Improving online accessibility

Daniele De Blasio, Director, Digital Strategy at Bladonmore, explains the importance of accessibility 

Digital accessibility matters. When we scroll our social feeds, choose a show on Netflix, or check our banking apps, we rely on digital design languages, user interfaces and functionality that make information accessible, understandable and usable for everyone. 

The recent Global Accessibility Awareness Day (GAAD) has reminded the digital community why it’s important to develop, distribute and, more importantly, talk about inclusive web technologies that allow everyone to access digital resources irrespective of their digital literacy. It’s not just for people living with a disability, it’s a wider discourse that includes the needs of users like the elderly and those that don’t have access to the latest and greatest digital technologies. It’s about providing a great digital experience for everyone.  

Why does it matter? 

Web accessibility refers to the inclusive practice of making websites and web applications usable by people of all abilities and disabilities. This includes individuals with visual, auditory, motor, or cognitive impairments.  

The goal is to design and develop web content that is accessible to everyone, providing equal access to information and functionality. To help us reach this goal, there are four principles guiding international accessibility standards. Information should be perceivable, operable, understandable and robust. 

Perceivable means information and user interface components must be able to be perceived through different formats. This includes text alternatives for non-text content and ensuring content is adaptable to different devices and settings.  

Operable means all functionalities should be available from a keyboard, and users should have enough time to read and use content. 

Understandable means information and the operation of the user interface must be easy to get to grips with. This involves making text readable and predictable, and helping users avoid and correct mistakes. 

Robust means content must be capable of being reliably interpreted by a wide variety of user agents, including assistive technologies. 

The altruistic case for accessibility is simple; it ensures equal access to information, it is key for user independence, and it helps improve user experiences.  

For the estimated one billion people worldwide living with some form of disability, web accessibility is crucial. It’s estimated that around 3 million people in the UK rely on some form of assistive technology to browse the web and use essential digital platforms.  

Websites should be designed to accommodate all users as accessibility ensures that everyone has equal access to information and services online. For many users with disabilities, the internet is a key tool for independence. It allows them to perform everyday tasks, such as shopping, banking, and accessing education, without needing assistance from others. 

How do businesses benefit? 

In addition to being the right thing to do, it is also the smart thing to do and, in many jurisdictions, a legal requirement.  

By running websites that are more widely accessible, you expand your businesses’ market reach. People with disabilities or accessibility challenges represent an important market segment with spending power. An accessible website opens up opportunities to serve a broader range of customers or audiences. Companies that prioritise accessibility demonstrate social responsibility and inclusiveness. This enhances their brand image and builds trust with customers, which can translate into customer loyalty and positive word-of-mouth. 

There are also search engine optimization (SEO) benefits as many accessibility practices, such as providing alt text for images and using semantic HTML, also improve SEO. This can help websites rank higher in search engine results, driving more traffic. In addition, investing in accessibility can drive innovation as companies explore new ways to improve user experience. It positions a business as a leader in its industry, setting a standard for others to follow. 

More practically, avoiding legal repercussions is a motivator to invest in accessibility. Non-compliance with accessibility laws can lead to lawsuits, fines and damage to a company’s reputation. Whether it’s the Equality Act of 2010 in the UK, the Americans with Disabilities Act in the US, the Disability Discrimination Act in Australia, the European Accessibility Act in the EU or the global Web Content Accessibilities Guidelines, you have to be aware of the rules that apply to your business, and act accordingly. 

What should you do? 

Now we know that web accessibility is not just a legal obligation but a moral imperative and a sound business strategy. How do we deliver on accessibility requirements and user expectations? Here’s some tips: 

• Stay compliant – follow the latest global Web Content Accessibility Guidelines (WCAG) or your local regulatory framework. 

• Embed assistive functionalities – bundle your digital products (websites, apps, intranets, campaigns, electronic publications) with assistive functionalities such as text alternatives, full keyboard accessibility, enhanced colour contrast, accessible fonts and forms, captions and transcripts. 

• Design for various devices and viewports – keep an open mind when balancing screen sizes and readability with level of ability and available bandwidth. 

• Test, test and test again – whether it’s automated or manual testing with real people, always focus on the final users and what they really need. 

• Stay updated and educated – this could be through attending one or more events on the occasion of GAAD 2025 or enrolling on specialist courses. Failing that, consult the incredibly rich knowledge base maintained and distributed by accessibility governing bodies.  

• Feedback and then act – most importantly, engage with users, encourage them to share their views and listen to and action their feedback. 

If you’re looking for help creating accessible digital communications, get in touch.