Introduction to Web Accessibility
When designing and developing a website, accessibility is an important consideration that can often become an afterthought. The latest data from gov.uk family resource survey shows that on average nearly a quarter of working people have some form of disability. Meaning, following website accessibility guidelines is more important than ever for businesses to reach their entire audience.
Incorporating accessibility best practices improve the user experience not just for those with disabilities, but for all site visitors. For example, providing clear, logical navigation benefits users who are easily disoriented, as well as those using the site on a mobile device. A simples change like adding alternative text to images doesn’t just assist screen reader users – it also helps search engines to better understand the content of your pages. By making accessibility a priority upfront, you can create a website that is intuitive, engaging, and usable for the widest possible audience. This not only promotes inclusivity but can also have tangible benefits like improved search rankings, lower bounce rates, and higher conversions.
In this blog post, we’ll explore what web accessibility is, the key guidelines and principles, and practical tips for optimising your website to be more accessible for users.
What is Website Accessibility?
Website accessibility refers to the practice of ensuring websites, web applications, and digital content can be accessed and used by people with a wide range of disabilities. This includes those with visual, auditory, motor, or cognitive impairments. An accessible website removes barriers that would otherwise prevent people with disabilities from effectively using the content and functionality.
The Web Content Accessibility Guidelines (WCAG)
The Web Content Accessibility Guidelines (WCAG) are the internationally recognised standards for website accessibility. The WCAG outlines four key principles of accessible design:
Perceivable
The user interface components and information on display must be presented in a way that the user can easily read. Where possible images of text should not be used, so that accessibility aids such as screen readers can gather all the relevant information for the user.
Operable
User interface components and navigation must be operable, meaning users must be able to interact with all functionalities using a variety of input methods beyond just a mouse. Content and navigation must be displayed in an intuitive way and be consistent across all pages.
Understandable
Content and controls must be understandable, so users with cognitive, language, and neurological disabilities can comprehend the information. Simple clarifications such as explaining acronyms and technical jargon in further detail can help with understandability. Error messages are also a useful tool to inform the user if a form is missing information or a link is incomplete.
Robust
The content must be robust enough that it can be interpreted reliably by a wide variety of user agents, including assistive software.
You can read more about website accessibility standards on the W3 website.
Examples of Accessible Web Design
It’s good practice to review periodically good examples of website accessibility standards. Some examples to consider in your research are:
Unsurprisingly, the best place to start is the body that created the official standards, W3C:
The BBC has a long history of providing the news in a very accessible format:
Patagonia EU is a great example of accessible web design in ecommerce, the site is intuitive to the user’s needs and easy to navigate:
Quiss, a site we have recently worked on with a high degree of accessibility in mind, with good contrast levels and scalable content and intuitive menus:
Optimising Your Website for Accessibility
To make your website more accessible, consider the following strategies:
Alternative Text
Provide descriptive alt text for all images, icons, and other non-text elements to convey the content and purpose to screen reader users.
Colour Contrast
Ensure there is sufficient contrast between text/UI elements and the background to accommodate users with visual impairments. The recommended minimum contrast ratios are 4.5:1 for small text and 3:1 for large or bold text, where 1:1 would be equivalent to white writing on a white background, and 21:1 being black text on a white background. Free colour checkers are available such as at Audio Eye.
Avoid Flashing Content
Refrain from using content that flashes more than three times per second, as this can trigger seizures in some users. Always provide warnings when flashing media is present.
Clear Navigation
Organise your website’s navigation in a logical, intuitive way, and ensure it is keyboard accessible.
Multimedia Alternatives
Include subtitles, transcripts, and audio descriptions for any video or audio content.
Accessibility Statement
An opportunity to speak directly to users about the changes you have made to follow website accessibility guidelines, and a space for you to expand on what you’d like to implement in the future, you can learn more about accessibility statements on Hubspot.
By following website accessibility guidelines, you can make your website much more inclusive and user-friendly for people of all abilities, reaching the highest possible number of users and improving search engine ranking and discoverability.
