Why Web Accessibility is Important for Local Businesses, and How to Get Started

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Web accessibility is an important topic for local businesses. It can help them to provide a better experience for their customers and increase sales. This article will explain what web accessibility is, how it can be achieved, and why it’s important. Read more in detail here: what is web accessibility.

In order to gain a competitive edge, businesses often need to focus on being user-friendly and accessible. This is not an easy task for many software companies. There are many challenges that must be overcome in order for a company to stay afloat as they progress with web accessibility efforts.

Only 1% of the top million website homepages fulfill the most generally used accessibility criteria, despite the fact that 26% of people in the United States have a handicap.

That’s a lot of prospective consumers who aren’t having a positive brand experience, which is terrible for both them and the company.

This article will assist you in identifying typical areas of poor website accessibility, as well as providing advice, tools, and other resources to help you enhance accessibility for everyone.

This will allow you to develop an accessibility checklist to refer to in the future, as well as fix present difficulties.

What is the definition of web accessibility?

The objective of website accessibility is ‘inclusion for everyone,’ which means that no one is prevented from doing anything because it takes more time or effort.

This entails taking into consideration a variety of temporary and permanent user circumstances, as well as the tools used in each, such as:

  • A user who is deafblind and uses a braille device.
  • A Parkinson’s patient who lacks the motor control to click on little radio buttons.
  • A person with autism who could be bewildered by graphics with a lot of colors.
  • A dyslexic who has trouble processing written text.
  • A user who is unable to operate a mouse due to a broken hand.
  • Images will not load for a mobile user with a sluggish data connection.

It’s crucial to remember that these are only a few samples of a wide variety of possible scenarios.

Making your website accessible to one or two certain groups does not imply that it is accessible, and thinking that a certain group of individuals would not visit your website is just terrible marketing.

Accessibility adjustment optionsThe DealerOn website uses good web design to provide a variety of accessibility choices.

An Audience in the Post-Pandemic Era

If a user has trouble utilizing a website, they will most likely go on to another that provides a better experience.

Lower sales, fewer newsletter sign-ups for your future funnel, and even higher customer support charges (ever had to stop work to explain how to use the website?) may all result from this.

Increased usability promotes consumer satisfaction with digital accessible design. In terms of business, this lowers bounce rates, increases conversion rates, and enhances search engine exposure.

According to the most recent COVID online data, about 70% of internet users have far greater expectations for organizations’ digital skills than they had prior to the epidemic.

The advantages of a comprehensive digital strategy have now been magnified, and any company may now gain a significant competitive edge.

A word of caution: implementing excellent website accessibility is similar to technical SEO… It needs a diverse group of individuals to recognize its significance and to work together toward a common objective.

This implies that content creators, designers, and developers—indeed, anybody who has a say in how a website appears, reads, or functions—must be engaged from the start.

There will need to be discussions about how to make a website operate effectively for one audience while yet appealing to others, just as there is a continual balancing between having an all-singing website and one that loads fast.

Accessibility Guidelines for Web Content (WCAG)

The World Wide Online Consortium (W3C) is responsible for web accessibility, with the mission of “creating a single global standard for web content accessibility that fulfills the requirements of people, businesses, and governments worldwide.”

Accessibility is grouped into four basic concepts under the Web Material Accessibility Guidelines (WCAG) 2.0, which state that content must be: Perceivable, Operable, Understandable, and Robust.

  • The term “perceivable” refers to the fact that the material must be accessible to everyone through one of their senses (sight, hearing or touch).
  • Operable indicates that the material can be manipulated using a keyboard rather than only a mouse.
  • To be understandable, the material must be written in clear English and should facilitate understanding.
  • The term “robust” refers to a website’s ability to be utilized by a variety of technology, such as screen readers and mobile phones.

These four guidelines apply not just to web pages but also to other types of digital content such as online films and PDFs.

Everything on a website must comply with the (WCAG) 2.0 Level AA standard in order to be deemed accessible.

Hilton Hotel website with seizure safe accessibility optionThe website of the Hilton Hotel Columbus at Easton has a seizure-safe mode that dims the colors.

Accessibility of Content

The written words, photos, and other material on the page are referred to as content. Your website’s content should be readable and understandable.

This is true not just for visually challenged users, but also for people who may be unfamiliar with specific terms or phrases. 

While graphics may improve a user’s experience, they are often subjective or ambiguous in their meaning. Add alt text and (unique) picture descriptions to address this possible problem.

With these free tools, you can view what a screen reader sees and test your site:


Avoid using jargon on your website (or if you do use it, make sure you include a reference resource, such as this local SEO glossary). 

While certain terminology may be known by all readers, it’s advisable to stay away from them whenever feasible.

Text used as an anchor

Screen readers are software applications that read aloud the textual content of websites. When the anchor text is general, they may get confused. ‘Click Here,’ for example, isn’t appropriate since a screen reader can’t see the cursor.

Make your anchor text particular to assist screen readers go right to the stuff they’re looking for. “Make an appointment at our Brooklyn medical office,” says the website.

This will make it easier for screen readers—and thereby blind and visually impaired users—to locate the information they need.

Alt Text

When an image fails to load, you may see alt text display on a website (for example if you were using slow mobile internet). This textual alternative serves as a context for what should have been shown, and screen readers do the same.

Screen readers will pass over the picture if the alt text is blank. If an image is just being used for decoration, change the alt to alt=””> to help a screen reader get to the primary information faster.

Search engines employ alt text to comprehend a website and decide what material should be indexed in search results, which helps with visibility in search rankings. 

The terms ‘alt tag,’ ‘alt attribute,’ and—confusingly—’alt description’ are all used to refer to the same thing: alt text.

Always provide a text alternative when embedding text into an image. Graphs showing success, menu images, and photos of SaaS dashboards are all useless to screen reader users and search engines without alt text.

Descriptions of Images

The image description is a distinct field used to offer more detailed information about a picture, graph, or other object than the alt text (which should not exceed 80 characters).

If you’re showcasing a client’s showroom, restaurant, or shop, be sure to indicate the location. 

WordPress areas for Alt and Image optionsWordPress image and alt options

Image Captions / Image Titles

Although picture names and captions aren’t required for every image, it’s still worth discussing the advantages of using them: 

  • Renaming image names to something useful (preferably adding a keyword) can make them simpler to discover in the backend of your CMS and make more sense to a user storing it to their PC.
  • Underneath a picture, an image description will show for all viewers, which may frequently give quick context and strengthen the visual’s impact.


The instructions are straightforward… Never display material that hasn’t been read aloud, always include subtitles, and never use YouTube’s automated captioning tool.

Accessibility of Forms

Users seek information from websites mostly using forms. Limiting the amount of data you ask for is best practice, and this is especially true for needed data.

Also, keep in mind that asterisks may not be understood by screen readers; instead, ARIA may be used to denote required/optional data.

Other suggestions for form best practices include:

  • Users may browse through each field in order using a single column.
  • Outside of each submittable field, provide visible labels.
  • Use clicking tooltips instead of hovering ones, since they won’t aid users who are using magnifying software.
  • Any mistakes should be communicated in text to users (changing the color to red won’t help a screen reader), and a total number of fields to revisit should be provided for overall context.

A reminder about ARIA roles: these are characteristics that may be applied to HTML elements to give the element’s purpose greater significance. 

For instance, if a website makes extensive use of

Instead of using semantic HTML elements like, and, you may use an ARIA role to define their function without changing any markup. 

However, although ARIA provides a good solution for capabilities that aren’t presently accessible in HTML, native HTML elements or attributes should always be used first.

Buttons and Links

Almost all forms feature a’submit’ box, which is normally in the form of a button, with a text link or an image link:

  • Screen readers and search engines will not be able to see image buttons without alt text. Use the element to indicate that the picture is a button, and supply suitable alt text as you would for any other image. 
  • ‘Sign-in’ on one page and ‘login’ on another should not be used as link anchors. For screen readers, they should also be labeled using semantic HTML or ARIA.

Actions of Users

  • Make sure any action boxes have a large area-of-interaction—a little radio button, for example, may require too much accuracy for users with motor control impairments.
  • Screen reader accessibility is required for captchas, so make sure yours are.
  • Use timers sparingly on checkouts and forms. Users may get stressed, and conversions may be lost as a result.

Accessibility of the Code

The ability of browsers to comprehend your site has a lot to do with how well it works for users, and the ability of search engines to understand it has a lot to do with how well it ranks in search results.

As with technical SEO, excellent code accessibility implies focusing on how well a website can be read and navigated by both users and search engines rather than how it looks and feels.

CSS and HTML are two different types of markup languages.

Make sure your CSS is written in such a manner that it may be overridden if required, for as by appending!important to selectors. This ensures that people with certain stylesheets or browsers will not have their style overwritten. 

Other suggestions for code readability include:

  • Use HTML tags correctly—for headings, prefer strong tag pairs over headings with subheadings, and so on.
  • Follow proper HTML attributes—IDs should only be used once per page and must be unique; classes may use the same naming standards (for example,.a11y–heading1).
  • Make sure your CSS arranges your code properly—use spaces between components instead of tabs (tabs will not show appropriately).
  • Make sure variables are named appropriately, which entails using underscores instead of dashes between words in any class or ID names. Tab menu, for example, will operate better than tab-menu since the dash is just one character long, which may create display difficulties.
  • The.btn prefix should be used for all button classes; this guarantees that you may use various types of buttons on the same page without their clashing.


Breadcrumbs are used to show viewers where they are in a website’s structure and how it connects to other pages. 

They generally take the form of a sequence of links that illustrate where the website is in relation to other pages on the site. So a link like ‘Contact Us’ with three sub-links like ‘About Us,’ ‘Our Products,’ and ‘Tutorials’ would suffice.

Breadcrumbs are critical from the standpoint of accessibility since many users depend on them for navigational context. This is especially true for people who have never navigated a website before, as well as those who have cognitive difficulties like autism spectrum disorder or attention deficit hyperactivity disorder.

Ascertain that the breadcrumb anchor text is informative. Descriptive link text not only informs readers of their current location, but also offers them an indication of where the breadcrumb trail will bring them next. 

Navigation Using the Keyboard

Incorporate keyboard navigation so that blind people may navigate without using a mouse by using Braille keyboards. This may be accomplished by concentrating on the sequence in which various portions of the website should display, as well as making more complicated aspects accessible through keyboard shortcuts.

Accessibility toggles for screen readers and keyword navigationAllow your audience to utilize a variety of accessibility tools by providing acceptable code.

Options for Manual Adjustment

Finally, you may code a website to enable visitors to make manual adjustments, enabling them to create an experience that suits them.

Text size

Don’t tell users how big their text should be, and don’t expect them to change their browser settings to match your website.

Provide the ability to adjust the size of text on the fly, so you can maintain control over the experience and keep the pages looking nice.

Glasses website with accessibility options for blind and low-vision usersFor visually challenged individuals, GlassesUSA offers a keyboard navigation system.


Because there are many varieties of color blindness, a predefined alternate palette should be available to accommodate each (including monochrome).

Color-related resources and tools include:


Many websites currently provide a ‘dark mode’ experience to comply with WCAG rules, but some take it a step further by allowing users to alter settings to match their specific needs.

Accessibility profiles for colours, contrast and saturationYou may make a variety of graphic alterations on the Florida Bar website.

Bringing Web Accessibility to a Close

Designing for online accessibility and inclusion implies ensuring that your website is accessible to everyone.

The financial advantages are straightforward: a bigger online audience equals greater interaction with your brand and, ultimately, more conversions. 

Following accessibility and inclusion suggestions will also result in improved results, since search engines want their visitors to have a nice experience.

Additional introductory materials include:

So, what are your thoughts? Has WCAG accessibility design made a difference in your business? Are you having trouble adhering to the AA rules? Let us know what you think in the comments area.

Irwin Hau

Irwin Hau is the founder of Chromatix, a multi-award-winning web design and conversion studio located in Melbourne, Australia, as well as a private digital strategist and business consultant. He has received over 70 awards and mentions for his work in web design and digital solutions since launching his business in 2009.

The “importance of accessibility in business” is a topic that has been discussed for a while. It can be difficult to get started, but there are many benefits that come with it.

Frequently Asked Questions

What is website accessibility and why is it important?

A: Website accessibility is the practice of making websites and applications accessible to people with disabilities. This includes adding features like color contrast, text size and font face for those who are visually impaired or hearing impaired.

Why is accessibility important to a business?

A: Accessibility is very important to a business as it helps them expand into new markets, attract more customers and maintain their brand.

What are 3 reasons it is important for business owners to ensure that their company websites are accessible to all?

A: These are the three main reasons that websites should be accessible to all for businesses.
1) Websites need to meet accessibility requirements, which means they have to comply with Section 508 of the Federal Communications Act and ensure their website is fully compatible with assistive technology such as screen readers or Braille readers.
2) Making sure your website is accessible makes you more likely to attract new customers who may have disabilities but are still able use your site
3) Googles algorithm gives preference in search engine results for sites that follow universal design principles

Related Tags

  • website accessibility for disabled users
  • what is accessibility
  • web accessibility examples
  • what is accessibility in business
  • web accessibility guidelines

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