A great website doesn’t just look good—it works for everyone. Web accessibility is about ensuring your site can be used by people of all abilities, including those with visual, auditory, cognitive, and motor impairments. And in today’s digital-first world, inclusive design isn’t just the right thing to do—it’s also a smart business decision.
If your website isn’t accessible, you’re excluding a significant portion of your audience, risking legal trouble, and falling behind in SEO.
Website Accessibility: Designing for Inclusivity
Web accessibility means designing and developing websites so that people with disabilities can perceive, understand, navigate, and interact with them effectively. This includes users who rely on screen readers, voice navigation, keyboard-only browsing, or alternative input devices, and ensures compliance with accessibility requirements.
Accessibility is guided by the Web Content Accessibility Guidelines (WCAG), a set of international standards created by the World Wide Web Consortium (W3C). These guidelines focus on four core principles—your content should be:
- Perceivable
- Operable
- Understandable
- Robust
Let’s explore what that actually looks like in practice.
Why Accessibility Matters
1. It’s Inclusive
Over 1 billion people worldwide live with some form of disability. Accessibility ensures they can engage with your content, make purchases, and interact with your brand without barriers.
2. It’s the Law
Many countries, including the U.S., have laws (like the Americans with Disabilities Act or ADA) that require digital accessibility for any organization. Lawsuits against businesses with non-compliant websites are rising every year.
3. It Boosts SEO
Accessible websites are structured in a way that search engines love. Clear headings, alt text, semantic HTML, and meaningful link structures improve both accessibility and search visibility.
4. It Enhances UX for Everyone
Many accessibility best practices—like clear navigation, strong contrast, and fast load times—make your site better for all users, not just those with disabilities.
🌍 Designing for one group benefits everyone.
Key Elements of an Accessible Website
1. Alt Text for Images
Every image on your site should have descriptive alternative (alt) text, which screen readers use to convey meaning to visually impaired users.
html
< img src=”team-photo.jpg” alt=”PS Creative team standing in front of their studio”>
Don’t stuff keywords—write for clarity and context. For example, use descriptive alt text like “PS Creative team standing in front of their studio.”
2. Keyboard Navigation
Some users navigate with keyboards instead of a mouse. Your site should be fully operable via the tab key, arrow keys, and enter/spacebar.
Make sure:
- All interactive elements are focusable
- Navigation order is logical
- Skip links are provided to bypass repetitive content
3. Sufficient Color Contrast
Ensure there’s enough contrast between text and background colors to be easily readable by users with low vision or color blindness. Aim for a contrast ratio of at least 4.5:1 for body text.
🖍 Tools like WebAIM’s contrast checker can help.
4. Semantic HTML
Use correct HTML elements for their intended purpose—<h1> for titles, <button> for clickable buttons, etc. Screen readers rely on semantic HTML to interpret your content correctly.
Bonus: This also helps Google understand and rank your content better.
5. Clear Link Text
Avoid vague links like “Click here” or “Read more.” Instead, use descriptive anchor text like “Download our podcast planning checklist” so users and screen readers know exactly where the link leads.
6. Accessible Forms
Forms should have:
- Properly labeled fields
- Fieldset/groupings for related inputs
- Clear error messages with suggestions for correction
Placeholders ≠ labels. Always use visible labels for form inputs.
7. Captioned and Transcribed Media
Videos and podcasts should include:
- Closed captions for hearing-impaired users
- Full text transcripts for screen reader accessibility and SEO
💡 Transcripts can also be repurposed into blog content—win-win.
Guidelines and Standards for Accessibility
Adhering to established guidelines and standards is crucial for creating accessible digital content. Here are some key frameworks and regulations to be aware of:
- Web Content Accessibility Guidelines (WCAG): These are the most widely accepted standards for web accessibility, providing a comprehensive framework for creating accessible digital content. They focus on making content perceivable, operable, understandable, and robust.
- Americans with Disabilities Act (ADA): This U.S. law requires businesses and organizations to ensure equal access to their websites and digital services. Title III specifically addresses accessibility in the digital space, making it essential for businesses to comply.
- Section 508 Standards: These guidelines ensure that federal agencies and contractors provide accessible digital content, including websites, software, and other forms of communication technology. Compliance with Section 508 is mandatory for federal entities.
- European Accessibility Act (EAA): This act aims to improve the accessibility of digital products and services, including websites, mobile applications, and audio-visual media, for people with disabilities across Europe.
- Accessibility for Ontarians with Disabilities Act (AODA): This Canadian law aims to make Ontario accessible by 2025. It requires businesses and organizations to ensure the accessibility of their digital content, including websites and mobile applications.
By following these guidelines and standards, businesses can ensure their digital content is accessible to all users, regardless of their abilities.
Accessibility Tools and Resources
Using the right tools and resources is essential for achieving web accessibility. Here are some that can help:
- Screen Readers: Tools like JAWS and NVDA are essential for people with visual impairments, allowing them to access digital content and navigate websites effectively.
- Accessibility Plugins: Plugins such as WP Accessibility and Accessibility Checker can help identify and fix accessibility issues on websites, ensuring compliance with accessibility guidelines and standards.
- PS Creative Team: Our team offers expertise in web accessibility, providing businesses and organizations with the tools and resources needed to create accessible digital content and ensure equal access for all users.
- World Wide Web Consortium (W3C): The W3C provides a range of resources and tools for web accessibility, including the Web Content Accessibility Guidelines (WCAG) and the Accessibility Guidelines Working Group.
- Department of Justice: The DOJ offers guidance on web accessibility, including resources and tools for businesses and organizations to ensure compliance with the ADA and other accessibility laws.
By leveraging these tools and resources, businesses can create accessible websites that meet the needs of all users.
Testing Your Website’s Accessibility
No accessibility strategy is complete without testing. Try these tools:
- WAVE by WebAIM: Visual accessibility evaluation
- Lighthouse (built into Chrome DevTools): Accessibility audits
- axe DevTools: Browser extension for automated testing
- Screen readers like NVDA or VoiceOver: To experience your site as a non-visual user
Ensuring users can control their interaction with your website is crucial for accessibility.
Also consider having real users test your site for true usability insights.
Common Accessibility Mistakes to Avoid
- Using color alone to convey meaning (e.g., “Click the green button”)
- Over-reliance on JavaScript without fallbacks
- Missing focus indicators on links/buttons
- Poorly labeled or inaccessible modals and popups
- Auto-playing videos with no mute or pause controls
Regular audits are essential to maintain compliance with accessibility standards.
Even well-designed sites can fail if accessibility isn’t intentional.
Accessibility and Innovation
Accessibility is not just a compliance requirement; it’s a key driver of innovation. Here’s how:
- Trail-Blazing Businesses: Leading companies are leveraging accessibility to drive innovation, recognizing the importance of equal access and inclusive design in creating digital products and services that meet the needs of all users.
- PS Team: Our team is committed to delivering innovative solutions that prioritize accessibility, ensuring that businesses and organizations can create digital content that is accessible, usable, and enjoyable for all users.
- Growth-Seeking Businesses: Companies that prioritize accessibility see increased customer satisfaction, loyalty, and retention. Accessible digital content and services are crucial for driving business success.
- Latest Updates: The field of web accessibility is constantly evolving, with emerging technologies like artificial intelligence and machine learning playing a critical role in improving accessibility. Staying updated with the latest trends ensures a more inclusive digital landscape.
- Inclusive Design: By prioritizing accessibility and inclusive design, businesses and organizations can create digital products and services that are accessible, usable, and enjoyable for all users, regardless of their abilities or disabilities.
Embracing accessibility not only meets legal requirements but also fosters innovation and growth, making it a smart business strategy.
Accessibility and Your Brand Reputation
Accessibility sends a strong message: You care.
It shows your commitment to inclusivity, professionalism, and user-centered design. It builds goodwill—and in many cases, increases customer retention.
Plus, an accessible website is more future-proof as technology evolves and regulations tighten.
Inclusive Design Is Smart Design
Website accessibility isn’t about adding “special features” for a minority of users—it’s about creating a usable, enjoyable experience for all. Importantly, it’s an investment in better user experience, stronger SEO, reduced legal risk, and broader brand reach.
If you’re unsure whether your site is accessible, or you need help making improvements, now’s the time to act.
👉 Ready to bring more leads back to your business?
Schedule a free discovery call with PS Creative today, and let’s map out a retargeting strategy designed to convert attention into action.
