Web Accessibility Archives - Page 2 of 16/Tag

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

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

That may soon change.

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

What the Bill Proposes

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

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

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

Rooted in the POUR Principles

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

A Step Forward for Digital Inclusion

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

Why H.R. 3417 Matters

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

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

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

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

What the Bill Would Do

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

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

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

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

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

What H.R. 3417 Could Change

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

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

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

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

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

What Organizations Can Do Now

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

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

Start With What Matters Most

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

Include Your Documents

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

Make Accessibility a Shared Effort

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

Collaborate With Your Vendors

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

Keep Learning and Documenting

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

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

The End of Uncertainty—and the Start of Accountability

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

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

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

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

October 10, 2025

Legal Compliance

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

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

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

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

When Hiding Breaks Accessibility

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

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

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

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

A Modern, Reliable Pattern for Visually Hidden Content

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

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

Making Focusable Elements Work for Everyone

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

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

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

Visually Hidden or ARIA? Understanding the Difference

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

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

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

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

Writing Hidden Text That Adds Value

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

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

Testing What You Can’t See

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

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

From Utility to System

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

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

The Invisible Work That Shapes Experience

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

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

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

October 8, 2025

How-to Guides

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

Let’s start with a familiar scene.

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

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

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

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

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

1 | Waiting Too Long to Begin ADA Title II Conformance

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

Start Small, but Start Now

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

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

2 | Relying on Widgets or “Quick Fixes”

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

Treat Them as Temporary Support at Best

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

3 | Treating the Audit as the Finish Line

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

Turn the Audit Into a Roadmap

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

4 | Overlooking Mobile Accessibility

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

Test Early and Test on Real Devices

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

5 | Ignoring Accessibility in Digital Documents

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

Audit Your Digital Library

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

6 | Not Holding Vendors Accountable

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

Bake Accessibility Into Every Partnership

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

7 | Skipping Manual and Assistive-Technology Testing

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

Manual Testing Closes That Gap

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

8 | Neglecting Ongoing Monitoring

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

Make Monitoring Routine

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

9 | Underestimating Accessibility Training

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

Invest in Continuous Education

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

10 | Failing to Publish a Public Accessibility Statement

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

Publish a Concise Statement

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

ADA Title II Conformance Is About People, Not Just Policy

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

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

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

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

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

Greg McNeil

September 30, 2025

Legal Compliance

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

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

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

Accessibility: An Ethical Imperative and a Business Advantage

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

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

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

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

Where to Start: Building an Accessible Holiday Marketing Framework

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

Step 1: Define What Success Looks Like

Don’t bolt accessibility on at the end. Bake accessible holiday marketing into the same workflow you use for performance and SEO.
- Checkout completion rates: If shoppers abandon forms mid-purchase, that’s a red flag. Accessibility gaps here are like dropping presents halfway up the chimney.
- Cart error rates: – Test both keyboard and screen reader sessions. If errors spike, navigation might need a tune-up.
- Promo email click-throughs: Compare results with images off. If engagement plummets, you’re leaning too heavily on visuals.
- Video completion rates: Captioned videos often earn longer watch times, proof that accessibility can shine brighter than any seasonal campaign light.
Assign an owner for each KPI and add an accessibility review before code freeze—because nothing ruins the holiday rush like last-minute fixes.

Step 2: Reduce Friction in the Core Shopping Flows

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

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

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

Checkout

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

Step 3: Design an Accessible Holiday Marketing Campaign

Color, Contrast, and Motion
- Contrast ratios: Keep text clear—even against festive reds, greens, or snowy whites. 4.5:1 is the magic number.
- Motion reduction: Add a “pause animation” option for sparkling banners or falling snow. Not everyone enjoys a blizzard of motion.
- Test on multiple screens: Preview your site in bright daylight or cozy lamplight—holiday shoppers browse everywhere.
Accessibility ensures your creativity glows without overwhelming.

Email Accessibility Best Practices

Holiday emails do a lot of heavy lifting, so make them easy to read even when half the inbox blocks your images.
- Use real text for the important stuff. If your subject line says “50% Off,” that shouldn’t vanish the moment images are turned off.
- Write links that make sense out of context. “Unwrap Today’s Deals” works better than “Click here” — and it keeps your brand voice intact.
- Keep the structure simple. Short paragraphs, real headings, and logical flow help screen readers — and people reading on their phones at the kitchen table.
- Underline your links. It’s not old-fashioned; it’s functional. Some users can’t rely on color alone to spot a link.
Think of your holiday campaign like a greeting card — clean, clear, and worth opening.

Video and Social Content
- Closed captions: Accurate, human-checked captions help everyone follow along, from office multitaskers to late-night shoppers.
- Transcripts: Perfect for anyone scrolling during family movie night with the volume low.
- Hashtags and emojis: Use camel case (#MerryAndBright) and keep emojis at the end of posts.
- Alt text: Describe visuals on social posts so every viewer can feel part of the moment.
Small accessibility touches here make your brand feel thoughtful—like that handwritten tag on a gift.

Step 4: Test Early and Often

Automated Checks
- Integrate tools: Add accessibility scans to your CI/CD pipeline so errors get fixed faster than you can say “ugly sweater.”
- Catch recurring issues: Run tests regularly to stop regressions before launch.
- Treat failures seriously: Missing alt text should be a showstopper, not a “we’ll fix it next year.”
Manual Spot Checks
- Keyboard audits: Tab through product → cart → checkout. If you can’t complete it, neither can Santa’s helpers.
- Screen reader reviews: Listen to how your site reads aloud—clarity here is worth its weight in gold tinsel.
- Record findings: Short video clips make debugging faster than long lists of notes.
Pre-Launch Governance
- Accessibility sign-off: Make it part of your “naughty or nice” launch checklist.
- Track waivers: If something’s postponed, record a fix date to stay accountable.
- Align with performance metrics: Accessibility deserves a seat at the same table as SEO and load time.
Step 5: Expand Accessibility Across the Journey

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

Landing Pages and Paid Ads
- Avoid autoplay: Let users control media playback; not everyone wants surprise carols.
- Write clear CTAs: Use straightforward text like “Explore Holiday Offers” instead of “Learn More.”
- Add multiple cues: Combine color, text, and icons so everyone can understand your visuals.
- Keep it fast: Optimize load times. Accessibility and speed go hand in hand.
Retention and Loyalty
- Organize gift guides: Use clear headings and a logical structure for quick navigation.
- Make wishlists keyboard-friendly: Ensure “Add to Wishlist” works with both mouse and keyboard.
- Announce updates: When something’s back in stock, let assistive tech announce it too.
Accessible holiday marketing builds trust—and trust keeps customers coming back long after the decorations come down.

Step 6: Equip Customer Support to Handle Accessibility
- Multiple contact options: Offer phone, chat, and email—because not everyone writes letters to the North Pole.
- Accessible chat tools: Check focus order and make sure screen readers can announce new messages.
- Transparent status: Display service hours and response times to prevent frustration.
- Proactive communication: Post banners if known issues exist, and provide alternative paths to complete purchases.
- Train support teams: Teach staff how to gather details about accessibility problems. The more context they collect, the faster fixes arrive.
Support should feel like a helping hand, not a closed door.

Step 7: Measure, Learn, Improve
- Segment analytics: Compare behavior by input method—keyboard, mouse, or touch—to spot friction points.
- Correlate updates: Link accessibility fixes to conversion data; seeing the lift is like watching sales lights twinkle in real time.
- Weekly check-ins: A 15-minute accessibility stand-up keeps everyone aligned during peak traffic.
- Post-season reflection: Capture what worked and what needs improvement before the next holiday rush.
Accessibility improvement is the one gift that keeps on giving.

Quick-Start Accessible Holiday MarketingChecklist

This Week
- Tab-test PDP → Cart → Checkout to ensure a clear path to purchase.
- Update alt text for the top 100 SKUs with product details and purpose.
- Caption all holiday videos—think of it as wrapping each message neatly.
This Month
- Automate accessibility scans so no error sneaks into the new year.
- Refine email templates with an accessible, mobile-friendly design.
- Test campaigns with images off—your message should still shine.
Before Code Freeze
- Perform a manual screen reader review of top pages.
- Publish an accessibility contact channel so feedback doesn’t get lost in the snow.
From Cart to Claus: Keeping Every Shopper Included

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

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

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

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

September 26, 2025

Content Marketing, Digital Marketing, How-to Guides

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

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

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

Why Documents Get Left Behind

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

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

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

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

The Ripple Effect of Inaccessible Documents

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

Excluding People Who Rely on Assistive Technology

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

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

Legal and Compliance Risks

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

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

Strains on Operations and Budgets

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

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

Damage to Trust and Reputation

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

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

Habits That Make Documents Accessible

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

Building a Culture That Lasts

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

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

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

From Awareness to Action

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

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

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

September 24, 2025

The Benefits of Web Accessibility

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

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

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

The Business Case for Inclusive Brand Design

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

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

The Market Opportunity

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

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

The Digital Disconnect in Inclusive Brand Design

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

The Reality in Numbers

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

The Unfinished Promise

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

The Benefits of Embracing Digital Accessibility

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

Reach More Customers, Build More Trust

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

Boost Search Visibility

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

Better Experiences for Everyone

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

Efficiency and ROI Gains

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

Five Building Blocks for Inclusive Brand Design Online

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

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

1. Start with the Standards

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

2. Audit, Prioritize, and Iterate

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

3. Design and Develop for Accessibility

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

4. Blend Automation with Human Testing

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

5. Create a Culture, Not a Checklist

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

A Chance to Lead With Inclusion

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

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

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

Greg McNeil

September 23, 2025

The Benefits of Web Accessibility

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

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

Plain Language Is the Heart of Accessible Web Content

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

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

Make Your Page Easy to Scan—By People and Tools

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

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

Links and Images That Strengthen Accessible Web Content

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

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

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

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

Accessible Audio and Video for Every Situation

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

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

Guidance That Doesn’t Assume Vision or Memory

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

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

Formatting That Keeps Accessible Web Content Readable

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

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

Why These Techniques Matter

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

Ensure Your Words Work—Not Just Look Right

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

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

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

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

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

September 19, 2025

How-to Guides

Accessibility, Content Creators, Content Writing, How-to, Web Accessibility, Website Accessibility
Consultants or Automated Platforms: What’s Right for You?
Making a website accessible isn’t always a straight path. There are sleek platforms that can scan every page in minutes, and seasoned consultants who can spot problems no algorithm would catch. Each offers value—but in very different ways.

The challenge isn’t choosing which one is “better.” It’s knowing when to rely on quick automated checks and when your site needs the nuance only human expertise can provide. Getting that balance right can turn accessibility from a one-time project into a lasting part of how your site works.

What Automated Platforms Do Well

Automated accessibility platforms are essentially software tools that scan your site for compliance issues. Think of them as always-on monitors quietly running in the background. They can:
- Scan your site regularly to flag new problems as they appear
- Track your accessibility performance over time
- Send alerts when something changes
They’re fast, efficient, and cost-effective. Within minutes, they can show you where your site stands and give you a benchmark to measure progress. For many organizations, this kind of real-time insight is reassuring—especially after an initial round of accessibility improvements. Automated tools can help ensure new issues don’t creep in unnoticed.

But while they’re powerful, they’re not perfect. automated platforms can catch many surface-level problems, like missing alt text or low-contrast color pairings. What they can’t do is understand the human experience of using your site. They don’t know if your navigation makes sense to someone using a screen reader, or whether form instructions are clear enough to avoid confusion. For those nuanced judgment calls, human expertise is essential.

The Role of Accessibility Consultants

Accessibility consultants offer something no machine can: experience, context, and human perspective. They don’t just tell you what’s broken—they explain why it matters and how to fix it in a way that fits your real-world workflows.

A good consultant will:
- Conduct thorough audits that go far beyond automated scans
- Identify root causes, not just symptoms
- Guide your team through remediation with practical, achievable steps
- Provide training so you can build accessibility into your process in the future
Consultants also bring critical legal and standards knowledge to the table. They stay on top of evolving regulations and know how guidelines like WCAG apply to your specific industry or audience. That insight can help you minimize legal risk while also creating a more welcoming experience for users with disabilities.

In other words, they look at the big picture—something an automated tool can’t do.

Why Consultant-Led Remediation Should Come First

One of the most common missteps organizations make is starting with an automated platform before any human-led remediation. On paper, it seems logical: run a scan, see what’s wrong, and start fixing. But in practice, this often backfires.

Automated scans can return long lists of issues—some legitimate, some false positives, and many without clear instructions for resolution. Without expert guidance, it’s easy to spend hours chasing the wrong problems or applying “fixes” that don’t actually help real users.

Consultant-led remediation flips this process around for better results. Instead of reacting to a flood of automated alerts, you get a clear, prioritized plan from someone who understands both the technical and human aspects of accessibility. They focus on foundational issues first, ensuring the fixes are meaningful and sustainable.

Once that groundwork is in place, automated platforms become incredibly useful. They act like a safety net, helping you maintain the progress you’ve made.

Think of it like building a house: you wouldn’t install a security system before the walls are up. The system is valuable—but only once the structure is solid.

When Automated Platforms Make Sense

After you’ve remediated your site with the help of a consultant, automated platforms can become a valuable part of your ongoing strategy. Websites are living, changing systems. Every content update, plugin installation, or design tweak carries the potential to introduce new accessibility barriers.

An automated platform helps you stay ahead of those problems by catching them early. They’re instrumental when:
- You publish new content frequently
- You’re rolling out design changes or new features
- You want to show good-faith efforts with regular monitoring reports
- You need an affordable way to keep watch between consultant reviews
Used this way, automated tools act as a maintenance system. They can’t replace human testing, but they can help keep your site healthier between more in-depth reviews.

How to Decide What’s Right for You

Choosing between consultants and automated platforms becomes much easier once you know where you are in the accessibility journey.

Starting from scratch? Bring in a consultant first. Their guidance will help you build a solid foundation and avoid the guesswork that leads to costly mistakes.

Working through remediation? Stay the course with consultant-led support. Automated scans can muddy the waters here, flagging noise instead of what really matters.

Site already in good shape? That’s the moment to add an automated platform. Let it keep an eye on new changes while consultants check in periodically for deeper reviews.

For many organizations, the most effective approach is a blend of both—just in the correct order. Human expertise lays the groundwork. automated platforms help you maintain it.

The Long-Term Payoff

Web accessibility isn’t a box you check off once—it’s a long-term commitment. But it’s one that pays off in measurable ways: stronger legal compliance, broader audience reach, improved usability, and greater trust from customers and clients.

Consultants give you the strategy, expertise, and training to start on solid ground. automated platforms give you the ongoing monitoring to protect that investment.

When used together, they create a sustainable system. You get the precision of expert audits and the efficiency of automated monitoring. This balance reduces risk, improves user experience, and keeps you aligned with evolving standards as they change over time.

Human First, Automation Second

Choosing between consultants and automated platforms isn’t really about picking one over the other—it’s about knowing how they fit together. Automated tools can keep watch over the details, but it takes human expertise to build the kind of foundation that lasts.

Start by getting that solid groundwork in place with a consultant-led audit and remediation. Once your site is truly accessible, an automated platform can help you keep it that way—quietly catching issues before they become problems.

If you’re ready to map out what that first step should look like, schedule an ADA briefing with 216digital. It’s a chance to talk through where your site stands, what’s needed to meet compliance, and how to build a long-term plan that keeps accessibility on track.
Greg McNeil

September 17, 2025

Testing & Remediation

Accessibility, Accessibility Remediation, Accessibility testing, automated scans, automated testing, consultants, Web Accessibility, Web Accessibility Remediation, Website Accessibility
Buttons vs Links: Who Gets the Last Click?
You’ve got a component to wire up and a design that looks like… a rectangle with text in it. Classic. Do you reach for <button> or <a>? For a mouse user, either might “work.” For a keyboard user or someone on a screen reader, the wrong choice is a booby trap. Picture a user pressing Space on something that looks like a button and nothing happens, or hearing “Link” and suddenly a file gets deleted. That gap between what an element promises and what it does is where trust dies. By the time you ship this, you should be able to look at any interactive element and decide between buttons vs links without second-guessing.

The Rule Behind Buttons vs Links

There’s one rule worth tattooing on your coding hand:

Links go places. Buttons do things.

If an interaction navigates to a new location (a different route, an external page, a same-page anchor, or a file), it’s a link. If it performs an action on the current page (submits, toggles, opens, closes, mutates UI, updates data), it’s a button. Keep that mental model tight and the rest—semantics, keyboard behavior, screen reader expectations—snaps into alignment.

Let’s make that concrete. Screen readers announce name and role. “Link” tells the user to expect navigation; “Button” says “an action is about to happen.” Keyboard support follows suit: links activate with Enter; buttons activate with Enter and Space. That difference isn’t trivia—it’s the platform contract.

Why This Tiny Decision Matters More Than It Looks

First, semantics affects product quality. When the role and behavior match, users trust your interface—especially users who navigate by role (“jump me to the next button”). Second, robustness. A real link with a real href will still navigate if JavaScript takes a day off. A real button with type="submit" will submit the form without your custom event handlers. Getting buttons vs links right means your UI remains reliable under bad Wi-Fi, flaky extensions, or partial loads.

And yes, standards. Mislabeling roles or breaking keyboard activation is how you wander into WCAG failures like 2.1.1 (Keyboard) or 4.1.2 (Name, Role, Value). It’s not about box-ticking; it’s about delivering predictable, testable behavior.

When It Should Be a Button

If the thing does something on this page, start with <button>. That covers submitting a form, opening a modal, toggling a menu, expanding an accordion, saving a record, deleting an item, starting a fetch, pausing media—anything that changes state without changing URL.

Here’s what not to do:
```

<a href="#" onclick="submitForm()">Submit</a>
```
This announces as “link,” ignores the Space key unless you recreate that yourself, and fails if JavaScript is blocked. Use the element that already does the job:
```

<button type="submit">Submit</button>
```
Toggles are another frequent offender. If you’re opening and closing a menu, use a button and reflect state:
```
<button
  type="button"
  aria-expanded="false"
  aria-controls="mainmenu"
  id="menubutton">
  Menu
</button>

<nav id="mainmenu" hidden>…</nav>
```
When you flip the menu, flip aria-expanded and manage the hidden attribute. Users get the correct announcement, and you get keyboard support for free.

A quick style note while we’re here: don’t remove the focus outline unless you replace it with something obvious. Minimalism is lovely; invisible focus isn’t.
```
button:focus-visible {
  outline: 2px solid currentColor;
  outline-offset: 3px;
}
```
When It Should Be a Link

If the action navigates—new page, external site, file download, or a jump within the same page—reach for <a> with a real href. That gives you built-in affordances like “open in new tab,” a visible status bar URL, and the user’s browser history doing its thing.

Bad pattern:
```

<button onclick="location='/about'">Learn more</button>
```
Fix it:
```

<a href="/about">Learn more</a>
```
A few patterns that absolutely belong to links:
- Skip links: let keyboard users bypass repeating navigation.
```
 <a href="#main" class="skip-link">Skip to main content</a>
<main id="main">…</main>
```
- Downloads: if you can link it, link it.
```
 <a href="/report.pdf" download>Download report (PDF)</a>
```
- Breadcrumbs and primary nav: always links. Users expect middle-clicks and new tabs to work.
Give the link text meaning. “Click here” ages badly outside its paragraph. “Download Q3 report (PDF)” holds up wherever a user encounters it—like a screen reader’s Links List.

Styling Without Lying: Buttons vs Links in Disguise

Design will ask you to make links look like buttons or vice-versa. That’s fine visually, as long as the semantics don’t lie. If it navigates, keep it an <a>—then style it like a button. If it acts, keep it a <button>—then style it to match your theme. Users might not see the markup, but assistive tech will, and so will your QA.

A few constraints worth honoring while you polish:
- Don’t rely on color alone to signal “this is a link.” Underlines or a small icon are your friends.
- Keep contrast sane (think 4.5:1 for normal text). Your future self, reading in sunlight, says thanks.
- Targets should be comfortably tappable—around 44×44 CSS pixels is a good baseline.
- Maintain a visible focus style. If you nuke it, put a better one back.
Testing the Decision: Buttons vs Links Under Real Inputs

Automated tools are a fast smoke test—Lighthouse or WAVE will happily rat out missing names, broken contrast, or off-screen focus. Treat them as lint for accessibility. They won’t catch intent.

Intent is a manual game:
- Screen reader pass: with VoiceOver (macOS/iOS), NVDA or JAWS (Windows), confirm elements announce the correct role and name: “Button, Submit,” not “Link, Submit.”
- Keyboard pass: tab through. Links should activate with Enter; buttons with Enter and Space. Watch focus—no disappearing acts.
- Voice control: say “Click Submit” or “Go to Pricing,” and make sure the right control responds by name.
If any of those feel off, they are off. Fix the semantics first; the bugs usually evaporate.

Real-World Fixes That Come Up in Code Reviews

Most bugs we see with buttons vs links boil down to “we styled the wrong element” or “we tried to be clever with roles.” Two quick refactors cover a lot of ground:

Submitting with an anchor:
```

<a href="#" onclick="submit()">Submit</a>


<button type="submit">Submit</button>
```
Menu toggles built on anchors:
```

<a href="#" onclick="openMenu()">Menu</a>


<button type="button" aria-expanded="false" aria-controls="mainmenu">Menu</button>
```
If you truly, absolutely must build a custom control—and you’ve checked that <button> won’t cut it—own the keyboard and state explicitly:
```

<div role="button" tabindex="0" aria-pressed="false" id="play">Play</div>
<script>
const el = document.getElementById('play');
el.addEventListener('keydown', (e) => {
  if (e.key === ' ' || e.key === 'Enter') { e.preventDefault(); el.click(); }
});
el.addEventListener('click', () => {
  const next = el.getAttribute('aria-pressed') !== 'true';
  el.setAttribute('aria-pressed', String(next));
});
</script>
```
That’s a lot of ceremony to re-implement what <button> just… does. Treat this as a last resort.

A Short Checklist (Pin It Next to Your Linter)
- Navigation? <a href="…">. Action? <button>.
- Make the accessible name obvious: visible text or a clear aria-label.
- Preserve expected keyboard behavior (Enter vs Enter+Space).
- Keep focus visible and movement logical.
- Prefer native elements; avoid role-swapping unless there’s no alternative.
Wrapping It Up

Interfaces are a web of tiny decisions, and this is one of the tiniest. But consistent, honest semantics make everything else easier: testing, maintenance, onboarding new devs, and—most importantly—using the thing. Treat buttons vs links as a contract. Say what the element is, and make sure it behaves that way across mouse, keyboard, screen readers, and voice.

If you want a quick heuristic while you code: would a middle-click make sense here? If yes, it’s probably a link. Would “Click Submit” make sense to a voice user? If yes, it’s probably a button. Keep those instincts sharp and your UI will feel clean, resilient, and respectful by default.

If your team wants a second set of eyes on patterns like these—or you need help pressure-testing components before they scale—216digital is happy to jump in. Schedule an ADA briefing and we’ll help you turn the “tiny” choices into durable, inclusive defaults.
Greg McNeil

September 16, 2025

How-to Guides

Accessibility, Accessible Buttons, Links, Web Accessibility, Web Accessible Links, web developers, web development, Website Accessibility
ADA Title II Compliance: Your 2026 Countdown Begins
April 2026 is fast approaching, and it marks a pivotal shift in how government and educational institutions must deliver their digital services. In April 2024, the U.S. Department of Justice (DOJ) finalized new rules under Title II of the Americans with Disabilities Act, requiring that public entities make their websites and mobile apps conform to WCAG 2.1 Level AA standards.

This update creates a clear and enforceable standard for digital accessibility—and a fixed timeline. Large entities serving 50,000 or more people must achieve ADA Title II compliance by April 24, 2026. Smaller entities, including towns, special districts, and small school systems, must follow by April 26, 2027.

This isn’t just about meeting regulations. It’s about ensuring that everyone—including people with disabilities—can use essential public services online, from paying utility bills to registering for classes or receiving emergency alerts.

Understanding the Scope of ADA Title II Compliance

The rule applies to nearly all state and local government organizations, including:
- Cities, counties, and municipalities
- Public universities and school districts
- State agencies and special districts such as transit, water, or fire authorities
It also indirectly includes any private vendors that design, build, or maintain digital platforms for these organizations. Even if a vendor creates or operates your digital platform, responsibility for accessibility—and legal liability—remains with the public entity.

This broad scope means development, design, content, and procurement teams must work in sync. Accessibility is no longer a “nice to have” feature or a patchwork afterthought. It must be an intentional part of the lifecycle of digital services.

The New Baseline: WCAG 2.1 Level AA

For years, WCAG has served as the de facto best practice for digital accessibility. Now, it’s the legal benchmark. ADA Title II compliance requires conformance to WCAG 2.1 Level AA across websites and mobile apps.

The WCAG framework is built on four key principles:
- Perceivable: Information must be presented in ways users can recognize and process—through sight, sound, or touch.
- Operable: All functionality must be usable via a range of input methods, such as keyboards or voice controls.
- Understandable: Content and interfaces should be clear, consistent, and predictable.
- Robust: Code must follow accepted standards to work reliably with assistive technologies.
For developers, this translates into semantic HTML, accessible form structures, proper use of ARIA where needed, support for keyboard navigation, sufficient color contrast, captions and transcripts for media, and responsive design that works across devices.

Key Deadlines and Limited Exceptions

The DOJ’s final rule establishes staggered deadlines to account for the varying resources of different entities:
- April 24, 2026: Large public entities (50,000+ population) and major school districts must comply.
- April 26, 2027: Smaller municipalities, rural counties, special districts, and small school systems must comply.
Some content is exempt: archived web materials, third-party content not posted by the entity, individualized password-protected content (like a specific utility bill), preexisting social media posts, and older electronic documents not currently in active use. These exceptions are narrow and shouldn’t be treated as a loophole—most public-facing content still must be accessible.

Why This Deadline Signals a Shift

This rule does more than set a date. It establishes a uniform digital standard across public services—and that’s transformative.

By naming WCAG 2.1 Level AA as the clear benchmark, it ends ambiguity. Public trust is strengthened as people with disabilities gain guaranteed equal access. Legal risk drops as the gray areas that once fueled costly lawsuits and settlements disappear. At the same time, accessibility is pushed to the forefront of digital strategy instead of being treated as an optional side task.

Accessibility now sits at the center of how public organizations plan, design, build, and maintain their digital platforms.

A Phased Roadmap Toward ADA Title II Compliance

Because comprehensive remediation can take months—or longer for complex ecosystems—waiting until late 2025 risks running out of time. A phased approach helps build steady momentum.

Phase 1: Assess and Organize (Now through Mid-2025)

Begin by identifying who will lead accessibility efforts. Take inventory of every public-facing digital property, including web apps, mobile apps, forms, and documents. Then schedule a thorough accessibility audit, prioritizing the most used or most critical services like billing systems, course registration, or emergency alerts.

Phase 2: Plan and Prioritize (Mid-2025 through End-2025)

Use your audit findings to map out a remediation plan tied to your budgeting cycles. Secure executive buy-in early. Accessibility should be positioned as a matter of governance and public trust, not just a technical task assigned to IT.

Phase 3: Remediate and Test (Early 2026)

Implement code-level fixes, update design patterns, and correct content barriers. Use both automated and manual testing, and incorporate usability testing with people who use assistive technologies. Their insights will surface barriers that automated tools often miss.

Phase 4: Embed in Procurement and Governance (Ongoing)

Update procurement language to require WCAG 2.1 AA conformance for all vendors. Include accessibility testing, documentation, and verification milestones in contracts. Establish internal policies for accessible design and development practices going forward.

Phase 5 : Maintain Accessibility Long-Term (Post-Deadline)

Schedule recurring audits, provide continuous staff training, and build accessibility checks into your development and content workflows. Establish a feedback channel for users to report barriers and ensure those reports trigger timely remediation.

Common Pitfalls That Derail Progress

Even well-intentioned teams can lose ground as deadlines approach. These are common issues to avoid:
- Stopping at the audit: An audit reveals issues; it doesn’t fix them. Plan for remediation, re-testing, and validation.
- Over-relying on automation: Automated tools catch only a fraction of WCAG criteria. Manual reviews are essential.
- Leaving vendors unchecked: Accessibility obligations don’t end at the contract signature. Require proof of ADA Title II compliance.
- Relying on overlays or widgets: These often fail to solve root issues and can introduce new barriers.
Beyond April 2026: Sustaining ADA Title II Compliance

ADA Title II compliance is not a project that ends on launch day—it’s an ongoing obligation. Accessibility should become a standing component of your governance model.

Include accessibility reviews in your CI/CD pipelines to catch regressions early. Track and adopt updates to WCAG—2.2 has already arrived, and 3.0 is in development. Maintain documentation of policies, testing protocols, and training records to demonstrate due diligence if audited or challenged.

And don’t overlook communication. Sharing progress with your community shows accountability and reinforces public trust. Transparency builds confidence, both internally and externally.

Getting Started Now

You don’t need to overhaul everything at once. Early, visible progress helps build support and momentum. Start by:
- Conducting a comprehensive audit to establish a baseline
- Fixing accessibility barriers on high-traffic pages and applications
- Training staff who create or maintain digital content
- Updating vendor contracts and procurement templates with WCAG 2.1 AA language
- Implementing ongoing monitoring to prevent regressions
Even these first steps will make your platforms more usable while laying the foundation for full compliance.

Turning Deadlines Into Opportunity

The 2026 and 2027 deadlines for ADA Title II compliance are closer than they seem, but they’re absolutely achievable. With a deliberate plan, you can meet the requirements without last-minute scrambles—and create more inclusive digital services in the process.

This is more than a legal mandate. It’s a chance to improve the experience for everyone who relies on your digital platforms. Starting now allows you to spread out the workload, secure the resources you need, and avoid costly last-minute vendor rushes.

If you need support, 216digital partners with public entities to conduct audits, provide remediation, train teams, and implement ongoing monitoring.

Now is the moment to prepare. Schedule an ADA briefing and set your roadmap in motion—on time, on mission, and built to last.
Greg McNeil

September 15, 2025

Legal Compliance

Accessibility, ADA, ADA Title II, ADA Website Compliance, Title II, Web Accessibility, Website Accessibility

What the Bill Proposes

Rooted in the POUR Principles

A Step Forward for Digital Inclusion

Why H.R. 3417 Matters

What the Bill Would Do

Who’s Covered

What H.R. 3417 Could Change

What Organizations Can Do Now

Start With What Matters Most

Include Your Documents

Make Accessibility a Shared Effort

Collaborate With Your Vendors

Keep Learning and Documenting

The End of Uncertainty—and the Start of Accountability

When Hiding Breaks Accessibility

A Modern, Reliable Pattern for Visually Hidden Content

Making Focusable Elements Work for Everyone

Visually Hidden or ARIA? Understanding the Difference

Writing Hidden Text That Adds Value

Testing What You Can’t See

From Utility to System

The Invisible Work That Shapes Experience

1 | Waiting Too Long to Begin ADA Title II Conformance

Start Small, but Start Now

2 | Relying on Widgets or “Quick Fixes”

Treat Them as Temporary Support at Best

3 | Treating the Audit as the Finish Line

Turn the Audit Into a Roadmap

4 | Overlooking Mobile Accessibility

Test Early and Test on Real Devices

5 | Ignoring Accessibility in Digital Documents

Audit Your Digital Library

6 | Not Holding Vendors Accountable

Bake Accessibility Into Every Partnership

7 | Skipping Manual and Assistive-Technology Testing

Manual Testing Closes That Gap

8 | Neglecting Ongoing Monitoring

Make Monitoring Routine

9 | Underestimating Accessibility Training

Invest in Continuous Education

10 | Failing to Publish a Public Accessibility Statement

Publish a Concise Statement

ADA Title II Conformance Is About People, Not Just Policy

Accessibility: An Ethical Imperative and a Business Advantage

Where to Start: Building an Accessible Holiday Marketing Framework

Step 1: Define What Success Looks Like

Step 2: Reduce Friction in the Core Shopping Flows

Product Discovery

Product Pages

Checkout

Step 3: Design an Accessible Holiday Marketing Campaign

Color, Contrast, and Motion

Email Accessibility Best Practices

Video and Social Content

Step 4: Test Early and Often

Automated Checks

Manual Spot Checks

Pre-Launch Governance

Step 5: Expand Accessibility Across the Journey

Landing Pages and Paid Ads

Retention and Loyalty

Step 6: Equip Customer Support to Handle Accessibility

Step 7: Measure, Learn, Improve

Quick-Start Accessible Holiday MarketingChecklist

This Week

This Month

Before Code Freeze

From Cart to Claus: Keeping Every Shopper Included

Why Documents Get Left Behind

The Ripple Effect of Inaccessible Documents

Excluding People Who Rely on Assistive Technology

Legal and Compliance Risks

Strains on Operations and Budgets

Damage to Trust and Reputation

Habits That Make Documents Accessible

Building a Culture That Lasts

From Awareness to Action

The Business Case for Inclusive Brand Design

The Market Opportunity

The Digital Disconnect in Inclusive Brand Design