Web Accessibility Matters More Than You Think
Web accessibility has the power to transform digital spaces into inclusive environments — somewhere every visitor feels welcome. In this article, we’ll explore the crucial, yet often overlooked, topic of accessibility and explore why it should be one of your top priorities.
Who’s talking, anyway?
I’m Gavin, Studio East’s Web Manager and Strategist. Since the '90s, I’ve been lucky enough to work across a variety of sectors, including entertainment, telecoms, advertising, public service, local government and more. As a result, I’ve had a front-row seat for the evolution of web standards — from the launch of the Web Content Accessibility Guidelines in 1999 through to today. I’ve been a big accessibility advocate since day one, and over the years it’s only become more apparent how vital it is for high- performing, user-friendly websites.
What makes a high-performing site?
In short, it’s a site that does the basics well: it’s discoverable, visible, fast-loading, SEO optimised and responsive across all devices and browsers. But that’s just the start. Real performance should also include accessibility — yet far too many sites fall surprisingly short. As we’ll see, this is a critical omission for a variety of reasons, including legal and financial ones.
Why should you care about accessibility?
About 15% of the global population has some form of disability, according to the World Health Organisation (WHO). This includes physical, sensory, cognitive and mental health impairments — impacting over a billion people.
Now, imagine telling a business their website will exclude 15% of all potential visitors.
Tell them about all those lost leads, conversions and missed opportunities. Tell them about the customers who may never make a purchase, simply because your website doesn’t allow them to. How would you explain that to the CFO?
In addition to excluding a valuable client base, there’s also the legal and reputational risk involved in sidestepping accessibility. Failure to comply with regulations can result in hefty fines, as well as damage to your brand reputation.
Looking closely, it becomes instantly clear that accessibility should never be an afterthought. (That's why Studio East makes sure accessibility is baked into our web design process from day one.)
What does website accessibility look like?
Being accessible means ensuring your site adheres to the WCAG, set out by the Web Accessibility Initiative (WAI), and involves adopting a range of different techniques. Here are just a few key elements:
1. Keyboard navigation: Many users with disabilities rely on keyboard navigation rather than a mouse. Ensuring users can navigate your site with a keyboard is crucial for WCAG compliance.
2. Text contrast: The contrast between text and background should be strong enough to make reading easy for all users, particularly those with visual impairments.
3. Closed captions: For users who are deaf or hard of hearing, videos should include closed captions or a descriptive text explaining video content.
4. ALT text for images: Images should have alternative (ALT) text — brief descriptions that can be read aloud by screen readers, ensuring visually impaired users understand the content.
The legal side
These days, businesses are familiar with the General Data Protection Regulation (GDPR). Failure to comply can result in big penalties, as happened in 2018 when British Airways was fined £20 million by the Information Commissioner’s Office (ICO) for a data breach involving 400,000 customers — a reminder of the severe consequences of neglecting compliance. It’s worth noting that although £20 million seems like a significant fine, the amount was actually reduced from £183 million, in part due to the economic pressures on BA stemming from the coronavirus crisis.
When it comes to accessibility, there are examples across the US and UK that should serve as a reminder of the risks involved in non-compliance. In the UK, where accessibility is governed under the 2010 Equality Act, one notable case involved the Royal National Institute of the Blind (RNIB) suing BMI Baby after the airline’s website failed to meet accessibility standards for visually impaired users. The case was settled out of court, with BMI Baby agreeing to make the necessary changes.
In the US, the 2006 landmark case involving the major retailer Target set the precedent for accessibility lawsuits. The National Federation of the Blind (NFB) sued Target for failing to make its website accessible to blind users, claiming it violated the Americans with Disabilities Act (ADA). The case led to a settlement of $6 million in damages and a commitment from Target to make its website accessible.
Doing the right thing
Just as you need to adhere to GDPR, it’s also crucial to recognise and follow the rules of accessibility. No business wants to be sued for failing to protect user data — or failing to provide an accessible web experience.
From a technical perspective, there are plenty of third-party tools that can help ensure compliance with privacy laws like GDPR. Similarly, there are resources and best practices to ensure your site is accessible to the 15% of users with disabilities. The solution is simple: build your site to meet the Web Content Accessibility Guidelines (WCAG). Not only will this protect your business from legal repercussions, but it will also create a better experience for all users.
A last word
Your website is a direct reflection of your brand, mission and values. Every pixel belongs to you. It should be a shining example of everything you believe in. So, build your sites to the highest standard — secure and inclusive. Protect visitor data. Be accessible. Be respectful of your audience. Who knows, one day they may become a loyal customer.
Want to learn more about how to build an accessible, high-performing website? Contact Studio East. We’re here to help.
