Website accessibility, especially in the internet age, is both an ethical and legal responsibility. Websites are required to comply with the Americans with Disabilities Act (ADA), which ensures equal access to electronic material. Several companies, however, can’t make their websites comply, resulting in expensive litigation and ruined reputations. By not offering an accessible digital experience you risk missing out on sales.
Enter the website accessibility consultant, the partner essential to building and operating ADA-compliant, inclusive websites. This individual brings special expertise in web accessibility standards such as the Web Content Accessibility Guidelines (WCAG) and makes sure that websites are built or upgraded according to the laws. Besides legal compliance, website accessibility consultants help companies develop websites for users of all types — visual, auditory or cognitive disabilities. This not only demonstrates corporate social responsibility but provides more access to the customer base of different backgrounds and gives a better user experience for higher levels of customer satisfaction and retention.
In this article, we’ll explore why accessibility is becoming the king of digital design and why it’s the next best thing to making sure a brand will survive.
What is the ADA, and How Does it Apply to Websites?
The ADA, established in 1990, was designed to prevent discrimination against individuals with disabilities in all areas of public life, including employment, transportation, and communication. As the internet has evolved into an essential tool for accessing goods and services, websites are now considered public spaces. This means businesses must ensure their sites are accessible to all users, including those with disabilities.
Under the ADA, if you have a website that is not in compliance, you may face lawsuits, fines and a tarnished reputation. When you have a website accessibility consultant that can ensure ADA compliance, not only will you avoid these issues, but you’ll also expand your audience with an inclusive digital experience.
Why is Website Accessibility So Important?
Website accessibility means the accessibility of web content for users with visual, hearing, or cognitive disabilities. Digital accessibility features, such as screen reader support and keyboard navigation, removes obstacles that could be inaccessible to them from using your site.
If website accessibility requirements are not followed, a website accessibility lawsuit can be costly and damaging to your business. Beyond compliance and litigation avoidance, accessibility to websites increases user experience for everyone, increasing SEO, customer retention, and conversion.
By using website accessibility, companies communicate the importance of inclusivity and can greatly enhance their brand.
Website Accessibility Barriers and Their Impact
The most common website accessibility issues include:
- Missing Alternative Text For Images: People using screen readers rely on descriptive alt text to understand what’s presented visually.
- Inconsistent or Illogical Keyboard Navigation: Users with mobility impairments rely on keyboards to navigate websites, so intuitive navigation is essential.
- Lack of Color Contrast: Poor color contrast can’t be read by the visually impaired, or to differentiate between important elements.
- Non-Captioned Videos: Videos can’t be watched by a person who is deaf or hard of hearing without captioning.
These barriers prevent millions of users from fully accessing and browsing websites, excluding them from valuable information, products, and services. A website accessibility consultant can help businesses remove these barriers to increase the usability of their website and extend their customer base.
The Benefits of an Accessible Website
The benefits of website accessibility not only bring compliance, but offer a better user experience for all visitors, enhance SEO performance, and increase engagement and conversions. Specifically, a well-executed accessibility strategy includes:
- Improved SEO: Websites that are accessible tend to be ranked higher in search results because they follow web accessibility guidelines (WCAG). For businesses looking to implement ethical SEO practices alongside accessibility, WiRe Innovation’s Ethical SEO Checklist can provide guidance on creating a sustainable and compliant online presence.
- Enhanced UX: Clear navigation, properly labeled forms, and well-structured content are features that benefit all users, not just those with disabilities.
- Reduced Legal Risk: Ensuring ADA compliance protects businesses from potential lawsuits and penalties.
- Wider Audience Reach: Nearly one in five Americans lives with a disability. Making your website accessible opens your business to a substantial demographic that could otherwise be left out. Ensuring disability access on your website not only demonstrates your commitment to inclusivity but also helps you tap into a wider audience that may otherwise be excluded.
In addition to website accessibility, optimizing for voice search is another critical aspect of ensuring a fully inclusive and modern digital experience. Some businesses have reaped the rewards of digital accessibility. For example, Barclays Bank in the UK revamped its site to meet ADA standards to reduce legal risks, strengthen its presence, and improve customer experience.
The Risk of a DIY Approach to Accessibility
Businesses can use website accessibility tools to assess their website’s accessibility, but doing so on their own and without the assistance of a professional, can be tricky. Many DIY approaches fail to address the more complex aspects of accessibility, resulting in incomplete or inefficient solutions. Furthermore, ADA compliance needs periodic updates and audits to stay in line with changes in regulations. A website accessibility consultant provides the necessary expertise to pinpoint and fix issues so that you’re completely compliant and improving constantly.
What Expertise Does an Accessibility Consultant Offer?
Accessibility consultants have unmatched experience dealing with the many hurdles of digital accessibility – WCAG, ADA, and assistive technology, like screen readers, keyboard navigation, and voice recognition software.
They usually start their analysis with deep website audits, where they pinpoint things that might be stopping people with disabilities from taking full advantage of digital resources. These audits range from alt tags on photos and color contrast values to more complex issues such as ARIA (Accessible Rich Internet Applications) labels and semantic HTML markup. Once problems are noted, accessibility experts do not merely mention issues; they also offer pragmatic, customized solutions to address the barriers, be it by making code changes, content restructuring or using third-party accessibility tools. They interface with developers, designers, and content authors to make accessibility part of the user experience at no design or functional cost.
Additionally, consultants are integral in planning websites for the future. Accessibility is constantly changing and compliance today may not be compliance tomorrow. By working with a consultant, companies get the benefit of ongoing support in tracking accessibility guidelines changes and making sure that their websites are always up to date with new technologies and standards. Not only does this move keep brands away from legal risks but it also shows an openness and willingness to be inclusive, which can help to build a brand’s credibility and legitimacy in the minds of all users.
Also, accessibility consultants typically train in-house teams, allowing businesses to evolve their digital accessibility themselves in the long run. That holistic involvement means accessibility becomes a permanent, long-term part of a business’s digital strategy.
Finding the Right Website Accessibility Consultant
Choosing the right website accessibility consultant can make all the difference. Here’s what to look for:
- Industry Experience: Find ADA-compliance consulting firms who are already on your side of the fence working in your industry.
- Technical Expertise: The consultant should have knowledge about accessibility testing, assistive technology such as screen readers, and WCAG.
- Proven Track Record: Request case studies or other businesses that have worked with them to build accessibility solutions.
- Clear Communication: Accessibility is not always simple and therefore, you want someone who can translate technical stuff into plain English.
WiRE Innovation offers a comprehensive range of services, including website accessibility audits, ADA compliance solutions, and ongoing support to keep your site up to date with the latest standards.
Questions to ask potential consultants include:
- What is your experience with ADA compliance and WCAG standards?
- How do you stay updated on evolving accessibility guidelines?
- Can you provide examples of past clients who benefited from your services?
The First Step to Making Your Website Accessible
The first step in making your website accessible is conducting an audit. A comprehensive audit, conducted by an expert, will identify the primary accessibility barriers on your website and provide a clear roadmap for achieving ADA compliance. One question often asked is, “How to make my website ADA compliant?” Start by conducting a thorough accessibility audit and addressing common barriers such as missing alt text, poor color contrast, and improper keyboard navigation. When businesses aren’t sure where to start, partnering with a website accessibility consultant is the most efficient and cost-effective way forward. Consultants provide invaluable expertise, helping businesses avoid legal risks, improve UX, and create a more inclusive digital presence.
Conclusion
Accessibility isn’t just a legal requirement—it’s a business must. Because inclusive design allows everyone to interact with your website no matter what ability level, you can build greater customer satisfaction and a stronger brand. Even if you’re just getting started or looking to improve your accessibility strategy, a website accessibility consultant can help you implement your website to become ADA-compliant. To learn more about accessibility on your website, take a look at WiRe Innovation’s website accessibility services or contact us to speak with an expert today. Get in touch with our team for expert advice and support if you’re ready to begin the journey to an accessible website. By making accessibility a priority, you’re not only protecting your business from legal challenges, but you’re also making the world a better place for everyone.
