Marketer

Ensure your digital content reaches everyone. 

Whether you work for an agency or organization, your top marketing priorities are usually customer engagement, better conversion rates and higher search rankings. You are passionate about spreading awareness about your brand and connecting with your audience. But have you thought about how people with disabilities digest your digital content? 

You do not want an inaccessible website to prevent a user from acting on your content. Accessibility does not have to be a scary word. Outlook Business Solutions can teach you about the things users with disabilities need to access a website. 

Think about these statistics. 

• According to the CDC, 61 million – one in 4 U.S. adults – have a disability that affects major life activities. One in every seven U.S. adults has a mobility disability. 
• A 2016 Pew Research Center survey states that 23 percent of people with disabilities never go online compared to only eight percent of people without a disability. 
• When encountering a website or app that is not accessible, more than 70% of people with disabilities will move on to a business that is accessible. 
• More than 80 percent of people will spend more money while visiting an accessible site. 
• Digital accessibility lawsuits under the Americans with Disabilities Act in 2020 increased by 23% over 2019. This does not include state-level cases other than California, where the Unruh Act mirrors the ADA. 

What can I do about it? 

Accessibility allows all users – regardless of their disability – to use, understand and enjoy the web. 

Everyone benefits from accessible content. For example, a mobile user can access your content more easily if it is designed to be used by everyone. Making your content available to all users will increase conversion rates, improve load time, and gain more links and improve social sharing. 

Here are a few accessibility tips. 

Avoid backtracking 

Don’t design something and then try to make it accessible. Incorporate accessibility into the entire process, and you will save yourself time and possibly money. You will also avoid losing part of your audience. As shown by many lawsuits, even fixing the problem after it is discovered can be too late. 

Outsource accessibility work 

Making your website and marketing materials accessible can take time and a special set of skills. You might need to transcribe, add written notes, or modify color schemes in your content. Outsourcing to people – like the staff at Outlook Business Solutions – will ensure the work is done correctly. 

Study accessibility law 

Don’t assume images with alternative text or videos with closed captioning satisfy all accessibility requirements. Familiarize yourself with terms such as WCAG and ADA. The last thing you want is an unhappy customer hitting you with a lawsuit because something on your website prevented them from placing an order or taking advantage of an online-only special. This is another reason to outsource your accessibility needs to someone who understands all of the accessibility laws. 

So, now what? 

Outlook Business Solutions can provide digital accessibility support through our Ally Support Program. You can add accessibility expertise to your team without adding full-time staff. Learn how to spot and remove any accessibility issues and validate your changes with on-demand spot testing during development. Think of us as your partner in creating websites that everyone can use. 

Learn more about our subscription program here, or contact us to learn more.