Website accessibility ensures that all users, including those with disabilities, can interact with and navigate a website effectively. It isn’t just about compliance with laws or guidelines like the Web Content Accessibility Guidelines (WCAG); it’s about creating equal access for all.

Accessibility is also a cornerstone of effective UI/UX design. A well-designed, accessible website enhances the user experience (UX) by ensuring seamless navigation and interaction. Furthermore, it is critical in driving conversion rate optimization (CRO). When your site caters to all users, you’re removing barriers that could prevent conversions, such as completing a purchase or filling out a form.

Imagine landing on a website only to find you can’t read the text, navigate the pages, or watch the videos due to poorly designed features. That’s the daily experience of millions of users with disabilities. A study found that over 71% of users with disabilities leave a website if it isn’t accessible. 

Beyond inclusivity, accessibility also has tangible business benefits. For example, it improves SEO since search engines prioritize user-friendly websites, and many accessibility features align with good SEO practices. By integrating accessibility into your design process, you not only expand your audience but also enhance your site’s performance across multiple metrics.

 

The Business Case for Accessibility

Designing with accessibility in mind is a strategic move that directly impacts your business. Millions of users depend on accessible features to navigate the web. By addressing their needs, your website can tap into a significant portion of the market. For example, 2.2 billion people globally have a vision impairment, many of whom benefit from features like screen reader compatibility or color contrast adjustments.

Accessibility enhancements often lead to better usability for everyone. Features such as larger fonts, clear navigation, and keyboard shortcuts make your website easier to use, whether or not someone has a disability. These improvements directly contribute to a more satisfying user experience, which, in turn, drives higher conversion rates. Companies like Microsoft and Domino’s Pizza have demonstrated how prioritizing accessibility can boost customer satisfaction and increase sales.

 

Key Accessibility Features to Include in Website Design

If you’re wondering where to start, focus on essential accessibility features. 

Keyboard-friendly navigation is crucial for users with mobility issues or visual impairments who rely on keyboards instead of a mouse. By implementing logical tab order and visible focus indicators, navigation becomes smoother and more intuitive. These changes don’t just benefit users with disabilities; they also enhance UX for everyone, making the site feel more responsive and polished.

Semantic HTML is a game changer for users who rely on screen readers. It ensures that content is interpreted correctly, while descriptive alt text provides meaningful context for images. For instance, describing an image as “a red bicycle next to a tree” is clearer and more helpful than vague labels like “Image1/Picture1.” This attention to detail makes the interface more user-friendly and inclusive.

Color contrast and text legibility are equally important. Low-contrast text can make content unreadable for users with vision impairments, so ensuring sufficient contrast between text and background is vital. Similarly, avoid using color alone to convey meaning, such as in error messages. Instead, include additional text or symbols, like “Please enter a valid email address.” Multimedia content, such as videos and audio, should also be accessible. Captions and transcripts make multimedia content usable for users with hearing impairments, while audio descriptions help users with visual impairments understand video content. These enhancements contribute to a seamless UI/UX and reduce friction points that could hinder conversions.

Finally, responsive design ensures your website functions seamlessly across different devices, providing a consistent experience for all users. A responsive site that adjusts to varying screen sizes not only improves accessibility but also supports CRO goals by ensuring users can engage with your content no matter how they access it.

 

Successful Accessibility Examples

Several companies have made significant strides in accessibility, reaping tangible benefits in the process:

• Microsoft: Their inclusive design principles have transformed products like Office 365, integrating features such as text-to-speech and keyboard navigation to improve usability and loyalty. These changes are a testament to how thoughtful UI/UX design can drive both inclusivity and conversions.
• Domino’s Pizza: After facing a lawsuit, Domino’s revamped its digital properties with accessible features, leading to a notable increase in online orders from users with disabilities.
• Airbnb: By incorporating accessibility reviews into their platform, Airbnb has made it easier for users with disabilities to find accommodations that meet their needs, resulting in increased trust and bookings.

 

Why Accessibility is Critical for UI/UX and CRO

Accessibility isn’t just a checklist item; it’s an integral part of good design that enhances user experience and drives higher conversion rates. When users can easily access and interact with your site, they’re more likely to complete desired actions, such as making a purchase or signing up for a newsletter. Accessibility features like intuitive navigation and legible fonts improve the overall user experience, reducing frustration and bounce rates. Moreover, they align with design principles that cater to all users, creating a site that feels seamless and welcoming.

A thoughtful approach to accessibility can lead to meaningful cross-promotion opportunities with other aspects of your digital strategy. For example, optimizing for accessibility naturally complements efforts in CRO and UI/UX, making it a holistic investment in your site’s success.

We have worked on various aspects of website accessibility features for different domains and industries serving multiple purposes for building brand traction in various ways:

>> Generated thousands of leads by making accessible webpages

>> Optimised organic traffic for sites 

>> Feedback forms for engagement-centric campaigns

>> Event marketing and event registration

All this and more can be explored through some of the projects we rendered here.

 

Conclusion: Inclusive Design is Smart Design

Accessibility is a smart business move. By creating an inclusive, user-friendly website, you’re not only expanding your audience but also fostering deeper connections with all users. Ready to make your website accessible? Start by auditing your current design for accessibility gaps and incorporating features that ensure equal access for all. Remember, inclusive design isn’t just the future of the web—it’s the present.

Learn how optimizing your website for accessibility can boost conversions and improve user experiences. Check out our related blog “Boost Your CRO Through Digitally Aligned Brand Marketing Services”

Looking to elevate your digital presence? At 30TH FEB, we specialize in creating accessible, conversion-focused websites that drive results. Reach out today to start your journey towards inclusivity and excellence!