Web Accessibility Archives /Tag

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 a Command Line Be Accessible by Design?
If you’ve spent any time in development, you know the command line is where things get real. It’s efficient, fast, and—let’s be honest—satisfying. That single blinking cursor has powered decades of progress. From deploying servers to pushing commits, the command line is still where we get work done.

But for all its simplicity, it isn’t always as accessible as it seems. Yes, it’s text-based. Yes, it’s keyboard-driven. Yet those strengths can be deceiving. For developers who rely on screen readers or braille displays, a CLI’s clean look can hide a mess of barriers: missing structure, unreadable tables, spinning animations that never speak.

Accessibility isn’t just a web problem—it’s a design principle. When a command line is an accessible CLI, it becomes what it’s always meant to be: a tool for everyone to build, create, and solve problems efficiently.

Why Accessibility Still Matters in the Command Line

A 2021 study by Google researchers Harini Sampath, Alice Merrick, and Andrew Macvean took a closer look at command-line accessibility for developers with visual impairments. What they found might surprise you: CLIs, for all their strengths, are far from friction-free.

Participants could technically complete tasks—but it took significantly more effort, time, and patience than expected. The issue wasn’t skill. It was design. CLIs are, by nature, streams of text with no built-in structure for assistive technology to interpret. There are no headings, no semantic anchors, no easy ways to navigate.

One developer summed it up perfectly: the CLI “works, but it’s tiring.” Most found themselves building workarounds—copying output into Notepad, exporting text to a browser, or writing custom scripts to make data readable.

And that’s really the heart of it: accessibility isn’t just about whether something can be used. It’s about whether it can be used well. That’s where building an accessible CLI from the start changes everything.

Where the Command Line Trips Up—and How to Fix It

The study’s findings highlight some clear patterns that every CLI developer can learn from. None of them require reinventing the wheel; they just ask for intention.

1. Structure Matters More Than You Think

We tend to think of text as automatically accessible—but not all text is equal. The command line outputs everything as flat strings. There’s no hierarchy, no markup, and no way for screen readers to interpret context.

Take man pages. They look structured, with headings and sections, but to a screen reader they’re just one long stream. Users can’t jump between sections or skim efficiently. Many developers in the study said they avoid man pages entirely and rely on web docs instead.

A simple solution? Offer structure where it’s missing:
- Provide HTML or Markdown versions of documentation.
- Add export options (--help-html, --manual-online).
- Allow users to format output as CSV or JSON for easy navigation.
A truly accessible CLI doesn’t stop at giving you data—it gives you data you can navigate.

2. Tables and Long Outputs Need Rethinking

Tables are a classic offender. They look organized, but they’re actually just rows of text spaced apart. For a screen reader, that structure disappears. Developers have to mentally map where each number belongs, remembering what every column represents.

That’s not accessibility—that’s endurance.

Better approaches include:
- A --flat or --no-table flag to simplify output.
- Options to export to structured formats (--output=csv, --output=json).
- Including clear, readable headers for every data point.
And for those endless command outputs? Let users redirect text to a file automatically (--export, --logfile, --view-html). Searching or filtering shouldn’t require stepping out of accessibility tools just to get the job done.

These simple changes turn a good CLI into a genuinely accessible CLI—one that respects how different users interact with information.

3. Feedback Should Be Informative—Not Decorative

Developers love a good spinner or progress bar. But when screen readers encounter those fancy progress indicators, they usually read something like “dot dot dot dot fail.”

In Google’s study, one developer said it best: “I could tell something was happening, but I didn’t know what.”

Instead of simulating motion, communicate progress with plain, descriptive text:

“Deploying container… 50% complete.”

“Success: VM created.”

And always give users an escape hatch: flags like --no-animation or --static-output keep feedback clean without slowing anyone down. A smart, accessible CLI never assumes sight is the only way to know something’s working.

4. Make Error Messages Clear and Human

If you’ve ever seen a CLI error filled with regex syntax, you can imagine how that sounds when read aloud: “left bracket A dash Z right bracket…”? Not exactly clear.

Error messages in the study were one of the most common frustrations. Developers spent hours debugging issues that could’ve been solved with one plain-language sentence.

Here’s the fix:
- Describe what happened, not just what failed.
- Offer actionable next steps.
- Keep symbols and regex out of default messages—reserve them for verbose or debug modes.
The goal isn’t to oversimplify; it’s to make sure the message is usable by everyone who reads—or hears—it.

Practical Guidelines for Designing an Accessible CLI

The study concludes with recommendations that align perfectly with inclusive design best practices.

Here’s how to apply them in your next CLI project:
1. Provide HTML versions of documentation: Treat --help and man outputs as summaries, not full references.
2. Let users export long outputs: Make it easy to redirect results to text, HTML, or CSV.
3. Document output structures: Explain what your CLI prints before users run it—help them form a mental model.
4. Make tables convertible: Offer ways to flatten or export tabular data for screen reader compatibility.
5. Always include progress and status updates: Never assume silence equals success.
6. Use progress indicators that read correctly: ASCII art may look fun, but it sounds like noise.
7. Write error messages that are understandable aloud: Avoid shorthand or syntax that doesn’t translate when spoken.
An accessible CLI isn’t a niche feature—it’s a sign of thoughtful engineering.

Start Where Developers Live: The CLI

Here’s the takeaway: accessibility isn’t a bonus; it’s good design. The same features that help someone using a screen reader—structured data, consistent output, clear feedback—help everyone who uses your tool. They make automation cleaner, logs easier to parse, and development faster.

Most importantly, they remove the unnecessary friction that holds good developers back.

At 216digital, we see accessibility as the foundation of quality, not the final coat of paint. Whether it’s your website, software, or CLI, inclusive design starts with asking a simple question: Can everyone use this the way it’s meant to be used?

If you’re building developer tools and want to make them as efficient as they are inclusive, schedule an ADA briefing with 216digital. We’ll help you test, refine, and design CLIs that truly work for everyone—from the first keystroke to the final command.
Greg McNeil

October 14, 2025

How-to Guides

Accessibility, accessible CLI, How-to, Web Accessibility, web developers, web development, Website Accessibility
Product Media Accessibility: Are You Doing It Right?
Visuals drive e-commerce—they shape how customers understand, compare, and connect with products. But for users relying on screen readers or other assistive technologies, those visuals only work when paired with accurate alt text and accessible labels. Without them, key product details disappear, leaving users unable to engage or buy.

Accessibility also drives measurable results. Research shows that 71% of users with disabilities leave sites that present barriers, while inclusive design reduces bounce rates and builds trust. Search engines benefit, too—HubSpot reported a 779% increase in image traffic after optimizing alt attributes. And with nearly 15% of the global population living with a disability, accessible images open your storefront to a wider audience that can browse and buy without friction.

When done well, accessibility becomes more than a technical fix—it’s a competitive advantage. It improves visibility, trust, and conversion, all while making your brand easier for everyone to experience.

This guide explores what that looks like in practice—how to make product media accessible, where teams most often slip, and how to integrate accessibility into your daily workflow.

What Makes a Product Media Accessible

High-quality product media isn’t just about presentation—it’s about communication. Every image should help shoppers understand your product, evaluate their options, and make confident decisions.

In accessible design, that means ensuring every photo, color variant, and product angle can be understood not only visually, but also through assistive technology.

Below are the key principles that make product media both effective and accessible.

1. Clear and Descriptive Alt Text

Alt text gives images meaning. Without it, assistive technologies have nothing to announce—and essential product details disappear. Descriptive alt text ensures that shoppers who rely on screen readers can access the same information as anyone else.

When written thoughtfully, alt text also supports SEO, helping search engines understand what’s being shown and improving how your products appear in image searches.

If you’re coding manually, add the alt attribute directly to your <img> tag:
```
<img src="example.jpg" alt="A description of the image">
```
Keep descriptions concise but specific, focusing on what’s visually relevant to the shopper.

For those using a CMS like Shopify, WordPress, or Magento, you can add this text in the Alt Text or Alt Description field during upload. Many platforms support bulk editing—an efficient way to replace missing or generic alt text and ensure consistency across your catalog.

When Product Media Need Alt Text (and When They Don’t)

Product photos are the foundation of any e-commerce experience. They convey material, color, and quality—all the details a shopper depends on. Because of that, almost every product media needs alt text.

The only exception is when an image adds no new visual information—for instance, when showing the same product from another angle without revealing new features or details.

Redundant Product Views

Multiple images of the same item are common: front, back, side, or top-down shots. These angles help sighted users but can become repetitive when read aloud by screen readers.

If each image shows the same product with no meaningful change, you can mark the duplicates as decorative with an empty alt attribute:
```
<img src="product-side.jpg" alt="">
```
This signals assistive technologies to skip the image without disrupting the experience. Just ensure that at least one image—usually the primary product photo—has full, descriptive alt text.

Does Your Image Need Alt Text?

If an image adds context or new information that could influence a shopper’s decision, it must have its own alt text.

Ask: Would this image help someone understand or evaluate the product differently? If so, describe it.

Examples include:
- Different colors or finishes:
  “Red ceramic table lamp with linen shade” vs. “Blue ceramic table lamp with linen shade.”
  Each variant should have distinct alt text.
- Unique features or components:
  If an image highlights stitching, a removable part, or a texture, mention it briefly.
- Lifestyle or context photos:
  When a photo shows the product in use—like a jacket being worn or a sofa in a living room—include that context to communicate scale and purpose.
- Images with embedded information:
  If an image includes text such as a sale banner, sizing chart, or label, that information must also appear in alt text or nearby HTML. Screen readers cannot interpret text embedded in images.
Writing Effective Alt Text

Good alt text is concise, factual, and written with purpose. It shouldn’t describe every detail—just what matters to understanding the product.

Best practices include:
- Keep descriptions under 125 characters when possible.
- Avoid phrases like “image of”—screen readers already announce it.
- Use specific, factual terms: “brushed,” “polished,” “textured,” “matte.”
- Mention what changes between images, such as angle or color.
- Adjust wording for context—a banner image may need different phrasing than a gallery thumbnail.
A consistent alt text style guide helps teams stay aligned, especially when managing large catalogs or working across departments.

2. Optimizing Product Media Formats for Accessibility

Accessibility also depends on clarity and performance. Large, slow-loading images can undermine user experience, particularly on mobile.

Use formats that balance quality and speed:
- WebP delivers high-quality visuals with efficient compression, improving load times.
- SVG is ideal for scalable graphics such as logos or icons, maintaining crispness on any screen size.
Fast, responsive images ensure your store remains usable across devices and assistive technologies alike.

3. Avoiding Text Embedded Within Images

If an image includes text—like promotional banners, product specs, or sale messages—screen readers can’t interpret it.

Keep all essential text in HTML or nearby captions.
If embedded text is unavoidable, repeat the information in the image’s alt text or elsewhere on the page so that it’s accessible to every shopper.

4. Maintaining Visual Clarity and Contrast

A clean, modern aesthetic is appealing—but not if it sacrifices visibility.

Low-contrast product photos (for instance, light gray items on a white background) can be difficult for users with low vision to see.

Maintain at least a 4.5:1 contrast ratio between the product and its background. Adding subtle shadows, reflections, or gradient overlays can improve visibility without compromising your design aesthetic.

5. Labeling Interactive Product Media

Any clickable image or icon—such as a “zoom” button, “add to cart” symbol, or “view gallery” thumbnail—should have an accessible name or aria-label.

Describe the action, not the appearance:
- “Zoom product image”
- “Add to cart”
- “Open gallery view”
These small details help users navigate your site predictably and confidently, no matter how they interact with it.

Testing Tools and Workflow Integration

Accessibility isn’t a one-time audit—it’s an ongoing habit built into your development process.

Automated tools:
- WAVE and Lighthouse in Chrome DevTools identifies barriers and improvement tips for each image.
Manual checks:
- Test your pages with NVDA, VoiceOver, or JAWS to hear how descriptions are announced.
- Disable images in your browser and ensure text alternatives still convey essential information.
Workflow tip: Integrate accessibility validation into CI/CD pipelines. Use pre-commit hooks or CMS checks to block uploads missing alt attributes. Over time, this normalizes accessibility as part of the build process—not an afterthought.

Product Media That Speaks to Every Shopper

Accessible product media is about more than compliance—it’s about communication. Every shopper, regardless of ability, deserves the same opportunity to understand your products clearly and confidently.

From writing meaningful alt text to maintaining contrast and responsive performance, accessibility transforms static visuals into tools that inform, guide, and convert. It strengthens trust and creates smoother experiences across every device and interaction.

When your product media works for everyone, your brand stands out for the right reasons: clarity, quality, and care.

If you’re ready to assess your current approach or bring accessibility into your creative workflow, schedule an ADA briefing with 216digital. We’ll help you turn accessibility from a checklist into a lasting standard for digital craftsmanship.
Greg McNeil

October 13, 2025

How-to Guides

Accessibility, How-to, product media, WCAG, Web Accessibility, web developers, web development, Website Accessibility
Will H.R. 3417 Finally Clarify Accessibility?
Digital accessibility in the U.S. has always existed in a kind of fog. Everyone agrees it’s important, but the lingering question is simple: Does the ADA actually require my website or app to be accessible?

For years, that answer has depended on where you are and who you ask. Some courts say yes. Others hesitate. Agencies offer guidance but stop short of making it binding. For organizations trying to do the right thing, the result has been confusion—and a fair amount of frustration.

That may soon change.

H.R. 3417, known as the Websites and Software Applications Accessibility Act of 2025, is Congress’s latest effort to clear the air and make digital accessibility a matter of law, not interpretation. Let’s unpack what it aims to do, why it matters, and what steps you can take to prepare before it takes effect.

What the Bill Proposes

Introduced in May 2025 by Rep. Pete Sessions (R-TX), H.R. 3417 takes on something that’s been missing for far too long—a single, consistent standard for digital accessibility under the Americans with Disabilities Act.

It brings long-needed structure to how accessibility is defined and maintained online.

Under the bill:
- The Department of Justice (DOJ) would oversee regulations for Titles II and III, covering state and local governments as well as public accommodations.
- The Equal Employment Opportunity Commission (EEOC) would manage Title I, which is focused on employment.
Together, these agencies would be responsible for creating clear, enforceable rules—and updating them every three years so the law evolves alongside technology instead of chasing it.

Rooted in the POUR Principles

The framework builds on the four POUR principles that continue to shape accessibility standards worldwide:
- Perceivable: Information should reach people through more than one sense.
- Operable: Interfaces must respond to different types of input.
- Understandable: Content should be predictable, consistent, and easy to follow.
- Robust: It needs to work with assistive technologies—both now and as they advance.
These principles aren’t new, but their inclusion helps bridge the gap between policy and real-world design. It connects legislation to the human experience of using digital tools—the moments when clarity, contrast, and focus truly matter.

A Step Forward for Digital Inclusion

Advocacy groups, including the National Federation of the Blind and the American Council of the Blind, have voiced strong support for the bill. For many, it marks a long-awaited turning point—one that reinforces what accessibility professionals have long understood: inclusion isn’t limited to ramps and doorways. It belongs in every digital space where people work, learn, and live their daily lives.

Why H.R. 3417 Matters

When the ADA became law in 1990, the web wasn’t yet central to daily life. Today, nearly everything happens online—shopping, learning, applying for jobs, and even managing health care. Yet the law never clearly said how accessibility applies to the digital world.

Under Title III, businesses and nonprofits can’t discriminate. Yet there’s still no binding rule that defines what accessibility actually means for websites or apps. Courts have often relied on WCAG (Web Content Accessibility Guidelines) as a reference, but WCAG itself isn’t law. The result is a patchwork of interpretations and uneven enforcement.

H.R. 3417 would change that by replacing uncertainty with structure. It extends accessibility expectations to private businesses, nonprofits, and employment platforms—aligning them with the clarity already provided to public entities under the 2024 DOJ web rule for Title II.

It also ensures the right people are guiding the process. The bill requires an advisory committee—led primarily by individuals with disabilities—to help shape standards that work in real life, not just on paper.

What the Bill Would Do

At its core, H.R. 3417 says this: maintaining an inaccessible website or app would violate the ADA. No more gray zones. No more “we didn’t know.”

The DOJ and EEOC would create detailed accessibility standards—likely drawing from WCAG 2.2 Level AA or its successor—and require all covered entities to comply.

To make adoption realistic, the bill supports smaller organizations with grants up to $10,000, access to a technical assistance center, and longer compliance timelines—up to three years after the final rule takes effect.

It also preserves individuals’ right to sue if barriers remain. Courts could require fixes and award damages or attorney fees. To back it all, Congress plans to allocate $35 million per year for enforcement and oversight from 2026 through 2035.

Who’s Covered
- Employers and employment agencies (Title I)
- Public entities like state and local governments (Title II)
- Businesses, nonprofits, and testing providers (Title III)
That reach is broad—and that’s exactly the point. If you’re already subject to the ADA, your digital platforms will soon fall under the same expectations.

What H.R. 3417 Could Change

If passed, H.R. 3417 would finally give organizations a single, national rulebook for digital accessibility. It would eliminate the guesswork that’s led to years of inconsistent rulings and conflicting advice. For most organizations, that means a clearer sense of what compliance looks like—and how to plan for it.

It would also shift responsibility to where it belongs. For decades, people with disabilities have carried the burden of filing complaints and lawsuits to gain access. This bill would make accessibility an active obligation, not a reaction to litigation.

Of course, laws are only as strong as their enforcement. While the bill includes funding, it doesn’t yet specify how the DOJ or EEOC will prioritize or staff digital accessibility enforcement. Some expect a wave of early lawsuits—similar to what we saw with Section 508 and GDPR—but that initial pressure could drive lasting improvement.

The Act doesn’t explicitly address international harmonization either, though alignment with WCAG would naturally connect it to Europe’s EN 301 549 standard. That keeps global compliance more straightforward for companies working across borders.

The bottom line is that this bill sends a message that’s been coming for a long time—digital accessibility is no longer optional.

What Organizations Can Do Now

There’s no need to wait for the ink to dry—you can start preparing today.

Take a close look at your digital environment: your website, apps, internal portals, and documents. Ask the simple questions first. Can users navigate without a mouse? Are forms labeled clearly? Do videos include captions? Small discoveries today prevent bigger problems tomorrow.

Start With What Matters Most

Focus on the areas people use most—where they log in, fill out forms, or complete purchases. Fix the issues that stop someone from moving forward, like missing labels, alt text, or keyboard navigation.

Include Your Documents

PDFs and digital forms often get overlooked, but are a common source of frustration. Add proper tags, label form fields, and set a logical reading order. Once your templates are structured correctly, every new document follows suit.

Make Accessibility a Shared Effort

It’s not a job for one department. Developers, designers, content creators, and leadership all play a part. Build accessibility checks into your regular workflows and let people know how to report issues.

Collaborate With Your Vendors

Include accessibility expectations in contracts and RFPs. Ask for VPATs or accessibility documentation before new tools go live.

Keep Learning and Documenting

Train your team, stay informed about new regulations, and track your progress. A simple paper trail of audits, fixes, and training sessions shows commitment that goes beyond compliance.

When accessibility becomes part of your process—not a last-minute fix—it strengthens everything: your brand, your usability, and your connection with every user.

The End of Uncertainty—and the Start of Accountability

H.R. 3417 isn’t just another bill. It’s a signal that the era of uncertainty is ending. It tells organizations, large and small, that accessibility isn’t a nice-to-have—it’s a right.

Whether it passes this year or the next, the direction is clear. Start building accessibility into your workflow now, not later.

At 216digital, we see this as a turning point—one that rewards teams who act early and design with everyone in mind. If you’re ready to take the next step, consider scheduling an ADA briefing with our team. These sessions help organizations identify accessibility gaps, plan remediation, and prepare for compliance with confidence.

The web was built for all of us. This bill helps make sure it finally works that way.
Greg McNeil

October 10, 2025

Legal Compliance

Accessibility, accessibility laws, H.R. 3417, state accessibility laws, Web Accessibility, Website Accessibility
What Is Visually Hidden Content—and Why Use It?
Every interface makes choices about what to show and what to leave unseen. Most of the time, that’s about layout or aesthetics—but it’s also about communication.

For users who rely on assistive technologies, much of that communication happens through structure, labels, and semantic relationships. When visual clarity comes at the cost of semantic clarity, accessibility starts to break down. A clean UI is great, but clarity for assistive technologies is non-negotiable. When we drop visible text in favor of icons or compact layouts, we still owe users the same meaning.

A practical answer is visually hidden content. It’s a technique for keeping information available to assistive tech—screen readers, braille displays, voice navigation—while keeping it out of visual view. Done well, it bridges the gap between a clean interface and a complete experience.

You’ve seen it everywhere:
- A magnifying glass icon that announces “Search.”
- A “Read more” link that includes the article title.
- A skip navigation link that quietly appears when tabbed into.
Each example keeps the design clean while preserving meaning for users who don’t navigate visually. It’s not a trick—it’s thoughtful design expressed through code.

When Hiding Breaks Accessibility

It’s tempting to reach for display: none or visibility: hidden. Both make an element disappear—but they also remove it from the accessibility tree. To a screen reader, that content no longer exists.

The same problem appears in older workarounds—moving elements off-screen with huge negative positioning or marking the wrong element with aria-hidden="true". They achieve visual cleanliness but erase meaning for assistive tools.

If the accessibility tree is a map of what users can explore, those declarations tear off a corner of it. The HTML remains, but users can’t reach it.

When something needs to be read, referenced, or focused, it must stay in the tree. The goal isn’t to hide it from everyone—it’s to make it visually invisible while still programmatically present.

A Modern, Reliable Pattern for Visually Hidden Content

Most modern teams rely on a single, standardized utility for this purpose. It’s simple, maintainable, and works across browsers and devices:
```
.visually-hidden {
  border: 0;
  clip-path: inset(50%);
  height: 1px;
  margin: 0;
  overflow: hidden;
  position: absolute;
  white-space: nowrap;
  width: 1px;
}
```
Each property plays a specific role:
- clip-path: inset(50%) hides the visible area.
- position: absolute removes it from the layout but not the accessibility tree.
- height and width shrink it to an imperceptible size.
- overflow: hidden ensures no text leaks visually.
- white-space: nowrap prevents wrapping or accidental exposure.
This approach replaced older hacks like clip: rect() or sending text off-screen with left: -9999px;. Those caused issues for magnifiers and high-zoom environments. The clip-path pattern is clean, modern, and predictable.

Use it with intention. Adding visually hidden content everywhere can overwhelm screen reader users. The best implementations give context—not clutter.

Making Focusable Elements Work for Everyone

Skip links, “Back to top” anchors, and similar utilities need to stay hidden until they’re actually used. If you apply .visually-hidden directly, keyboard users can focus the link but won’t see it—an invisible focus trap.

The solution is a focusable variant:
```
.visually-hidden-focusable:not(:focus):not(:active) {
  border: 0;
  clip-path: inset(50%);
  height: 1px;
  margin: 0;
  overflow: hidden;
  position: absolute;
  white-space: nowrap;
  width: 1px;
}
```
This keeps the element hidden until it receives focus. Once active, it becomes visible—making skip links discoverable without cluttering the design.

A few practical habits:
- Always provide a visible focus outline and clear contrast.
- Keep the revealed link’s position consistent (usually top-left).
- Use short, direct text—users should immediately understand its purpose.
This small adjustment is what makes keyboard navigation intuitive, discoverable, and consistent across accessible websites.

Visually Hidden or ARIA? Understanding the Difference

Developers sometimes treat these tools as interchangeable. They’re not; they work at different layers.

Use visually hidden content when you need real, localizable text in the DOM—context for links, helper hints, or dynamic status messages that assistive technologies should read naturally.

Use ARIA when you’re labeling or describing elements that are already visible:
- aria-label adds a brief text label.
- aria-labelledby points to a visible label.
- aria-describedby links to explanatory text or error messages.
- Live regions (role="status") announce dynamic changes.
Often, the best solution combines both. A decorative SVG can be marked aria-hidden="true", while a hidden text label provides a proper name. A form field can have a visible label and connect to hidden guidance via aria-describedby.

Knowing when to use which—sometimes both—is what turns compliance into genuine usability.

Writing Hidden Text That Adds Value

Hidden text should earn its place. It’s part of the user experience and deserves the same editorial care as visible copy.

A few best practices:
- Add what’s missing visually—don’t repeat what’s obvious.
- Keep it short and natural; users will hear it read aloud.
- Avoid filler or redundancy—screen readers already announce role and state.
- Localize it so it fits each supported language context.
When written thoughtfully, visually hidden content enhances understanding without adding noise. The best examples are invisible to some, indispensable to others.

Testing What You Can’t See

Accessibility isn’t a box to tick—it’s a conversation between your design and your users. Testing is where that conversation becomes real.

Here’s how to validate your implementation:
- Keyboard: Tab through the page. Ensure focus moves logically and stays visible.
- Screen readers: Use NVDA, VoiceOver, or JAWS to confirm that hidden text reads in context.
- Accessibility tree: Check DevTools to make sure hidden content remains part of the structure.
- Zoom and magnification: Scale up to 200% and confirm no visual artifacts appear.
Automation can’t tell you whether your content makes sense—but a quick, human pass will.

From Utility to System

Once you’ve validated your approach, make it part of your toolkit.
- Include .visually-hidden and .visually-hidden-focusable in your design system.
- Document their purpose, examples, and edge cases.
- Encourage teammates to review hidden content with the same care as visible UI text.
Frameworks like Tailwind’s sr-only class use this exact foundation. Aligning with established patterns makes your code predictable and your accessibility practices easier to scale.

This is how visually hidden content becomes part of your craft—not just a snippet you copy-paste.

The Invisible Work That Shapes Experience

A few quiet lines of CSS can completely change how people experience your site. Visually hidden content doesn’t alter what most users see, but it transforms what others can access, understand, and trust.

That’s what accessibility is really about—creating clarity that transcends sight. And that’s what good front-end work does at its best: it makes meaning visible, even when the code itself is unseen.

If you’re working through accessibility fixes or want a second set of eyes on remediation, consider scheduling an ADA briefing with 216digital. It’s a focused, collaborative session designed to help you identify barriers, prioritize what matters most, and move confidently toward compliance.
Greg McNeil

October 8, 2025

How-to Guides

Accessibility, How-to, visually hidden content, WCAG, Web Accessibility, web developers, web development
ADA Title II Conformance Mistakes to Avoid

Let’s start with a familiar scene.

A resident with low vision tries to pay a utility bill online. The button text fades into the background. They zoom in, squint, and finally give up. Across town, a veteran downloads a benefits form—but the PDF won’t open in their screen reader. They call, wait on hold, and eventually hear the same line everyone dreads: “Try again later.”

These moments rarely make headlines, but they happen every day. And they’re exactly what ADA Title II conformance is designed to prevent.

With new deadlines approaching, the clock is officially ticking. The Department of Justice has set clear expectations: every website, mobile app, and digital document must meet WCAG 2.1 Level AA standards to be considered accessible.

Still, even with those expectations in place, many agencies stumble—not from neglect, but from complexity. Outdated systems, legacy PDFs, limited budgets, and competing priorities all pull in different directions.

This guide outlines ten of the most common pitfalls local governments encounter—and how your team can avoid them before small issues grow into time-consuming, costly problems.

1 | Waiting Too Long to Begin ADA Title II Conformance

One of the most common mistakes is simply waiting. Waiting for next year’s budget, a redesign, or until “things calm down.” But accessibility work takes time—often months, sometimes years—especially when legacy systems or vendor-managed platforms are involved. Every delay widens the gap and makes remediation more expensive.

Start Small, but Start Now

Begin with a WCAG 2.1 AA audit that targets your highest-traffic, highest-risk pages—payment portals, permit applications, emergency alerts. Use the findings to build a phased plan: tackle quick fixes first, then move into deeper remediation like PDFs or interactive content.

Momentum matters more than perfection. Each resolved issue moves you closer to meaningful accessibility—and lasting ADA Title II conformance. But while hesitation can stall progress, so can taking the wrong kind of shortcut.

2 | Relying on Widgets or “Quick Fixes”

When deadlines loom, shortcuts start to look tempting. Accessibility widgets and overlays promise instant compliance, but the data tells a different story. Over 20% of ADA web lawsuits in 2024 involved sites using overlays, and many of those tools introduced new barriers for assistive technology users.

Treat Them as Temporary Support at Best

Widgets don’t repair flawed code—they mask it. Pair automated scans with manual testing to catch what machines miss. True accessibility isn’t something you install; it’s something you build, maintain, and test continuously. Even agencies that avoid quick fixes can still lose momentum when they misunderstand what an audit actually means.

3 | Treating the Audit as the Finish Line

An accessibility audit is a starting point, not a success story. It reveals what’s broken but doesn’t fix it. Too often, agencies check the box once the report arrives, assuming the work is done. Six months later, those same issues remain—and the deadline looms closer.

Turn the Audit Into a Roadmap

Assign clear ownership, set realistic timelines, and track each fix to completion. The goal isn’t to admire the findings; it’s to act on them. An audit shines the light, but ADA Title II conformance only comes from follow-through. Once remediation begins, it’s also essential to remember that accessibility extends beyond the desktop experience.

4 | Overlooking Mobile Accessibility

For many residents, your mobile site or app is their primary touchpoint with local government. If that experience isn’t accessible, your services aren’t either. Yet mobile testing often gets pushed aside until the very end—when changes are most expensive to make.

Test Early and Test on Real Devices

WCAG 2.1 includes mobile-specific guidance on touch targets, gestures, and orientation. Make sure forms resize correctly and navigation works without a mouse. Accessibility should follow the user, not the screen size. And while mobile access is crucial, so are the documents that so many residents rely on for daily interactions.

5 | Ignoring Accessibility in Digital Documents

Even when web pages pass compliance checks, PDFs and other downloadable materials often don’t. Forms, meeting agendas, and reports are some of the most common—and most problematic—files on public sites. The DOJ is clear: if a document provides public information or access to a service, it must be accessible.

Audit Your Digital Library

Start with frequently downloaded or required documents. Train staff to tag PDFs correctly or, when possible, convert them to HTML pages. Each accessible file removes another barrier and brings your agency closer to full ADA Title II conformance. Of course, even well-prepared teams can find their progress derailed by one common factor: vendors who don’t share the same standards.

6 | Not Holding Vendors Accountable

Even when third-party vendors manage your website, accessibility responsibility remains yours. Public agencies can’t outsource compliance. That’s why contracts matter as much as code.

Bake Accessibility Into Every Partnership

Specify WCAG 2.1 AA requirements, mandate assistive-technology testing, and require documentation at handoff. Accessibility clauses shouldn’t live in the fine print—they should be measurable deliverables written into the contract. Without vendor accountability, accessibility can erode quietly with each update. And even with vendor alignment, one final validation step ensures your work actually functions as intended.

7 | Skipping Manual and Assistive-Technology Testing

Automated tools are valuable, but they can’t replicate human experience. Navigation traps, mislabeled buttons, and confusing reading order often pass automated checks unnoticed.

Manual Testing Closes That Gap

Use screen readers, voice navigation, magnifiers, and keyboard-only controls to simulate how real people interact with your site. Better yet, invite users with disabilities to test and provide feedback. Their insights catch what automation never will—and validate genuine ADA Title II conformance. Still, even the most accessible site today can fall out of compliance tomorrow without ongoing monitoring.

8 | Neglecting Ongoing Monitoring

Accessibility isn’t a one-time project; it’s ongoing maintenance. A single CMS update or design tweak can reintroduce barriers.

Make Monitoring Routine

Schedule quarterly manual reviews and monthly automated scans. Keep a visible feedback form on your website so residents can report issues directly. Treat accessibility like preventative care: small, consistent checks that protect long-term health. But even with regular testing, the strongest defense is an informed team that knows how to prevent barriers before they happen.

9 | Underestimating Accessibility Training

Technology identifies issues, but people prevent them. Without training, the same mistakes—missing alt text, unlabeled forms, inaccessible PDFs—keep returning.

Invest in Continuous Education

Provide annual, role-specific training for content authors, developers, and procurement staff. Keep it practical: short sessions, clear checklists, and ongoing refreshers. When accessibility knowledge becomes second nature, compliance becomes culture. And when that culture takes root, it’s worth sharing it publicly.

10 | Failing to Publish a Public Accessibility Statement

A public accessibility statement isn’t a formality—it’s a promise. It tells residents, We’re committed, we’re listening, and we want your feedback.

Publish a Concise Statement

Reference your WCAG standard, list contact information for support, and update it at least once a year. This simple gesture builds transparency and trust—cornerstones of inclusive digital governance.

ADA Title II Conformance Is About People, Not Just Policy

Reaching ADA Title II conformance isn’t just about compliance—it’s about people. It’s about ensuring that every resident can access essential public services with independence and dignity.

When your platforms are accessible, seniors can pay their bills without help. Parents can find school updates easily. Veterans can apply for benefits confidently.

That’s not a technical milestone—it’s a civic one.

Start early. Build steadily. Keep accessibility alive through training, monitoring, and accountability. Compliance may be the mandate, but inclusion is the mission.

If your agency is ready to turn goals into measurable progress, schedule an ADA briefing with 216digital. We’ll help you navigate these ten pitfalls and build a roadmap for sustainable, equitable access for every resident you serve.

Greg McNeil

September 30, 2025

Legal Compliance

Accessibility, ADA Compliance, ADA Title II, ADA Website Compliance, Web Accessibility, Website Accessibility
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
Document Accessibility: Read Between the Lines
Forms, reports, policies—documents are at the heart of how organizations communicate. They guide collaboration within teams, shape the way businesses present information to clients, and carry essential services from government agencies to the people who rely on them. Yet in conversations about accessibility, documents are often left behind while websites and apps take center stage.

Here’s the truth: more than 1.3 billion people worldwide live with disabilities. When documents aren’t accessible, they don’t just frustrate users—they block access to opportunities, services, and information. And those barriers come with consequences: compliance risks, wasted resources, and lasting damage to trust.

This article explores why document accessibility matters, the risks of ignoring it, and the practical steps any organization can take to make inclusivity part of every page.

Why Documents Get Left Behind

When accessibility comes up, the spotlight usually lands on websites and apps. Documents, by comparison, are treated like static files—uploaded once and quickly forgotten. But unlike a web page that can be redesigned or corrected on the fly, a document can sit in a folder for years, carrying the same barriers forward each time it’s shared.

That’s where the challenge really begins. Over time, organizations accumulate thousands of forms, reports, and guides. Without document accessibility built in, every one of those files can become a roadblock for someone simply trying to get information. And here’s the irony: even if your website is fully compliant, a single inaccessible PDF can undo that progress in one click.

Think about the typical customer or employee journey. They may interact with your website first, but sooner or later, they’ll be asked to download a policy, fill out a form, or read a report. If that moment becomes a dead end because the file wasn’t created with accessibility in mind, the experience fractures. What could have been a seamless process becomes a frustrating—and sometimes exclusionary—obstacle.

It’s not a minor detail. It’s a gap that matters.

The Ripple Effect of Inaccessible Documents

Ignoring accessibility doesn’t just inconvenience a few people—it ripples outward, affecting user experience, compliance, operations, and public trust.

Excluding People Who Rely on Assistive Technology

Picture navigating a long policy document with no headings, a jumbled reading order, or unlabeled tables. For someone using a screen reader, that isn’t just confusing—it’s exclusion. Instead of being empowered with information, the user is essentially told: this wasn’t made with you in mind. Document accessibility flips that experience, replacing confusion with clarity and restoring equal access.

For many people, this isn’t a matter of preference; it’s a matter of participation. A job seeker filling out an application, a student applying for financial aid, or a patient reviewing a health policy—each of these moments hinges on clear, usable documents. When accessibility is missing, doors close. When it’s present, those same doors open wide.

Legal and Compliance Risks

Accessibility laws don’t stop at websites. In the U.S., Section 508 requires federal agencies and contractors to make documents accessible. Courts increasingly reference WCAG in ADA-related cases, and states like California and Colorado explicitly include documents in their accessibility standards.

This means organizations that overlook document accessibility aren’t just leaving users behind—they’re exposing themselves to avoidable legal and financial risks. Settlements, remediation costs, and reputational fallout can far outweigh the effort it would have taken to build accessibility in from the beginning.

Strains on Operations and Budgets

Waiting to retrofit inaccessible files is like ignoring a small leak until the basement floods. By the time the problem surfaces, you’re dealing with archives of PDFs, Word files, and PowerPoints that all need fixing. That kind of scramble drains resources at the exact moment teams need them most.

By contrast, building accessibility into workflows from the start keeps projects moving smoothly and reduces long-term costs. It’s the difference between consistently maintaining a car and waiting for the engine to fail—one approach keeps you moving, the other leaves you stranded.

Damage to Trust and Reputation

Accessibility is also about values. Every time someone encounters an inaccessible document, it can feel like a closed door. On the flip side, organizations that consistently publish accessible files send a very different message: we thought of you, and you matter here.

That kind of trust sticks. Customers who feel included are more likely to stay loyal. Employees who see their organization invest in accessibility feel valued and supported. Communities notice when organizations lead with inclusion rather than scramble after being called out.

Habits That Make Documents Accessible

The encouraging part is that accessibility doesn’t hinge on massive overhauls. It comes down to steady, thoughtful habits that make communication easier for everyone.
- Start with what matters most. Prioritize high-impact files like benefits forms, contracts, or applications—where barriers are most costly.
- Keep it clear and legible. Use readable fonts at accessible sizes, and ensure strong color contrast. Don’t make users squint or guess.
- Guide readers with structure. Headings, bullet points, and logical reading order transform a wall of text into something navigable.
- Write links with meaning. Swap vague text like “click here” for specifics such as “Download the 2024 Annual Report.”
- Label charts and tables. A short title or alt text can make data accessible where it otherwise would be invisible.
- Double-check reading order. Confirm assistive technologies present content in the intended sequence.
- Use plain, approachable language. Accessibility and clarity overlap—what’s easier for one person usually helps everyone.
- Think accessibility early. Bake it into templates and workflows. What’s built right the first time doesn’t have to be rebuilt later.
- Build team confidence. Training, resources, and occasional outside expertise embed document accessibility into culture, not just checklists.
When these habits become routine, accessibility stops feeling like an “extra step.” It becomes part of what good communication looks like.

Building a Culture That Lasts

Accessibility isn’t a one-off project—it’s a mindset. Organizations that delay or treat it as optional often find themselves scrambling later, stuck between urgent deadlines and legal requirements.

Those that weave document accessibility into everyday work create a foundation for resilience and growth. They also discover a simple truth: when documents are accessible, they serve everyone better. Employees waste less time fixing broken files. Customers encounter fewer frustrations. Leaders gain the peace of mind that comes from knowing their communications reflect both compliance and care.

At its core, this work is about people. Every accessible document removes one more barrier. Each one tells the reader: we see you, we planned for you, and you belong here. That’s more than compliance. That’s care in action.

From Awareness to Action

Accessible documents reduce inefficiency, protect against legal risks, and strengthen reputations. But beyond the practical, they serve a human purpose: making sure vital information—job applications, financial aid forms, health policies—is available to everyone.

Document accessibility isn’t an afterthought. It’s the foundation of fair, effective communication.

If your organization is ready to turn awareness into action, schedule an ADA briefing with 216digital. We’ll help you build a strategy that makes accessibility part of your culture—so every file reflects not just compliance, but genuine inclusion.
Greg McNeil

September 24, 2025

The Benefits of Web Accessibility

Accessibility, accessible documents, accessible PDF, PDF, Web Accessibility, Website Accessibility
Why 2025 Is All Talking Inclusive Brand Design

Selena Gomez’s Rare Beauty fragrance bottle did more than launch a scent—it made a statement. Co-created with a hand therapist, the rounded bottle sits comfortably in the hand, and its spray requires little effort to use. It’s beautiful, it’s practical, and it’s proof that accessibility doesn’t weaken design—it strengthens it, setting a new standard for what good design looks like.

That’s the essence of inclusive brand design. When thoughtfulness meets elegance, accessibility doesn’t water down your brand—it elevates it. And in 2025, customers expect that same level of intention in every part of the experience, including digital spaces.

The Business Case for Inclusive Brand Design

Rare Beauty shows how inclusive brand design that removes barriers builds loyalty—not just among people with disabilities but among their families, friends, and communities. Today’s consumer base—especially Millennials and Gen Z—cares about values as much as products. They expect brands to reflect social responsibility in ways that are tangible.

When accessibility becomes part of your brand’s DNA, you send a clear message: you belong here. That emotional connection pays off in loyalty, repeat business, and word-of-mouth advocacy.

The Market Opportunity

And that loyalty doesn’t exist in a vacuum—it ties directly to spending power. Globally, more than 1.3 billion people live with a disability. When you factor in families and support networks, the purchasing power of this community reaches $13 trillion annually. This is not a niche—it’s one of the most influential markets in the world.

Rare Beauty’s own growth underscores the opportunity. By 2023, it had generated $350 million in sales, fueled in part by its reputation for accessibility and inclusivity. Inclusive brand design isn’t a side initiative anymore—it’s a driver of brand strength.

The Digital Disconnect in Inclusive Brand Design

But here’s where many brands stumble. They may create a product that’s thoughtful and inclusive, but their digital storefront doesn’t measure up. Maybe the packaging is easy to open, but the checkout can’t be navigated with a screen reader. Perhaps the store welcomes everyone, but the app’s colors make it unusable for many. These gaps aren’t just inconvenient—they’re exclusionary.

The Reality in Numbers

And customers feel these gaps every day—the numbers confirm it. WebAIM’s research across one million homepages found nearly 51 million accessibility errors—an average of 51 per site. More than 94% of homepages had at least one WCAG violation. Meanwhile, nine out of ten users say they’ve personally encountered accessibility barriers while browsing. And the impact is immediate: 70% of disabled shoppers abandon websites that are too difficult to use.

The Unfinished Promise

Behind those numbers are people who want to engage with a brand and can’t. That’s what makes digital inaccessibility more than a technical issue—it’s an unfinished promise. A brand may succeed in making products inclusive, but if its digital presence doesn’t reflect that same care, customers notice. It’s not just a broken experience—it costs brands sales, trust, and reputation.

The Benefits of Embracing Digital Accessibility

The good news is, every barrier you remove creates an opportunity. Where inaccessible design closes doors, inclusive brand design opens them—to new customers, stronger relationships, and measurable business gains.

Reach More Customers, Build More Trust

When brands invest in accessibility, they close that gap. They prove their values go deeper than marketing copy, and customers reward that consistency with loyalty and advocacy. Accessibility, in practice, becomes one of the clearest signals of integrity.

Boost Search Visibility

And the benefits don’t stop with customers. Accessibility improvements often strengthen a site’s technical foundation, which search engines reward. Clear structures, descriptive alt text, and intuitive navigation make it easier for Google to crawl and index content. A study by Semrush and Accessibility Checker found that 73% of sites improving accessibility saw organic traffic increase, averaging 12% growth.

Better Experiences for Everyone

Accessibility also lifts usability across the board. Captions help both deaf viewers and commuters watching in noisy environments. Strong color contrast helps those with low vision and anyone outdoors in bright light. Larger tap targets assist users with motor limitations and people juggling a phone in one hand. When accessibility is built in, everyone benefits.

Efficiency and ROI Gains

And inside the business, accessibility creates efficiency. Cleaner, structured code reduces development rework. Streamlined flows cut down on support tickets. Easier checkouts lift conversion rates. The ROI is striking: Forrester estimates that every $1 invested in accessibility can return up to $100 in benefits. It’s proof that accessibility doesn’t just pay off in trust—it pays off in operations too.

Five Building Blocks for Inclusive Brand Design Online

Recognizing the benefits of accessibility is just the beginning. The real progress comes from knowing how to put those values into practice. Accessibility doesn’t just appear—it’s the result of clear priorities and consistent habits.

These five building blocks give you a practical, everyday path forward:

1. Start with the Standards

Start with WCAG 2.1/2.2 Level AA. These guidelines are practical blueprints for creating experiences that are perceivable, operable, understandable, and robust.

2. Audit, Prioritize, and Iterate

Run an accessibility audit to map where you stand. Fix the highest-impact issues first—navigation, forms, alt text, and color contrast. Take it step by step; progress compounds quickly.

3. Design and Develop for Accessibility

Accessibility isn’t something you tack on at the end—it’s built in. Use semantic HTML. Structure headings clearly. Write meaningful alt text. Provide captions and transcripts. Ensure your site works fully by keyboard and with screen readers.

4. Blend Automation with Human Testing

Automated tools catch a lot, but only about 30% of real-world barriers. Human testing, especially with assistive technology users, surfaces the rest. Together, they give you both coverage and authenticity.

5. Create a Culture, Not a Checklist

Most importantly, make accessibility part of the way your brand works, not just a task on the to-do list. Train teams across design, development, and content. Build accessible components into your design systems. Encourage accountability so accessibility becomes second nature, woven into your culture.

A Chance to Lead With Inclusion

Every interaction online tells people something about your brand. When your digital spaces aren’t accessible, that message can be louder than you think—even if it wasn’t your intent. Customers notice when barriers are in the way, and they remember which brands make it simple to connect.

Accessibility isn’t just a box to check anymore—it’s what separates brands that feel relevant from those that feel outdated. With 88% of websites still missing the mark on compliance, the chance to stand out is wide open. Choosing accessibility is more than compliance; it’s a clear sign that your values extend from the products you offer to the way people experience your brand online.

At 216digital, we help make accessibility part of your everyday design process, not something tacked on at the end. If you’re ready to create an inclusive and dependable online presence, schedule an ADA briefing with us today. Let’s make sure your online spaces reflect the same care and integrity as the products you’re proud to share with the world.

Greg McNeil

September 23, 2025

The Benefits of Web Accessibility

Accessibility, Accessible Design, Benefits of Web Accessibility, Inclusive design, Web Accessibility, Web Accessible Design, Website Accessibility
Say More with Accessible Web Content
We spend a lot of time tuning headlines and chasing algorithms. But the work that truly moves the needle is simpler: say what you mean so more people can use it. Clear content builds trust, lowers support requests, and makes your message easier to find. That’s the power of accessible web content—it helps people first, and performance follows.

Content isn’t a “design extra” in accessibility. Writers, editors, marketers, and developers shape how people understand a page. This article offers practical, jargon-light techniques you can apply right now. They align with WCAG, but they’re written for real teams on real deadlines, with real audiences who just want answers that make sense.

Plain Language Is the Heart of Accessible Web Content

Plain language is not “dumbing it down.” It’s respect. Many public-facing teams aim for an elementary reading level; professional material often targets a middle-school level. And when you’re busy, simple always wins—whether you’re a novice or an expert scanning on a phone between meetings.

Try this:
- Use a readability tool (Hemingway, Grammarly) to check grade level.
- Swap jargon for everyday words. “The site adjusts to your screen” beats “utilizes responsive design principles.”
- Prefer active voice: “Change your password every three months,” not “It is recommended…”
- Lead with the point, then add detail.
- Keep one idea per paragraph. Use person-first, inclusive language when you reference people with disabilities.
Short sentences steady the pace. A few longer ones add rhythm and nuance. Together, they make meaning land without strain.

Make Your Page Easy to Scan—By People and Tools

Titles, URLs, and headings are how busy readers—and assistive tech—map a page. If the map is messy, the journey is slow.

Best practices:
- Write unique, descriptive titles. Put the most important words first and, when it fits, match the H1.
- Use readable URLs (/web-design-services, not ?id=47289).
- Use one H1. Nest headings in order (H2 → H3) like chapters and subchapters.
Screen reader users often navigate by headings. A logical outline turns scanning into understanding. Clear structure makes pages easier to skim, and it makes accessible web content faster to find, reuse, and maintain.

Links and Images That Strengthen Accessible Web Content

“Click here” makes people guess. It also fails when a screen reader pulls out a list of links with no surrounding context.

Instead:
- Write link text that stands on its own: “Download the accessibility guide.”
- Make labels unique so users know which link goes where.
Effective Alt Text

Alt text explains an image’s purpose when images don’t load or when a user can’t see them.

Guidelines:
- Be concise—under ~125 characters—and capture what the image means to the page.
- Decorative images should be skipped with empty alt text (alt="").
- For complex visuals (charts, infographics), add a short alt summary and provide a fuller explanation nearby.
These small choices help everyone—search engines, skimmers, and people using assistive tech—get the same story.

Accessible Audio and Video for Every Situation

Not everyone can turn on sound. Some people prefer reading. Others are in a noisy shop or a quiet office. Without captions or transcripts, they miss your message.

Do this:
- Provide accurate, synchronized captions. Add speaker labels when voices change.
- Offer transcripts with timestamps and descriptions of meaningful sounds or visuals.
- Edit auto-generated captions. They’re a starting point, not a finish line.
Captions and transcripts travel well across devices and contexts, turning media into content that’s flexible, shareable, and dependable—another pillar of accessible web content.

Guidance That Doesn’t Assume Vision or Memory

Task-heavy pages—forms, checkouts, dashboards—depend on clear instructions. Plain direction removes guesswork and stress.

Practical moves:
- Use direct, concrete prompts: “Enter your full name and email address.”
- State rules up front: “Password must be at least 8 characters.”
- Write helpful errors that explain what went wrong and how to fix it: “Enter a valid email, like name@example.com.”
- Don’t rely on color, location, or shape alone. If you say “the green button on the right,” also name the button.
The goal is guidance that stands on its own—no color key, no guessing, no hidden requirements.

Formatting That Keeps Accessible Web Content Readable

Good layout choices help everyone. They also keep cognitive load low.

Recommendations:
- Left-align text. Full justification can create rivers of space that are harder to read.
- Choose legible sans-serif fonts at a comfortable size (around 16px / 12pt or larger).
- Give text room to breathe with generous line spacing and white space.
- Keep paragraphs short (3–4 sentences). Use lists for steps and grouped ideas.
- Verify pages remain readable and usable when zoomed to 200%.
- Ensure sufficient color contrast (aim for at least 4.5:1 for normal text). Don’t rely on color alone for meaning.
These choices signal care. They tell readers, “We made room for you here.”

Why These Techniques Matter

WCAG 2.2 (W3C’s current recommendation) gives teams a shared yardstick. The POUR framework—Perceivable, Operable, Understandable, Robust—turns good writing habits and clean structure into checks you can actually verify. Here’s how that plays out in day-to-day work:
- Perceivable: Make meaning available beyond sight alone. 1.1.1 Non-text Content asks for useful alt text; 1.4.3 Contrast (Minimum) expects readable color contrast. Together they ensure images and text still communicate when visuals fail or vision varies.
- Operable: People must be able to find and use things. 2.4.6 Headings and Labels rewards clear, descriptive headings; keyboard-friendly navigation pushes toward predictable movement through a page.
- Understandable: Content should read cleanly and behave as expected. 3.3.1 Error Identification favors messages that say what went wrong and how to fix it—perfect for forms and flows.
- Robust: Code should work with current and future tech. 4.1.2 Name, Role, Value is where semantic HTML shines, helping assistive technologies reliably understand controls and their states.
You don’t need to memorize the spec. Use POUR as a short, practical lens while you write and review: if a decision helps someone perceive, operate, understand, or reliably use the page, you’re moving in the right direction—and you’ll have the checkpoints to prove it. It’s not meant to slow you down; it’s there to turn good intentions into repeatable habits that make accessible web content easier to ship.

Ensure Your Words Work—Not Just Look Right

Use tools to catch patterns. Use people to confirm meaning.

Helpful tools:
- Accessibility checkers (like WAVE or Google Lighthouse) surface common issues early.
- Readability and contrast tools help you tune language and color choices.
Manual checks:
- Try a screen reader (NVDA on Windows, VoiceOver on macOS).
- Navigate with a keyboard only. Can you reach and use every control?
- When possible, invite feedback from people with diverse abilities.
Make it repeatable:
- Keep a short pre-publish checklist: heading order, meaningful links, alt text added, language attribute set, clear form labels and errors.
- Schedule content accessibility reviews so improvements stick. This is how you keep accessible web content strong as pages, teams, and priorities change.
Accessible Content Is Good Content—Let’s Get You There

You don’t have to fix everything at once—just make the next thing better. A clearer title here, a stronger alt text there, a caption polished before it goes live. Small improvements stack up fast, and your audience feels the difference.

As you roll out a new product, kick off a seasonal sale, or hit publish on a blog, take a gentle pause: Does the page read easily? Do the links explain themselves? Will someone using a screen reader get the same story as everyone else? That quiet check-in becomes a habit, and that habit becomes consistency—without slowing your team down. Over time, those small, steady choices turn into a recognizable voice: thoughtful, trustworthy, and human.

If you’d like a partner to help keep that momentum, 216digital is here. We can share simple checklists, coach your team, and set up light-touch reviews so every release ships with confidence. Schedule an ADA briefing with us, and let’s make the next launch your clearest one yet—then repeat it with every product, sale, and post.
Greg McNeil

September 19, 2025

How-to Guides

Accessibility, Content Creators, Content Writing, How-to, Web Accessibility, Website Accessibility

Why Accessibility Belongs in Your Marketing Roadmap

The Business Case for Accessibility

The Risk of Leaving Accessibility Out

Building Accessibility into Your Marketing Workflow

Start Early

Create Together

Test Before Launch

Where Accessibility in Marketing Matters Most

Website

Email and Newsletter

Social Media

Designing for Comfort and Clarity

Testing and Improving Accessibility

Keeping Accessibility in Motion

Measuring What Matters

Accessibility as Ongoing Momentum

Why Accessibility Still Matters in the Command Line

Where the Command Line Trips Up—and How to Fix It

1. Structure Matters More Than You Think

2. Tables and Long Outputs Need Rethinking

3. Feedback Should Be Informative—Not Decorative

4. Make Error Messages Clear and Human

Practical Guidelines for Designing an Accessible CLI

Start Where Developers Live: The CLI

What Makes a Product Media Accessible

1. Clear and Descriptive Alt Text

When Product Media Need Alt Text (and When They Don’t)

Redundant Product Views

Does Your Image Need Alt Text?

Writing Effective Alt Text

2. Optimizing Product Media Formats for Accessibility

3. Avoiding Text Embedded Within Images

4. Maintaining Visual Clarity and Contrast

5. Labeling Interactive Product Media

Testing Tools and Workflow Integration

Product Media That Speaks to Every Shopper

What the Bill Proposes

Rooted in the POUR Principles

A Step Forward for Digital Inclusion

Why H.R. 3417 Matters

What the Bill Would Do

Who’s Covered

What H.R. 3417 Could Change

What Organizations Can Do Now

Start With What Matters Most

Include Your Documents

Make Accessibility a Shared Effort

Collaborate With Your Vendors

Keep Learning and Documenting

The End of Uncertainty—and the Start of Accountability

When Hiding Breaks Accessibility

A Modern, Reliable Pattern for Visually Hidden Content

Making Focusable Elements Work for Everyone

Visually Hidden or ARIA? Understanding the Difference

Writing Hidden Text That Adds Value

Testing What You Can’t See

From Utility to System

The Invisible Work That Shapes Experience

1 | Waiting Too Long to Begin ADA Title II Conformance

Start Small, but Start Now

2 | Relying on Widgets or “Quick Fixes”

Treat Them as Temporary Support at Best

3 | Treating the Audit as the Finish Line

Turn the Audit Into a Roadmap

4 | Overlooking Mobile Accessibility

Test Early and Test on Real Devices

5 | Ignoring Accessibility in Digital Documents

Audit Your Digital Library

6 | Not Holding Vendors Accountable

Bake Accessibility Into Every Partnership

7 | Skipping Manual and Assistive-Technology Testing

Manual Testing Closes That Gap

8 | Neglecting Ongoing Monitoring

Make Monitoring Routine

9 | Underestimating Accessibility Training

Invest in Continuous Education

10 | Failing to Publish a Public Accessibility Statement

Publish a Concise Statement

ADA Title II Conformance Is About People, Not Just Policy

Accessibility: An Ethical Imperative and a Business Advantage