5 Strategies to Make Your Website More Accessible

One in four Americans live with a disability. That’s 61 million adults who rely on accessibility measures to function in their day-to-day lives. This means that companies in the B2B sector who don’t prioritize accessibility are not only losing out on interacting with 26% of Americans but are also contributing to a long-held ignorance of the unique perspectives and strengths that the disabled population brings.

Leaders must prioritize accessibility initiatives in their digital presence so they can be more equitable and inclusive in their strategies. However, the meaning of design inclusivity and accessibility can vary widely, and that can make it daunting for developers and designers to incorporate.

The Americans with Disabilities Act (ADA) does have provisions for website design that were set forth within the context of government websites under Title II. Although there is no formal law specifically addressing website accessibility in the private sector, Title III of the ADA prohibits discrimination in places defined as public accommodations. In the last decade, there have been more than a few lawsuits against private businesses for violating ADA, but in 2021, the Supreme Court ruled that websites do not actually fall under the “public accommodation” section of Title III because websites aren’t physical, tangible places. However, there are still lawsuits being filed against private businesses in an effort to overturn this decision and recognize the obligation of private businesses to comply with ADA regulations. This makes accessibility a high-stakes issue for all businesses.

Despite the lack of clear regulations in the business sector, companies should make an effort to design their websites in a way that makes them accessible for people with disabilities, which can include people with blindness or visual impairments, deafness or hearing loss, limited movement, speech disabilities, neurological limitations (like Alzheimer’s or Parkinson’s), and cognitive impairments (like learning disabilities). Not only will these efforts enable better web experiences for everyone, but it also sets a standard for businesses to create a more equitable world. Web design with accessibility in mind can improve overall functionality for all users, as developers will think more critically about the way they design websites and other digital interfaces.

The goal for many B2B leaders is improving their customer experience — and what better way than by implementing design features that enhance the experience of every user, ultimately strengthening your customer relationships and extending the reach of your brand.

If you don’t know where to start, here are five strategies to keep in mind when designing your website for better accessibility.

1. Make visual content easy to read and interpret.

There’s an important line between innovative design and design that is too elaborate to read clearly. More than 32 million American adults are blind or visually impaired. When they access a website, they often use screen readers or other technological tools to interpret the website for them. When designing a website, make sure that you and your team prioritize accessibility first. This means that you should make it easy for every user, regardless of their ability level, to interpret the content.

Some basic principles of design are critical here:

• Design images and colors should be high-contrast so that users can easily distinguish between text and background.
• Make sure the font size is readable (12-point text is a good standard) and manipulatable by users.
• Ensure that there is plenty of spacing between and around text to make content easier to read.
• Include descriptive alt text for all images, so visually impaired users can still understand what is being conveyed.
• Ensure that your site is able to be interpreted by standard screen readers.

2. Allow customization when possible.

According to the ADA’s tool kit for website accessibility, some viewers may use accessibility features on their devices that adjust the colors on the screen, so they can see high-contrast or low-contrast content, depending on their needs. Similarly, some users may need to adjust font size in order for the website to be readable. Web developers should allow for customization where possible so that users can adjust when needed. This includes everything from adjusting the font size or color appearance to pausing or skipping through interactive and automated features (like slides, videos, or audio content). Design your website so that it can be adjusted based on a user’s browser settings or computer software.

3. Post multimedia content with accessible text.

Use alt-text and descriptions to make all multimedia content accessible for those who are blind or have other disabilities. Alt-text should be meaningful and descriptive so that assistive technology can interpret and disperse the information contained in the image. Including more tags and descriptions can help make content more accessible. Don’t forget to apply this same principle to graphic designs or even logo elements that you include. Describe charts, graphs, and illustrations with alternative text. If you use videos or audio content on your website, make sure to include captions so that people who are deaf or hard of hearing can access the content.

4. Structure your website strategically.

Heading tags (H1, H2, H3) are an essential part of any website design, but they are especially important when making a website more accessible. If you have an existing website, assess it to determine if there is consistency across pages in the way that you use heading tags. When planning a site, distinguish between each type of heading and apply that strategy across every page. Clear distinctions between headings and body text help screen readers understand the flow of content, creating a better experience for visually impaired users. Additionally, proper use of accessibility elements like header tags, video transcriptions, descriptive link text, and more can boost your website’s SEO, as search engines prioritize delivering accessible content to searchers.

5. Offer multiple formats for downloadable content.

Many B2B companies may offer downloadable case studies, reviews, whitepapers, or research documents as secondary content. These are essential components of the website but, if they are only offered in a single format, website visitors with disabilities may not be able to access them. When you offer a piece of downloadable content, make sure that you offer multiple formats that can function for different types of screen readers.

The design of your website is an important component of your customers’ experiences. It’s critical that companies prioritize accessibility so that all users can interact with their content. Not only is the risk of legal action financially costly, but a company’s lack of accessibility can signal to disabled people that they aren’t welcome in that space, forever damaging those would-be relationships and potentially putting the company at risk for a PR crisis.

Beyond accessibility being the right thing to do, prioritizing it can push designers to find more creative and innovative digital solutions, leading to better design practices. The ultimate goal underlying any web design strategy is to communicate and package essential information in a way that reaches the intended audience. Applying these five accessibility strategies can make your content available to a wider audience of users and improve every user’s experience while setting a precedent for other businesses to follow.