Global Website Accessibility for Small Businesses - Your 2024 Guide

Your website is oftentimes your business card, introducing your business to your customers. For this reason, as well as many others, having a well designed website is very important, especially if you own a small business. Your website is what helps attract customers and make sales, however, it also has to be accessible to everyone, including people with disabilities. 

With 1 in 4 Americans having some type of disability, this is not just good practice, but it’s also required by laws such as the Americans with Disabilities Act (ADA) Title III in the United States, the Accessibility for Ontarians with Disabilities Act 2005 (AODA) in Ontario, Canada, or the European Accessibility Act (EAA) in the European Union. 

In the United States alone a total of 2,281 website accessibility lawsuits were filed in 2023, with 516 web accessibility lawsuits filed so far between January and April 2024, according to stats by Accessibility.com.

If you’re a small business this article will help you understand what you need to do to comply with the web accessibility laws applicable in your jurisdiction. You will find out more about digital accessibility laws, as well as the Web Content Accessibility Guidelines (WCAG) standard they rely on, and about the benefits of having an accessible website and the risks of not having one. Plus, we’re including tips for making your website more accessible.

What is Web Accessibility? 

Web accessibility refers to the inclusive practice of making websites usable by people of all abilities and disabilities, such as auditory, cognitive, neurological, physical, speech, and visual impairments, making it easy for them to effectively use websites and online resources. Web accessibility is guided by the principle of equal access to information and functionality on the web, making it central to inclusive web design.

At the heart of this lies the Web Content Accessibility Guidelines (WCAG), developed by the World Wide Web Consortium (W3C). These guidelines are the most widely accepted standards for website accessibility in web design and are organized around four principles: perceivable, operable, understandable, and robust (POUR). 

The WCAG principles refer to the following aspects: 

• Perceivable: Information and how you interact with a website need to be shown in ways everyone can see or hear. This means people must be able to notice the information (it can't be hidden from their senses).
• Operable: The parts of a website you use to interact and the way you move around it must work for everyone. This rule makes sure people can use all the buttons and navigate the site using things like the keyboard or voice commands.
• Understandable: The information and how the website works must be easy to get. This means people should be able to easily understand the info and how to use the website (it shouldn't be too complicated for them).
• Robust: The website's content must be strong enough so all kinds of tools, including ones that help people with disabilities, can correctly show the content. This means the website should work well on different devices and with tools that assist people without causing confusion.

Alongside the WCAG (Web Content Accessibility Guidelines), there are also web accessibility laws that require websites to be easy to use for everyone, including people with disabilities. In the United States, for example, the ADA (Americans with Disabilities Act) says that places open to the public, including websites, need to be accessible to people with disabilities. Even though the ADA doesn't specifically mention websites, courts and web accessibility lawsuits have made it clear that websites are covered too. This means if your website isn't accessible, you could end up in legal trouble, showing how crucial it is to follow ADA rules when designing your website.

The U.S. also has other rules, like Section 508 of the Rehabilitation Act and Colorado's Accessibility Law, HB 21-1110. For more details on U.S. web accessibility and the web accessibility landscape  in the United States, you can check out our blog post on the topic. At the time of the writing of this article the most common version of the WCAG found in web accessibility laws is  the Web Content Accessibility Guidelines (WCAG) 2.1.

Canada has a similar law called the AODA (Accessibility for Ontarians with Disabilities Act) for making web content accessible in Ontario and in the European Union the EAA (European Accessibility Act) regulates the way businesses make products and services, including websites and apps, accessible in EU countries.

For small businesses, web accessibility is crucial as it expands their customer base by accommodating users with disabilities, fostering inclusivity, and enhancing their reputation. Additionally, it helps avoid potential legal issues and demonstrates a commitment to social responsibility, which can build trust and loyalty among customers.

Clym helps businesses meet these web accessibility standards by providing a tool that manages both privacy and accessibility on websites, no matter which website builder you used to create your site. We also have resources to help you understand what you need to do to make your online store accessible, like  web accessibility guides on the WCAG 2and a list of 21 resources to make your website more accessible.

What is the ADA Title III?

The Americans with Disabilities Act (ADA) is a law that mandates that people with disabilities have to have the same rights and opportunities as everyone else. Title III of the ADA focuses on public places and businesses. This includes websites, which means businesses need to make their websites accessible to people with disabilities. For example, someone who is blind should be able to use your website just as easily as someone who can see.

How does ADA’s Title III Apply to Websites?

With the growing importance of the internet, the definition of "public accommodations" has expanded to include websites and online services. This means that small businesses have to check that their websites are accessible to people with disabilities, just as they would for their physical locations. 

For small businesses, accessibility issues can arise for various reasons, such as the following:

• Visual impairments: Individuals who are blind or have low vision may use screen readers or other assistive technologies to navigate websites. If your website lacks proper text descriptions for images or has a complex layout, it can be challenging for these users to access the content.
• Hearing impairments: People who are deaf or hard of hearing need captions for your video and audio content. Without captions, they miss out on important information conveyed through these media.
• Physical disabilities: Individuals with limited mobility may rely on keyboard navigation instead of a mouse. If your website requires mouse interaction or has small clickable areas it can be difficult for them to navigate it. This is where keyboard accessibility testing comes in. 
• Cognitive impairments: Users with cognitive disabilities should benefit from clear and simple content, consistent navigation, and an overall straightforward design of your website. Complex layouts and jargon-heavy content can be significant barriers to them so ensuring web accessibility for cognitive disability should be something your small business focuses on.  

What is the Accessibility for Ontarians with Disabilities Act 2005 (AODA)?

The Accessibility for Ontarians with Disabilities Act (AODA) is a law in Ontario, Canada, that aims to make the province fully accessible to people with disabilities by 2025. This law was created in 2005 to provide people with disabilities with the same opportunities as everyone else, allowing them to participate fully in all aspects of life.

How Does AODA Apply to Websites?

For small businesses, the AODA includes specific requirements to make websites accessible. These requirements are designed to help people with disabilities access and use your website just like anyone else. Here are some key points to understand:

• Accessible Design: Your website’s design should be done in such a way that, for example, people who are blind can use screen readers to navigate it, people who are deaf can understand your video content with captions, and people with physical disabilities can navigate your website using only a keyboard.
• WCAG Compliance: The AODA requires websites to comply with the Web Content Accessibility Guidelines (WCAG). By following WCAG, your website will be accessible to a wide range of people with different disabilities. This includes adding alt text to images, using high-contrast colors, providing captions for videos, and ensuring keyboard navigation.
• Deadlines and Requirements: Different businesses have different deadlines to meet these requirements. For example, if you are a small business with 20 or more employees, you need to check whether your website and web content published after January 1, 2012, are accessible and meet WCAG 2.0 Level AA standards. It's important to check the specific deadlines and requirements that apply to your business.

What is The European Accessibility Act (EAA)?  

The European Accessibility Act (EAA) is a law in the European Union aimed at making various products and services more accessible to people with disabilities. This law covers a wide range of areas, including public transportation, banking services, e-books, and websites. The goal is to provide people with disabilities to access and use these services just like anyone else.

How does the EAA Apply to Websites?

For small businesses with websites, the EAA means that you need to check if your website is accessible to everyone, including people with disabilities. Here are some key points to consider:

• User-Friendly Design: Your website should be easy to navigate and use. This includes having a simple layout, clear menus, and easy-to-read text. Avoid clutter and keep the design clean and straightforward.
• Text Alternatives for Images: Just like with the Web Content Accessibility Guidelines (WCAG), you should provide descriptive text (alt text) for all images on your website. This helps people who use screen readers understand what the images represent.
• Keyboard Accessibility: Check if all parts of your website can be accessed using a keyboard. Some users cannot use a mouse and rely on keyboards to navigate. Test your website to determine if all functions, like filling out forms or clicking on links, can be done with a keyboard.
• Captions and Transcripts for Media: If your website includes videos or audio content, provide captions for the videos and transcripts for the audio. This helps people who are deaf or hard of hearing understand the content.
• Clear and Consistent Navigation: Use clear headings and a logical structure for your website. Consistent navigation helps users, especially those with cognitive disabilities, find what they are looking for more easily.

What is the WCAG?

The Web Content Accessibility Guidelines (WCAG) are a set of guidelines developed to make websites usable for everyone, including people with disabilities. Many web accessibility laws around the world reference the WCAG directly, or rely on its guidelines.

The WCAG’s guidelines help website owners and developers create content that is accessible to individuals with various impairments, such as those who are blind, deaf, or have limited mobility. The goal of the WCAG is to remove barriers that might prevent someone from using a website effectively. 

The WCAG covers a wide range of disabilities, ensuring that websites are designed to accommodate different needs. For example, it includes guidelines for adding text descriptions to images for those who are visually impaired, ensuring videos have captions for people who are deaf, and making sure websites can be navigated using a keyboard for those with physical disabilities. Additionally, WCAG provides recommendations for making content clear and simple to help individuals with cognitive impairments. 

How Does the WCAG Apply to Websites?

The WCAG applies to websites by providing a clear set of guidelines that website developers and designers can follow to make their sites accessible. 

These guidelines are organized into four main principles: perceivable, operable, understandable, and robust. Each principle addresses different aspects of web accessibility. 

For example, under the perceivable principle, websites should provide text alternatives for non-text content, like images and videos, so that they can be read by screen readers used by visually impaired individuals.

Under the operable principle, the WCAG suggests making all functionalities available from a keyboard, which helps users who cannot use a mouse. 

The understandable principle emphasizes the need for websites to be easy to comprehend, suggesting the use of simple language and predictable navigation. 

Finally, the robust principle focuses on creating content that works well with current and future technologies, including various assistive devices. 

To put it simply, the WCAG 2.1, the most common version of the WCAG standard, is a set of guidelines that help make websites easier to use for everyone. 

What are the Benefits of Having an Accessible Website?

Having an accessible website can help you reach more customers. As a small business, when your website is designed in such a way so as to be usable by everyone, including people with disabilities, you open your business to a larger audience. This means more potential customers can access your products or services, leading to increased sales and business growth. In short, having an accessible website helps you include every segment of the population, which means that it may significantly boost your customer base.

Another benefit of having an accessible website for your small business is that it can improve your website's ranking on search engines like Google. Search engines favor websites that apply accessibility features. For example, using proper headings, alt text for images, and clear navigation helps search engines understand and index your content better. This makes it easier for potential customers to find your business online, driving more traffic to your website.

Thirdly, creating an accessible website enhances the overall user experience. How, you may ask? Well, keep in mind that accessibility features often make a website easier to navigate and use for everyone, not just those with disabilities. This can lead to more satisfied customers who find your website user-friendly. A better user experience can result in longer visits, higher engagement, and increased likelihood of repeat visits, which are all beneficial for your small business.

Lastly, making your website accessible helps you comply with web accessibility regulations such as the Americans with Disabilities Act (ADA). Compliance with accessibility guidelines can protect your small business from legal issues and potential fines that come with non-compliance, which can be costly and can even damage your business's reputation. 

What are the Risks of Not Having an Accessible Website?

Not having an accessible website can lead to significant legal trouble for small businesses. If your website does not comply with accessibility standards, you might face lawsuits from individuals or advocacy groups representing people with disabilities. These legal battles can be expensive, involving hefty fines and legal fees, which can be particularly damaging for small businesses with limited resources. 

Additionally, the time and effort required to resolve these issues can divert your focus from running and growing your business. You risk damaging your small business's reputation and losing sales if your website is not accessible. Customers may see your business as neglectful or discriminatory, leading to bad publicity and a loss of both current and potential customers.

Tips for Making Your Website Accessible

Making your website accessible is essential for reaching all potential customers, including those with disabilities. Here are some simple tips for small businesses to improve their website's accessibility:

• Start by adding descriptive text to images. Every image on your site should have an alt text description. This text helps people who use screen readers understand what the image is about. For example, if you have a picture of a product, the alt text might describe the product's appearance and features.
• Check if your website can be navigated using only a keyboard. Some people with physical disabilities cannot use a mouse and rely on a keyboard to navigate websites. All interactive elements, like forms and menus, should be accessed with just a keyboard.
• Use high-contrast colors on your website. Strong contrast between text and background colors helps people with visual impairments read your content more easily. For example, black text on a white background is much easier to read than light gray text on a white background.
• Organize your content with clear headings. Using headings like H1, H2, and H3 helps break up the content and makes it easier to navigate, especially for people using screen readers. Headings also help all users understand the structure of your content at a glance.
• Provide captions for videos and transcripts for audio content. Captions help people who are deaf or hard of hearing understand the audio content. Transcripts are also useful for anyone who prefers reading over listening or for those who need to access the content in a noisy environment.
• Consider using accessible fonts for the text on your website. There are several fonts considered ADA-compliant fonts in the USA which make the browsing experience better for individuals with visual impairments. 
• Regularly check your website for accessibility issues. 

How does Clym help small businesses with website accessibility? 

Clym helps small businesses meet website accessibility standards by providing a tool that manages both privacy and web accessibility, no matter which website builder you used to create your site. We also have resources to help you understand the requirements for a more accessible online store, like web accessibility guides on the WCAG 2 and a list of 21 resources for a website that is more accessible. 

Additionally, Clym offers businesses a way to facilitate web accessibility compliance as well as relevant resources such as tips for web accessibility.

By leveraging Clym's solution, your small business can not only improve its website traffic and conversion rates but also mitigate the risk of accessibility-related legal challenges, such as those posed by the ADA Title III and the many web accessibility lawsuits being filed against businesses found to be non-compliant. 

Our user-friendly platform simplifies the management of compliance requirements, seamlessly integrating these features to meet both legal compliance and business needs effectively.

Interested in finding out how Clym can help you transform your website into an accessible website? 

Start today by scheduling a demo or reaching out to us for a discussion tailored to your unique needs.

Website Accessibility Resources for Small Businesses

• What is the Colorado Accessibility Law?
• Website Accessibility Laws in Canada (Everything You Need to Know)
• ADA Website Compliance: Web Accessibility Lawsuits in the U.S.
• Web Accessibility for Cognitive Disability
• Accessible Web Design: Top ADA-Compliant Fonts for Visual Impairment
• Web Content Accessibility Uncovered: 50 Tips to Make Your Website More Accessible
• WCAG: What is the Difference Between A, AA, and AAA Levels in Web Accessibility?
• E-Commerce Web Accessibility: 2024 Essentials & 20 Tips for Businesses
• 21 Web Accessibility Resources To Help You Have An Accessibility Compliant Website
• Web Accessibility Guidelines - Section 508 Checklist: Part 1
• Web Accessibility Guidelines - Section 508 Checklist: Part 2
• Web Accessibility Comparisons: WCAG 2.0 vs. Section 508
• Web Accessibility Guidelines - WCAG 2 Checklist