Boosting ROI and Brand Reputation Using Accessibility Practices
When it comes to web accessibility, many businesses view it as a box to tick for compliance rather than an opportunity for growth. However, implementing accessibility features isn't just about sticking to guidelines and complying with laws — it's a strategic move that can significantly boost your return on investment (ROI) and build your brand reputation. This applies to all organisations, so let's delve into why making your website accessible is a smart business decision!
Expanding Your Market Reach
First and foremost, an accessible website opens your doors to a broader audience.
In the UK alone, there are approximately 14.6 million disabled people, representing a substantial market segment. By ensuring your website is accessible, you're not just being inclusive — you're tapping into a market that has an incredibly large spending power of around £274 billion per year. That's a lot of potential customers you might be missing out on if your site isn't accessible.
Whether your sector is in e-commerce, education, technology, or something else, there is always a need for simple and easy-to-navigate designs that allow everyone to access your products and services, including people with disabilities.
Improving User Experience for Everyone
Accessibility features don't just benefit those with disabilities. Clear navigation, readable fonts, and well-structured content enhance the user experience for everyone. For instance, video captions aren't just for the deaf or hard of hearing — they're useful for anyone watching in a noisy environment or for non-native speakers. By improving overall usability, you'll likely see increased engagement rates, longer time spent on site, and, ultimately, higher conversion rates.
Boosting SEO Performance
Many accessibility practices align perfectly with SEO best practices. Proper heading structure, descriptive alt text for images, and transcripts for audio content all contribute to better search engine rankings. This means that by investing in accessibility, you're also investing in your site's visibility on search engines, potentially driving more organic traffic to your site.
Enhancing Brand Reputation
With consumers aiming to be ethical, moral, and socially conscious in 2024, the vast majority of the population tends to be drawn to brands that demonstrate corporate social responsibility. Whilst many things can be attributed to marketing, most people will always pick 'organic' over 'artificial' when food shopping - and the same can be said for other products and services. For example, a well-designed website that is easy to access and navigate will be seen as more reliable than one with bad colour contrasts that may come across as a scam.
By prioritising accessibility, you're sending a clear message that your business values inclusion and equal access. This can significantly enhance your brand's reputation, foster customer loyalty, and potentially attract new customers who appreciate your commitment to inclusivity.
Mitigating Legal Risks
While we've focused on the positive aspects, it's worth noting that web accessibility is increasingly becoming a legal requirement. By proactively making your site accessible, you're making sure that your business is well set up against potential lawsuits and compliance issues. The cost of implementing accessibility features is often far less than the potential legal fees and damages from accessibility-related lawsuits.
For example, by ensuring that people with disabilities—whether visual, hearing, or motor-related impairments—can use your site, you are avoiding lawsuits regarding the usability of your products and services.
Cost-Effective in the Long Run
Some businesses shy away from accessibility due to perceived high costs. However, when integrated into the design and development process from the start, accessibility features often require minimal additional investment. Moreover, the potential returns — in terms of increased market reach, improved user experience, and enhanced brand reputation — far outweigh the initial costs.
For example, it is much cheaper and time-effective to ensure that a website has good colour contrasts from the get-go, as opposed to having to pay a designer later down the line to rebrand your site to be accessible.
Real-World Success Stories
Many businesses have reported significant benefits after improving their website accessibility. For instance, some large retailers have seen increases in traffic and revenue after making their websites more accessible to users with disabilities.
Many organisations, including media companies like the BBC, have reported improvements in user engagement after enhancing the accessibility of their websites. While specific numbers can vary, these improvements often include increased traffic from users of assistive technologies like screen readers.
Conclusion
Implementing web accessibility is a win-win situation. It's not just about compliance or doing the right thing —although those are important factors. It's about making a smart business decision that can boost your ROI, enhance your brand reputation, and set you apart from competitors.
By viewing accessibility as an opportunity rather than an obligation, you're positioning your business for success in an increasingly digital and inclusive world. So, isn't it time you made web accessibility a priority for your business?
