The internet has become an integral part of our daily lives, and websites have become essential for businesses to thrive. However, in the rush to establish an online presence, many businesses overlook a critical aspect: ensuring that their website is accessible to everyone, including those with disabilities.

In a recent 2023 Website Accessibility Lawsuit Recap Report, there were 2,281 website accessibility lawsuits filed. 26% of these lawsuits were against companies that had been previously sued. The most targeted industries included Consumer Durables & Apparel, Food, Beverage & Tobacco, and Retailing.

Accessibility isn't just a buzzword; it's a legal requirement and, more importantly, the right thing to do.

In this blog post, we'll delve into the importance of website accessibility and compliance for businesses, highlighting key guidelines such as the Americans with Disabilities Act (ADA) and the Web Content Accessibility Guidelines (WCAG).

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What is website accessibility?

According to the W3C (World Wide Web Consortium), web accessibility means that websites, tools, and technologies are designed and developed to be usable by people with disabilities. More specifically, people can:

• perceive, understand, navigate, and interact with the Web
• contribute to the Web

Web accessibility encompasses all disabilities that affect access to the Web, including:

• auditory
• cognitive
• neurological
• physical
• speech
• Visual

Web accessibility also extends its benefits to people without disabilities, for example:

• people using mobile phones, smart watches, smart TVs, and other devices with small screens, different input modes, etc.
• older people with changing abilities due to ageing
• people with “temporary disabilities” such as a broken arm or lost glasses
• people with “situational limitations” such as in bright sunlight or in an environment where they cannot listen to audio
• people using a slow Internet connection, or who have limited or expensive bandwidth

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Understanding the Web Accessibility Landscape: ADA and WCAG

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The Americans with Disabilities Act (ADA) 

The Americans with Disabilities Act (ADA) is a civil rights law prohibiting discrimination against individuals with disabilities in all areas of public life, including jobs, schools, transportation, and all public and private places that are open to the general public.

ADA applies to websites as well and guidance has been issued on making websites accessible to individuals with disabilities.

ADA requires web content to be accessible to state and local governments and businesses that are open to the public. State and local governments and businesses must take steps to ensure that their communications with people with disabilities are as effective as their communications with others.

Many state and local government services, programs, and activities are now being offered online. These include services such as voting online, paying tickets or fees, filing tax documents, registering for school and more.

Businesses open to the public are required to provide full and equal enjoyment of their goods, services, facilities, privileges, advantages, or accommodations to people with disabilities. These include businesses such as retail stores, banks, hotels, hospitals, food and drink establishments, theaters, sport arenas, etc.

A website with inaccessible features can limit the ability of people with disabilities to access public services, goods, activities and privileges available online.

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Examples of website accessibility barriers as outlined by ADA:

• Poor color contrast. People with limited vision or color blindness cannot read text if there is not enough contrast between the text and background (for example, light gray text on a light-colored background).

• Use of color alone to give information. People who are color-blind may not have access to information when that information is conveyed using only color cues because they cannot distinguish certain colors from others. Also, screen readers do not tell the user the color of text on a screen, so a person who is blind would not be able to know that color is meant to convey certain information (for example, using red text alone to show which fields are required on a form).
• Lack of text alternatives (“alt text”) on images. People who are blind will not be able to understand the content and purpose of images, such as pictures, illustrations, and charts, when no text alternative is provided. Text alternatives convey the purpose of an image, including pictures, illustrations, charts, etc.
• No captions on videos. People with hearing disabilities may not be able to understand information communicated in a video if the video does not have captions.

• Inaccessible online forms. People with disabilities may not be able to fill out, understand, and accurately submit forms without things like:some text
  • Labels that screen readers can convey to their users (such as text that reads “credit card number” where that number should be entered);
  • Clear instructions; and
  • Error indicators (such as alerts telling the user a form field is missing or incorrect).
• Mouse-only navigation (lack of keyboard navigation). People with disabilities who cannot use a mouse or trackpad will not be able to access web content if they cannot navigate a website using a keyboard.

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The Web Content Accessibility Guidelines (WCAG)

The Web Content Accessibility Guidelines (WCAG), developed by the World Wide Web Consortium (W3C), provide a set of technical standards and best practices for making web content more accessible to a wide range of people with disabilities. 

WCAG guidelines are organized into four principles: Perceivable, Operable, Understandable, and Robust (POUR), each containing specific criteria and techniques to ensure accessibility:

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1. Perceivable:

WCAG outlines that information and user interface components must be presentable to users in ways they can perceive. This includes:

• Providing text alternatives for any non-text content so that it can be changed into other forms people need, such as large print, braille, speech, symbols or simpler language.
• Providing alternatives for time-based media, including media that is audio-only, video-only, audio-video, and audio and/or video combined with interaction. This involves providing captions, audio descriptions or media alternative and sign language.
• Creating adaptable content that can be presented in different ways (for example simpler layout) without losing information or structure. This involves providing meaningful sequence, sensory characteristics, ensuring content is not restricted by orientation, and more.
• Information should be distinguishable, making it easier for users to see and hear content including separating foreground from background. Such as use of color, audio control, contrast, resize text, text spacing, images of text, visual presentation, etc.

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2. Operable:

WCAG outlines that user interface components and navigation must be operable. This includes:

• Ensuring all functionality available from a keyboard, such as character key shortcuts.
• Providing users enough time to read and use content, for example providing pause, stop, hide, auto-update and timeout features.
• Do not design content in a way that is known to cause seizures or physical reactions. This includes ensuring web pages do not contain anything that flashes more than three times in any one second period, or the flash is below the general flash and red flash thresholds. Also that motion animation triggered by interaction can be disabled.
• Information should be navigable and users should be provided help to navigate, find content, and determine where they are. This includes bypass blocks, clear page titles headings and labels, link purpose, and more.
• Providing various input modalities. Making it easier for users to operate functionality through various inputs beyond keyboard.

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3. Understandable:

WCAG outlines that information and the operation of the user interface must be understandable. This includes:

• Making text content readable and understandable by providing a mechanism to identify specific definitions of words, phrases, idioms, jargons, abbreviations, pronunciation and providing alternative text for reading ability levels and page language.
• Making web pages appear and operate in predictable ways. Such as using consistent navigation and identification, and ensuring web pages do not initiate a change of context when on focus or on input unless only by user request or a mechanism is available to turn off such changes.
• Providing input assistance to help users avoid and correct mistakes, such as error identification, error suggestions and error prevention, labels or instructions.

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4. Robust

WCAG outlines that content must be robust enough that it can be interpreted by a wide variety of user agents, including assistive technologies.

• Ensuring maximum compatibility with current and future user agents, including assistive technologies.

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Benefits of Website Accessibility and Compliance

1. Legal compliance: Ensuring your website is accessible isn't just a moral imperative; it's also a legal requirement. Failure to comply with accessibility standards can lead to legal action, including lawsuits and fines.

2. Expanded reach: Making your website accessible opens up your business to a larger audience. According to the World Health Organization (WHO), over one billion people worldwide or 16% of the global population live with some form of disability. By ensuring your website is accessible, you're not only complying with the law but also tapping into a significant market segment.

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3. Enhanced user experience: Accessibility features often benefit all users, not just those with disabilities. For example, captions for videos not only help deaf users but also make content more understandable in noisy environments.

4. Enhanced SEO: Many accessibility features, such as descriptive alt text for images, can also improve your website's search engine optimization (SEO), leading to better visibility and rankings in search results.

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Key Steps Businesses Can Take Towards Website Accessibility and Compliance

1. Conduct an accessibility audit: Start by assessing your website's current level of accessibility. There are various online tools and softwares that can help you identify areas that need improvement.

2. Implement accessibility features: Incorporate accessibility features into your website design and content. This may include providing alternative text for images, ensuring proper heading structures, and ensuring compatibility with assistive technologies such as screen readers.

3. Train your team: Educate yourself and your team members on the ADA and WCAG guidelines, the importance of accessibility and how to create and maintain accessible content. This includes web developers, designers, content creators, and anyone else involved in website development and management.

4. Regular testing and monitoring: Accessibility isn't a one-time fix; it's an ongoing process. Regularly test your website for accessibility issues and make necessary updates and improvements as needed.

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Conclusion

Remember, accessible design isn't just about compliance - it’s also a moral and business imperative to ensure that everyone can access the valuable content and services your website offers.

By prioritizing accessibility, you not only adhere to legal requirements but also demonstrate your commitment to serving all customers, regardless of their abilities. So, roll up your sleeves, make your website accessible, and welcome everyone through your digital doors.

If you're interested in ensuring your website meets accessibility standards and maximizing its potential, don't hesitate to reach out. Contact us for a free website consultation with our CRO (Conversion Rate Optimization) specialists. Our experts will conduct a web audit and ensure your website is accessible and compliant.