As e-commerce increasingly becomes the preferred method for many shoppers to purchase everything from apparel and home décor to groceries and toilet paper, ensuring that all business websites are accessible to customers with disabilities has never been more critical.
According to the Center for Disease Control (CDC), one in four Americans report some form of disability. With many forms of disabilities, there will be a need for assistive technology to view information online. In other words, ignoring digital accessibility puts a business at risk of cutting out 25% of its potential customers.
Digital accessibility has taken center stage in a post-COVID America more comfortable utilizing online shopping, telehealth appointments, online vaccine scheduling, and digital communications for staying in touch with family. Since one-quarter of Americans experience a disability, accessibility lawsuits have been rising. The cases stem from violations in following the Americans with Disabilities Act (ADA) and Web Content Accessibility Guidelines (WCAG) guidelines.
To make digital accessibility a priority, businesses of all sizes must develop, implement, and codify specific policies, standards, and goals to inform and guide accessibility efforts at every level of the company, from the boardroom to the mailroom.
Keeping Staff United in Their Commitment to Accessibility
It’s one thing to make general statements about a company’s “commitment to accessibility” in staff welcome packets or monthly meetings. But those broad statements- though filled with good intentions- are ultimately meaningless and hollow without a specific set of standards that elucidate that commitment or a detailed gameplan that outlines how to fulfill that commitment.
Instead of hollow statements and noble intentions, the only way to ensure digital accessibility is to codify company policy and protocol related to accessibility, ideally with a set of standards, goals, and a game plan for achieving these goals.
Documenting policies, protocols, standards, and expectations in company policy makes it evident to employees that accessibility is a company priority and that individual accessibility should also be a priority, ensuring that workers at every level are on the same page regarding accessibility efforts.
For maximized digital accessibility efforts, businesses may consider pooling leaders from various departments to form a dedicated “Accessibility Team.” While accessibility may not be the only concern for staff on this team, having a group whose members are focused on accessibility standards and efforts can ensure accessibility remains a priority.
Accessibility standards inform site testing
To maintain compliance with accessibility standards outlined by the ADA and WCAG, a website must continually be tested for accessibility as technology evolves. If a business has not established clear accessibility standards or goals, the testing results will not be very meaningful or helpful.
As per WCAG—a set of digital accessibility guidelines for websites that stem from ADA mandates—websites can be WCAG compliant (aka accessible enough to avoid lawsuits under the ADA) at three levels: Levels A, AA, or AAA, with AAA being the highest level of compliance.
The level of WCAG compliance desired is a determination that each business will have to make for itself. However, it is important to know that Level A sets a minimum level that does not achieve broad accessibility for many situations. For this reason, many businesses strive to meet Level AA as the minimum for all digital communications.
Bottom Line
Performing site tests without a baseline of established standards and policies is a poor use of time, effort, and resources. Informed site testing that concentrates on achieving specific accessibility goals based on the needs of the target customer base is the most efficient way to ensure an optimal site experience.
Compliant digital accessibility is a benefit for all businesses, large and small, by being inclusive to the 25% of Americans with a disability, thwarting ADA litigation, and cultivating a positive company perception as a business that cares enough to consider the needs of all its customers.
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