

    • You reach more people. Boomers, people with disabilities, and anyone using older tech or assistive tools can interact with your site more easily.
    • You boost your brand’s reputation. When you show up for all of your customers, they take notice—and they talk about it.
    • You improve your SEO. Accessible sites tend to follow best practices that also help with search rankings, like structured content and alt text.
    • You future-proof your digital assets. Investing in accessibility now makes updates and compliance easier down the line—and helps you stay ready for whatever comes next.

    How to Actually Make Accessibility Happen

    Here’s the reality: true website accessibility doesn’t happen with one plugin or quick fix. It takes intention and the right approach. Start here:

    1. Run a proper manual audit. Automated tools can only catch so much. A real audit includes human testing—often with screen readers and keyboard-only navigation.
    2. Fix what matters, the right way. Work with qualified experts to remediate issues at the code level. Cosmetic workarounds don’t cut it.
    3. Avoid accessibility overlays. They often break more than they fix, and they won’t protect you from legal claims.
    4. Train your team. Designers, developers, and content creators should know the basics of accessibility and integrate it into their daily work.
    5. Keep testing. Set up regular automated checks, but also schedule manual audits periodically—especially when updating your site.
    6. Document your efforts. Maintain a clear paper trail of what you’ve done and when. It matters for internal accountability and external validation.

    Keep on Scrollin’: Why Website Accessibility Pays

    This isn’t just about doing the right thing—it’s about doing the smart thing. Boomers are online, they have money to spend, and they’re running into digital barriers that your business can easily remove. The same goes for millions of Americans living with disabilities. Together, they represent a massive—and often overlooked—market.

    Website accessibility isn’t a checkbox. It’s a chance to serve more people, grow your business, and future-proof your brand.

    At 216digital, we specialize in helping brands like yours turn accessibility into a competitive advantage. From audits to remediation to long-term strategy, we’re here to help you build a web experience that works for everyone—and pays off in real results.

    Want to unlock the trillion-dollar Boomer market? Let’s get started. Contact 216digital today.

    Greg McNeil

    April 23, 2025
    The Benefits of Web Accessibility
    Accessibility, Benefits of Web Accessibility, Digital Marketing, Marketing, Web Accessibility, Website Accessibility

  • The Role of Voice Search in Web Accessibility

    You’ve probably asked your phone a question today without thinking twice. Maybe it was Siri checking the weather or Alexa queuing up your favorite playlist. That’s voice search doing its thing—and it’s woven into how we interact with the digital world now.

    But here’s something you might not realize: the same structure that helps your site show up in voice search also makes it more accessible to people who use screen readers and other assistive tools. When we talk about building for voice technology, we’re also talking about building for inclusion.

    Let’s dig into how these two ideas go hand in hand—and why getting your structure right is the secret sauce.

    Getting on the Same Page: What Are Voice Search and Accessibility?

    Voice search means using your voice to ask a device a question or give it a command. You might say, “What’s the weather like today?” or “Find gluten-free pizza near me.” Then Siri, Google Assistant, or Alexa takes your words, figures out what you meant, and pulls up the best answer.

    Behind the scenes, voice search uses natural language processing (NLP) and smart algorithms to understand what you’re saying—even if you don’t use perfect grammar. It’s fast, hands-free, and often easier than typing—especially on small screens.

    What Do We Mean by Accessibility?

    Web accessibility means making websites usable for everyone—including people with visual, hearing, motor, or cognitive disabilities. That might mean someone uses a keyboard instead of a mouse or listens to a screen reader read out loud what’s on a page.

    When we design for accessibility, we’re saying, “Hey, your ability shouldn’t limit your access to information.”

    Where These Two Worlds Meet

    Here’s the interesting part: the same choices that make your website accessible also help it work better for voice search. If your website is easy to read and well-organized, it’s easier for a voice assistant to grab your content and turn it into an answer. That’s the beauty of thoughtful design—it works for everyone.

    Why Semantic Structure Is the Secret Ingredient

    What Is Semantic Structure, and Why Should You Care?

    Semantic HTML uses tags like <header>, <article>, and <nav> to describe what parts of your content mean—not just how they look. So, instead of using a <div> for everything, semantic structure helps define sections of your page in a meaningful way.

    Why does this matter? Because both screen readers and voice search tools rely on that structure to understand your content. It’s like giving your website a roadmap.

    Helping Screen Readers Do Their Job

    When a person who is blind visits your site, they may use a screen reader to “hear” your content. Semantic HTML tells that screen reader, “Hey, this is a menu,” or “This is a headline.” Without that structure, the screen reader just sees a mess of code—and the user gets lost.

    Boosting Your Content’s Voice Search Visibility

    Search engines also use your page’s structure to figure out what it’s about. If your content is organized clearly, Google is more likely to surface it as a top answer when someone uses voice search. That means you’re helping users—and helping your business.

    Making Your Website Voice-Friendly and Accessible

    Use Clear, Logical Headings

    Good headings help everyone navigate your content, whether they’re reading or listening. Think of your headers like signs on a hiking trail—they guide people through your information. A proper heading structure also makes it easier for voice search to understand what your content covers.

    Let your headings follow a natural outline: start with <h1> for your main title, then <h2>, <h3>, and so on. This creates a roadmap that screen readers and voice assistants can follow with ease. No guessing. No confusion. Just clear, easy-to-scan information.

    Don’t Skip the Alt Text

    The alt text describes what’s in an image. This helps people who use screen readers, but it also helps search engines—and, by extension, voice assistants—figure out what your images are about. Well-written alt text is a win-win.

    Think of it as giving your images a voice—so they’re not just seen but understood.

    Make Navigation Intuitive

    Menus should be simple, predictable, and keyboard-friendly. If someone can use a keyboard or screen reader to get around your site easily, it’s more likely that voice tech can too. Clear navigation helps everyone find what they need—faster.

    Avoid clever layouts that might look nice visually but confuse assistive tools. Stick with patterns that are familiar and functional.

    Mobile-First Means Voice-Ready

    More people use voice search on mobile than on desktops. So if your site doesn’t work well on mobile, you’re missing out. Make sure buttons are easy to tap, content fits the screen, and nothing requires a mouse to work.

    Voice users often multitask—cooking, driving, and walking the dog. If your mobile layout stumbles, so does your voice experience.

    Speed Isn’t Optional

    Slow sites hurt everyone—especially those using screen readers or voice assistants who expect fast answers. A quick-loading page means users get what they need without waiting, and voice search can grab your content more efficiently.

    And let’s face it—no one likes waiting for a spinning wheel to load, whether you’re typing, tapping, or talking.

    Content Tips That Work for Everyone—Humans and Machines

    Write the Way People Talk

    People don’t speak the same way they write essays. So, if you want to show up in voice search, write like you’re having a conversation. Use simple words. Short sentences. Ask and answer common questions the way real people would say them out loud.

    Answer Questions Up Front

    Most voice search queries are questions. So structure your content to answer those questions clearly, right at the top. Think of how someone might ask: “How do I bake a potato?” Then make sure your content responds directly: “To bake a potato, preheat your oven to 400°F…”

    It’s not just helpful—it’s exactly what voice assistants are scanning for.

    Use Schema Markup to Give Extra Context

    Schema markup is a special kind of code that gives search engines more information about your content—whether it’s a recipe, an event, or a FAQ. Adding schema helps your chances of being chosen for a voice search response.

    It’s like giving search engines a detailed map of your page—and better maps mean better directions for your users.

    How to Make Your Website More Accessible (And Keep It That Way)

    Start with the Guidelines

    The Web Content Accessibility Guidelines (WCAG) are the gold standard for accessible web design. They cover everything from contrast ratios to keyboard navigation. Learn them. Use them. Live by them.

    Run an Accessibility Audit

    Even the best teams miss things. That’s why regular audits matter. Use free tools like WAVE by WebAIM or Google Lighthouse to find common issues. Or better yet, partner with a team like 216digital to run a full audit and get expert help fixing what matters most.

    Train Your Team

    Accessibility isn’t just the dev team’s job. Everyone who touches your website—designers, developers, writers—should know basic accessibility best practices. Make it part of your process, not an afterthought.

    Keep Learning and Adapting

    The internet changes. So do the rules. Stay updated on WCAG changes, and keep checking your site to make sure it stays compliant and user-friendly.

    Monitor Accessibility Over Time

    Tools like 216digital’s a11y.Radar helps you stay ahead of problems. Ongoing monitoring means fewer surprises, better user experiences, and less risk.

    Hey Siri, Let’s Wrap This Up

    At the end of the day, building an accessible website makes it easier for everyone to use—including people talking to their phones. Voice search and accessibility rely on the same thing: clear structure, thoughtful design, and content that makes sense to both people and machines.

    Whether you’re a developer, designer, marketer, or writer, now’s the time to build with both in mind. Because the future of the web isn’t just visual—it’s vocal.

    Ready to make your website more accessible, voice-search friendly, and future-ready?

    216digital can help you every step of the way—from accessibility audits and developer training to ongoing monitoring with our a11y.Radar service. Contact us today to start building a more inclusive digital experience.

    Greg McNeil

    April 21, 2025
    The Benefits of Web Accessibility
    Accessibility, Digital Marketing, Marketing, SEO, voice search, Web Accessibility, Website Accessibility

  • Alt Text: Why Marketing Copy Hurts Accessibility

    Have you ever hovered over an image on a webpage and noticed a small snippet of text appear? That text is called “alt text,” and it plays a powerful role in how people experience your site—especially those who rely on screen readers. Yet it often remains an afterthought. That’s a problem. When handled correctly, it not only helps visually impaired users understand your images, but it can also support your SEO goals. On the other hand, stuffing alt text with keywords or using it as hidden ad space can frustrate visitors and hurt your search rankings.

    In this article, you’ll learn why alternative text matters, how it benefits both accessibility and SEO, and how to write it in a clear, concise, and helpful way rather than a spammy or sales-focused one. Whether you’re a solo entrepreneur, a web developer, or part of a digital marketing team, these principles will help you craft alt text that meets user needs without alienating search engines—or your audience.

    Why Alt Text Matters

    Imagine you’re shopping for a laptop case online, and you can’t see the product images. Screen reader users rely on alt text to “hear” what’s happening in each image, from color to texture. If it is nothing more than “Get the best laptop case here,” that user is left with zero details about the product. They might simply leave for a site that offers the information they need. When you write alt text that clearly states “Black leather laptop case with a zipper and handle,” you empower all customers, including those with visual impairments, to make informed decisions.

    SEO Wins

    Search engines analyze alt text to better understand what each image represents. This can give your site a leg up in search rankings for relevant queries. However, algorithms have grown smart enough to recognize keyword-stuffed or spammy text. If your alt text reads like a desperate attempt to shoehorn “laptop case” 10 times, you might do more harm than good. Concise, descriptive text helps Google and other search engines match your site with the people who genuinely want to find your products.

    Common Alt Text Pitfalls

    Keyword Overuse

    It can be tempting to sneak in extra keywords to boost SEO. But endless repetition—like “car seat protector, seat protector for cars, vinyl seat protector”—makes the text clunky and unhelpful. Search algorithms can detect spammy patterns, and users who rely on screen readers will find the repetition tedious or confusing.

    Marketing Copy Disguised as Descriptions

    Some site owners treat alt text fields as free ad space, writing something like:

    “Our top-selling leather laptop case, now 20% off! Don’t miss this exclusive deal—buy today!“

    While it may read like a catchy tagline, it doesn’t describe the image. A screen reader user learns nothing about color, texture, or design. Plus, Google doesn’t benefit from vague promotional language and might even flag your page as low-quality.

    Empty or Missing Alt Text

    Perhaps the biggest mistake is neglecting alt text entirely. In that case, a screen reader user hears nothing—just empty space—making it impossible to engage with or understand the image. If a product image is critical to your sales, that’s a huge missed opportunity.

    Repeating “Image of”

    Screen readers already announce that an element is an image. If your alt text says “Image of a black laptop case,” it’s redundant. Jump straight to the essential details: “Black leather laptop case with a zipper and handle.”

    Writing Alt Text the Right Way

    Focus on Real Descriptions

    The primary function of alt text is to describe the image so someone can visualize it through words. For a black vinyl car seat protector, a simple yet complete phrase might be:

    “Black vinyl seat protector on the driver’s seat with a zippered pocket.”

    This gives useful details while remaining concise—no filler like “best seat protector,” no repeated keywords, and no promotional language.

    Keep It Concise Yet Informative

    Alt text generally doesn’t need to be more than one or two short sentences. Offer key details without overwhelming the user. For a laptop case, mentioning the color, material, and whether it has a handle or zipper is usually enough. Screen reader users just need the essentials to identify or comprehend the image.

    Context Is Important

    If the image has a functional role—like a button or a link—clarify that. For instance, if users click an image to add a product to their cart:

    “Add to cart button for black vinyl seat protector”

    This way, a screen reader announces the function, not just the object in the image.

    Skip Redundant Phrases

    Screen readers typically announce that an element is an image, so writing “Image of” or “Graphic showing” is unnecessary. Go straight into the description. It keeps your text short and saves valuable time for the user.

    The Real-World Impact of Bad Alt Text

    Frustrating Users

    When alt text is stuffed with marketing copy or random keywords, it becomes meaningless for users with visual impairments. They hear a repetitive sales pitch instead of valuable information. This frustration often leads them to abandon your site, which hurts your brand image—and your bottom line.

    Possible Legal Ramifications

    In an era of heightened focus on digital accessibility, businesses risk legal consequences by not meeting basic standards. Some organizations have faced lawsuits for failing to include alt text. While legal outcomes vary by location and industry, it’s best to be proactive.

    Lower Search Engine Rankings

    Search engines want to display content that offers value. If your alt text is obviously spammy or unhelpful, algorithms may penalize your pages or push them further down the results. A high bounce rate—where users leave quickly due to poor user experience—also signals to Google that your site isn’t meeting visitor needs.

    Practical Steps to Improve Your Alt Text

    Conduct an Alt Text Audit

    Start by reviewing your site for missing or poor-quality alt text. Tools like the WAVE Web Accessibility Evaluation Tool highlight potential issues. Many SEO platforms also include site audits that can reveal duplicated alternative text text or keyword stuffing.

    Leverage AI Judiciously

    AI can be a lifesaver if you have thousands of product images. Tools like Google Vision offer automated descriptions, but they’re not always accurate. AI might misidentify colors or add superfluous words, so always review automatically generated alt text for accuracy and clarity.

    Follow Recognized Guidelines

    The Web Content Accessibility Guidelines (WCAG) provide standardized advice on writing effective alternative. Aim to:

    • Describe the image’s important details.
    • Keep it concise.
    • Skip filler words like “picture of.”
    • Use empty alt text (alt=" ") for purely decorative images that don’t add information.

    Test with Real Users

    Whenever possible, invite screen reader users to test your site. No automated tool can replace real feedback from people who use assistive technology daily. They’ll quickly tell you if your alt text is too vague, too repetitive, or missing crucial details. Their firsthand insights can highlight any confusion or gaps.

    Best Practices at a Glance

    • Prioritize clarity: Let users know exactly what they’re “seeing” through your words.
    • Stick to relevant details: Think color, material, function, or context—not ad slogans.
    • Limit keywords: A single, well-placed keyword can assist SEO. Overuse can sabotage it.
    • Adapt to the image: Product angles differ, so describe each image’s unique perspective.
    • Check surrounding text: If “black laptop case” appears in the product name next to the image, you may not need to repeat it in the alt text.

    Conclusion

    In today’s competitive online environment, you can’t afford to overlook the importance of alt text. A single line of well-chosen words can be the difference between an inclusive, intuitive user experience and a site that feels incomplete to a significant segment of your audience. By writing concise, descriptive alt text—free from keyword stuffing and promotional fluff—you create a more welcoming website and help search engines better understand your content.

    If you’re ready to enhance your site’s accessibility while protecting its SEO standing, consider partnering with 216digital. We’ll help you fine-tune your alt text (and the rest of your site) so that every visitor, whether they see your images or hear them described, gets the information they need. Embracing accessibility and clarity isn’t just the right thing to do—it’s also a savvy move for your online presence.

    Greg McNeil

    March 28, 2025
    The Benefits of Web Accessibility
    Accessibility, Alt text, How-to, Image Alt Text, Marketing, SEO, WCAG, Website Accessibility

  • How to Make Your Marketing More Accessible

    You know how important marketing is already. But the real question is: Who’s not getting your message?

    It’s easy to assume your carefully crafted campaigns are reaching everyone—but are they? What about someone using a screen reader? Or someone experiencing cognitive overload from flashing images or cluttered layouts?

    You’re already working with engagement rates, algorithms, and design trends if you’re a marketer or content creator. So why do you need to worry about accessibility, too? Because accessible marketing is not optional—it’s necessary if you want to reach more, protect your brand, and build more trust.

    Let’s parse out the ways that accessibility intersects with marketing now—and how it actually puts you ahead in terms of competition.

    Why Accessibility Matters in Marketing

    Grow Your Audience—Organically

    Consider this: nearly 16% of people globally possess a disability that affects how they use the internet. If your content or site isn’t accessible, you’re missing out on a significant portion of your audience. Adding accessible marketing helps those individuals, but it also has the effect of simplifying and enhancing the experience for all, making your brand more desirable and accessible.

    Improve Your Brand’s Credibility

    Audiences today notice—and appreciate—brands that are concerned with being inclusive. Brands like Microsoft and Apple have established trust by being considerate and inclusive behaviors. By adopting accessible marketing, you’re broadcasting a message loud and clear: you genuinely care about your audience. That sincerity boosts customer loyalty and turns customers into brand ambassadors.

    Get a Natural SEO Boost

    Here’s a practical advantage: accessible marketing tends to coincide with SEO best practices. Descriptive text and clear, well-structured content help search engines and assistive technologies comprehend your content better. By making your site more accessible, you’ll not only enhance user experience but also perhaps enhance your search result visibility.

    Stay Compliant and Reduce Risk

    You’re probably familiar with accessibility laws like the Americans with Disabilities Act (ADA) and guidelines such as Web Content Accessibility Guidelines (WCAG). Ignoring these standards can lead to serious legal consequences—something no brand wants to face. By integrating accessible marketing into your strategies, you proactively avoid these risks, protecting your business and its reputation.

    Website Accessibility Tips

    Make Your Content Easy to Navigate

    Attempt to use only the Tab key to navigate through your site. Is it easy and self-evident? Good usage of headings (H1, H2, H3) isn’t all about design appearance—it helps users navigate without hindrance, especially those who rely on assistive technologies.

    Always Add Alt Text to Images

    Alt text is a short description of an image. Screen readers use this text to describe the image aloud for people who can’t see it. For example, if you have a photo of a smiling person holding a dog, your alt text could say, “A woman holding a small brown dog and laughing.”

    When writing alt text, be clear and concise. Provide enough information so someone can imagine the picture if they can’t see it. This step takes only a few seconds per image, but it goes a long way in making sure everyone can follow along.

    Use Clear Language and Short Sentences

    Plain language is your friend. It cuts out fluff and makes your message easier to understand. Not everyone enjoys reading long paragraphs loaded with big words. Simple wording often performs better because people grasp the idea quickly. Then, they can respond, share, or buy without confusion.

    Try to limit long sentences. If a sentence feels like it’s going on forever, break it into two. This helps your audience read faster and makes screen readers work better.

    Check Keyboard Navigation and Focus Indicators

    Not everybody is a mouse user. Well-designed visible keyboard focus indicators make it easy for users with keyboard navigation or assistive device users to access your site with ease.

    Be Careful With Animated Content

    Animated or blinking content can be distracting or even harmful to some users. When you use animations, always provide an easy way to pause or disable them.

    Social Media Accessibility Best Practices

    Alt Text Isn’t Just for Websites

    Image descriptions (alt text) are supported by most social media platforms these days. Make it a habit—you’re taking a simple step toward accessible marketing.

    Format Hashtags Clearly

    Hashtags like #MarketingTips2023 (all capitals) are more screen-reader friendly than all-lowercase counterparts, increasing accessibility right away.

    Limit Emoji Usage

    Emojis are great, but they should be used only sparingly. Excessive emoji usage will provide messy audio experiences for screen reader users.

    Tag Your Links with Care

    “Click Here” is useless. Descriptive words like “Find our latest products” will all inform users properly of the intent of the link.

    Multimedia Accessibility Strategies

    Use Captions and Transcripts

    Video marketing is a big part of many brands’ strategies. But some viewers are deaf or hard of hearing. Others can’t use sound at certain times, like when they’re in a library or a busy coffee shop. Closed captions let them follow the video’s message without hearing the audio.

    A transcript is also helpful. It’s a written version of all the spoken words and important sounds in a video. Transcripts help search engines pick up on your keywords. This gives an added SEO boost.

    Add Audio Descriptions

    Audio descriptions explain to visually impaired viewers what they are missing. This action unequivocally demonstrates your brand’s commitment to accessible marketing.

    Making Accessibility a Habit

    Make Accessibility Part of Your Workflow

    Accessibility need not be a burden. Incorporate it into your regular content creation processes—train personnel, prep checklists, and add accessibility into every campaign plan. Accessible marketing will be second nature in no time.

    Regularly Improve

    Accessibility is not set-and-forget. Regular testing with tools like WAVE or Lighthouse and feedback from real-life assistive tech users ensures that your marketing remains effective and inclusive.

    Closing the Conversion Gap

    Marketing is all about creating a connection—and that connection isn’t whole if parts of your audience are left behind. By committing to accessible marketing, you’re committing to better communication, more active relationships, and more relevant experiences for each and every individual who comes into contact with your brand.

    So, how do you begin? Take what you already do so well and add accessibility to it. Utilize it to inform the way you design, write, and present content. And when you need advice, we at 216digital can keep everything in rhythm, accessible to everyone, and effective.

    Great marketing is not just something that is seen or heard – it’s something that’s felt by everyone.

    Greg McNeil

    March 24, 2025
    How-to Guides, The Benefits of Web Accessibility, Web Accessibility Training
    Accessibility, Digital Marketing, Marketing, Web Accessibility, Website Accessibility

  • Measuring Accessibility: How It Impacts Marketing Goals

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

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

    Understanding the Marketing Payoff of Accessibility Improvements

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

    A More Welcoming Experience for Everyone

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

    Building on Existing Marketing Foundations

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

    Key Marketing Metrics to Monitor

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

    1. Website Traffic

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

    2. Bounce Rate

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

    3. Conversion Rates

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

    4. Engagement Metrics

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

    Methods to Measure and Attribute Results

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

    1. Benchmarking Before and After Changes

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

    2. A/B Testing Specific Elements

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

    3. Reviewing Analytics on Assistive Technology Usage

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

    4. Direct User Feedback and Surveys

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

    5. Accessibility Testing Tools and Audits

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

    Integrating Accessibility into Your Ongoing Marketing Strategy

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

    1. Make Accessibility a Standard Part of Your Workflow

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

    2. Train Your Team on Best Practices

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

    3. Keep Monitoring and Iterating

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

    The Bigger Picture: Trust, Loyalty, and Growth

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

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

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

    Greg McNeil

    December 18, 2024
    The Benefits of Web Accessibility
    Accessibility, digital accessibility, KPI, Marketing, Website Accessibility
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