Web accessibility is often misunderstood as simply a compliance requirement or a feature exclusively benefiting people with disabilities. In reality, accessible design creates better user experiences for everyone and represents a significant business opportunity that many companies are overlooking.
Understanding Web Accessibility
Web accessibility means designing and developing websites that can be used by everyone, regardless of abilities or disabilities. This includes people with:
- Visual impairments (blindness, low vision, color blindness)
- Hearing impairments
- Motor limitations
- Cognitive disabilities
- Age-related limitations
- Temporary disabilities (such as a broken arm)
- Situational limitations (such as bright sunlight making a screen hard to read)
According to the Australian Network on Disability, approximately 20% of Australians have some form of disability. That represents nearly 4.4 million potential customers who may face barriers when accessing websites that aren't designed with accessibility in mind.
The Business Case for Accessibility
Expanded Market Reach
By designing accessible websites, businesses can reach a broader audience. The disability market is substantial, with an estimated spending power of $8 billion in Australia alone. Furthermore, accessible websites often perform better for all users, not just those with disabilities.
Legal Compliance and Risk Mitigation
In Australia, the Disability Discrimination Act 1992 makes it unlawful to discriminate against people with disabilities, including in the provision of goods, services, and facilities—which extends to websites. Australian government websites must comply with WCAG 2.0 Level AA standards, and many private businesses are increasingly being held to similar standards.
Globally, there has been an increase in legal action against companies with inaccessible websites. By proactively addressing accessibility, businesses can mitigate legal risks and potential brand damage.
Improved SEO Performance
Many accessibility best practices align perfectly with search engine optimization techniques. For example:
- Proper heading structure helps both screen reader users and search engines understand content hierarchy
- Alt text for images serves both users with visual impairments and improves image SEO
- Transcripts and captions for multimedia content make it accessible to users with hearing impairments while also making the content indexable by search engines
Enhanced Brand Reputation
Companies that prioritize accessibility demonstrate corporate social responsibility and a commitment to inclusivity. This can strengthen brand perception not just among people with disabilities but among all consumers who increasingly value ethical business practices.
Better User Experience for Everyone
Accessibility improvements often benefit all users, not just those with disabilities:
- Clear navigation and logical structure help everyone find information more easily
- Sufficient color contrast makes content more readable in different lighting conditions
- Video captions benefit anyone watching in noisy environments or where audio must be muted
- Simple, clear language helps users with cognitive disabilities but also improves comprehension for all users
Key Accessibility Principles and Implementation
Perceivable Content
Information and user interface components must be presentable to users in ways they can perceive.
Implementation Tips:
- Provide text alternatives for non-text content (alt text for images)
- Create content that can be presented in different ways without losing information (responsive design)
- Make it easier for users to see and hear content by separating foreground from background
- Use sufficient color contrast (minimum ratio of 4.5:1 for normal text)
- Ensure content is accessible when viewed in different orientations (portrait/landscape)
Operable Interface
User interface components and navigation must be operable by all users.
Implementation Tips:
- Make all functionality available from a keyboard
- Give users enough time to read and use content
- Do not use content that could cause seizures or physical reactions
- Provide ways to help users navigate and find content
- Make it easier to use inputs other than keyboard (touch targets should be at least 44 by 44 pixels)
Understandable Information
Information and operation of user interface must be understandable.
Implementation Tips:
- Make text readable and understandable
- Make web pages appear and operate in predictable ways
- Help users avoid and correct mistakes (clear error messages, suggestions for correction)
- Use plain language and avoid jargon where possible
- Be consistent with navigation and layout across your site
Robust Content
Content must be robust enough to be interpreted reliably by a wide variety of user agents, including assistive technologies.
Implementation Tips:
- Maximize compatibility with current and future tools
- Use valid HTML with proper semantics
- Ensure all interactive elements have accessible names and roles
- Test with assistive technologies like screen readers
Getting Started with Accessibility
Assessment and Auditing
The first step is to understand where your website currently stands:
- Use automated testing tools like WAVE, axe, or Lighthouse to identify obvious issues
- Conduct manual testing using keyboard navigation, screen readers, and other assistive technologies
- Consider involving users with disabilities in your testing process
Prioritization
After identifying issues, prioritize improvements based on:
- Severity of the barrier (how significantly it affects users)
- Number of users potentially affected
- Complexity and cost of implementation
- High-traffic or business-critical pages
Implementation Strategy
Implement accessibility in phases:
- Incorporate accessibility into your design and development process for new features
- Address critical issues in existing content immediately
- Create a roadmap for ongoing improvements
- Train your team on accessibility principles
Documentation and Policy
Create clear accessibility documentation:
- Develop an accessibility statement for your website
- Establish accessibility guidelines for your content creators
- Create a process for users to report accessibility issues
Real-World Success Stories
Many organizations have seen significant benefits from prioritizing accessibility:
Case Study: Legal & General
The financial services company Legal & General implemented accessibility improvements that led to a 25% increase in organic traffic and a substantial lift in their conversion rates. They found that the clearer navigation and simplified forms that helped users with disabilities also improved usability for everyone.
Case Study: Accessibility at Telstra
Australian telecommunications company Telstra has made significant investments in digital accessibility, including creating a dedicated Digital Accessibility Team. By embedding accessibility into their digital processes, they've improved customer satisfaction across the board while ensuring compliance with accessibility standards.
Conclusion: Accessibility as an Opportunity
Web accessibility isn't just about compliance or avoiding legal issues—it's about creating digital experiences that work for everyone. By embracing accessibility as a core design principle, businesses can expand their reach, improve user experience for all customers, and differentiate themselves in the market.
At DesignMasters AU, we believe that accessible design is simply good design. We integrate accessibility considerations into every project from the beginning, ensuring that the websites we create are not just beautiful but usable by the widest possible audience.
If you're interested in improving the accessibility of your website, we'd be happy to help you assess your current site and develop a strategy for making it more inclusive.
