Ever wonder if your website might be quietly turning people away?
As a small business owner, you already have plenty to juggle—so it’s easy to think web accessibility isn’t a top priority. But what if ignoring it costs you sales, hurts your reputation, and even puts you at risk for legal trouble?
The good news is that it’s never too late to start. By making your site accessible to everyone, you can reach more customers, show you care about every visitor, and stand out in a crowded market. Let’s explore why web accessibility matters and how simple steps can make a big difference for your business.
What Is Web Accessibility?
Web accessibility means designing websites so everyone can use them, including people with disabilities. It involves making sure your site works for those relying on screen readers, keyboard navigation, or other assistive tools. This includes people who have visual or hearing impairments, limited mobility, or cognitive differences.
But accessibility benefits more than just people with disabilities. It also helps those with temporary injuries, older devices, or slow internet, and those who can’t hear audio in noisy places. By following standards like the Web Content Accessibility Guidelines (WCAG), your small business can create a smoother, more inclusive online experience for every visitor.
Why Accessibility Matters for Small Businesses
Reach More Customers
The Centers for Disease Control and Prevention (CDC) says that more than 1 in 4 adults in the United States have some type of disability. That’s a huge group of potential customers who may struggle with a site that isn’t accessible. But accessibility also helps others—like older adults, people with temporary injuries, or those using slow internet.
By making your site easier to use, you can connect with a bigger, more diverse audience. In fact, studies show that businesses that focus on accessibility can see up to a 20% increase in their customer base.
Improve Your SEO
Did you know that accessible websites can rank higher in search results? Search engines favor sites that are easy to read and navigate. Features like clear headings, alt text for images, and proper HTML tags not only help users but also boost your SEO.
For example, the radio program This American Life added transcripts for each episode, increasing search traffic by almost 7%. By making your site more accessible, you, too, can improve your visibility and attract more organic traffic.
Build a Better Brand
People today care about inclusivity. A 2023 study showed that 70% of consumers prefer brands committed to diversity and inclusion. By making your website accessible, you show that you value every customer. This builds trust and loyalty, setting you apart from other businesses.
Avoid Legal Risks
The Americans with Disabilities Act (ADA) requires businesses to make their services, including websites, accessible. If you don’t, you might face expensive lawsuits. In 2024, over 4,000 ADA lawsuits were filed, and more than 33% targeted small businesses.
Why the focus on small businesses now? First, there are more small businesses overall. Second, large companies have been dealing with accessibility lawsuits for years, so many have strong accessibility programs already in place. Settlements can cost anywhere from $10,000 to $100,000—plus legal fees. By making your site accessible now, you can avoid these risks and show customers you care.
Don’t Let Cost Hold You Back
Improving accessibility takes time and money, but it doesn’t have to break the bank. Start with the biggest issues, like adding alt text or fixing color contrast. These small changes can make a huge difference. Plus, if you’re in the U.S., you may qualify for the Disabled Access Credit to help with costs.
Including accessibility from the start also saves money later. You won’t need expensive redesigns or add-ons if you prioritize accessibility now. Accessible sites often run more smoothly, which can reduce hosting and maintenance costs in the long run.
Practical Steps to Start Your Accessibility Journey
Feeling overwhelmed? Don’t worry—you can begin with small, simple steps:
Check Your Site’s Accessibility
Regularly audit your website for accessibility issues. There are free tools like WAVE and Google Lighthouse that can help you identify problems, such as missing alt text for images. For a deeper look, think about hiring an accessibility expert.
Stay Informed and Up-to-Date
Web Content Accessibility Guidelines (WCAG) and best practices can evolve over time. Stay informed about any changes and make updates to your website as necessary to remain compliant.
Train Your Team
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.
Offer Accessible Customer Support
Provide different ways for people to contact you—phone, email, or live chat. Make sure these options are usable by everyone, including people with assistive devices.
How Accessibility Helps Your Business
When you make your website accessible, you can:
- Increase Sales: If your site is easier to use, more people will stay and buy.
- Boost Customer Loyalty: People remember brands that make them feel included.
- Strengthen Your Brand: Being known for inclusivity helps you stand out.
Take the First Step
Starting your journey toward accessibility doesn’t have to be scary. Take small actions, keep improving, and celebrate your wins. The benefits—like reaching more customers, getting better SEO results, and strengthening your brand—are worth the effort.
At 216digital, we will help develop a strategy to integrate WCAG 2.1 compliance into your development roadmap on your terms so that you can focus on what matters: your business. Don’t wait—make your website accessible now. Schedule an ADA briefing with us to get started!
