Web accessibility means designing websites so that people of all abilities, including those with disabilities, can use them effectively.
Accessibility isn’t just a nice-to-have—it’s a legal, ethical, and strategic priority. Following the WCAG (Web Content Accessibility Guidelines) ensures your site meets international standards, while aligning with ADA compliance reduces the risk of lawsuits. Beyond compliance, accessibility improves user experience (UX) for everyone and strengthens Google SEO, since accessible websites are easier for both users and search engines to navigate.
Think of a person with a visual impairment using a screen reader: properly structured headings allow them to scan content quickly, while strong color contrast ensures text is legible. Without these features, the same website becomes frustrating, or even impossible, to use. Now imagine that frustration multiplied across thousands of visitors—lost trust, lost traffic, and lost business.
By making small but meaningful improvements, you not only open the digital door wider but also gain practical benefits: better search visibility, higher engagement, and a more inclusive brand reputation. Accessibility is no longer optional—it’s essential.
Step 1 – Use Proper Headings and Semantic HTML
Semantic HTML means using meaningful tags that describe content rather than just styling it. For example, a page should have one <h1> for the main title, <h2> for subsections, and <p> for regular text. This structure makes content easier for screen readers to interpret and for search engines like Google to index.
Why it matters:
- Accessibility: Screen reader users can jump between headings instead of reading word by word.
- SEO: Clear structure improves crawlability and helps search engines understand page hierarchy.
- Compliance: Aligns with WCAG and WAI-ARIA guidelines, supporting legal and ethical standards.
Example:
On a guide like this one, using <h2> tags for each step allows a person with a visual impairment to quickly skip to “Step 3 – Add Alternative Text for Images” without scanning everything in between. Without headings, navigation becomes frustrating and time-consuming.
Tip: Don’t rely on bold text to mimic headings. Always use the correct HTML tags—this simple change significantly improves accessibility and usability.
Step 2 – Ensure Color Contrast and Readable Text
Readable text is one of the simplest but most impactful ways to make a website accessible. According to the WCAG (Web Content Accessibility Guidelines), text and background colors must have at least a 4.5:1 contrast ratio to be considered accessible. This ensures that people with low vision or color blindness can read content without strain.
Why it matters:
- Inclusivity: Poor contrast makes content nearly invisible for users with visual impairments.
- User experience: Even users without disabilities benefit from clear, high-contrast text—especially on mobile devices or in bright light.
- SEO and engagement: Visitors who struggle to read your content are more likely to leave, increasing bounce rates.
Example:
Light gray text on a white background may look sleek, but for someone with low vision, it’s unreadable. Switching to dark gray or black text instantly improves clarity for everyone.
Tip: Use free tools like WebAIM’s Contrast Checker or Chrome’s DevTools to test your site. Aim for simple fonts, adequate line spacing, and avoid placing text directly on busy images.
Step 3 – Add Alternative Text for Images
Images play a big role in how users experience your website, but without proper descriptions, they become invisible to those relying on screen readers. That’s where alt text (alternative text) comes in. Alt text provides a written description of an image in the HTML code, ensuring everyone can understand the content—even if they can’t see it.
Why it matters:
- Accessibility: Users with visual impairments can grasp context that would otherwise be lost.
- SEO: Search engines index alt text, which can improve visibility in Google Image Search.
- Compliance: Meets WCAG requirements and supports ADA compliance, reducing legal risks.
Example:
Instead of writing generic alt text like “shoes,” describe the image as “red running shoes with white soles on a wooden floor.” This gives context without keyword stuffing. If the image is decorative and adds no meaning, you can leave the alt text empty (alt=””) so screen readers skip it.
Tip: Keep alt text concise, accurate, and relevant to the page content. Think of it as answering the question: If the image didn’t load, what would the user need to know?
Step 4 – Make Your Website Keyboard-Friendly
Not all users rely on a mouse. Many people with mobility impairments, as well as power users, navigate websites using only a keyboard. If your site isn’t fully operable with the Tab, Enter, and Arrow keys, you’re shutting out a significant audience.
Why it matters:
- Accessibility: Users with physical disabilities or vision impairments often depend on keyboard navigation.
- Compliance: A core requirement of WCAG is that all functionality must be available via keyboard.
- User experience: Keyboard shortcuts also benefit advanced users who prefer faster navigation.
Example:
If someone presses the Tab key on your homepage, the focus should move logically from the navigation menu to search, then to buttons and forms. Without this flow, users can get “stuck” or miss important features entirely.
Tip: Add a “Skip to Main Content” link at the top of your pages. It allows screen reader and keyboard users to bypass repetitive menus and get straight to the core content—a feature often overlooked but hugely valuable.
Step 5 – Provide Captions and Transcripts for Multimedia
Video and audio content enriches a website, but without captions or transcripts, it excludes users who are deaf, hard of hearing, or prefer text over sound. Adding these elements ensures your message reaches everyone, regardless of how they consume content.
Why it matters:
- Accessibility: Captions and transcripts allow people with hearing impairments to fully engage with your content.
- User experience: Many visitors watch videos on mute (especially on mobile or in public places). Captions keep them engaged.
- SEO: Transcripts provide search engines with keyword-rich text, helping your multimedia content rank better.
Example:
A product demo video with accurate captions not only helps someone who is deaf but also assists a commuter watching without headphones. Similarly, a transcript of a podcast makes it accessible to search engines and readers who prefer skimming.
Tip: Auto-generated captions (from tools like YouTube Studio or Otter.ai) are a good start, but they often contain errors. Always review and edit for accuracy. For maximum impact, make transcripts available on the same page as the media.
Conclusion
Making your website accessible doesn’t require a complete redesign—just a commitment to small, meaningful changes. By applying these five steps, you’ll create a better experience for every visitor:
- Use proper headings and semantic HTML to improve structure and navigation.
- Ensure color contrast and readable text so content is clear for all users.
- Add alternative text for images to make visual elements understandable.
- Make your website keyboard-friendly to support users who don’t rely on a mouse.
- Provide captions and transcripts for multimedia so videos and audio reach everyone.
Accessibility isn’t just about compliance with WCAG or ADA standards—it’s about inclusivity, trust, and smarter business growth. An accessible website attracts more visitors, improves Google SEO, and strengthens your brand’s reputation.
Remember, accessibility is an ongoing process. Start small, test often, and keep improving. Each fix you make brings you closer to a web that works for everyone.
Frequently Asked Questions
Q1: Why is website accessibility important?
Website accessibility ensures people with disabilities can use your site. It also improves user experience for everyone, boosts SEO, and reduces the risk of legal issues related to ADA compliance.
Q2: What are the WCAG guidelines?
The Web Content Accessibility Guidelines (WCAG) are international standards that define how to make websites and digital content accessible to people with a wide range of disabilities.
Q3: How do I test my website for accessibility?
You can use free tools like WAVE, Axe DevTools, or Google Lighthouse to scan your site for issues such as missing alt text, low color contrast, or poor heading structure.
Q4: Does accessibility improve SEO?
Yes. Accessibility features like alt text, proper headings, and faster navigation also help search engines understand your content, which can improve your rankings in Google.
Final Thoughts – Partnering for Success
Building an accessible website is one of the smartest investments you can make. It not only supports inclusivity and compliance but also builds trust, credibility, and conversions. While many improvements—like adjusting color contrast or adding alt text—can be handled quickly, others benefit from the guidance of experienced professionals who understand both design and strategy.
At BEST Digital, we’ve partnered with over 800 clients to elevate their online presence with accessibility-first, client-focused solutions. With more than 43 years of experience, our team knows how to transform websites into powerful tools for growth, blending compliance with creativity to deliver measurable results.Ready to take your website to the next level? Partner with BEST Digital and create an online experience that works for everyone—while driving real business success.