Atlanta Small Biz: Can Accessible Tech Boost Sales?

For small businesses, especially those just starting out in Atlanta, embracing accessible technology isn’t just a nice thing to do – it’s a smart business strategy. Can accessible design actually boost your bottom line and expand your reach?

Jamal opened his bakery, Sweet Stack, in the West End neighborhood two years ago. He poured his heart and soul (and savings) into creating a space where everyone could enjoy his signature cupcakes. He envisioned a bustling shop filled with the aroma of freshly baked goods and the chatter of happy customers. But something was missing. While his cupcakes were a hit, his online presence wasn’t. His website, built quickly and cheaply, was difficult to navigate, especially for customers using screen readers or those with motor impairments.

Jamal’s experience isn’t unique. Many small businesses, eager to establish an online presence, overlook the importance of website accessibility. They focus on aesthetics and functionality for the “average” user, unintentionally excluding a significant portion of the population. According to the Centers for Disease Control and Prevention (CDC), 27% of adults in Georgia have a disability. That’s a lot of potential customers to ignore.

I’ve seen this firsthand with several clients. One client, a local law firm near the Fulton County Courthouse, initially dismissed accessibility concerns as “niche.” After implementing accessibility improvements, they saw a noticeable increase in website traffic and client inquiries. It turns out, many people actively seek out businesses that demonstrate a commitment to inclusivity.

1. Prioritize Keyboard Navigation

One of the most fundamental aspects of web accessibility is ensuring that your website can be navigated using a keyboard alone. Many users with motor impairments rely on keyboard navigation. A poorly designed website that requires a mouse can be completely unusable for them.

Ask yourself: can you reach every link, button, and form field on your website using only the Tab key? Can you activate those elements with the Enter key? Is the focus state (the visual indication of which element is currently selected) clearly visible?

We use Axe DevTools to test keyboard navigation. It’s a free browser extension that quickly identifies common accessibility issues. You might be surprised at how many websites fail this simple test. If yours does, prioritize fixing it. Seriously.

2. Provide Alternative Text for Images

Alternative text (alt text) is a short description of an image that’s read aloud by screen readers. It allows users with visual impairments to understand the content and purpose of images on your website.

Effective alt text is concise, descriptive, and contextually relevant. Instead of “Image of cupcake,” try “Chocolate cupcake with vanilla frosting and sprinkles.” If an image is purely decorative and doesn’t convey any meaningful information, use an empty alt attribute (alt=””) to signal to screen readers to ignore it.

Here’s what nobody tells you: alt text also helps your SEO. Search engines use alt text to understand the content of your images, which can improve your website’s ranking in image search results.

3. Use Semantic HTML

Semantic HTML uses HTML elements to convey the meaning and structure of your content. For example, using <h1> for main headings, <h2> for subheadings, <p> for paragraphs, and <nav> for navigation menus. Screen readers rely on semantic HTML to understand the organization of a webpage and provide users with a clear and logical reading experience.

Avoid using generic elements like <div> and <span> for everything. Instead, use semantic elements whenever possible. This not only improves accessibility but also makes your code more readable and maintainable.

To prepare for future changes, you can implement some future-proof tech strategies now.

4. Ensure Sufficient Color Contrast

Many users have low vision or color blindness. Insufficient color contrast between text and background can make it difficult or impossible for them to read your content. The Web Content Accessibility Guidelines (WCAG) recommend a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text.

There are many free online tools that can help you check the color contrast of your website. WebAIM’s Contrast Checker is a popular option. Don’t just eyeball it. Use a tool to ensure compliance.

5. Caption and Transcribe Video and Audio Content

Video and audio content is increasingly popular, but it can be inaccessible to users who are deaf or hard of hearing. Providing captions and transcripts ensures that everyone can access your multimedia content.

Captions are synchronized text that appears on the screen, while transcripts are text versions of the audio content. While automated captioning services have improved, it’s essential to review and edit them for accuracy. Incorrect captions can be more confusing than no captions at all. I remember one time I was reviewing the auto-generated transcript for a client’s marketing video, and “customer acquisition cost” was translated as “cast iron pot.” Yikes!

6. Use ARIA Attributes Wisely

ARIA (Accessible Rich Internet Applications) attributes provide additional information to screen readers about the role, state, and properties of interactive elements. ARIA can be used to make complex widgets and dynamic content more accessible. However, it’s important to use ARIA attributes correctly. Incorrect or unnecessary ARIA can actually make your website less accessible.

A good rule of thumb is to use native HTML elements whenever possible. Only use ARIA when you can’t achieve the desired accessibility with HTML alone. And when you do use ARIA, make sure you understand how it works and what impact it has on screen reader users. The W3C’s ARIA Authoring Practices Guide is an invaluable resource.

7. Make Forms Accessible

Forms are essential for many online interactions, but they can be a major barrier for users with disabilities. Ensure that all form fields have clear and descriptive labels. Associate labels with their corresponding input fields using the <label> element and the for attribute.

Provide clear instructions and error messages. Use ARIA attributes to indicate required fields and validation errors. Avoid using placeholder text as a substitute for labels, as it disappears when the user starts typing.

8. Design for Mobile Accessibility

With the increasing use of mobile devices, it’s crucial to ensure that your website is accessible on smartphones and tablets. Use a responsive design that adapts to different screen sizes. Ensure that touch targets are large enough and spaced far enough apart to be easily tapped. Test your website on a variety of mobile devices and assistive technologies.

We recently redesigned the website for a local non-profit that provides services to people with disabilities. We focused on mobile accessibility, ensuring that the site was easy to navigate on smartphones and tablets. The result was a significant increase in mobile traffic and engagement.

9. Test with Assistive Technologies

The best way to ensure that your website is accessible is to test it with assistive technologies, such as screen readers, screen magnifiers, and speech recognition software. This will give you a firsthand understanding of the experience of users with disabilities.

NVDA is a free and open-source screen reader that’s widely used by people with visual impairments. It’s a great tool for testing the accessibility of your website. Keep in mind, however, that it takes time and practice to become proficient at using a screen reader. Don’t be discouraged if it seems overwhelming at first. And remember, automated tools can only catch about 30% of accessibility errors – manual testing is essential.

10. Get Feedback from Users with Disabilities

Ultimately, the most valuable feedback you can get is from users with disabilities themselves. Invite users to test your website and provide feedback on their experience. This will help you identify accessibility issues that you may have missed and ensure that your website meets the needs of all users.

Jamal decided to take action. He hired a local accessibility consultant, Sarah, who specializes in helping small businesses in Atlanta improve their online presence. Sarah started with an accessibility audit of Sweet Stack’s website. She identified several key issues, including poor keyboard navigation, missing alt text on images, and insufficient color contrast. Over the next few weeks, Sarah worked with Jamal and his web developer to address these issues. They added alt text to all images, improved keyboard navigation, and increased color contrast. They also added captions to Jamal’s video showcasing his cupcake decorating techniques.

Within a few months, Jamal started to see results. His website traffic increased, and he received positive feedback from customers with disabilities. One customer, who uses a screen reader, emailed Jamal to thank him for making his website accessible. She said that it was the first time she had been able to easily order cupcakes online. Word spread, and Sweet Stack became known as a bakery that truly welcomes everyone.

Jamal’s story demonstrates that accessible technology isn’t just a matter of compliance; it’s a smart business decision. By making your website accessible, you can reach a wider audience, improve your brand reputation, and drive business growth. You can also avoid potential lawsuits. Remember, accessibility is an ongoing process, not a one-time fix. Stay committed to creating an inclusive online experience for all users.

Don’t wait until you’re facing a lawsuit or losing customers to prioritize accessibility. Start small, focus on the fundamentals, and continuously improve your website’s accessibility over time. Your business – and your customers – will thank you for it. For more on this, see our article about focusing on practical tech applications for business success.

For a deeper dive into the legal aspects, read our guide to AI Risks & Rewards and compliance.

If you’re based near Georgia Tech, be sure to avoid common tech mistakes that can hamstring growth.

The single most impactful step you can take today? Run an accessibility audit on your website using a tool like Axe DevTools. Identify one or two critical issues and commit to fixing them within the next week. That’s a concrete action that will immediately improve the experience for your users and move you closer to a truly inclusive online presence.