Website Accessibility

Becoming accessible necessitates the addition of alt text on meaningful images, captions for videos, full and accurate metadata, and more meticulous attention to proper site structure – which aligns closely with SEO best practices since search engines prioritize sites with high levels of readability.

Research has shown that enhancing web accessibility can significantly improve growth KPIs, such as SEO rankings and organic traffic. One SEMRUSH study found that 73% of websites that became accessible saw growth in organic traffic, at an average rate of 12%.

Your website is deemed accessible once it demonstrates adherence to the Web Content Accessibility Guidelines (WCAG), a set of standards that are universally accepted and cited in most legislation.
WCAG is organized around four key principles: Perceivable, Operable, Understandable, and Robust (POUR).

• Perceivable: The information must be clear for all users
• Operable: User interfaces should be easily navigable
• Understandable: The content must be straightforward and legible to everyone
• Robust: The website should have the capability to be accessed on assistive technologies

Following the four pillars of POUR also aligns your website with UX best practices that can increase the likelihood of order conversion, site returns, brand loyalty, etc. In fact, a recent study found that 60% of consumers with disabilities say they’re more likely to return to a website after a positive experience.

The above points highlight how web accessibility can help you (i) attract online visitors to your website, and (ii) provide them with a streamlined UX. From there, it’s easy to draw the line towards increasing revenue.

• Canadians with disabilities represent a significant market, controlling an estimated purchasing power of $55 billion
• 62% of Canadians have stated that they prefer to support accessible businesses

On the flip side, after a negative online shopping experience:

• 28% of consumers abandoned their purchase
• 27% of shoppers avoided using the website or app again

Online retailers that fail to ensure their websites are accessible to people with disabilities see estimated losses of around $7 Billion annually, on average.
Web accessibility makes it easy for everyone to use and enjoy your website.

Championing inclusion and demonstrating your allyship with the disability communities appeals to the 57% of consumers who remain loyal to brands that address social inequities.

Additionally, 35% of consumers with disabilities have recommended brands with accessible websites to people they know.

On top of being aligned with growing efforts around Diversity, Equity, and Inclusion (DEI), accessible websites are a clear reminder to your consumers that you value inclusion as an important part of your brand.

While it’s never a guarantee, ensuring your website is up to date with the requirements of the Accessibility for Ontarians with Disabilities Act (AODA), is the best way to minimize any potential legal issues related to your website’s accessibility.