Web Accessibility Matters More Than You Think

In this article, we’ll explore the crucial, yet often overlooked, topic of website accessibility and why it should be one of your top priorities.

Who’s talking, anyway?

I’m Gavin, Studio East’s Web Manager and Strategist. Since the '90s, I’ve been lucky enough to work across a variety of sectors, including entertainment, telecoms, advertising, public service, local government and more.

As a result, I’ve had a front-row seat for the evolution of web standards, from the launch of the Web Content Accessibility Guidelines in 1999 through to today. I’ve been a big accessibility advocate since day one, and over the years it’s only become more apparent how vital it is for high-performing, user-friendly websites.

What makes a high-performing site?

In short, it’s a site that does the basics well: it’s discoverable, visible, fast-loading, SEO optimised and responsive across all devices and browsers.

Good web design and SEO should work together, but that’s just the start. Real performance should also include accessibility, yet far too many sites fall surprisingly short.

An accessible website makes it easier for more people to navigate, understand and interact with your content. That means considering accessibility alongside design, development, UX and content rather than treating it as something to fix once the website has already been built.

As we’ll see, overlooking it can have commercial, legal and reputational consequences too.

Why should you care about accessibility?

Around one in six people globally experiences significant disability. That includes people with physical, sensory, cognitive and other impairments that can affect how they interact with websites and digital content.

Now, imagine telling a business its website is creating barriers for a significant number of potential visitors.

Tell them about all those lost leads, conversions and missed opportunities. Tell them about the customers who may never make a purchase, simply because your website doesn’t allow them to. How would you explain that to the CFO?

Accessibility can also improve the wider user experience. Clear navigation, understandable instructions and effective UX writing can make it easier for people to understand where they are, what they need and what to do next.

In addition to excluding potential customers, there’s also the legal and reputational risk involved in sidestepping accessibility. Failure to meet relevant requirements can expose businesses to complaints, legal action and damage to their reputation.

Looking closely, it becomes instantly clear that accessibility should never be an afterthought.

What does website accessibility look like?

Being accessible means making sure people with different abilities can perceive, understand, navigate and interact with your website.

The Web Content Accessibility Guidelines (WCAG), set out by the Web Accessibility Initiative (WAI), provide an internationally recognised framework for making digital content more accessible.

Here are just a few key elements:

1. Keyboard navigation: Many users with disabilities rely on keyboard navigation rather than a mouse. Users should be able to move through links, buttons, forms and other interactive elements using a keyboard.

2. Text contrast: The contrast between text and its background should be strong enough to make reading easy, particularly for people with visual impairments.

3. Closed captions: For users who are deaf or hard of hearing, video content should include accurate captions. Transcripts or audio descriptions may also be appropriate depending on the content.

4. ALT text for images: Informative images should include useful alternative text that allows people using screen readers to understand the information being communicated.

5. Clear page structure: Descriptive headings, labels and links help users understand how information is organised and move through the page more easily.

These elements might seem small in isolation, but together they shape how easily someone can actually use your website. Accessibility is a combination of decisions across content, design and development, not a single feature you can switch on.

That principle applies to wider digital products too. When we worked on the Vedi platform, product UX was considered alongside the wider brand and digital experience, helping create a clearer and more intuitive platform for users.

The legal side

These days, businesses are familiar with the General Data Protection Regulation (GDPR). Failure to comply can result in big penalties, as happened in 2018 when British Airways was fined £20 million by the Information Commissioner’s Office (ICO) for a data breach involving 400,000 customers — a reminder of the severe consequences of neglecting compliance. It’s worth noting that although £20 million seems like a significant fine, the amount was actually reduced from £183 million, in part due to the economic pressures on BA stemming from the coronavirus crisis.

When it comes to accessibility, there are examples across the US and UK that should serve as a reminder of the risks involved in non-compliance. In the UK, where accessibility is governed under the 2010 Equality Act, one notable case involved the Royal National Institute of the Blind (RNIB) suing BMI Baby after the airline’s website failed to meet accessibility standards for visually impaired users. The case was settled out of court, with BMI Baby agreeing to make the necessary changes.

In the US, the 2006 landmark case involving the major retailer Target set the precedent for accessibility lawsuits. The National Federation of the Blind (NFB) sued Target for failing to make its website accessible to blind users, claiming it violated the Americans with Disabilities Act (ADA). The case led to a settlement of $6 million in damages and a commitment from Target to make its website accessible.

Accessibility benefits everyone

One of the biggest misconceptions around website accessibility is that it only benefits a small group of users.

Many accessibility improvements make websites easier for everyone to use. Captions can help someone watching a video without sound. Clear navigation helps someone trying to find information quickly. Strong colour contrast makes content easier to read in difficult lighting. Straightforward content helps people understand what they need to do next.

Accessibility and good UX frequently overlap because both start with understanding how real people interact with a digital product.

We see the importance of putting real users at the centre of digital decisions across our work. Projects such as SWGfL demonstrate how considered digital experiences need to balance information, functionality and the needs of the people using them.

A last word

Your website is a direct reflection of your brand, mission and values. Every pixel belongs to you. It should be a shining example of everything you believe in.

That becomes particularly important when you think about humanising your brand. The values a business communicates shouldn’t stop at its messaging. They should carry through into the experience people have when they interact with it.

So, build your site to the highest standard. Make it secure and inclusive. Protect visitor data. Be accessible. Be respectful of your audience. Who knows, one day they may become a loyal customer.

Want to learn more about how to build an accessible, high-performing website? Contact Studio East. We’re here to help.

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