In today’s digital world, the internet is an essential tool for everyone. But what if access to information and services online is limited for people with disabilities? This is where website accessibility comes in.
Millions of people with visual, auditory, motor, or cognitive impairments rely on the internet for daily tasks, from shopping and banking to education and employment. Unfortunately, many websites create unintentional barriers for these users due to poor accessibility features.
The Americans with Disabilities Act (ADA) prohibits discrimination on the basis of disability. While the ADA doesn’t have a specific set of rules for websites, the Department of Justice (DOJ) considers websites of public accommodations (businesses open to the public) to be an extension of their physical locations. This means that public accommodation websites need to be accessible to users with disabilities.
There are many compelling reasons to make your website ADA compliant:
- Reach a Wider Audience: An accessible website opens doors to a vast and diverse customer base, including people with disabilities. This translates to increased brand awareness and potential sales.
- Enhanced Brand Image: Demonstrate your commitment to inclusivity and social responsibility by prioritizing accessibility. This fosters goodwill and a positive brand image.
- Improved SEO: Search engines like Google favor websites that are accessible to everyone. Following accessibility guidelines can potentially boost your website’s ranking in search results.
- Reduced Legal Risk: Proactively addressing website accessibility helps mitigate the risk of lawsuits related to website discrimination.
So, what makes a website ADA compliant? The Web Content Accessibility Guidelines (WCAG) published by the World Wide Web Consortium (W3C) are widely accepted as the international standard for web accessibility. WCAG outlines four key principles for accessible content: Perceivable (users can perceive information), Operable (users can interact with the website), Understandable (content is clear and easy to understand), and Robust (content is compatible with different technologies).
Here’s what can happen if your website isn’t ADA compliant:
- Lawsuits: Businesses can be sued by individuals with disabilities who experience difficulty using their website. These lawsuits can be costly, even if you settle out of court, as you’ll likely incur legal fees on top of any settlement amount.
- Damage to Reputation: Negative publicity surrounding an ADA lawsuit can harm your brand image.
- Lost Customers and Sales: A significant portion of the population has some form of disability. If your website is inaccessible to them, they may simply abandon their shopping carts or avoid interacting with your site altogether. This translates to lost business opportunities.
- Exclusion from Government Contracts: Many government entities require vendors to have ADA-compliant websites as a term of contract. If your website isn’t accessible, you could be shut out of these contracting opportunities.
- Negative Impact on SEO (Search Engine Optimization): While not a direct penalty, search engines like Google tend to favor websites that are accessible. Inaccessible websites might struggle to rank well in search results, making it harder for potential customers to find your business online.
- Lower Employee Morale: If your company employs people with disabilities, an inaccessible website can send a negative message about your commitment to inclusion. This could impact employee morale and productivity.
Here’s a roadmap to help you make your website ADA compliant:
- Familiarize Yourself with WCAG: The Web Content Accessibility Guidelines (WCAG) published by the World Wide Web Consortium (W3C) are the international standard for web accessibility. WCAG outlines four key principles for accessible content: Perceivable (users can perceive information), Operable (users can interact with the website), Understandable (content is clear and easy to understand), and Robust (content is compatible with different technologies). There are three levels of conformance within WCAG (A, AA, and AAA), with A being the minimum level and AAA the most stringent. Aiming for WCAG AA conformance is a good starting point for most websites.
- Conduct an Accessibility Audit: An accessibility audit is a comprehensive evaluation of your website to identify areas that don’t meet WCAG standards. You can perform a manual audit using accessibility testing tools or use automated online checkers. There are also accessibility consulting services available that can provide a detailed audit and remediation plan.
- Focus on Key Areas: Based on your audit results, prioritize improvements in the following key areas:
- Alternative Text Descriptions: Ensure all images, videos, and other non-text content have clear and concise “alt text” descriptions that convey information to screen reader users.
- Keyboard Accessibility: Make sure users can navigate and interact with your website using just a keyboard, without relying on a mouse. This includes features like keyboard shortcuts and focus indicators.
- Color Contrast: Ensure adequate color contrast between text and background colors for optimal readability, especially for users with visual impairments. WCAG provides specific guidelines for color contrast ratios.
- Clear and Logical Structure: Use clear headings, subheadings, and proper HTML structure to organize your website content logically. This makes it easier for users with cognitive disabilities to navigate and understand your information.
- Screen Reader Compatibility: Test your website with popular screen readers to identify any compatibility issues and ensure your website’s code is structured for smooth operation with these assistive technologies.
- Remediate and Test: Once you’ve identified accessibility barriers, fix the issues and retest your website with your chosen accessibility tools or through a follow-up audit.
- Maintain Accessibility: Accessibility should be an ongoing process. As you add new content or update your website, make sure to maintain accessibility best practices. Consider integrating accessibility testing into your development workflow.
By following these steps and prioritizing WCAG conformance, you can create a more inclusive website that welcomes everyone and avoids potential legal or reputational risks.
Ready to make your website accessible? We offer a free website accessibility audit to identify areas for improvement. We also provide comprehensive ADA compliance services to help you achieve your accessibility goals. Contact us today to learn more!
