Accessibility: Atlanta Businesses Unlock Growth?

Top 10 Accessible Strategies for Success

For many businesses in Atlanta, the promise of accessible technology has remained just that: a promise. Too often, accessibility is an afterthought, a compliance checkbox rather than a core business value. But what if embracing accessibility could actually drive innovation and unlock untapped markets? Let’s find out if accessible design is truly a strategy for growth or just a legal requirement.

I had a client, a small bakery in Decatur called “Sweet Delights,” who initially resisted making their website accessible. They argued that their customer base was primarily local and that few, if any, of their customers had disabilities. This, despite the fact that they’re located just down the street from the Center for the Visually Impaired. Their initial website was a visual feast (pun intended), full of vibrant colors and intricate designs, but a nightmare for anyone using a screen reader.

Their website designer had used a trendy font that looked beautiful but was difficult to read, especially for people with dyslexia. The color scheme, while visually appealing, had poor contrast, making it hard for people with low vision to distinguish text from the background. And, of course, very few images had alt text, rendering them meaningless to screen reader users. According to the Web Content Accessibility Guidelines (WCAG), these are all clear violations of accessibility standards.

1. Conduct an Accessibility Audit

The first step towards accessibility is understanding where you currently stand. An accessibility audit involves evaluating your website, software, or other technology for compliance with accessibility standards like WCAG. You can use automated tools, but manual testing by people with disabilities is crucial for identifying issues that automated tests might miss. Many firms offer these services. I recommend starting with a tool like WAVE from WebAIM to get a quick overview, but remember it’s not a substitute for comprehensive testing.

Sweet Delights eventually agreed to an audit. The results were eye-opening. Not only was their website inaccessible, but their online ordering system was also riddled with problems. Customers using screen readers couldn’t navigate the menu, select items, or complete their orders. This meant they were missing out on a significant portion of potential revenue.

2. Prioritize Keyboard Navigation

Many people with motor impairments rely on keyboard navigation to use computers. Ensure that all interactive elements on your website are accessible via keyboard. This means users should be able to tab through links, form fields, and buttons in a logical order. Visual focus indicators should be clear and consistent. This is more than just a nice-to-have; it’s a fundamental requirement for many users.

3. Provide Alternative Text for Images

Alternative text (alt text) is a brief description of an image that is read aloud by screen readers. It allows visually impaired users to understand the content and context of images. Be descriptive and specific. Instead of “image of cake,” try “chocolate cake with vanilla frosting and strawberry garnish.” Decorative images don’t need alt text, but should have an empty alt attribute (alt=””).

It’s not enough to just add alt text; it needs to be good alt text. I’ve seen so many websites where the alt text is simply the file name of the image. That’s useless! The alt text should convey the meaning of the image in the context of the page.

4. Use Sufficient Color Contrast

People with low vision or color blindness may have difficulty reading text if there isn’t enough contrast between the text and background colors. WCAG requires a contrast ratio of at least 4.5:1 for regular text and 3:1 for large text. There are many online tools, like the WebAIM Contrast Checker, that can help you evaluate color contrast.

Sweet Delights had to completely overhaul their color scheme. The original pastel colors looked pretty, but they failed miserably when it came to contrast. They switched to a darker background with lighter text, instantly improving readability for everyone, not just those with visual impairments.

5. Offer Captions and Transcripts for Audio and Video Content

Captions and transcripts make audio and video content accessible to people who are deaf or hard of hearing. Captions are synchronized text that appears on the screen, while transcripts are written versions of the audio content. Both should be accurate and complete. YouTube offers automatic captioning, but it’s not always perfect, so it’s essential to review and edit the captions for accuracy.

Here’s what nobody tells you: creating accurate captions and transcripts takes time and effort. But the benefits are enormous. Not only do you make your content accessible to a wider audience, but you also improve its SEO. Search engines can’t “watch” videos, but they can read transcripts.

6. Design Forms for Accessibility

Online forms should be designed to be accessible to everyone. Use clear and descriptive labels for each form field. Associate labels with their corresponding form fields using the <label> tag. Provide instructions and error messages in a clear and concise manner. Ensure that form fields are keyboard accessible and that users can easily navigate between them.

We ran into this exact issue at my previous firm when working with a local non-profit that provides legal aid. Their online intake form was a mess. It was long, complicated, and full of jargon. People with disabilities, especially those with cognitive impairments, struggled to complete it. We redesigned the form to be shorter, simpler, and more user-friendly, resulting in a significant increase in completed applications.

7. Use Semantic HTML

Semantic HTML uses HTML elements to convey the meaning and structure of your content. For example, use <h1> to <h6> tags for headings, <p> tags for paragraphs, and <ul> and <ol> tags for lists. This helps screen readers understand the structure of your content and navigate it more effectively. Avoid using generic elements like <div> and <span> when more semantic elements are available.

8. Test with Assistive Technologies

The best way to ensure that your website or software is accessible is to test it with assistive technologies like screen readers, screen magnifiers, and speech recognition software. This will give you a firsthand understanding of the challenges that people with disabilities face. Recruit people with disabilities to participate in your testing. Their feedback is invaluable.

I had a client last year who thought their website was perfectly accessible. They had run it through an automated testing tool and gotten a clean bill of health. But when we tested it with a screen reader, we discovered a host of issues. The navigation was confusing, the form labels were unclear, and many of the images were missing alt text. The automated tool had missed all of these problems.

9. Train Your Team

Accessibility is not a one-time fix; it’s an ongoing process. Train your team on accessibility best practices and make it a part of your company culture. This includes designers, developers, content creators, and customer service representatives. Everyone needs to understand the importance of accessibility and their role in creating an inclusive experience. The International Association of Accessibility Professionals (IAAP) offers certifications and training resources.

Consider how AI can help bridge skills gaps within your team to improve tech implementation.

10. Document Your Accessibility Efforts

Create an accessibility statement that outlines your commitment to accessibility and the steps you’ve taken to make your website or software accessible. Publish it on your website and make it easily accessible. This demonstrates your dedication to inclusivity and provides a point of contact for people who encounter accessibility issues.

Sweet Delights implemented all of these strategies. They redesigned their website, added alt text to their images, improved their color contrast, and made their online ordering system accessible. The results were remarkable. Within six months, they saw a 20% increase in online orders, and they received positive feedback from customers with disabilities. More importantly, they realized that accessibility wasn’t just about compliance; it was about creating a better experience for all of their customers. This also helped them avoid potential litigation under the Americans with Disabilities Act (ADA), which can be costly and damaging to a business’s reputation.

By embracing accessible technology, Sweet Delights not only expanded their customer base but also enhanced their brand reputation and demonstrated their commitment to inclusivity. Accessibility isn’t just a legal obligation; it’s a smart business strategy that can drive innovation and unlock new opportunities. For Atlanta businesses, AI in Atlanta Healthcare shows how tech can address specific local challenges.

Don’t wait for a lawsuit or a missed opportunity to embrace accessibility. Start today by conducting an audit, training your team, and making a commitment to inclusivity. The benefits are well worth the effort.
Consider these tech truths for your business.