Website accessibility isn't just about doing the right thing -- it's about expanding your customer base and protecting your business from legal issues. With over 26% of Americans living with a disability, making your website accessible opens doors to millions of potential customers while ensuring compliance with federal regulations.

Let's dive into the practical steps you can take today to make your website more accessible and inclusive.

Understanding Website Accessibility Standards

Website accessibility means designing and developing websites that people with disabilities can navigate and interact with effectively. The primary standard governing web accessibility is the Web Content Accessibility Guidelines (WCAG) 2.1, developed by the World Wide Web Consortium (W3C).

These guidelines operate on four core principles, often remembered by the acronym POUR:

  • Perceivable: Information must be presentable in ways users can perceive
  • Operable: Interface components must be operable by all users
  • Understandable: Information and UI operation must be understandable
  • Robust: Content must be robust enough for various assistive technologies

WCAG guidelines have three levels of conformance: A (minimum), AA (standard), and AAA (highest). Most businesses should aim for AA compliance, which satisfies both Section 508 requirements and provides a solid foundation for accessibility.

The Business Case for Website Accessibility

Beyond the moral imperative, there are compelling business reasons to prioritize website accessibility:

Legal Protection

Website accessibility lawsuits have increased dramatically. According to UsableNet, there were 4,605 federal website accessibility lawsuits filed in 2023 -- a 13% increase from 2022. These lawsuits often result in settlements ranging from $10,000 to $75,000, plus attorney fees and remediation costs.

Expanded Market Reach

The disability market represents significant purchasing power. The American Institutes for Research reports that people with disabilities have a combined disposable income of $490 billion annually. By making your website accessible, you're opening your business to this substantial market segment.

Improved SEO Performance

Many accessibility best practices align with SEO best practices. Alt text for images, proper heading structure, and descriptive link text all help search engines better understand your content while making it more accessible.

Essential Accessibility Features to Implement

Here are the most critical accessibility features every business website should have:

Alt Text for Images

Every image on your website should include descriptive alt text that conveys the image's purpose and content. Screen readers rely on alt text to describe images to visually impaired users.

Implementation tip: Write alt text that describes the image's function, not just its appearance. For example, instead of "red button," write "submit contact form button."

Proper Heading Structure

Use heading tags (H1, H2, H3) in logical order to create a clear content hierarchy. This helps screen reader users navigate your content efficiently.

Implementation tip: Each page should have only one H1 tag, typically the main page title. Use H2 for major sections and H3 for subsections within those areas.

Keyboard Navigation

Ensure all interactive elements -- links, buttons, forms -- can be accessed using only a keyboard. Many users with motor disabilities rely on keyboard navigation instead of a mouse.

Implementation tip: Test your website by unplugging your mouse and navigating using only the Tab, Enter, and arrow keys. If you can't reach or activate an element, neither can keyboard-only users.

Color Contrast

Text must have sufficient contrast against its background to be readable by users with visual impairments. WCAG AA standards require a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text.

Implementation tip: Use free tools like WebAIM's Color Contrast Checker to test your color combinations before implementing them.

Descriptive Link Text

Avoid generic link text like "click here" or "read more." Instead, use descriptive text that clearly indicates the link's destination or purpose.

Implementation tip: Link text should make sense when read out of context. Screen reader users often navigate by jumping between links, so "download our pricing guide" is much more helpful than "click here."

Form Accessibility Best Practices

Forms are critical conversion points on most business websites, making their accessibility essential for both user experience and business success.

Clear Labels

Every form field must have a clear, descriptive label that's properly associated with the input field. Placeholder text alone isn't sufficient.

Error Identification

When form errors occur, clearly identify which fields have problems and provide specific, helpful error messages.

Input Instructions

Provide clear instructions for required fields, formatting requirements, and any other important information users need to complete the form successfully.

Implementation tip: Use the "required" attribute for mandatory fields and provide format examples for fields like phone numbers or dates.

Testing Your Website's Accessibility

Regular testing is crucial for maintaining accessibility standards. Here's how to approach it:

Automated Testing Tools

Start with free automated testing tools like:

  • WAVE (Web Accessibility Evaluation Tool)
  • axe DevTools browser extension
  • Lighthouse accessibility audit in Chrome DevTools

These tools can identify many common accessibility issues quickly, but they only catch about 30-40% of potential problems.

Manual Testing

Supplement automated testing with manual checks:

  • Navigate your site using only a keyboard
  • Test with screen reader software (NVDA is free for Windows)
  • Check color contrast ratios
  • Verify all images have appropriate alt text
  • Ensure form labels are properly associated

User Testing

The most valuable feedback comes from actual users with disabilities. Consider hiring accessibility consultants or partnering with disability advocacy organizations for user testing sessions.

Getting Started: Your Accessibility Action Plan

Improving website accessibility doesn't have to be overwhelming. Here's a practical step-by-step approach:

Week 1: Assessment

Run your website through automated testing tools to identify obvious issues. Create a prioritized list based on the severity and frequency of problems found.

Week 2-3: Quick Wins

Address easy-to-fix issues like missing alt text, improving link text, and fixing color contrast problems. These changes often provide the biggest impact with minimal effort.

Week 4-6: Form and Navigation Improvements

Focus on making your forms more accessible and ensuring keyboard navigation works throughout your site.

Ongoing: Regular Monitoring

Implement accessibility testing as part of your regular website maintenance routine. Check new content and features for accessibility before publishing.

Beyond Compliance: Building an Inclusive Experience

True website accessibility goes beyond meeting minimum standards. Consider these additional improvements:

  • Provide captions for videos
  • Offer text alternatives for audio content
  • Use clear, simple language
  • Ensure your website works well with browser zoom up to 200%
  • Provide multiple ways to contact your business

Website accessibility is an ongoing commitment, not a one-time project. By implementing these standards and practices, you'll create a more inclusive online experience that serves all users effectively while protecting your business and potentially increasing your customer base.

Remember, every step toward better accessibility is progress. Start with the basics, test regularly, and continuously improve. Your users -- and your business -- will benefit from the effort.