As more and more companies provide and actively encourage their stakeholders to access corporate information online, accessibility is becoming an even greater issue.
Accessible websites benefit everyone, both visitors and business. But research shows that many corporate websites are still failing to reach even minimum accessibility standards.
Accessibility is a legal requirement for many businesses
Service providers in the UK have been legally required to provide accessible websites and applications since 1999. According to the Disability Discrimination Act, businesses have a duty to make reasonable adjustments to enable a disabled person to make use of its services, including those provided online.
A websiteâ€™s design should make sure all users can have full and equal access to both services and information. If not, they run the risk of being accused of discrimination against people with disabilities, followed by being sued and receiving a lot of negative publicity.
All visitors benefit from more accessible websites
However, an accessible website isnâ€™t just for people with disabilities. All visitors benefit from more accessible websites, from faster loading times through to easier-to-read text.
Accessible websites also benefit visitors with changing abilities, such as age-related issues, or people accessing information using both older (dial-up internet) and newer (mobile handsets) technologies.
Corporate websites serve audiences with diverse needs
Corporate websites provide information ranging from shareholder resources through to job vacancies. Consider two typical, very different audiences that would benefit from a more accessible website:
- Retired employees: many older visitors suffer from age-related issues, such as poor vision and mobility difficulties (where using a mouse may be a problem). They also often use older equipment or browsers to access information.
- Institutional shareholders: analysts often need to access financial information quickly via, for example, mobile handsets and platforms. They might also be using a slower internet connection reliant on a good mobile signal.
Accessibility provides tangible business benefits
Organisations with corporate websites that meet minimum accessibility requirements experience a number of business benefits. For example, the website will have an greater audience reach, it will be â€˜future proofedâ€™ as technologies change and its content will be optimised for search engines.
A popular case study is Legal & General, which launched a new website in 2006. It saw a massive increase in conversion rates (people asking for quotes), its search engine rankings significantly improved and it experienced a 100 per cent return on investment (ROI) within just 6 months, among many other benefits.
Corporate websites need to do better
In March 2006, Nomensa conducted research that showed â€˜almost 75 per cent of businesses in the FTSE 100 list of companies fail to meet the minimum requirements for website accessibilityâ€™, as set by the W3Câ€™s Web Content Accessibility Guidelines (WCAG).
Why are so many corporate websites failing on this front? There are a number of reasons, many of which may be practical but certainly arenâ€™t an excuse. These range from under-resourcing through to a lack of in-house knowledge.
Some useful accessibility starting points
Convinced but not sure where to start in the short term? Try some of the following simple (but not necessarily quick) checks:
- Make sure your text is presented in short paragraphs, using plain English, lists and descriptive headings.
- Make sure your headings are in header tags and in the correct hierarchy.
- Add and use appropriate alt text for all images, where applicable.
- Check for good colour contrast between the text and the background.
- Check that links are descriptive and easily distinguishable from other text (e.g. underlined and in a different colour).
- Ensure that body text is a reasonable default font size and can be increased by the reader.
- Provide text transcripts for any video material or podcasts.
The following websites also provide some good starting points and quick reference documents:
- WebAIM Quick Reference Web Accessibility Principles
- Web Accessibility Initiative (WAI) Quick Tips to Make Accessible Web Sites
Where to go for more information
- The Web Content Accessibility Guidelines (WCAG)
- Guidance for service providers from the Equality and Human Rights Commission
- Guidance on making accessible websites from the RNIBâ€™s Web Access Centre
- The business case for accessibility from AbilityNet
- Legal information on accessibility and usability from law firm Pinsent Masons
- Accessibility guidance from the Investor Relations (IR) Society
- PAS 78, a British Standards guide to good practice in commissioning accessible websites
This article also appeared on Corporate Eye as my first guest post!