Understanding and Implementing ADA Compliance on Websites
When I was asked to write an article about Website ADA compliance, I immediately started to research, talk to my team, and learn as much as possible about the subject. The harsh reality is that most websites aren't built to ADA minimum standards, which is a hard pill to swallow when you look at the number of individuals being denied a positive user experience.
I believe awareness and education are the first steps to changing perspective, and to be fully transparent, I didn't realize how much it would change my perspective and push me towards wanting to make the internet a better place—for all. While writing this article, I realized that building an ADA-compliant website also requires a commitment to maintaining compliance as you update your site's content and design post-launch.
If you are reading this, chances are you've been tasked to build a new website to ADA standards; you are curious about what it takes, or, in the worst-case scenario, you've received a threatening letter that prompted you to learn how you can get into compliance. I promise not to disappoint.
What is ADA Compliance?
ADA compliance refers to the standards and guidelines outlined in the Americans with Disabilities Act (ADA) to ensure that individuals with disabilities can access and use the same services and products available to others. Recognized as a civil rights law, the ADA, which went into effect on July 26, 1990, aims to prevent discrimination against people with disabilities in all areas of public life, including the digital landscape.
ADA + Website Accessibility
When most hear ADA, they might think of physical accommodations like ramps and braille signage. However, the ADA's reach extends to the "information superhighway," recognizing that the internet is a source of critical information and a marketplace of goods and services. Websites are considered under the ADA's Title III, which requires that any place of public accommodation must be accessible to people with disabilities. In 2010, the Department of Justice announced revised regulations for Title III, which listed 12 categories of public places.
Here they are:
- Places of lodging
- Establishments serving food or drink
- Places of exhibition or entertainment
- Places of public gathering
- Sales or rental establishments
- Service establishments
- Public transportation terminals, depots, or stations
- Places of public display or collection
- Places of recreation
- Places of education
- Social service center establishments
- Places of exercise or recreation
Evolving Standards and Technologies
The (W3C) develops and maintains the Web Content Accessibility Guidelines (WCAG), the primary standard for web accessibility. Businesses need to monitor and implement updates to these guidelines as technology and understanding of accessibility improve. Be sure to bookmark the official ADA Guidelines.
The Benefits of Having an ADA Compliant Websites
Creating a website that is ADA-compliant is not just an ethical imperative; it also offers significant advantages for both users and businesses. Compliance ensures that your website is accessible to a broader audience, including those with disabilities, which can enhance user experience and satisfaction. For businesses, this inclusivity can lead to a more extensive customer base, improved brand perception, and potentially, increased revenue. Adhering to ADA guidelines can help protect your business from legal complications and fines.
Enhanced User Experience
ADA compliance often goes hand in hand with a user-focused design approach. By ensuring your website is accessible, you make it more user-friendly for everyone, resulting in a better overall experience and higher satisfaction for all visitors. The most common and familiar is Closed Captioning (CC) and subtitling, which can be found on television, video screens, and other displays to provide interpretive information. Pro tip: Even when someone isn't hearing impaired, they may turn on CC so they can read vs listen to the sound of a video. Adding CC to videos is so easy with video software like Descript.
Increased Reach and Market Share
Making your website accessible means you're catering to a broader audience. This includes individuals with disabilities and older people who might require assistive technologies. You're effectively tapping into a market with significant spending power by serving these demographics. For enterprise and B2C businesses, understanding and implementing ADA compliance should be a legal requirement and a means to expand consumer reach. According to the U.S. Census Bureau, about 42.5 Million or 13% in the U.S. report living with a disability—a significant portion of the population that businesses can't afford to overlook.
Reduced Legal Risks
The legal landscape is evolving, and more stringent policies are being implemented regarding the web's accessibility. Ensuring your website is ADA-compliant can shield your business from potential lawsuits and hefty fines, ultimately protecting your brand's reputation.
Elements of an ADA-Compliant Website
In order for you to create a website that conforms to ADA standards, several elements must be considered:
Key Navigational Accessibility
This includes providing text alternatives for non-text content, ensuring your site can be navigated without a mouse, using clear page headings, and structuring content logically with the use of headers, paragraphs, and lists.
Critical Design & Development Considerations
Designing with accessibility in mind involves considerations like color contrast for visual impairments, keyboard, and screen reader-friendly features, and ensuring all functionalities are operable through a keyboard interface alone.
Are you curious how your current stacks up? You can run your website through this free accessibility tool to get you started. https://www.accessibilitychecker.org
Steps for Evaluating and Improving Accessibility
Begin with an assessment of your current website. There are tools and consultants available that specialize in auditing for accessibility. Address the low-hanging fruits first, such as ensuring alt text for images, and then gradually work towards more comprehensive changes like embedding closed captioning into your videos and providing your site design can be seen and read by all.
Helpful Tools and Resources for Compliance
Various tools, plugins, and resources are available to help make a website ADA-compliant. Companies like Siteimprove, accessiBe, and UserWay provide helpful tools/software, education, and services to guide you through this complex task.
The Future of ADA Compliance and Website Accessibility
Technology and the web are constantly evolving and advancing; accessibility standards are no exception. Businesses and marketers must stay updated on the latest developments. Emerging technologies like voice-activated assistants and AI-powered chatbots present new frontiers in making the web more accessible.
The Role of Marketers
Marketers play a pivotal role in driving the accessibility conversation. Advocacy, clear communication, and proactive measures are critical to meeting legal standards and fostering a more inclusive online environment. Creating content that anyone can consume should be your primary goal. It's a responsibility that you have to the company you work for and the end user you are trying to reach. A marketer with empathy and compassion is precisely what the Internet needs. Remember, as Uncle Ben told Peter in Spiderman, "With great power comes great responsibility."
The time to act is now.
Conduct an accessibility audit, implement changes, and commit to ongoing maintenance. By ensuring your digital presence is inclusive, you're complying with the law and building a brand that stands for equality and accessibility.
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