How can website owners, developers, and brands ensure that their online content is navigable for all users? And what are the implications of making the move toward inclusivity?
Web accessibility refers to the ease with which differently abled users can understand web pages. The concept also extends to internet users in certain situations, such as those using mobile devices or experiencing low internet bandwidth, to increase the likelihood of a positive experience with your site across various user conditions.
From alt text that describes photos for users with visual impairments to intuitively organized written content so users can efficiently navigate through your site and find the information they need, the concept comes down to web page usability for all people.
Websites can increase accessibility through a variety of plug-in technologies and remediation solutions that work to ensure content is decipherable to as many people in as many situations as possible. It's a pressing issue, particularly given the estimate that 90% of websites are inaccessible to users who utilize interpretive technologies.
Web accessibility is an important moral goal, as the internet shouldn't leave anyone left out of its rich resources. In addition to ethical motivations, sites also work toward accessibility to comply with legal requirements, particularly as outlined by the Americans with Disabilities Act (ADA). Web accessibility is also vital for business. Every organization can benefit from making itself accessible to a wider group of visitors.
Enacted in 1990, the ADA originally spoke primarily to the need for accommodations in physical spaces while explicitly outlawing discrimination based on disability. It also includes requirements for the equitable use of public resources, stating, "No qualified individual with a disability shall, by reason of such disability, be excluded from participation in or be denied the benefits of services, programs, or activities of a public entity."
So, when did the law extend to websites as public entities? Since the early 2000s, the Justice Department has maintained that ADA compliance includes access to websites, and a 2008 amendment to the ADA codified this expansion of the legislation.
It seems intuitive that increasing the populations who can access your website could lead to growth in organic traffic. For instance, it’s estimated that more than 1 million U.S. adults over the age of 40 are blind. Could you unlock their business and brand loyalty with web accessibility?
Plus, with Google constantly calculating search engine result page (SERP) rankings by evaluating sites based in part on web page usability and user experience, it logically follows that websites with more accessibility features would be prioritized over sites without those accommodations. So, marketers have long assumed that accessibility features drive online visibility and enhance SEO. Web developers work with this assumption every day.
Anyone trying to grow brand awareness or draw more visitors to online properties should consider website accessibility a key lever for achieving increased online visibility.
Companies seeking to improve their SEO ranking should lean into remediation solutions to help them appear in more searches, attract more website users, comply with legal requirements, and ensure their content is accessible to as many people as possible.
But how will you know if accessibility enhancements impact traffic? We can help you track the impact of installing remediation solutions.
Sure, legal requirements and our study's findings should be enough to get marketers thinking about web accessibility as a core goal. But beyond these more tangible factors, inclusivity matters. Brands can start setting a good example for the rest of the industry by working toward accessibility in all of their online offerings.
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