Or, Men Are from Mars, Women Are from Venus… and Google is from Jupiter
For U.S. business owners, the topic of website accessibility can feel intimidating, especially with the increasing number of lawsuits targeting non-compliant websites. But accessibility isn’t just about avoiding legal trouble—it’s about making your site usable for everyone, including people with disabilities, and reaping benefits like improved search engine optimization (SEO). In this blog post, we’ll break down how accessibility standards work, their legal implications, and why addressing them benefits both your users and your business.
What Are Accessibility Standards?
Website accessibility ensures that all users, including those with disabilities, can navigate and interact with your site. Standards like the Web Content Accessibility Guidelines (WCAG) provide a framework for achieving this. These guidelines cover principles like:
- Perceivable: Making content available to all senses (e.g., screen readers for the visually impaired).
- Operable: Ensuring users can navigate using a keyboard or assistive devices.
- Understandable: Making content clear and predictable.
- Robust: Ensuring compatibility with assistive technologies.
The Americans with Disabilities Act (ADA) often intersects with these standards, particularly for businesses offering public goods or services. While the ADA doesn’t explicitly define website requirements, courts increasingly interpret it to include digital properties.
Why Accessibility Matters Beyond Lawsuits
- Google Loves Accessibility
- As Wired magazine highlighted in Steven Levy’s article, “How Google’s Algorithm Rules the Web,” Google’s search engine prioritizes principles that overlap with accessibility standards.
- Features like alt text for images, clean site architecture, and proper heading structures aren’t just accessibility best practices—they’re also key for improving SEO.
- Google is essentially the largest consumer of accessibility-friendly content, indexing sites and rewarding those that prioritize usability.
- Improved User Experience
- Accessibility improves usability for all users, not just those with disabilities.
- Clear navigation, readable text, and logical layouts benefit everyone, from users with limited digital literacy to those browsing on mobile devices.
- Expanding Your Audience
- Roughly 26% of U.S. adults live with a disability. Making your site accessible means tapping into a significant and often underserved market.
Practical Steps to Improve Accessibility
- Focus on Content Quality
- As Levy notes, Google values “substantive, unique, fresh content.” Accessibility aligns with this principle:
- Use descriptive alt text for images to help screen readers and improve image SEO.
- Provide captions or transcripts for video content, benefiting users and increasing engagement.
- As Levy notes, Google values “substantive, unique, fresh content.” Accessibility aligns with this principle:
- Optimize Site Architecture
- Simplify navigation by using clear menus and logical page hierarchies.
- Ensure all links are descriptive (e.g., avoid “Click here”) and provide meaningful context.
- Clean architecture benefits accessibility tools and strengthens your site’s SEO by enhancing Google’s understanding of your content.
- Use Proper HTML Markup
- Headings (
<h1>
,<h2>
, etc.) should follow a logical order to assist screen readers and improve search indexing. - Forms should include labels and instructions for users relying on assistive technology.
- Headings (
- Test Keyboard Navigation
- Ensure users can navigate your site without a mouse. Test every interactive element, such as menus, forms, and buttons, for keyboard functionality.
- Leverage Accessibility Tools
- Use automated tools like WAVE, Axe, or Google Lighthouse to identify and fix common accessibility issues.
- These tools provide actionable insights and help ensure compliance with WCAG standards.
- Start Small
- You don’t need to fix everything overnight. Focus on high-traffic pages and gradually expand improvements to the rest of your site.
The Business Case for Accessibility
- Reduced Legal Risks
- Accessibility lawsuits are on the rise, and proactive compliance can save you from costly litigation.
- By adopting WCAG standards, you demonstrate good faith efforts to comply with accessibility laws.
- SEO Boost
- Google’s algorithm favors accessible sites because they’re easier to crawl and index.
- Techniques like providing alt text and creating logical page hierarchies simultaneously enhance accessibility and SEO.
- Brand Reputation
- A commitment to accessibility shows you value inclusivity, building trust and loyalty among customers.
Accessibility Is an Ongoing Process
Improving website accessibility isn’t a one-and-done task—it requires regular updates and maintenance. As Wired’s article emphasizes, Google rewards websites that consistently deliver value. Similarly, a commitment to accessibility ensures your site remains usable, relevant, and compliant.
By prioritizing accessibility, you’re not just avoiding lawsuits—you’re making your site better for everyone and aligning with Google’s principles for success: substantive content, strong site architecture, and trustworthy links. The result? A site that’s user-friendly, inclusive, and poised for growth in search rankings and audience reach.
Take action today to make your website more accessible. It’s not just a legal responsibility; it’s an opportunity to enhance your business for all users while improving your relationship with Google.
FAQ: What to Do If You’re Threatened with an Accessibility Lawsuit
1. What should I do if I receive a demand letter or lawsuit?
- Stay calm and consult an attorney specializing in ADA or accessibility law. Avoid ignoring the letter or making immediate payments.
2. How can I determine if the claim is valid?
- Conduct an accessibility audit using tools like WAVE or Axe and consult a professional to assess gaps based on WCAG 2.1 AA standards.
3. What actions should I take immediately?
- Fix high-priority issues, publish an accessibility statement, and document your efforts to show good faith compliance.
4. Can I settle without going to court?
- Yes, settlements are common and often include a timeline for improving accessibility. Your attorney can negotiate favorable terms.
5. How can I prevent future claims?
- Regularly audit your site, train your team, and aim for WCAG 2.1 AA compliance. Accessibility improvements also benefit SEO and user experience.