What do you think of when you read the terms “web accessibility and ADA compliance”?
(It’s okay, you can be honest.)
For many of us, anything to do with compliance evokes images of checkboxes, regulatory boilerplate, and endless forms to fill out.
While it may seem like a lot of hard work, what if we told you that accessibility and ADA compliance is about more than just ticking boxes?
In fact, done right, making your website accessible and compliant could expand your reach and increase your visibility. And, most important, it will be sure that your site provides access and usability to all users of the internet..
Ready to learn how accessibility can become a powerful weapon in your digital marketing arsenal? Here’s everything you need to know.
It’s easy to assume that web accessibility is something you’ll simply take care of later. After all, if it’s not a legal requirement, why does it matter so much?
Well, in some cases, it can matter a lot.
Here’s a recent example: in late 2019, Domino’s Pizza was hit by a lawsuit which was all about accessibility. Or, to be more specific, the lack thereof.
Essentially, a man with blindness – Guillermo Robles – sued the pizza outlet for non-compliance to the ADA (Americans with Disabilities Act).
Domino’s had failed to include “alt tags” on their images, which are used by specialized apps to ‘read’ the pictures on the site. Without these accessibility features, Guillermo couldn’t order his pizza – leaving Domino’s on the hook for a pricey settlement.
As the Domino’s lawsuit proves, there are some solid legal reasons to make your website accessible to everyone – but there are other benefits, too.
So far, we’ve looked at accessibility and ADA-compliance as something you should do in order to avoid problems – but could it be a marketing tool, too?
We think so – and here’s why:
● More than 15% of the US population is now over the age of 60. This demographic is far more likely to require accessibility features, so if you don’t provide them, you’re losing a big slice of potential customers.
● Between 5% and 10% of the population is colorblind. If you run a business which relies on visual selling, you can miss big opportunities by not accounting for those who see color differently.
● There are more internet-enabled devices than ever. It’s now possible to shop online using everything from your smartphone to your fridge (probably) – so having a responsive website which adapts to screen size is vital.
● Subtitles are useful for everyone. Whether a potential customer is hard of hearing or simply doesn’t want their volume turned up, allowing them to view your content with subtitles makes perfect business sense.
It should be clear at this point that web accessibility and ADA compliance is far more than simply a good thing to do. Opening up your website to as many people as possible will expand your potential audience, reach new customer segments and supercharge your digital marketing.
Still not convinced?
Beyond the sheer increase in potential customers, here are 3 compelling reasons you should consider getting your website compliant – and fast:
Here at Harvey, we know that website accessibility and ADA compliance probably aren’t at the top of your to-do list. But, as we’ve discovered, there are plenty of reasons why it’s something you should invest in.
Beyond simply being a good corporate citizen and opening the doors to everyone, it should be clear that making these changes to your website can give your digital marketing a big boost, too.
Don’t know where to start? We’re here to help.
Drop us a line today and our expert team will explain how website accessibility can fit seamlessly – and effortlessly – into your digital marketing strategy.