Digital Accessibility (and Why It's Important): A Guide

Web and mobile app designers focus heavily on the visual impact they’re creating, ensuring it’s optimized for all devices.

That's all well and good, but digital accessibility is usually overlooked.

Indeed, the pandemic significantly accelerated the digital transformation across various sectors, compelling individuals globally to adapt to online platforms for everyday activities. This shift has been particularly pronounced among people with disabilities, who now depend more than ever on digital products and services to perform essential tasks such as remote work, online shopping, virtual banking, streaming entertainment, and telehealth services.

Consequently, digital accessibility has become not just a convenience but a necessity, enabling these individuals to engage in society and the economy effectively. Employers, financial institutions, retailers, healthcare providers, and entertainment companies are increasingly tasked with ensuring their digital interfaces are accessible to accommodate this demographic. The expanded reliance on digital solutions during the pandemic underscores the urgent need for organizations to prioritize inclusive access, ensuring that all users, irrespective of their disabilities, can interact with and benefit from digital content and services seamlessly.

But with nearly 16% of the population living with a disability, not everyone can access those services due to their inadequate design. That’s why digital accessibility is more important now than ever for any organization that provides digital products and services.

In this guide, you’ll learn:

• What digital accessibility is.
• The four principles of digital accessibility.
• Why your business needs to make digital access a priority based on the international and federal regulations, guidelines, and standards.

What is digital accessibility?

Digital accessibility is the process of making digital products, such as websites, mobile apps, and other online tools, accessible to everyone. It is about ensuring all users can access the same information, regardless of the impairments they may have.

Whether a visually-impaired person uses a screen reader to access a webpage or someone has a cognitive disability that requires straightforward content and navigation,‌ there‌ ‌are‌ ‌many‌ ‌reasons‌ ‌to‌ ‌make‌ ‌your‌ ‌digital‌ ‌presence‌ ‌accessible.

Web accessibility vs. digital accessibility

Web accessibility refers to the foundational principle that websites and the associated technologies should be equally accessible to all users, irrespective of their disabilities. This encompasses a broad spectrum of considerations, such as ensuring that content can be seamlessly navigated via a keyboard for those who cannot use a mouse, or providing alternative text descriptions for images so that screen readers can convey the content to visually impaired users effectively.

Furthermore, accessibility in web design also involves deploying consistent and straightforward navigation structures, enabling users with cognitive disabilities to access information efficiently. Incorporating features like text resizing options and contrast adjustments further assists individuals with low vision, ensuring a more inclusive browsing experience.

As more organizations recognize the diverse needs of the global population, prioritizing web accessibility not only fosters social responsibility but also opens up digital spaces for a wider audience, thereby enhancing user engagement and inclusivity in the digital realm.

The World Wide Web Consortium (W3C) states,

“The Web is fundamentally designed to work for all people, whatever their hardware, software, language, location, or ability. When the Web meets this goal, it is accessible to people with a diverse range of hearing, movement, sight, and cognitive ability.”

Digital accessibility encompasses not only web accessibility but also the accessibility of a wide range of digital content, including videos, audio, electronic documents, animations, kiosks, and mobile applications. This broader scope ensures that all digital interactions are accessible to individuals with varying disabilities, facilitating their engagement with technology in diverse contexts.

For instance, videos may need closed captioning or sign language interpretations to be inclusive for the hearing impaired, while mobile applications might incorporate voice activation features to assist those with limited mobility. Digital accessibility empowers individuals by providing alternative means to access content, thereby supporting their participation in digital information exchange, entertainment, education, and commerce.

As digital ecosystems expand with technological advancements, ensuring such comprehensive accessibility becomes increasingly crucial in creating inclusive environments that cater to the diverse spectrum of user needs.

WCAG guidelines

The Web Content Accessibility Guidelines (WCAG) is the international accessibility standard established by the Web Accessibility Initiative (WAI), part of the World Wide Web Consortium (W3C).

The WCAG includes technical recommendations on how to make web content more accessible for people with disabilities.

The WCAG defines content as information on a web page or web application, including text, images, and sounds, as well as coding and markup that describes the structure and presentation of this content. This comprehensive approach ensures that all digital content is designed to be inclusive and accessible from the ground up, adhering to both aesthetic and functional attributes necessary for digital usability.

It’s also the standard reference for most website accessibility-related legislation, including the Americans with Disability Act (ADA) in the U.S. and the European Web Accessibility Directive, which underscores its critical role in guiding legal compliance. Adherence to these guidelines not only mitigates legal risks but also fosters a more inclusive digital environment, providing equal opportunities for individuals, regardless of their physical, auditory, or visual impairments, to access information and services. As digital spaces continue to evolve, maintaining WCAG compliance can serve as a pivotal effort towards enhancing user experience across diverse demographics, thereby reflecting a brand or organization’s commitment to universal accessibility. Organizations implementing these guidelines can attract a broader audience, exemplifying a forward-thinking approach that aligns with ethical responsibilities and advances digital equity.

The WCAG has gone through several updates since it was first published in 1995.

Each iteration adds new requirements:

• WCAG 2.0 – published 11 December 2008 – had 61 success criteria.
• WCAG 2.1 – published on 5 June 2018 (the current W3C recommended version) – introduced 17 more success criteria to address mobile accessibility, people with low vision, and people with cognitive and learning disabilities.
• WCAG 2.2 – published 5 October 2023 – expanded on 2.1 with nine new success criteria, plus an update to one, to make content more accessible to a wider range of users.
• WCAG 3.0 – still in development and not expected to be finalized for the next few years.

The WCAG is categorized according to the four principles: perceivable, operable, understandable, and robust.

Each principle has testable success criteria classified by three levels – A, AA, and AAA – with the easiest being A and the most challenging being AAA.

Principles of digital accessibility (POUR)

There are four principles of web accessibility under the WCAG – known as POUR – which are the foundations of content produced for the web and for anyone who wants to use the web:

1. Perceivable

The information and elements of the user interface must be presented in a way that can be perceived by the senses so that nothing is ‌undetectable‌ or‌ ‌invisible. Web usability is based primarily on visuals, but for those unable to take visual cues, sound and touch are used instead.

2. Operable

The interactive elements of an interface, such as controls, buttons, and navigation, should be operated physically by clicking, touching, swiping, and‌ ‌rolling. Alternatively, voice commands or other assistive devices like head wands and eye trackers should be provided.

3. Understandable

Technology should be presented and used clearly and consistently,‌ ‌with‌ ‌predictable‌ ‌patterns‌ ‌of‌ ‌use‌‌ ‌‌and‌‌ ‌‌design. The end-user should understand the meaning and purpose of the information presented in the content while understanding the user flow and interaction‌ ‌of‌ ‌the‌ ‌interface.

4. Robust

Content must be robust to work reliably with‌ ‌a‌ ‌wide‌ ‌variety‌ ‌of‌ ‌technologies,‌ including‌ ‌assistive‌ ‌devices.

The lack of any one of these four principles will make the web inaccessible to users with disabilities.

Common examples of digital accessibility

A digitally accessible website or app must have the following minimum‌ features‌ ‌based‌ ‌on‌ ‌‌the‌‌ ‌‌business‌‌ ‌‌and‌‌ ‌‌consumer‌‌ ‌‌it‌‌ ‌‌serves:

• Provides text and/or audio alternatives for any non-text content
• Includes content that can be presented in different ways without losing information, context, or structure.
• Permits all functionality from a keyboard if needed, as opposed to a cursor.
• Is not designed in a way that is known to cause seizures.
• Includes ways to help users navigate, find content, and determine where they are.
• Allows screen readers to parse a website for a user with visual impairments.
• Includes closed-captioned videos for individuals with hearing impairments.
• Includes “alt text” on images for individuals with visual impairments.
• Allows navigation by keyboard (e.g., using the tab key) for users who may not be able to operate a mouse.

Why should digital accessibility be a business priority?

With nearly 16% of the population living with a disability, web accessibility has become a major focus for organizations worldwide.

But digital accessibility is not only about people with disabilities using your website with ease.

While 71% of web users with a disability will simply leave a website that is not accessible, users without disabilities also find that accessibility features help them navigate your site more effectively.

When you maintain an accessible digital presence, all your visitors benefit.

Improve user experience

An accessible digital presence ensures that individuals of all abilities can effectively use and interact with your website, seamlessly experiencing its intended purpose without obstacles or barriers.

By prioritizing user-centric features such as intuitive navigation, effortless ease of use, and enhanced text clarity, accessibility best practices serve not only individuals with disabilities but enhance the user experience for everyone. These enhancements can include clear labels on interactive elements, adjustable text sizes, and providing keyboard shortcuts, which improve overall functionality and satisfaction.

Moreover, accessibility can lead to reduced bounce rates, as users are more likely to stay engaged, and increase user retention, as a diverse audience finds navigation more intuitive and content more understandable. Ultimately, integrating accessibility into your digital strategy enriches the online experience, fostering inclusivity and ensuring that no potential user is left behind.

Increase sales revenue

If your digital content isn’t accessible to everyone, you’re inadvertently excluding up to 1.3 billion potential customers. It’s frequently argued ROI is hard to measure when it comes to spending on digital accessibility modifications. However, accessible designs provide benefits that ultimately increase sales, as you can:

• Reach a larger customer base that includes the disabled population.
• Make it easier for everyone to use your site.
• Make mobile access easier.
• Improve SEO rankings.
• Drive innovation.

The W3C presents case studies of Fortune 100 companies, including Apple and Barclays, that have seen improved search results, reduced maintenance costs, and increased audience reach stemming from accessible design.

Stay compliant and avoid costly lawsuits

In the U.S., several industries are subject to government requirements for digital accessibility as interpreted under the Americans with Disabilities Act (ADA). And federal agencies must follow regulations contained in Section 508 of the Rehabilitation Act.

Lawsuits alleging digital accessibility violations are increasing, and several high-profile companies have had to pay large settlements.

As the digital landscape becomes an integral part of everyday business operations, the legal implications of failing to comply with digital accessibility standards have become more pronounced. Notably, organizations that do not prioritize digital accessibility risk facing reputational damage, which can be as detrimental as financial penalties.

By proactively adopting the Web Content Accessibility Guidelines (WCAG), organizations not only safeguard against legal actions but also demonstrate a commitment to inclusion and social responsibility. This proactive approach can position them as leaders in their industry, enhancing their competitive advantage by appealing to a broader, more diverse customer base.

Additionally, adherence to WCAG standards can play a critical role in risk management strategies, ensuring brands are prepared for future technological advancements and compliance mandates, ultimately fostering long-term sustainability and innovation.

Regulations, guidelines, and standards

There are several U.S. and worldwide regulations, guidelines, and standards to protect the rights of people with disabilities. 

Federal regulations

In the U.S., there are three federal regulations that organizations must comply with.

ADA

The Americans with Disabilities Act (ADA) covers the equal and fair treatment of people with disabilities In five fields: Employment, State and Local Government, Public Accommodations, Telecommunications, and Miscellaneous Provisions. (These are usually referred to as Title I, II, III, IV, and V of the ADA.)

Web accessibility falls under Title III of the ADA, which states that all areas of public accommodation – including hotels, schools, restaurants, gyms, retailers, libraries, and doctors – must provide equal access to information and services for everyone.

All websites that fall under the category of ‘Public Accommodations’ – e.g., businesses that are open to the general public – will need to comply with Title III of the ADA.

Section 508

Section 508 of the Rehabilitation Act of 1973 (29 U.S.C § 794 d) requires federal agencies in the United States to ensure that their electronic and information technology – including websites, web applications, software, and digital documents – is accessible to everyone, regardless of whether they are employees or members of the public.

Although Section 508 only applies to federal agencies and federally funded programs in the United States, many global companies and organizations aim to be Section 508 compliant, too.

CVAA

The Twenty-First Century Communications and Video Accessibility Act (CVAA) became law in 2010. Its purpose is to ensure that “accessibility laws enacted in the 1980s and 1990s are brought up to date with 21st-century technologies.”

Failure to comply with CVAA leaves an organization subject to disability discrimination lawsuits.

How accessible are your digital properties?

Digital accessibility is not just about meeting regulatory requirements; it involves creating a digital environment that is welcoming and usable for everyone, regardless of their abilities. In essence, it ensures that no one is excluded from using digital products and services.

By embedding accessibility into your digital strategy, you not only nurture a more inclusive community but also expand your organization's reach by enabling access to a wider audience. This inclusivity can lead to improved customer satisfaction and loyalty, as users appreciate and return to interfaces that are effortlessly navigable. Moreover, integrating accessibility features often results in enhanced user experience and usability for all users, bringing about innovative solutions that further distinguish your brand or service in a competitive market.

Keeping digital accessibility at the forefront is vital as it underscores a commitment to social responsibility, technological innovation, and holistic user engagement.

If you’re looking for more help to improve the user experience, increase your sales revenue, remain compliant, and avoid costly lawsuits, then check out The Essential Accessibility Handbook.