Imagine you had the opportunity to reach 15% more of the world’s population with your brand.
It may be, but you can definitely be reaching a far greater audience by building a website that reaches the 15% of the world’s population living with a disability. Removing the barriers preventing online participation from a large portion of the population will benefit your business in four ways:
- The double-bottom line. You know what it is, but sometimes forget that there are simple ways to do the right thing. If you’re unfamiliar, the double-bottom line refers to profitability (the bottom line) and responsibility (the second bottom line).
Helping your clients reach their profit goals by widening their market potential with an accessible website is an ideal way to meet the goals of the double-bottom line. A website designed with accessibility in mind is actually easier for all consumers to navigate which leads to lower bounce rates, higher conversion rates, and better SEO rankings. What better website metrics could you ask for?
- Improve your reputation and customer loyalty. A recent study by topdesignfirms.com reveals that 34% of consumers consider brands’ commitments to diversity and inclusion when making a final purchase decision. Further, 67% of consumers are somewhat likely to make a second purchase from a brand they believe is committed to diversity and inclusion.
You know how quickly your reputation can grow (or be ruined) in the age of the Internet. People with disabilities, and indeed the public at large, share their experiences in online communities. One topic of online conversation that has grown since the arrival of COVID is about websites that make it easier for people with disabilities to shop and access information. If you make one customer feel valued by helping them navigate your website with ease – they will share it in their online community.
- All users benefit from accessible design. Simply considering the needs of a larger population can enhance your brand reach with audiences including:
- People who aren’t in ideal viewing conditions: screen glare, using a mobile phone with just one hand, or navigating a small screen like a phone or tablet. This is also a great time to consider the addition of either audio (so people can listen instead of read) or closed captioning (so people in crowded locations can read rather than listen).
- The 5-10% of the worldwide population that is color blind. When you rely solely on color differentiations to navigate your website, you have created a barrier for a large part of the population. Use underlines, or specific text to help users easily navigate your website.
- Older populations. As our worldwide population ages, it’s important to keep in mind some of the physical changes your audience may be experiencing and design your website in a way that keeps them loyal. Consider that they may develop some cognitive difficulties, arthritis, or eye disease. All conditions that can be added by the use of accessible design.
- You can avoid discrimination and legal complaints. The Americans with Disabilities Act (ADA) requires that people with disabilities enjoy equal access to public services. Thus far, there isn’t explicit direction for website accessibility, but in 2021, there were 2,352 web accessibility lawsuits filed in the United States.
Grow your business and enhance your reputation by working with a website designer and developer who can help you create a more welcoming and inclusive website. One simple call to the digital marketing team at ACS Creative is all you need to do to get started.