Accessible Tech: Don’t Exclude 10% of Atlanta

Are you struggling to make your website or software truly accessible? Many businesses invest in technology only to find their efforts fall flat, excluding a significant portion of their potential audience. Is there a better way to build inclusive digital experiences that benefit everyone?

The Accessibility Problem: Exclusion is Expensive

Too often, accessibility is treated as an afterthought. Businesses rush to launch new technologies, only to realize their platforms are unusable for people with disabilities. This isn’t just a moral failing; it’s a strategic blunder. In the Atlanta metro area alone, over 10% of the population has a disability. Ignoring their needs means missing out on a substantial customer base. We’re talking about people who live near the intersection of Peachtree and Lenox, people who visit the State Capitol, people who shop at Atlantic Station.

I’ve seen this firsthand. I had a client last year, a small e-commerce business based in Decatur, that completely neglected accessibility in their initial website design. They focused solely on aesthetics, resulting in a site that was difficult to navigate with a screen reader. Their bounce rate was astronomical among users with visual impairments, and they received several complaints about the lack of keyboard navigation. The result? Lost sales, negative reviews, and a damaged reputation. They eventually had to rebuild their entire site from scratch, a costly and time-consuming process. Accessibility should be baked in from the beginning, not bolted on at the end.

What Went Wrong First: Common Accessibility Mistakes

Before diving into the solutions, let’s address some common pitfalls. Many businesses make these mistakes:

• Ignoring WCAG Guidelines: The Web Content Accessibility Guidelines (WCAG) are the international standard for web accessibility. Simply being “aware” of them isn’t enough. You need to understand and implement them thoroughly.
• Relying Solely on Automated Tools: Automated accessibility checkers are helpful, but they only catch about 30% of issues. Manual testing is crucial.
• Lack of Training: Developers and content creators need proper training on accessibility best practices. Sending them a link to the WCAG guidelines and expecting them to become experts overnight is unrealistic.
• Using Complex JavaScript Frameworks Without Understanding the Accessibility Implications: Some JavaScript frameworks can create accessibility barriers if not used correctly.

One particularly frustrating example I encountered involved a company using a popular JavaScript framework to create a “dynamic” menu. The menu looked great visually, but it was completely inaccessible to keyboard users. The developers had inadvertently disabled the default keyboard focus behavior, making it impossible to navigate the menu without a mouse. They essentially created a beautiful, but unusable, feature.

Top 10 Accessible Strategies for Success

Here are ten practical strategies to make your technology truly accessible:

1. Semantic HTML is Your Foundation: Use HTML elements for their intended purpose. Instead of using `
   ` elements for everything, use “, `

2. ARIA Attributes: Use Them Wisely: Accessible Rich Internet Applications (ARIA) attributes enhance the accessibility of dynamic content and complex UI components. However, use them sparingly and correctly. Misusing ARIA can actually worsen accessibility. For example, if you’re building a custom dropdown menu, use ARIA attributes like `aria-expanded`, `aria-haspopup`, and `aria-labelledby` to provide screen readers with the necessary information about the menu’s state and behavior. But remember, ARIA is not a substitute for semantic HTML.
3. Keyboard Navigation is Non-Negotiable: Ensure that all interactive elements on your website are reachable and operable using only the keyboard. This includes links, buttons, form fields, and custom UI components. The Tab key should move focus through the elements in a logical order. Use the `tabindex` attribute carefully to control the focus order if needed.
4. Color Contrast: Make it Readable: Ensure sufficient color contrast between text and background. WCAG requires a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text. Use a color contrast checker like the WebAIM Color Contrast Checker to verify your color choices.
5. Image Alt Text: Describe the Content: Provide descriptive alt text for all images. Alt text should convey the content and function of the image. Avoid generic phrases like “image” or “picture.” For example, if you have an image of the Georgia State Capitol, the alt text should be “Georgia State Capitol Building in Atlanta.”
6. Form Labels: Associate Them Correctly: Associate form labels with their corresponding input fields using the `` element and the `for` attribute. This helps screen reader users understand the purpose of each form field.
7. Video and Audio: Provide Alternatives: Provide captions and transcripts for all video and audio content. Captions make video accessible to people who are deaf or hard of hearing. Transcripts provide a text-based alternative for people who prefer to read the content.
8. Consistent Navigation: Don’t Confuse Users: Maintain a consistent navigation structure throughout your website. This helps users easily find the information they need, regardless of which page they are on.
9. Test with Assistive Technology: Emulate Real Users: Test your website with assistive technology, such as screen readers, screen magnifiers, and speech recognition software. This will give you a better understanding of how people with disabilities experience your website. I recommend using NVDA (NonVisual Desktop Access), a free and open-source screen reader, for testing.
10. Accessibility Testing Tools: Automate and Validate: Integrate accessibility testing tools into your development workflow. These tools can help you identify and fix accessibility issues early in the development process. Axe DevTools is a popular browser extension that can automatically detect many common accessibility problems.

A Concrete Case Study: Transforming a Local Business

Let’s look at a fictional case study. “Sunshine Bakery,” a small bakery with three locations in the Virginia-Highland neighborhood, wanted to expand their online presence. They hired a web development firm that initially created a visually appealing website, but it was riddled with accessibility issues. The site used complex JavaScript animations that were not keyboard accessible, and the color contrast was poor, making it difficult for people with low vision to read the text. The image alt text was missing or generic, and the form labels were not properly associated with their input fields.

After realizing the problem, Sunshine Bakery brought in an accessibility consultant. The consultant conducted a thorough accessibility audit and provided a detailed report outlining the issues and recommendations for remediation. The web development firm then worked to fix the accessibility issues, implementing the strategies outlined above. They used semantic HTML to structure the content, added ARIA attributes to enhance the accessibility of the JavaScript animations, improved the color contrast, added descriptive alt text to the images, and properly associated the form labels with their input fields.

The results were significant. Within three months, Sunshine Bakery saw a 40% increase in website traffic from users with disabilities. Their bounce rate decreased by 25% among these users, and their online sales increased by 15%. They also received positive feedback from customers with disabilities, who praised the bakery for its commitment to accessibility. This shows that investing in accessibility can have a positive impact on both your bottom line and your reputation.

Measurable Results: Quantifying Accessibility Success

How do you know if your accessibility efforts are paying off? Here are some measurable results to track:

• Website Traffic from Users with Disabilities: Use web analytics tools like Plausible Analytics (a privacy-focused alternative to Google Analytics) to track website traffic from users with disabilities. You can use filters to identify users who are using assistive technology, such as screen readers.
• Bounce Rate: Monitor the bounce rate for users with disabilities. A high bounce rate may indicate that your website is not meeting their needs.
• Conversion Rate: Track the conversion rate for users with disabilities. An increase in conversion rate suggests that your accessibility efforts are making it easier for them to complete desired actions, such as making a purchase or filling out a form.
• Customer Feedback: Collect feedback from customers with disabilities. This can provide valuable insights into their experiences and help you identify areas for improvement.
• Accessibility Audit Scores: Regularly conduct accessibility audits and track your scores over time. An improvement in your audit scores indicates that your accessibility efforts are making a difference.

Remember, accessibility is not a one-time fix. It’s an ongoing process that requires continuous effort and attention. By implementing these strategies and tracking your results, you can create a more inclusive and accessible experience for all users. You might also find it helpful to re-evaluate your tech strategy to ensure inclusivity is a core tenet. Understanding the ethics of your tech is also important. Finally, consider how accessible tech can avoid lawsuits and expand your reach.

Don’t just aim for compliance; strive for true inclusivity. By prioritizing accessibility, you’ll not only reach a wider audience but also create a better experience for everyone. Start with something small today: check the color contrast on your website’s buttons. You might be surprised at what you find, and that small step can lead to a much bigger impact.