In today’s digital landscape, a strong online presence is crucial for any business, especially small businesses in the UK. However, many businesses overlook a vital element: website accessibility. In a previous article, The compelling case for website accessibility, we describe the detailed benefits and reasons to embrace accessibility. An effective accessibility strategy isn’t just a matter of compliance; it’s a powerful tool for expanding your reach, enhancing your reputation, and driving growth.

Why is website accessibility so important? In essence, it ensures that everyone, regardless of their abilities, can access and interact with your online content. This includes individuals with visual, auditory, cognitive, or motor impairments. Neglecting accessibility excludes a significant portion of the population, limiting your potential customer base. While the ethical and legal implications are significant, this article focuses on the business benefits of adopting an accessibility strategy.

For small businesses, the idea of implementing a comprehensive accessibility strategy can seem daunting and expensive. However, it doesn’t have to be. By adopting a phased approach, you can make incremental improvements that deliver significant results. If you’re not reworking your whole website your accessibility improvements shouldn’t break the bank. Also, if you adopt a rigorous strategy and can demonstrate you are following it, you should be covered in law.

Cost–effective accessibility strategy implementation: a step–by–step approach

At Redcentaur, we believe that small businesses should ensure their websites are accessible from launch. There is a strong business case for it, not just because the law in most countries now compels you to. However, we understand that many UK small businesses are set up quickly in the hope that they are a success. Things like accessibility are a “nice to have” that can be done later; except later never comes. And in the meantime, you are losing potential customers.

That is why we adopt a sensible and pragmatic approach to existing websites that we need to make accessible. This is our five point process for completing a workable and effective accessibility strategy for a small UK business:

1. Conduct an initial accessibility audit:
   Start by assessing your current website’s accessibility using free online tools and browser extensions. These tools can identify common accessibility issues, such as missing alt text for images, poor colour contrast, and keyboard navigation problems. This initial audit provides a baseline for your accessibility strategy, and helps you prioritise areas for improvement.
2. Prioritise quick wins:
   Focus on addressing the most critical accessibility issues first. For example, adding alt text to images and ensuring sufficient colour contrast are relatively simple fixes. They can make a significant difference. These quick wins demonstrate your commitment to accessibility and build momentum for further improvements.
3. Implement gradual improvements:
   Instead of attempting to overhaul your entire website at once, break it down into smaller, manageable tasks. For example, focus on improving the accessibility of your forms one month, then address keyboard navigation issues the next. This phased approach allows you to spread the cost of implementation over time and minimise disruption to your business.
4. Utilise free and low–cost resources:
   Numerous free or cheap resources are available to help you improve your website’s accessibility. These include online guides, tutorials, and browser extensions. Consider using content management system (CMS) plugins that enhance accessibility features, many of which have free or low–cost versions.
5. Incorporate accessibility into your content creation process:
   Make accessibility a standard part of your content creation process. This includes using clear, concise language, providing transcripts for audio and video content, and ensuring that images have alt text. By incorporating accessibility from the start, you can avoid costly retrofitting later.

The business benefits of an accessibility strategy

There are several business benefits to support improvements to your website’s accessibility. We give a detailed examination of the business benefits for accessibility in The compelling case for website accessibility. Here is an overview of the main points:

Expanded market reach

By making your website accessible, you open your business to a much wider audience, including individuals with disabilities. Over 15% of the global population have some form of disability, and many more could benefit from the same improvements. This can lead to increased website traffic, higher conversion rates, and greater revenue.

Improved SEO

Many accessibility best practices, such as using descriptive alt text and structured headings, also improve your website’s search engine optimisation. This can lead to higher search engine rankings and increased visibility.

Enhanced brand reputation

Demonstrating a commitment to accessibility enhances your brand reputation and builds trust with your customers. It shows that you value inclusivity and are committed to providing a positive user experience for everyone.

Reduced legal risk

In the UK, businesses have a legal obligation to provide accessible services to individuals with disabilities. Implementing an accessibility strategy helps you comply with these regulations and reduce the risk of legal action.

Accessibility strategy improvements lead to improved user experience

Accessibility improvements often benefit all users, not just those with disabilities. For example, clear and concise language, logical navigation, and responsive design enhance the user experience for everyone.

An accessibility strategy is not just a compliance issue; it’s a strategic investment. It can deliver significant benefits to your small business. By utilising available resources in a phased approach, you can make your website accessible and unlock new opportunities for growth. While we emphasise your ability to devise an accessibility strategy yourself, you might not have the skill or time. We have the necessary expertise to help you adopt a suitable accessibility strategy for your business. If you would like help developing or implementing your accessibility strategy for your business, get in touch.

Further reading on this topic

The compelling case for website accessibility

Redcentaur’s accessibility strategy service