Imagine that you’re passing by a restaurant on a busy street. The restaurant has an excellent atmosphere, and the menu looks fantastic — but you see a large sign in the window that reads, “No Deaf people allowed.” Would you go in?
In 2022, this might seem like a ridiculous hypothetical. After all, the Americans with Disabilities Act (ADA) prohibits U.S. businesses from discriminating against people on the basis of disability, and a sign proclaiming an intent to discriminate would get immediate attention from attorneys.
And even without the threat of litigation, few businesses would promote their prejudice. Whether or not you have disabilities, you probably don’t want to be seen eating at an establishment that bans a particular group of people.
If a restaurant intentionally discriminated against the Deaf — or people with vision disabilities, cognitive differences, or any other condition — they wouldn’t last long. But despite the efforts of accessibility advocates, many websites send a similar message to users with disabilities.
Related: How Do I Make My Website Accessible?
While we’re not aware of any websites with a “no Deaf people allowed" icon on their front page, we’ve seen many high-profile brands make key mistakes that limit their audiences:
These practices reflect poorly on businesses. When an individual with disabilities can’t use your website, they’ll probably take their money elsewhere — and they may tell their family and friends about the experience.
And lost revenue isn’t the only consideration: According to the Department of Justice, websites are considered places of public accommodation under Title III of the ADA. Setting aside the costs of extensive litigation, a website accessibility lawsuit can have a profoundly negative impact on your brand.
Related: Brands Are Losing Billions by Not Being Digitally Accessible
Accessible design sends a different message: Your brand is committed to including everyone in the conversation. That message can be a powerful tool for building your business:
Put simply, consumers care about your business’s values. When you ignore a sizable segment of your audience, you’re saying that you don’t care about those people — but when you embrace accessibility, you send a strong message to all customers.
Businesses don’t build inaccessible websites intentionally. Accessibility barriers occur when developers, designers, and content creators focus on the experiences of the “ideal" user: A person who uses a mouse and keyboard and has no disabilities that affect their browsing preferences.
That approach ignores the reality of the modern internet. 26% of U.S. adults have some type of disability, and many others have temporary or situational disabilities.
Ultimately, if your website has significant traffic, you have customers with disabilities — and if you don’t have customers with disabilities, you’re doing something wrong.
The solution is to think about real-life users from the first stages of development. If your entire team is dedicated to inclusivity, you’ll create better digital products, and by promoting your commitment to accessible design, you’ll demonstrate leadership by example.
To take the first step, evaluate your content against the Web Content Accessibility Guidelines (WCAG). WCAG is the international standard for accessibility, and automated tools (such as the Bureau of Internet Accessibility’s free website analysis) can provide an overview of your current level of conformance.
Once you’ve identified accessibility barriers, take action:
Accessibility requires an investment, but it has enormous tangible and intangible benefits. By becoming an accessibility leader, you’re doing the right thing for your users — and your customers will reward you for taking initiative.
To learn more, send us a message to connect with a digital accessibility expert or download our free eBook: Developing the Accessibility Mindset.