Website accessibility is the practice of designing and developing websites to be usable by everyone, including individuals with disabilities. It has moved from a niche consideration to a fundamental imperative in the contemporary digital world. We live in an era where online platforms serve as crucial conduits for information, services, and social interaction. Ensuring equal access isn’t merely about technical compliance but also a reflection of societal values and strategic business acumen.

The sheer scale of the global population living with some form of disability underscores the significance of the issue. WHO and CDC estimated approximately 1.3 billion people worldwide live with a disability¹. As digital access is increasingly recognised as a basic human right, improving website accessibility emerges as a multifaceted necessity. It offers benefits that extend far beyond compliance. These business benefits encompass expanded reach, legal security, ethical alignment, enhanced usability for all, and ultimately, positive business outcomes.

Expanding reach and inclusivity: benefits for all users

The advantages of website accessibility are wide–ranging, positively impacting individuals with a diverse spectrum of abilities.

Visual disabilities and website accessibility

For those with visual disabilities, including blindness, low vision, colour deficiency, and far–sightedness, accessibility features can be transformative. Screen readers, which audibly convey website content, rely on alternative text descriptions for images to provide context. Sufficient colour contrast between text and background ensures readability for individuals with low vision or colour blindness. Notably, the prevalence of vision impairments associated with ageing² emphasises the need for accessible design to cater to this demographic.

Website accessibility for auditory disabilities

Individuals with auditory disabilities, including deafness and hearing impairment, benefit immensely from captions and transcripts for audio and video content. With over 48 million Americans experiencing hearing difficulties³, these features are crucial for ensuring access to multimedia information.

Website accessibility for people with motor disabilities

People with motor disabilities may face challenges using a mouse or keyboard. Motor disabilities include, for example, paralysis, arthritis, or low dexterity. Simple solutions can help people with coordination problems. These include keyboard–only navigation, larger, easily tappable touch targets, and support for alternative input methods, such as voice commands.

Cognitive disabilities

Cognitive disabilities include learning difficulties (like ADHD and dyslexia) and cognitive impairments (affecting memory and comprehension). These necessitate clear and concise website content, logical structural organisation, and the provision of reading and writing comprehension aids. It’s important to recognise that hidden disabilities, such as dyslexia and ADHD, constitute a substantial segment of the disability community⁴. Therefore making easily understandable and navigable website content is paramount.

Neurological disabilities and website accessibility

For individuals with neurological disabilities, particularly those with photosensitive epilepsy, avoiding flashing or blinking content is a critical accessibility consideration⁵.

Situational limitations can also be improved

Beyond permanent disabilities, website accessibility offers significant advantages for individuals experiencing situational limitations⁶. These include, for instance, those using devices in bright sunlight, in noisy environments, or with slow internet connections. Good colour contrast and the ability to adjust text size enhance usability in bright conditions. Text transcripts become essential when audio cannot be heard. Also, optimised images and efficient website code improve the experience for users with limited bandwidth, or poor mobile signal.

Temporary disabilities

Similarly, people with temporary disabilities, like a broken arm or lost glasses, also benefit from accessible design principles⁷. Furthermore, older users with age–related changes in abilities find accessible websites easier to navigate and use. Presbyopia, a common age–related vision change, affects a large portion of the older population. Problems caused by presbyopia can be easily overcome by adjustable font sizes and clear layouts. This highlights the importance of simple solutions to issues that are barriers for people using your website.

Universal design, website accessibility for all

The concept of universal design underscores how accessibility features often enhance the user experience for everyone, regardless of their abilities. Features like clear and consistent navigation, readable fonts, and logical formatting contribute to a more intuitive and user–friendly website for all visitors⁸. Investing in accessibility best practices inherently improves the design and usability of a website. This is the overlap between accessibility features and general usability improvements. This suggests such improvements make it more enjoyable and efficient for everyone, irrespective of their specific needs.

Summary table: the benefits of website accessibility

User group	Specific challenges faced	Website accessibility features providing solutions
Blind/ low vision	Inability to see visual content, difficulty reading small or low–contrast text, challenges navigating with a mouse	Screen readers, alt text for images, sufficient colour contrast, resizable text, keyboard navigation
Deaf/hard of hearing	Inability to hear audio content	Captions and transcripts for audio and video content
Motor impairments	Difficulty using a mouse or keyboard, limited dexterity	Keyboard navigation, larger touch targets, alternative input methods (voice, switch)
Cognitive disabilities	Difficulty understanding complex language, processing information, remembering navigation	Clear and concise content, logical structure, consistent navigation, reading/writing comprehension aids
Situational limitations	Difficulty accessing content in specific environments (e.g., bright sunlight, noisy places, slow internet)	Good colour contrast, customisable text size, text transcripts, optimised images and code
Temporary disabilities	Temporary loss of function or sensory ability	Adaptable design, keyboard navigation, clear instructions
Older users	Age–related decline in vision, motor skills, and cognitive function	Resizable text, clear layout, keyboard navigation, sufficient colour contrast

The legal landscape: compliance with website accessibility and risk mitigation

The importance of website accessibility is further underscored by a growing body of laws and regulations designed to ensure digital inclusivity.

United Kingdom and website accessibility

In the United Kingdom, several key pieces of legislation mandate accessibility. The Equality Act, 2010 provides broad protection against discrimination. This includes for individuals with disabilities, and requires commercial websites to make reasonable adjustments to ensure accessibility⁹. More specifically, the Public Sector Bodies Accessibility Regulations, 2018 place clear obligations on public sector organisations. It requires their websites and mobile applications to meet the internationally recognized WCAG 2.2 AA accessibility standard¹⁰. These regulations also extend to intranet and extranet websites, recognising the needs of disabled employees working within the public sector. Compliance also necessitates the publication of an accessibility statement detailing the accessibility status of the website or app¹¹.

United States and accessible websites

Beyond the UK, other regions have enacted similar legislation. In the United States, the Americans with Disabilities Act (ADA) prohibits discrimination against individuals with disabilities across various aspects of public life. Its provisions have been consistently interpreted to apply to digital assets, including websites, which are considered places of public accommodation¹². Additionally, Section 508 of the Rehabilitation Act, 1973 mandates federal agencies to align information technology with WCAG 2.0 AA standards.

The European Union and accessibility trends in websites

The European Accessibility Act (EAA) in the European Union further reinforces the global trend towards legally mandated accessibility standards¹³.

This increasing trend towards legal mandates for web accessibility is global. It highlights the critical need for businesses to prioritise compliance to avoid potentially significant legal repercussions¹⁴. The number of web accessibility lawsuits has been on the rise¹⁵. This underscores the substantial financial and reputational risks associated with neglecting accessibility. Adhering to WCAG¹⁶ is crucial to meet legal requirements. Failure to do so can result in costly lawsuits, fines, and damage to brand reputation¹⁷. Even small businesses need to be cognisant of accessibility laws at least in their own jurisdiction to mitigate these risks.

Ethical imperatives: promoting equality and social responsibility

Beyond the legal obligations, there are profound ethical reasons that underscore the importance of website accessibility. Ensuring equal access to online resources for people with disabilities is a fundamental right. It allows them to participate fully in society and access essential goods, services, and information. Excluding individuals with disabilities from the digital realm is not only discriminatory but also ethically indefensible¹⁸. Website accessibility actively supports social inclusion and aligns directly with principles of corporate social responsibility. By prioritising accessibility, organisations demonstrate a tangible commitment to inclusivity and equal opportunity for all individuals.

This commitment to accessibility significantly enhances brand image and fosters greater customer trust and loyalty. Consumers are increasingly discerning and tend to favour brands that actively promote diversity and inclusion in their practices. The ethical argument for accessibility is therefore strongly supported by the growing consumer preference for socially responsible and inclusive brands. This suggests prioritising accessibility is not just a moral obligation but also a strategic business decision. It can cultivate stronger brand loyalty. By making their websites accessible, businesses can connect with a broader audience who value ethical practices. It leads to enhanced customer loyalty and a more positive brand perception.

The business case: tangible benefits and return on investment (ROI)

The decision to invest in website accessibility is not solely driven by legal and ethical considerations. It also presents a compelling business case with tangible benefits and a strong return on investment. One of the most significant advantages is the positive impact on search engine optimisation (SEO)¹⁹.

SEO benefits to the business case

Several accessibility best practices directly contribute to improved search engine rankings. These include using semantic HTML and proper heading structures, which help search engines understand a website’s content and organisation. Descriptive alternative text not only aids visually impaired users but also allows search engines to better index visual content. Similarly, including transcripts for videos makes multimedia content accessible to a wider audience and provides valuable text for search engines. Furthermore, accessible websites often offer a better user experience, leading to increased engagement and lower bounce rates. These are, in themselves, factors that search engines consider when ranking websites. Accessibility optimisations often result in faster loading times and improved mobile–friendliness. This, and the use of relevant keywords in accessible links further contribute to better SEO performance.

Prioritising accessibility also significantly expands the potential customer base and leads to increased website traffic. With over one billion people worldwide living with a disability, businesses are potentially missing out on a substantial market segment. A business with an inaccessible website could be missing out on an estimated 15–20% of possible clients. By making their online platforms accessible, businesses can tap into this vast and often underserved market. This broader reach naturally translates to a positive impact on user engagement, conversion rates, and customer retention.

Financial benefits for website accessibility

The financial benefits of website accessibility are also compelling. Implementing accessibility can lead to a significant revenue increase by reaching a larger audience and improving conversion rates.

Furthermore, businesses can realise significant cost savings. These include reduced demand for customer support, website maintenance, and legal costs²⁰. Accessible websites enable users to independently navigate and use the website without calling on support for help. Also, they tend to have cleaner and more efficient code, leading to lower maintenance costs in the long run. Perhaps most significantly, prioritising accessibility helps businesses avoid potentially expensive legal costs associated with accessibility lawsuits. Studies indicate that companies with inaccessible websites lose billions of dollars annually to competitors who prioritise inclusivity. While accessibility improvements have demonstrated a substantial return on investment over time.

The strong correlation between accessibility and SEO performance presents a dual benefit for businesses. It leads to increased online visibility and a wider audience. Many accessibility best practices align with the requirements that search engines use to rank websites. This makes them easier for both people and search engines to understand and navigate. Additionally, the significant spending power of people with disabilities and their families represents a substantial market opportunity. Businesses can tap into this vast and often underserved market by making their websites accessible. This can lead to increased revenue and a larger customer base.

Business benefits of website accessibility at a glance

Business benefit	Supporting evidence
Improved SEO	Semantic HTML, alt text, transcripts improve indexing; better user experience signals higher rankings
Expanded reach	Access to 1.3 billion people with disabilities globally; avoids missing out on 15–20% of potential clients
Increased conversions	Improved usability leads to higher completion rates for purchases and forms
Enhanced brand reputation	Demonstrates inclusivity and social responsibility, fosters customer trust and loyalty
Reduced legal risk	Compliance with ADA, Equality Act, and other regulations minimises the likelihood of lawsuits and fines
Cost savings	Lwer customer support demand, reduced maintenance costs, avoidance of legal fees.

Website accessibility standards and implementation

The Web content accessibility guidelines (WCAG)²¹ serve as the globally recognised standard for creating accessible web content. These guidelines are built upon for core principles often referred to as POUR:

• Perceivable
  Users must be able to perceive the information being presented through at least one of their senses. This includes providing text alternatives for non–text content like images;
• Operable:
  Users must be able to operate the interface. This involves ensuring keyboard accessibility so that all website functionality is available using only a keyboard;
• Understandable:
  Information and the operation of the user interface must be understandable. This includes using clear and concise language and ensuring predictable website behaviour; and,
• Robust:
  Content must be robust enough to be interpreted reliably on a wide variety of user agents, including assistive technologies.

WCAG defines three levels of conformance: A (basic), AA (intermediate and globally accepted), and AAA (highest level).

Level AA is widely considered the benchmark for accessibility. Despite these guidelines, many websites still contain common accessibility issues such as low colour contrast and missing alternative image text. Furthermore, most have poor text links, inaccessible forms, lack multimedia captions, unstructured headings, and websites without keyboard–only navigation. Implementing accessibility involves incorporating various features into website design and development. In addition to correcting the issues just listed, these include:

• using clear and concise language;
• structuring content with proper headings;
• using descriptive link text;
• creating accessible forms with proper labels and instructions; and,
• including skip navigation links to bypass repetitive content.

Case studies and success stories

Numerous organisations recognise the importance of website accessibility. Their efforts resulted in significant positive outcomes.

Tesco

Tesco, a major retailer, enhanced its online grocery shopping platform in collaboration with the Royal National Institute of Blind People. This lead to a remarkable 350% increase in online sales²².

Legal & General Group

Legal & General Group updated its website with a focus on accessibility. It resulted in a 25–50% increase in site visits and substantial cost savings in website maintenance²³.

CNET

CNET saw a 30% increase in traffic from Google after implementing transcripts for its video and audio content²⁴.

National Public Radio

NPR’s This American Life experienced increased search traffic and unique visitors after providing transcripts for its archived programmes²⁵.

Reverie Retreat

Reverie Retreat redesigned its website with accessibility as a core principle. This resulted in a quadrupling of website visitors, significantly boosting bookings and revenue²⁶.

These examples clearly demonstrate the positive impact of accessibility on sales, website traffic, user satisfaction, and brand reputation. Conversely, neglecting accessibility can lead to negative consequences, as illustrated by the Domino’s Pizza lawsuit²⁷. That lawsuit highlighted the legal and reputational risks of having an inaccessible online presence. These real–world measurable case studies provide compelling evidence for the significant return on investment that can be achieved by prioritising website accessibility.

Conclusion: embracing accessibility for a better digital future

Improving website accessibility is not merely a trend but a fundamental shift towards a more inclusive and equitable digital landscape. The reasons to prioritise accessibility are compelling and multifaceted:

• it ensures equal access for individuals with disabilities;
• promotes usability for everyone;
• aligns with ethical principles of equality and social responsibility; and,
• is increasingly mandated by law.

The long-term benefits of accessible websites extend to users, businesses, and society as a whole. They encompass a wider audience reach, improved SEO, enhanced brand image, reduced legal risks, and a better overall user experience. A proactive approach, integrating accessibility into the very fabric of website development and maintenance, is no longer optional but essential. The growing availability of digital accessibility software and resources further facilitates this process²⁸. By embracing accessibility, organisations can create a better digital future for all and foster inclusivity. They can drive innovation and achieve sustainable success in an increasingly digital world.

Further reading:

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Notes on this article:

1. “According to the World Health Organization and the CDC, 16% of the world’s population, and 26% of the U.S. population, have a disability.” Forbes Understanding the importance of web accessibility 20 March 2023 ↩︎
2. For example, “the number of people in the UK with sight loss is set to increase significantly. It is predicted that by 2050 the number of people with sight loss… will double to over four million”. RNIB Learn more about sight loss statistics across the UK ↩︎
3. “More than 50 million Americans have some degree of hearing loss.”. HLAA, Key facts and statistics from the Hearing Loss Association of America (HLAA) ↩︎
4. “Between 70-80% of disabilities are hidden disabilities like visual impairments, hearing impairments, neurodivergent traits like dyslexia, certain forms of autism, and medical conditions like Alzheimer’s disease.” Recite me, from Inclusive City Maker, Lise Wagner, Invisible disabilities: 80% of disabled people are concerned! ↩︎
5. “Avoid design elements that may induce seizures. For example, no website element should flash more than three times in a one-second interval.” WCAG, WCAG 101: understanding the web content accessibility guidelines, 9 October 2024 ↩︎
6. “Web accessibility also benefits people without disabilities….” W3 Consortium, Introduction to web accessibility, 7 March 2024 ↩︎
7. “Web accessibility also benefits people without disabilities” W3 Consortium, Introduction to web accessibility, 7 March 2024 ↩︎
8. “In fact, nearly 90% of professionals we surveyed report that digital accessibility has contributed to improvements in user experience.” Level Access, Making the business case for digital accessibility: key talking points for accessibility champions ↩︎
9. Meet the requirements of equality and accessibility regulations GOV.UK ↩︎
10. The public sector bodies (websites and mobile applications) accessibility regulations 2018 GOV.UK ↩︎
11. Understanding accessibility requirements for public sector bodies GOV.UK ↩︎
12. Guidance on web accessibility and the ADA, ADA.GOV, 18 March 2022 ↩︎
13. European accessibility act, EU Commission, Europa ↩︎
14. “A whopping 77 percent of 2022 cases involved smaller online merchants under £20 million in annual revenue. The e-commerce sector was hit hardest, comprising 84 percent of all website accessibility lawsuits.” Recite Me, Exploring the different web accessibility statistics and trends ↩︎
15. In the first half of 2023, 414 federal ADA cases filed—over 100 more than in 2022. Opportunistic US law firms, which handled 82 percent of digital accessibility suits last year, are pouring gasoline on the fire.
    Contrary to popular belief, it’s not just e–commerce giants being targeted. 77 percent of 2022 cases involved smaller online merchants under £20 million in annual revenue. The e–commerce sector was hit hardest, comprising 84% of all website accessibility lawsuits. UK businesses who sell a single product or service into the US market are liable for the full force of US law. ↩︎
16. Web content accessibility guidelines, WCAG, 9 October 2024 ↩︎
17. Web accessibility lawsuit statistics for 2024, Qualibooth, 2 January 2025. ↩︎
18. The ethical and legal imperative for accessibility, Open University ↩︎
19. Does web accessibility have a positive impact on SEO? Accessibility Checker ↩︎
20. What costs and ROI should I consider for web accessibility? Purplebyte, 29 January 2025 ↩︎
21. WCAG 101: understanding the web content accessibility guidelines, WCAG, 9 October 2024 ↩︎
22. 10 accessibility success stories & case studies, Daily Dev ↩︎
23. 10 accessibility success stories & case studies, Daily Dev ↩︎
24. Case studies of successful ADA compliance implementation, Subly ↩︎
25. Case studies of successful ADA compliance implementation, Subly ↩︎
26. 3 case studies for website accessibility, Access design studio ↩︎
27. 3 case studies for website accessibility, Access design studio ↩︎
28. Global website accessibility software market size by type of software, by end user, by deployment type, by geographic scope and forecast, Verified market research ↩︎