Last updated: September 2017
If your company believes it’s too busy to make its website accessible…
…and if the moral and legal arguments aren’t enough…
…then you might want to bring up the financial argument: Accessibility increases sales—more than you might expect.
All websites should be accessible to users with disabilities and special needs—for ethical and legal reasons.
But what does that mean? Buildings must, by law, have ramps to make them accessible. What are the web equivalents of ramps?
The infographics above answer the question brilliantly. They were created by the UK Government’s Home Office Digital, Data and Technology Directorate, part of one of the world’s best enterprise-scale web development teams. The infographics give useful, clear guidelines for making websites accessible.
Companies are usually quicker to take action if there’s a strong financial benefit. Fortunately, the financial argument for accessibility is strong—stronger than you might expect. Here’s why:
- Only a small fraction of your visitors will be blind. But many of them will be low-vision. And even more of them will be using small screens in bright environments. When you follow the guidelines for people with low vision, then your profits will rise. Because everyone’s visually impaired sometimes.
- Only a small fraction of your visitors will have dyslexia. But even the most academic of them encounter text they don’t understand at times. If you follow the guidelines for dyslexic readers, your non-dyslexic readers will thank you—including the person who’s standing in an airport line at 11 p.m. with a baby on their shoulder, and a phone in the other hand, trying to read the instructions of where the rental car is parked.
- Only a small fraction of your visitors have physical disabilities. But everyone has encountered websites with buttons and sliders that are so small it takes five attempts to click them. And everyone has struggled with a website that doesn’t work well on a touchscreen device. By designing for physical disability, you’ll create websites that are easier to use for everyone.
In fact, the recommendations in the infographics overlap greatly with the practices that we have found to increase a company’s sales. Accessibility leads to usability and usability leads to higher profits and happier customers.
What you should do now
1. If you’d like us to work on your website—to dramatically improve your conversion rate and profits (like we did for all these companies), then claim your FREE website strategy session. On this free phone consultation, one of our experts will discuss your conversion goals and suggest strategies to double your sales.
2. If you’d like to learn conversion for free, go to our “Learning Zone” page, where you can download templates of million-dollar winning pages. Or, if you’d like us to build your company’s in-house capabilities (not for free), then contact us and we’ll discuss your requirements.
3. If you’d like to work for us—or see why our team members love working for us—then see our “Careers” pages.
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