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  • Name, State, Role, and Value: What’s WCAG 4.1.2 About?

    Name, State, Role, and Value: What’s WCAG 4.1.2 About?

    Modern interfaces can be beautiful, fast, and feature-rich, but one truth remains: the browser is ultimately in charge. Your HTML, CSS, and JavaScript make requests—not guarantees. What users experience depends on what the browser chooses to expose. For people using assistive technologies, that experience only works when the interface communicates clearly.

    That’s where WCAG 4.1.2 comes in.


    This requirement focuses on four foundational properties—Name, State, Role, and Value (NSRV). These properties help browsers and assistive technologies understand what something is and how it behaves. When NSRV is clear and consistent, a button feels like a button, a menu updates when it opens, and a form field tells you exactly what it expects.

    For designers and developers who care about creating seamless experiences, WCAG 4.1.2 remains essential. Even in component-driven, JavaScript-heavy environments, NSRV is the common language that keeps everything understandable and usable.

    How Browsers, the DOM, and Assistive Tech Communicate

    When you write markup, you’re not building the interface directly. You’re describing it. The browser takes those instructions and constructs the Document Object Model (DOM)—a living structure that represents the page.

    Different rendering engines—Blink, Gecko, WebKit—may interpret aspects of your code slightly differently. That means accessibility issues can show up even when something “seems fine.”

    Here’s the real pipeline:

    1. Authoring code
    2. DOM
    3. Accessibility Tree (AX API mapping)
    4. Assistive technologies

    Each step depends on accurate Name, State, Role, and Value. This idea—programmatic determinability—ensures meaning is exposed in a consistent, machine-readable way. Without that, assistive tech tools can’t reliably describe what’s on the page or what’s changing.

    Dynamic pages make this even more important. When menus open, sliders move, or modals appear, assistive tools need updates in real time. If properties don’t update programmatically, users can’t follow what’s happening.

    Takeaway: When NSRV is accurate and kept in sync, assistive technologies can deliver the right information at the right time—and every user can understand the interface.

    The Core Four: What Each Attribute Means and Why It Matters

    Name – What Do We Call It?

    The Name is how an element identifies itself to users. This is what screen readers announce.

    Examples:

    • Button label text
    • A <label> or aria-label on a form field

    Why it matters:Without a Name, users cannot understand what an element does.

    Tip: Use visible labels first. ARIA naming is helpful, but visible text supports more users.

    Role – What Is It?

    The Role tells assistive technologies what kind of element something is—a button, checkbox, link, menu item, slider, and so on.

    Example:

    • <button> has a built-in role
    • A <div> acting like a button needs role="button" (but native is better)

    Why it matters: Role sets expectations. Assistive tech knows what kinds of interactions are possible.

    Tip: Start with semantic HTML before adding ARIA roles.

    State – What’s Happening Right Now?

    The State describes the current condition of an element—checked, selected, expanded, disabled, and more.

    Example:

    • A checkbox marked checked or unchecked
    • A menu marked expanded or collapsed

    Why it matters: Users need to know what changed when they interact.

    Tip: Update states programmatically when elements change.

    Value – What’s Inside?

    The Value describes what the element holds or represents.

    Examples:

    • The number on a range slider
    • Text inside an input field

    Why it matters: Value tells users the meaningful data inside a component.

    Tip: Make sure values are programmatically determinable, not only visual.

    WCAG 4.1.2 in Practice: Using Elements Correctly

    WCAG 4.1.2 is easier to meet when you let semantic elements do the heavy lifting. Trouble often begins when developers override built-in behavior to create custom widgets.

    Avoid Non-Semantic Interactive Elements

    Turning <div> and <span> elements into buttons or toggles breaks built-in accessibility. Without the right roles, keyboard support, and states, users get stuck.

    Prefer:

    • <button> for actions
    • <a href> for navigation

    Avoid Overreliance on ARIA

    ARIA is powerful—but it doesn’t replace semantic HTML.

    Before using ARIA, ask:

    • Can a native element do this?

    Keep States Updated

    Custom menus, modals, and sliders often fail when values and states don’t update programmatically.

    Native elements like <details>, <input type="range">, <progress>, and <meter> handle these states automatically.

    Label and Group Clearly

    Label every control. Connect labels using for and id. Group related controls with <fieldset> and <legend>.

    Get Focus and Keys “For Free”

    Native controls include keyboard behavior and focus management. Custom widgets require rebuilding that logic—and often fall short.

    Quick Micro-Checklist

    • Can I use native HTML?
    • Is there a visible label and accessible Name?
    • Does the component handle its own State and Role?

    Most fixes are simpler than they seem. The right element often solves the problem.

    Building with Clarity: Practical Tips

    Creating strong accessibility starts with intentional structure.

    • Start with semantics: Use meaningful HTML
    • Make states detectable: Keep ARIA states synced via JavaScript
    • Label everything: Buttons, fields, toggles
    • Test with assistive tech: NVDA, VoiceOver, JAWS
    • Remember the human: Every accurate property helps someone navigate with confidence

    When these patterns are in place, meeting WCAG 4.1.2 becomes natural.

    From Compliance to Connection: Why This Really Matters

    Thinking about NSRV is more than rules or checklists. It’s a way to ensure the interface means the same thing to everyone.

    Good NSRV means:

    • Screen reader users understand visual changes
    • Keyboard users can follow focus
    • Voice users can activate controls reliably
    • Tools—of all kinds—can interact consistently

    When Name, State, Role, and Value are aligned, you build experiences that are predictable and smooth. Users gain confidence. The design feels intentional.

    And yes, you also meet WCAG 4.1.2, but the value goes far beyond compliance. This is craftsmanship: building software that works everywhere.

    WCAG 4.1.2 as a Marker of Quality

    Mastering these basics future-proofs your work. Frameworks, libraries, and patterns come and go. But NSRV remains the foundation that browsers, assistive tech, and automation depend on.

    Developers who internalize these practices ship interfaces that work—no matter the environment.

    It’s more than accessibility. It’s resilience.

    Strengthen Your Foundation, Strengthen Your Site

    Name, State, Role, and Value form the quiet structure that holds your interface together. Get them right, and your components speak clearly to every device and every user.

    If someone can:

    • Name the element
    • Understand its Role
    • Perceive its State
    • And hear or see its Value

    …they can use it with confidence.

    Strong NSRV helps you meet WCAG 4.1.2, but more importantly, it helps you deliver thoughtful, dependable design. When code becomes clear communication, everyone benefits.

    If you’re ready to strengthen your website’s foundation, 216digital can help. Our accessibility experts work alongside development teams to audit, teach, and fine-tune interfaces for real-world usability.

    Schedule an ADA briefing with 216digital to start building stronger, more accessible experiences from the inside out.

    Greg McNeil

    October 24, 2025
    WCAG Compliance
    Accessibility, WCAG, WCAG 4.1.2, WCAG Compliance, Web Accessibility, Website Accessibility
  • PDF Accessibility: Fix It, File It, or Forget It?

    PDF Accessibility: Fix It, File It, or Forget It?

    Across the country, public agencies, cities, and schools are realizing something familiar: their websites are overflowing with PDFs. Old meeting minutes, downloadable forms, budget reports, policies—some going back decades.

    Now that ADA Title II’s new digital accessibility requirements are here, many organizations are asking the same question: What do we do with all these PDFs—fix them, archive them, or just delete them?

    It’s a fair concern. Tackling thousands of documents can feel overwhelming, but with structure and clear priorities, compliance doesn’t have to turn into chaos. The key is knowing where each file belongs and understanding what Title II expects. Its “effective communication” requirement applies to any public-facing information—whether it’s a web page or a PDF. And that’s where PDF accessibility becomes essential.

    Title II’s Digital Reach: Why PDFs Matter More Than Ever

    Under the updated rule, the Department of Justice (DOJ) now explicitly ties compliance to the WCAG 2.1 AA standard for both web content and digital documents. That means PDF accessibility isn’t optional—it’s part of the broader digital landscape public entities must make inclusive.

    PDFs often hold critical information: forms for permits, annual budgets, or public notices. They’re not just files—they’re the digital equivalent of bulletin boards and filing cabinets rolled into one. The format doesn’t matter; the function does. If a document delivers essential information or enables public participation in a service, it needs to meet accessibility standards.

    Understanding the Stakes: Compliance Meets Communication

    This isn’t just about checking a box. Accessibility ensures everyone—residents, students, employees, and citizens—can engage with essential services. A blind resident should be able to review the same budget report that a sighted resident can. A parent using a screen reader should be able to access a school registration form independently.

    Neglecting PDF accessibility carries risks beyond legal exposure:

    • Civil-rights complaints or DOJ investigations
    • Public frustration and loss of trust in digital systems
    • Extra workload when staff must manually assist users who can’t access online documents

    But there’s a real upside. Addressing inaccessible PDFs improves usability for everyone. Clean, searchable, well-structured documents enhance navigation, readability, and discoverability—building transparency and public trust along the way. In the long run, investing in PDF accessibility helps agencies communicate more clearly and build stronger, more inclusive digital services.

    Sorting It Out: Three Paths for Existing PDFs

    Before you can fix what’s broken, you need to understand what you have. Every public document fits into one of three paths: fix, file, or forget.

    Fix: PDFs in Active Use

    These are your living documents—the ones the public still needs. Application forms, current policies, schedules, or reports referenced by staff or citizens all qualify as “active.” If people rely on them today, they must meet accessibility standards, no matter their age.

    Start by prioritizing what has the most reach or impact:

    • Focus on high-traffic documents or those tied to essential services.
    • Create a phased remediation plan.
    • Use accessibility audits or trusted vendors for technical guidance.

    Updating these first helps protect the most visible and important content while creating a process that scales for future updates.

    Archive: PDFs with Historical or Record Value

    The DOJ recognizes a category called archived web content—older documents created before the compliance date that are retained only for historical or recordkeeping purposes.

    To qualify, archived files must:

    • Be clearly placed in an archive section of your site
    • Be labeled as historical
    • Remain unmodified since their creation

    Archiving is a defensible compliance approach when done correctly. However, there’s one important caveat: if someone requests an archived document, you must still provide it in an accessible format upon request. It’s fine to preserve history—you just need a plan to make it readable when needed.

    Delete: PDFs That No Longer Serve a Purpose

    Every website collects digital clutter. Old announcements, expired forms, or duplicate files often linger long after their purpose has passed. Deleting them doesn’t just tidy your server—it also reduces long-term accessibility risk.

    Think of it this way: every file you remove is one less you’ll need to review, remediate, or defend later. For content that no longer supports any public service or recordkeeping need, deletion is not only safe—it’s smart.

    You may find hundreds of outdated documents—old announcements, expired forms, duplicate files, or irrelevant reports. Removing these reduces clutter, storage costs, and long-term accessibility risk. Sometimes deletion is the simplest path to compliance. If a document serves no purpose, deleting it prevents unnecessary maintenance down the road.

    The Gray Areas: When “Archived” Isn’t Really Archived

    Here’s where organizations often run into trouble. Some documents labeled “archived” are still being used—an outdated but still-referenced policy, a legacy planning guide, or old meeting minutes still linked from a current page.

    If users still rely on it, cite it, or access it from your main site, it’s not archived—it’s active. The DOJ looks closely at how information is used, not just where it’s stored.

    Ask yourself:

    • Is this file still referenced in new materials?
    • Do users still need it to understand a current program or policy?

    If the answer is yes, it belongs in your accessibility plan, not your archive.

    Building a Smarter PDF Strategy

    Once you’ve decided what stays and what goes, you can start building a smarter plan. Think of it as PDF triage—a way to make decisions systematically instead of reactively.

    1. Inventory: List all PDFs on your public-facing sites.
    2. Classify: Label each one as active, archival, or obsolete.
    3. Act: Remediate, relocate, or remove accordingly.

    Then, put a few internal practices in place:

    • Add accessibility checkpoints before publishing new PDFs.
    • Use consistent naming and labeling for archived sections.
    • Create templates that already meet WCAG standards.
    • Train staff on creating and testing accessible files before upload.

    The goal is to make born-accessible PDFs your default. By designing accessibility into everyday workflows, you’ll prevent the next backlog before it starts.

    Making Remediation Manageable

    No one expects every document to be fixed overnight. PDF accessibility takes time, and focusing on steady, measurable progress rather than instant perfection is what makes lasting success possible.

    Here’s how to keep it realistic:

    • Use automated tools to identify the biggest barriers quickly.
    • Prioritize documents that are high-traffic or legally required.
    • Partner with remediation vendors for bulk or complex projects.
    • Convert forms and frequently updated PDFs to HTML for easier long-term maintenance.

    Over time, small wins add up. Every accessible file you fix reduces future workload, builds public trust, and strengthens your internal process.

    Shifting the Culture: Accessibility by Design

    The most sustainable compliance doesn’t come from one big remediation push—it comes from changing how documents are created in the first place. When accessibility is built into the process, it stops being a project and becomes a habit.

    Encourage teams to:

    • Include accessibility requirements in internal content policies.
    • Define clear roles and accountability for document creation.
    • Provide basic accessibility training for everyone who handles web content.
    • Review third-party uploads or contributions to ensure they meet standards.

    When accessibility becomes part of your everyday workflow, it’s no longer a scramble each time regulations change—it’s already part of how your organization communicates. Over time, PDF accessibility becomes second nature, reflecting a commitment to inclusion rather than just compliance.

    When in Doubt, Sort It Out

    So, what do you do with thousands of PDFs?

    • Fix the ones people still use.
    • File the ones that hold real historical value.
    • Forget the ones that no longer serve a purpose.

    ADA Title II compliance isn’t only about avoiding penalties—it’s about ensuring everyone, regardless of ability, has equal access to public information. With a clear plan and an honest look at what matters most, you can turn a daunting task into a sustainable, forward-looking strategy.

    And if your team needs help deciding where to start, 216digital can guide you—through audits, remediation, and long-term accessibility planning. Schedule an ADA briefing to chart a practical path toward compliance, clarity, and confidence.

    Greg McNeil

    October 22, 2025
    Legal Compliance
    Accessibility, accessible PDF, PDF, WCAG, Web Accessibility, Website Accessibility
  • How to Budget with the ADA Tax Credit in Mind

    How to Budget with the ADA Tax Credit in Mind

    For many businesses, accessibility feels like a surprise expense—something that comes up only after a complaint, redesign, or audit. But it doesn’t have to be that way. With the right planning, accessibility can become part of your financial strategy rather than a reactive fix.

    When you view accessibility through a business lens, it’s not just a compliance requirement—it’s a smart, ongoing investment that strengthens your brand, expands your audience, and saves money over time. One of the most practical tools to make that possible is the ADA tax credit—officially known as the Disabled Access Credit.

    This guide will show how to make accessibility a consistent part of your annual budget: how to plan for it, phase improvements strategically, and use the ADA tax credit to turn compliance into a sustainable investment in inclusion.

    Why Accessibility Planning Belongs in Your Annual Budget

    Accessibility isn’t something you check off once and forget. Your website, apps, and digital content evolve constantly—so your accessibility strategy should evolve too.

    Including accessibility in your annual budget isn’t just about avoiding risk; it’s about planning smarter. When you allocate funds for accessibility ahead of time, you prevent the financial stress of emergency fixes later. In fact, businesses that plan accessibility from the start often save significantly compared to those responding reactively after an issue arises.

    The numbers underscore the point. In 2024 alone, U.S. courts saw more than 4,000 web accessibility lawsuits—a 10% increase over the previous year. For small and mid-sized companies, those legal and remediation costs can be steep. Proactive budgeting, on the other hand, creates stability and predictability—keeping accessibility sustainable and affordable long term.

    In short, accessibility planning isn’t just good ethics. It’s good business.

    Understanding the ADA (Disabled Access) Tax Credit

    The ADA tax credit helps make accessibility financially achievable. It’s a federal incentive available to small businesses through IRS Form 8826, designed to offset the costs of accessibility improvements each year.

    Here’s how it works:

    • Covers 50% of qualifying accessibility expenses between $250 and $10,250, with a maximum annual credit of $5,000.
    • Can be claimed every year, making it easier to align accessibility investments with your budget cycle.
    • Applies to both physical upgrades and digital accessibility improvements.

    To qualify, your business must have 30 or fewer full-time employees or less than $1 million in gross annual receipts.

    For web accessibility, eligible expenses may include:

    • Accessibility audits and WCAG remediation work
    • Accessible web design and coding
    • Employee training on accessibility best practices
    • Monitoring tools or software subscriptions

    When used strategically, the ADA tax credit becomes more than a refund—it becomes a built-in funding source that supports continuous accessibility progress.

    Building Accessibility Into Your Annual Budget

    Forecast Accessibility Costs Early

    Every good plan starts with a clear picture. Begin by conducting an accessibility audit to understand where you stand and what improvements are needed. From there, categorize your costs into two main groups:

    • One-time investments: redesigns, major platform updates, or initial remediation.
    • Ongoing costs: regular audits, training, or accessibility monitoring subscriptions.

    When your web and finance teams collaborate early, it’s easier to plan accessibility alongside other operational goals—keeping it consistent, predictable, and affordable.

    Use Phased Implementation

    Accessibility doesn’t need to happen all at once. A phased approach allows you to make measurable progress while spreading costs over multiple fiscal years.

    Start by addressing high-impact areas first—like navigation, contrast, and form labels—then move to broader improvements and long-term maintenance. For example, a $12,000 remediation project could be divided into two phases, allowing your organization to claim the ADA tax credit each year while maintaining steady momentum.

    This approach ensures accessibility stays manageable, not overwhelming.

    Align Accessibility with Other Initiatives

    Accessibility often fits naturally into projects you’re already planning. If you’re redesigning your website, refreshing your brand, or updating your CMS, integrate accessibility improvements at the same time.

    This strategy maximizes efficiency and saves money—since accessibility often enhances SEO, usability, and overall customer experience. You’re not adding extra work; you’re simply making every project more inclusive and more valuable.

    Maximizing the ADA Tax Credit

    Time Your Projects Strategically

    Timing plays a key role in maximizing your return. Plan accessibility work so invoices and payments align with your fiscal year—ensuring that eligible expenses fall within the same tax period. For multi-year initiatives, phase projects so each year’s work qualifies for the ADA tax credit, potentially giving you up to $5,000 back annually.

    Track and Document All Accessibility Expenses

    Clear documentation helps substantiate your claim and simplifies future budgeting. Keep a record of:

    • Consultant contracts and invoices
    • Software and platform receipts
    • Training documentation
    • Accessibility audit reports

    Not only does this support your IRS filing, but it also helps your internal team analyze spending trends and identify long-term cost efficiencies.

    Consult a Tax Professional

    Finally, consult a CPA familiar with ADA-related business incentives. Many accountants are aware of physical accessibility deductions but may overlook digital accessibility as a qualifying expense. Make sure your CPA understands that your web improvements align with ADA and WCAG compliance to fully leverage the credit.

    Pairing the ADA Tax Credit with Other Incentives

    The ADA tax credit is a powerful starting point, but it’s not the only financial tool available to businesses investing in accessibility. In many cases, you can combine federal and state incentives to maximize savings and stretch your accessibility budget even further.

    One example is the Section 190 Deduction, which allows businesses of any size to deduct up to $15,000 per year for accessibility-related improvements. This deduction can complement your digital accessibility initiatives, especially when accessibility enhancements are part of a broader modernization or inclusion effort.

    You may also find state-level programs that offer additional credits, deductions, or grants for digital inclusion projects. These can include funding for accessible technology, website upgrades, or employee training in accessibility best practices.

    Because eligibility and requirements vary, it’s best to consult your tax professional or CPA. They can help you identify which incentives apply to your organization and ensure your documentation meets all necessary criteria.

    When used together, these incentives create a layered approach to funding accessibility—one that lowers costs, supports continuous improvement, and reinforces your organization’s commitment to inclusive digital experiences.

    Long-Term Accessibility Budgeting: Turning Compliance Into ROI

    Once accessibility becomes a recurring part of your budget, it transforms from a legal requirement into a long-term asset.

    Building accessibility into your company culture saves money, builds loyalty, and reduces risk over time. Here’s how to make it last:

    • Review annually: Evaluate your site each year to identify new opportunities for improvement.
    • Budget continuously: Allocate a small percentage of every web project to accessibility testing and maintenance.
    • Train regularly: Educating your staff reduces future remediation costs and dependency on external consultants.
    • Monitor proactively: Tools like a11y.Radar detect accessibility issues early, saving time and expense.
    • Reinvest strategically: Use the ADA tax credit savings each year to fund future improvements, training, or technology upgrades.

    Over time, this cycle creates measurable ROI—fewer accessibility issues, reduced costs, and a stronger, more inclusive customer experience.

    Common Budgeting Mistakes (and How to Avoid Them)

    Even with the best intentions, budgeting missteps can cost you valuable time and savings. Here are a few to avoid:

    1. Treating Accessibility as a One-Time Fix: Build it into your annual financial strategy instead.
    2. Neglecting Documentation: Without records, you could lose eligibility for the ADA tax credit.
    3. Overlooking Small Wins: Incremental improvements qualify for credit and deliver real impact.
    4. Waiting Until Tax Season: Plan accessibility spending early to align with your fiscal calendar.
    5. Skipping Expert Input: Work with accessibility specialists to ensure your improvements meet both WCAG and IRS requirements efficiently.

    Accessibility That Pays Off

    Accessibility isn’t just a checkbox—it’s a commitment that pays dividends. It strengthens your reputation, prevents costly compliance issues, and builds loyalty among every visitor who interacts with your brand.

    When approached strategically, the ADA tax credit turns accessibility into a self-sustaining investment—one that grows in value every year.

    If you’re ready to make accessibility part of your long-term financial strategy, start planning now. Build it into your next budget cycle, track your progress, and treat accessibility not as an expense—but as an investment that keeps paying back.
    And if you’d like a clearer path forward, schedule an ADA briefing with 216digital. We’ll help you build a practical, sustainable roadmap that fits your goals—and your budget.

    Greg McNeil

    October 17, 2025
    The Benefits of Web Accessibility, Uncategorized
    Accessibility Remediation, accessibility tax credit, cost, tax credit, Web Accessibility, Web Accessibility Remediation, Website Accessibility
  • Is Accessibility in Your Marketing the Missing Link?

    Is Accessibility in Your Marketing the Missing Link?

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

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

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

    Why Accessibility Belongs in Your Marketing Roadmap

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

    The Business Case for Accessibility

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

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

    The Risk of Leaving Accessibility Out

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

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

    Building Accessibility into Your Marketing Workflow

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

    Start Early

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

    Create Together

    Accessibility thrives when everyone contributes:

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

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

    Test Before Launch

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

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

    Where Accessibility in Marketing Matters Most

    Website

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

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

    Email and Newsletter

    Email accessibility keeps your content inclusive across devices and inboxes.

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

    Social Media

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

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

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

    Designing for Comfort and Clarity

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

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

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

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

    Testing and Improving Accessibility

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

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

    Keeping Accessibility in Motion

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

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

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

    Measuring What Matters

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

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

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

    Accessibility as Ongoing Momentum

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

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

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

    Greg McNeil

    October 16, 2025
    How-to Guides
    Accessibility, Digital Marketing, How-to, Marketing, Web Accessibility, Website Accessibility
  • Can a Command Line Be Accessible by Design?

    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?

    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?

    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?

    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

    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

    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
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