Mike McKenna
Regardless of vision, hearing, physical and cognitive ability, everyone should be able to access information found on websites. Unfortunately, many businesses are falling short when it comes to ensuring accessibility for all users.
Website accessibility is an often-overlooked aspect of building, maintaining and owning a website, particularly if a site is more business-to-business oriented. However, website accessibility is not just for public-facing folks such as real estate agents and property managers.
As many as 1 in 5 adults in the U.S. may not be able to use a website because of a disability. Many people with disabilities rely on adaptive tools to use technology. For example, a visually impaired user can utilize a screen reader to help browse a website. If a website is not programmed to meet today’s accessibility standards, adaptive tools will not work correctly, and the user will be left at a disadvantage.
The Americans with Disabilities Act, or ADA, prohibits discrimination against people with disabilities. This encompasses employment, communications, public accommodations and more. Websites must accommodate people who are blind or visually impaired, deaf or hearing impaired, physically disabled or cognitively challenged (i.e., dyslexia).
Why this Matters
ADA website accessibility complaints are on the rise and currently there are thousands of cases nationwide. Anyone in operating in the B2B space has four good reasons to make sure their websites work for people of all abilities.
First, job–seekers are among those visiting your website. One of the most often overlooked aspects of any website is the “career” or “employment” section. Even if your company is B2B-focused, this area of the website is often public as it’s geared to site visitors who are seeking employment. Oftentimes, the job application on a website is not accessible or the form fields aren’t descriptive. These are obvious ADA issues. It is discriminatory and limits the field of job candidates. If the career section of your website is not accessible to all users, your company is at risk for website accessibility complaints.
Second, individuals with disabilities are your current and future business partners. B2B companies tend to overlook the fact that individuals with visual impairment or other disabilities still work, and most likely utilize adaptive technology in the course of their work on a daily basis. So, having an accessible website is in your company’s best interest as individuals with disabilities are likely among your existing (and potential) business partners.
Third, your clients’ customers need website accessibility. Oftentimes with high-end condominiums, the property management site is referred to for a number of things, including for use as a temporary sales site.
Website Audiences Are Broad
The ecosystem of technology needs to be useable across all segments. Take, for example, a developer who is also a capital provider to other builders. Their audience is broad, so their website has the following types of users:
Investors: Many of their projects require significant capital investment to complete, and a developer must appeal to a wide array of real estate investors.
Subcontractors: When the builder is in search of partners or contractors for their projects, they often refer subcontractors to their site.
Potential buyers: Once a project is planned and approved, details about the project are posted online in order to begin to market to and build relationships with folks who may be interested.
Job applicants: Many developers have career opportunities on their site, and need to make sure that these are accessible to applicants.
Fourth, it’s the law. The federal government requires that websites offering services to the general public must comply with accessibility guidelines. Companies that don’t comply may find themselves at risk of financial penalties.
Winn-Dixie Stores Inc. recently faced and lost an ADA-based website accessibility lawsuit – the first of its kind. When it comes to builders and other B2B companies, the definition of “general public” with regard to website visitors is fairly broad and must be examined.
Lawsuits against businesses with non-compliant websites are on the rise, resulting in tens of thousands of dollars in legal fees and fines. Not only that, but companies with websites that are not accessible are missing out on the opportunity to serve 20 percent of the population.
Having a website that meets modern standards ensures accessibility to users of all abilities, ranging from investors and subcontractors to potential buyers and job applicants. An accessible website also provides improved search engine visibility (which means an increase in website traffic) and limits the risk of ADA claims associated with having a non-compliant website.
Mike McKenna is president and co-founder digital accessibility service Adaptable.
