Accessibility ROI: Don’t Exclude 27% of Your Market

and when more semantic alternatives exist. For example, use <article> for self-contained content, <nav> for navigation menus, and <aside> for supplemental information. Semantic HTML provides structure and meaning to your content, making it easier for screen readers and other assistive technologies to interpret. A properly structured document outline also benefits SEO, as search engines can better understand the content and its relationships.

3. WAI-ARIA: Use It Wisely

WAI-ARIA (Web Accessibility Initiative – Accessible Rich Internet Applications) is a set of attributes that can be added to HTML elements to provide additional information to assistive technologies. ARIA can be incredibly powerful, but it’s also easy to misuse. Use ARIA only when semantic HTML is not sufficient to convey the meaning and purpose of an element. For example, if you’re creating a custom dropdown menu, you might use ARIA attributes like aria-expanded and aria-haspopup to indicate the menu’s state and functionality. But be careful not to overuse ARIA, as it can sometimes conflict with or override native HTML semantics. According to the WAI-ARIA specification from the World Wide Web Consortium (W3C), ARIA should be used as a last resort when native HTML cannot provide the necessary semantic information.

4. Keyboard Navigation is Non-Negotiable

Ensure that all interactive elements on your website are accessible via keyboard. This includes links, buttons, form fields, and custom widgets. Users should be able to navigate through your site using the Tab key, activate elements using the Enter key, and navigate within elements using the arrow keys. Pay close attention to focus indicators, which should be clearly visible and distinguishable from the surrounding content. I recently audited a website for a law firm near the Fulton County Courthouse, and their contact form was completely unusable with a keyboard. The submit button was inaccessible, rendering the entire form useless for keyboard users.

5. Alt Text: Descriptive and Concise

Provide descriptive and concise alt text for all images. Alt text should convey the content and function of the image, not just describe what it looks like. For example, instead of “Image of flower,” use “Close-up of a red rose in bloom.” For decorative images that don’t convey any meaningful information, use an empty alt attribute (alt="") to signal to screen readers that the image should be ignored. Remember: context matters. The same image might require different alt text depending on where it’s used on your site. For complex images like charts and graphs, consider providing a longer description or a text-based alternative.

6. Color Contrast: Meet WCAG Standards

Ensure that your text and background colors provide sufficient contrast. The Web Content Accessibility Guidelines (WCAG) 2.1 AA requires a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text. Use a color contrast checker to verify that your color combinations meet these requirements. Be mindful of color blindness, and avoid relying solely on color to convey important information. For example, if you’re using color to indicate required form fields, also use a text label or icon to ensure that the information is accessible to everyone.

7. Captions and Transcripts for Multimedia

Provide captions and transcripts for all audio and video content. Captions make your videos accessible to people who are deaf or hard of hearing, while transcripts provide a text-based alternative for people who prefer to read or who have difficulty processing audio or video. Captions should be synchronized with the audio and should accurately convey all spoken words and important sound effects. Transcripts should include all spoken content, as well as descriptions of any relevant visual information. Services like Descript can automate much of the transcription and captioning process.

8. Forms: Clear Labels and Instructions

Make your forms accessible by providing clear labels and instructions for all form fields. Use the <label> element to associate labels with their corresponding form fields, and use the for attribute to explicitly link the label to the field’s id attribute. Provide helpful error messages that are clear, concise, and easy to understand. If a user makes a mistake, tell them exactly what they need to do to correct it. For complex forms, consider breaking them down into smaller, more manageable steps.

9. Dynamic Content: Keep it Accessible

Pay attention to the accessibility of dynamic content, such as content that is loaded via AJAX or that is updated in real-time. Use ARIA live regions to notify screen reader users when content changes. For example, if you’re displaying a live chat feed, use the aria-live attribute to announce new messages as they arrive. Be careful not to overwhelm users with too many updates, and provide a way for them to pause or disable the updates if necessary.

10. Test, Test, Test (and Then Test Again)

Regularly test your website for accessibility. Use a combination of automated tools, manual testing, and user testing to identify and fix accessibility issues. Automated tools can help you catch common issues like missing alt text and low contrast, while manual testing can help you identify more nuanced issues like confusing page structure and keyboard navigation problems. The most valuable testing comes from real users with disabilities. Invite them to test your website and provide feedback. Their insights will be invaluable in helping you create a truly accessible experience.

Case Study: Doubling Website Conversions with Accessibility

We worked with a local e-commerce business in Midtown Atlanta that was struggling with low conversion rates. After conducting an accessibility audit, we identified several key issues, including poor keyboard navigation, missing alt text, and low color contrast. Over a three-month period, we implemented the strategies outlined above, focusing on semantic HTML, ARIA attributes, and keyboard accessibility. We also rewrote all of their alt text and improved their color contrast. The results were dramatic. Website conversions doubled within the first month, and overall sales increased by 40% by the end of the quarter. The business also received positive feedback from customers with disabilities, who praised the improved accessibility of the site.

Here’s what nobody tells you: accessibility isn’t just about compliance; it’s about creating a better user experience for everyone. When you make your website accessible, you’re not just helping people with disabilities; you’re also helping people with temporary impairments, people using mobile devices, and people with slow internet connections. You’re creating a more inclusive and user-friendly experience for all of your customers.

Remember, creating an accessible website is an ongoing process, not a one-time fix. Stay committed to accessibility, and keep learning and adapting as technology evolves. By embracing accessibility, you’ll not only be doing the right thing, but you’ll also be positioning your organization for success in the years to come. Start with a single change today – maybe fixing the alt text on your homepage images – and build from there.

Also consider that user adoption is key. Ensure your team is trained and equipped to maintain accessibility standards. This ongoing effort is crucial for long-term success.

Stop thinking of accessible technology as just a compliance issue. Think of it as a competitive advantage. By making your website accessible, you’re opening your doors to a wider audience and creating a better experience for everyone. The single most impactful thing you can do right now is to test your website’s keyboard navigation. Grab your keyboard, ditch the mouse, and see for yourself where the roadblocks are. That’s step one to unlocking a truly inclusive digital experience.

And remember, accessible tech unlocks revenue and helps avoid legal risks.