Accessibility Audit: The Essential Guide to Accessible Website

We rely on the internet for everyday activities like shopping, working, and staying in touch with friends and family.

However, not everyone can easily use websites or apps.

According to the World Health Organization, over 1.3 billion individuals – or 15% to 20% of the global population – experience disability. Collectively, these individuals and their families hold an impressive $13 trillion in buying power. By creating accessible and welcoming online spaces, you can set your company up for long-term sales increase and growth.

The analysis of one million home pages revealed an average of 50 accessibility issues per page. (Source: WebAIM)

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Defining Accessibility Audits

Ensuring that your website or digital platform is accessible to everyone is not just a matter of compliance but a fundamental aspect of inclusivity. This is where an accessibility audit comes into play.

What is an accessibility audit?

An accessibility audit is a systematic review of a website or digital platform to assess compliance with **accessibility standards** and guidelines. The goal is to identify any barriers that might inhibit users with disabilities from accessing content or functionalities. 

This process involves evaluating various elements of the site against established criteria, such as the Web Content Accessibility Guidelines (WCAG) and other relevant accessibility standards.

Accessibility audits are crucial for several reasons:

• Compliance with legal requirements: With the rise of regulations like the European Accessibility Act, companies are increasingly required to adhere to legal standards for accessibility in web design. An accessibility audit helps ensure compliance, thus avoiding potential legal consequences and fines.
• Enhanced user experience: A website that is accessible to users with disabilities offers a better overall user experience. For instance, readable content and straightforward navigation benefits all users, including those with situational disabilities or varying levels of technological expertise.
• Broader reach and market potential: Making a site accessible broadens its reach, allowing organisations to engage with a larger audience.
• Corporate social responsibility (CSR): Accessibility demonstrates a commitment to inclusivity and social responsibility. It enhances a brand's reputation and aligns with ethical business practices, which can increase customer loyalty and trust.

Key Components of an Accessibility Audit

The audit encompasses a range of factors, including visual design, navigational structure, and technical performance, to ensure that all users, regardless of their abilities, can navigate and interact with the platform effectively. By leveraging accessibility audit tools and services, we can pinpoint specific issues and implement solutions to enhance overall accessibility.

An accessibility audit typically involves several key components:

• Usability: Evaluating how easy it is for users, particularly those with disabilities, to navigate and interact with the site. This includes assessing the effectiveness of navigation menus, forms, and interactive elements.
• Compliance with WCAG: Reviewing the site’s adherence to the Web Content Accessibility Guidelines (WCAG). This involves checking aspects such as colour contrast ratios, text alternatives for non-text content, and the use of semantic HTML.
• ADA compliance: Ensuring that the website or digital platform adheres to the requirements set by the Americans with Disabilities Act (ADA). ADA compliance involves evaluating whether the site provides equal access and opportunities for users with disabilities, including those with visual, auditory, cognitive, and motor impairments.
• User experience (UX): Analysing how well the site accommodates different user needs and preferences. This includes evaluating clarity of content, ease of use, and overall satisfaction from the perspective of users with varying abilities.
• Technical performance: Assessing the site’s functionality across different devices and assistive technologies. This includes testing for compatibility with screen readers, keyboard navigation, and mobile devices.

Common Accessibility Issues Identified in Audits

Despite growing awareness, many websites still fail to meet accessibility standards resulting in significant barriers for users with disabilities. Out of one million home pages analysed, a total of 49,991,225 unique accessibility issues were found: that’s an average of 50 errors per page. This figure highlights the prevalence of accessibility issues across the web and importance of days like Global Accessibility Awareness Day.

Common problems identified in accessibility audits include:

• Colour contrast issues: Poor colour contrast between text and background can make content difficult to read, especially for users with visual impairments.
• Missing alt text: Alternative text (alt text) provides descriptions for images and other non-text content, enabling screen readers to convey this information to visually impaired users. Missing or inadequate alt text can significantly impact accessibility.
• Navigation difficulties: Complex or non-intuitive navigation structures can pose challenges for users with disabilities. Issues such as lack of keyboard navigability, unclear link text, and problematic pop-ups can disrupt the user experience.
• Inaccessible forms: Forms that lack proper labels and instructions, or have error messages can be problematic for users relying on assistive technologies.
• Improper use of ARIA landmarks: Accessible Rich Internet Applications (ARIA) landmarks help assistive technologies understand the structure of a web page. The misuse or omission of ARIA landmarks can affect how users navigate and interact with content.

Why CMOs and Brand Managers Should Prioritise Accessibility Audits

As chief marketing officers (CMOs) and brand managers navigate an increasingly competitive market, prioritising accessibility audits can offer substantial business and legal benefits. Here’s a closer look at why accessibility audits should be a key focus for brand leaders, including the implications of accessibility and its impact on brand reputation and customer loyalty.

Legal Compliance

Accessibility is becoming increasingly regulated, with laws like the Americans with Disabilities Act (ADA) in the US and the European Accessibility Act setting stringent standards. The ADA mandates that digital platforms must be accessible to people with disabilities, and non-compliance can result in costly legal action. on graphic

Between January and the end of June 2024, 4,280 ADA Title III lawsuits were filed in the USA. (Source: Seyfarth)

Financial Impact

The financial implications of neglecting accessibility extend beyond legal fees. Non-compliance can also result in hefty fines and settlements. In the case of companies with 201 to 500 employees, individuals who file lawsuits for ADA violations may be entitled to up to $200,000 in punitive and compensatory damages. Investing in accessibility audits and subsequent remediation can help prevent costly outcomes and protect against future liabilities.

According to a UK survey, over 80% of disabled customers are more inclined to make purchases on websites that offer a smooth user experience rather than ones with the lowest prices.

Around 71% will leave sites that do not meet their accessibility requirements. Those customers have an estimated spending power of £11.75 billion in the UK alone, which amounts to around 10% of the total UK online spending in 2016.

Around 71% of disabled customers will leave sites that do not meet their accessibility requirements. (source: Click-Away Pound)

Market Reach

About 16% of the world's population – over 1 billion people – live with a disability, such as vision or hearing problems, difficulties with movement, or cognitive impairments. In the US, the Centers for Disease Control and Prevention (CDC) reports that roughly 28.7% of adults have some form of disability. This demographic represents a significant portion of the market. By ensuring digital accessibility, brands can tap into this substantial customer base, enhancing their market reach and potentially increasing revenue. For instance, businesses which prioritise accessibility can access new customer segments and drive growth by accommodating the needs of people with disabilities.

Enhanced Brand Image In an era where corporate social responsibility (CSR) is highly valued, demonstrating a commitment to accessibility can significantly enhance a brand’s image. A website that is accessible to all users reflects positively on a company’s values and dedication to inclusivity. Brands recognised for their commitment to accessibility often enjoy a stronger, more favourable public image, which can translate into increased trust and credibility.

Customer Loyalty Accessibility is integral to delivering a positive user experience. For customers with disabilities, an accessible website means the difference between seamless engagement and frustration. A poor experience can drive customers away, affecting retention rates and long-term loyalty.

Competitive Advantage Accessibility can also serve as a competitive differentiator. Brands that proactively address accessibility are often seen as leaders in their industry, which sets them apart from competitors. By investing in accessibility audits and ensuring compliance with standards such as WCAG (Web Content Accessibility Guidelines), brands position themselves as pioneers in inclusivity, which can attract both customers and top talent who value socially responsible practices. Improved accessibility can also lead to higher search engine rankings, as search engines favour websites that provide a better user experience for all visitors.

Positive Customer Feedback Accessible websites often receive positive feedback from users, which can enhance a brand’s reputation. Positive reviews and word-of-mouth recommendations from satisfied customers can drive more traffic to a brand’s site and encourage potential customers to engage with the brand.

Case Studies and Real-World Examples of Accessible Digital Experiences

As the need for inclusive and accessible digital experiences becomes increasingly urgent, understanding how accessibility impacts different populations is crucial. For organisations striving to enhance their accessibility and stay ahead in this competitive landscape, investing in comprehensive accessibility audits is not just beneficial, it’s imperative for long-term success. Let’s walk the talk:

Bringing Untold Stories to Light: Rhapsody’s Accessibility-Driven Digital Platform for Holocaust Education

The Holocaust Memorial Day Trust (HMDT), the National Holocaust Centre and Museum (NHCM), and the Jewish Museum of Greece were looking to create an international digital platform that showcases four previously untold Holocaust testimonies, featuring unique artefacts and archival materials.

The challenge was to make the platform accessible and engaging to audiences of all ages and backgrounds.

Rhapsody addressed this challenge by delivering a comprehensive range of services, including creative direction, copywriting, web development, and photography. We focused on designing an inclusive and user-friendly platform, ensuring that the stories and artefacts were presented in a way that was both accessible and compelling.

This involved implementing features that catered to diverse needs, such as intuitive navigation, clear and informative content, and engaging multimedia elements.

The resulting website was met with high praise for its accessibility and impact. The official launch event, attended by over 150 people, showcased the platform's success - Chief Executive of the Refugee Council, emphasised the importance of accessible storytelling and the role of 'ordinary objects' in creating a connection with the audience.

👉 See this accessible example here

Transforming Logistics: Enhancing Accessibility and Efficiency With SmartLM's Mobile-First Native App

SmartLM, a leader in logistics management software, needed to convert its advanced program into a mobile-first native app. The founders, experienced logistics professionals, had previously used a less effective third-party tool that led to issues including lost delivery notes, crumpled dockets, and limited visibility into delivery processes. This lack of accessibility resulted in increased errors and missing parcels.

Rhapsody was tasked with creating a new, accessible delivery app from the ground up. By assessing current workflows and engaging directly with logistics managers and drivers, we identified key accessibility needs. Our team developed a mobile app that digitised and streamlined paperwork, providing clear and transparent access to daily bookings and delivery routes.

In close collaboration with SmartLM’s development team, Rhapsody delivered a fully tested and accessible solution on time and within budget. The SmartApp, now available on both the App Store and Google Play, features user-friendly elements such as digital paperwork and signing, Google Maps integration, vehicle tracking, and customer notifications. These enhancements made the app highly accessible, addressing the previous issues and improving overall operational transparency and efficiency.

👉 See this accessible example here

From Print to Pixels: How DCS Transformed a Comprehensive FMCG Data Catalogue with a Focus on Accessibility

With nearly three decades of experience in the FMCG sector, DCS faced a challenge: transforming their annual Category Insights summary, a 100+ page print catalogue, into an interactive digital experience. The task was to present data on 50,000 products in a way that was accessible and user-friendly across mobile, tablet, and desktop devices.

Rhapsody tackled this by reimagining the report’s design for a digital format, prioritising accessibility across various devices. We focused on how users would interact with the document on phones, tablets, and desktops. Our approach involved designing a layout that displayed complex trend data and detailed imagery on smaller screens. Additionally, we digitised the extensive product catalogue, ensuring that all 50,000+ items were accurately represented and easily navigable.

Following a thorough review with the DCS team, Rhapsody delivered CoreRange.com, a fully responsive, mobile-first solution, within tight deadlines. Built on WordPress, the microsite offers comprehensive CMS and product management features, providing an accessible and seamless experience across all devices.

👉 See this accessible example here

How We Conduct Accessibility Audits at Rhapsody

Our accessibility audits are thorough and systematic, offering a comprehensive evaluation of your website’s compliance and usability. Here’s an in-depth look at our audit process from start to finish.

Step 1: Preliminary Assessment and Scoping

The preliminary assessment sets the foundation for a successful accessibility audit:

Client consultation: We begin by discussing your goals and requirements to tailor the audit to your needs. This involves understanding the scope of the audit, such as whether it will cover the entire website or specific sections, and any particular concerns or focus areas you might have.

Scope definition: We define the scope of the audit by determining which pages, functionalities, and elements will be evaluated. This includes deciding whether the audit will assess desktop and mobile versions of the site, and if it will include third-party integrations or external content.

Accessibility standards: We review the relevant accessibility standards that will guide the audit, such as WCAG 2.1, Section 508, or ADA compliance requirements. Understanding these standards helps to identify which guidelines apply to your site.

Step 2: Detailed Analysis and Testing

Our audit process includes a blend of automated tools, manual testing, and user feedback:

Automated testing: We use sophisticated accessibility audit tools such as Axe, WAVE, and Lighthouse to perform an initial website scan. These tools identify common issues like missing alt text, contrast problems, and structural markup errors.

Manual testing: Automated tools detect widespread issues but don’t identify all accessibility barriers. To address the limitations of automated tools, we conduct manual testing. This involves examining elements like keyboard navigation, screen reader compatibility, and semantic HTML. Manual testing allows us to identify issues that require human judgement and nuanced understanding, such as the clarity of instructions or the logical flow of content.

User testing with assistive technologies: We employ various assistive technologies, including screen readers (e.g. JAWS, NVDA) and voice recognition software, to test how well the site supports these tools. This helps in understanding how real users interact with the site.

Why User Testing Matters

User testing with individuals who have disabilities provides invaluable insights into the practical usability of your website:

Real-world experience: Automated and manual tests can only go so far. Real users provide feedback on practical issues they might have encountered, such as difficulties navigating the site or understanding the content.

Testing sessions: We conduct user testing sessions with a diverse group of individuals representing a range of disabilities. These sessions are structured to gather detailed feedback on user experience and identify any barriers to accessibility that may not be apparent in other testing methods.

Even the largest companies in the US struggle to make their websites accessible, with an average of 815,600 accessibility issues found per Fortune 100 site. This shows all organisations need dedicated audits. (Source: Ovum)

Step 3: Reporting and Recommendations

Once testing is complete, we compile our findings into a comprehensive accessibility audit report:

• Detailed findings: The report outlines all identified accessibility issues, categorising them by severity and impact. This helps prioritise remediation efforts more effectively.
• Recommendations: For each issue identified, we provide actionable recommendations for remediation. These recommendations include specific website design, code, or content changes to address the issues and improve accessibility.
• Remediation services: We offer accessibility audit and remediation services to assist with implementing the recommended changes. These can include technical fixes, content updates, and design adjustments.
• Follow-up testing: After remediation, we conduct follow-up tests to ensure that the changes have resolved the issues and that the website complies with accessibility standards.
• Ongoing monitoring: Accessibility is an ongoing process. We recommend regular digital accessibility audits and we also provide ongoing support to help you adapt to evolving standards and maintain compliance.

Our process combines automated testing, manual evaluation, and user feedback for a comprehensive assessment of your website’s accessibility.

Measuring the Success of Accessibility Initiatives

Measuring the success of accessibility initiatives is crucial for demonstrating both the ethical and financial benefits of making your digital platforms accessible. Accessibility is a sound business investment that offers long-term rewards. Let’s examine how to evaluate the effectiveness of your accessibility efforts, the ROI of these initiatives, and how to prepare for evolving accessibility standards.

Accessibility Metrics

Tracking the success of accessibility initiatives requires concrete, measurable data. The following accessibility metrics are essential to gauge both progress and the return on investment (ROI):

• WCAG compliance level: The most fundamental metric is compliance with the Web Content Accessibility Guidelines (WCAG). Track whether your website meets the required levels –A, AA, or AAA – by conducting regular WCAG audits. A higher level of compliance reduces legal risks and enhances the user experience for all visitors.
• Error rate reduction: By performing a website accessibility audit, you can monitor the number of accessibility violations over time. A decreasing trend in the number of issues found – such as missing alt text, keyboard navigation problems, or contrast errors – indicates the successful implementation of accessibility changes.
• User engagement and satisfaction: Accessibility directly impacts the user experience (UX). Accessibility improvements often correlate with increased time on page, lower bounce rates, and higher conversion rates, especially for users with disabilities. Tracking these metrics over time allows you to link accessibility audit results to tangible UX improvements.
• Assistive technology compatibility: Ensure your website works seamlessly with screen readers, voice recognition tools, and other assistive technologies. After conducting a web accessibility audit, track user feedback on how well these tools function with your site.
• Compliance with legal requirements: Monitor whether your site is meeting ADA or Section 508 requirements through regular accessibility audits. By reducing legal risks, you not only avoid costly lawsuits but also demonstrate a strong commitment to inclusivity.

98% of websites don't fully comply with WCAG 2.1 (source: AccessiBe)

The Financial Perspective: Accessibility Audit Costs vs. ROI

Investing in accessibility audits involves both initial and ongoing costs, which vary depending on the scope and complexity of your website. The key cost factors include:

An initial audit: A comprehensive accessibility audit generally costs between £2,000 and £20,000, depending on the size of the website and the level of compliance sought (WCAG A, AA, or AAA). This includes automated scans and manual testing, which are both essential for detecting issues like poor keyboard navigation and unclear focus indicators.

Ongoing audits and monitoring: After the initial web accessibility audit, it’s recommended to conduct periodic follow-up audits every six months to a year. These follow-up audits ensure continued compliance as your website evolves.

Remediation costs: After receiving the results from an accessibility audit, addressing the issues (e.g. reworking content, fixing code, or redesigning elements) can incur further costs. On average, accessibility remediation costs between £5,000 and £15,000 depending on the number of issues and their complexity.

The ROI of Investing in Accessibility

Although the upfront website accessibility audit cost might seem high, the long-term return on investment (ROI) is substantial. Here's why:

• Legal risk mitigation: Non-compliance with accessibility standards can lead to lawsuits, particularly under the ADA. In 2020 alone, there were over 3,500 digital accessibility lawsuits filed in the US. Avoiding legal action saves an average of $50,000 to $100,000 in legal fees and settlements.
• Increased market reach: According to the World Health Organization, over 1 billion people live with some form of disability. Ensuring your website is accessible taps into this market and expands your potential customer base. Studies show that companies with accessible websites experience a 10-15% increase in market reach.
• Brand reputation and loyalty: Today, consumers value brands that demonstrate social responsibility. Companies that invest in accessibility build stronger relationships with their customers, particularly those with disabilities. This not only enhances brand loyalty but also promotes positive word-of-mouth marketing.
• Operational efficiency: Accessible websites often have cleaner code and improved UX, resulting in better site performance. Faster page load times and better navigability benefit all users, leading to higher conversion rates and reduced bounce rates.

Nearly half of disabled users reported NO improvement in web accessibility over the past year. (Source: WebAIM.org)

Preparing for the Future: Adapting to New Accessibility Standards

The web accessibility landscape is constantly evolving; staying ahead of these changes is crucial for long-term success. With upcoming updates to WCAG (Web Content Accessibility Guidelines) and an increasing focus on inclusivity, businesses need to be proactive to remain compliant and ensure their digital properties remain accessible to all users.

Upcoming Changes to Accessibility Guidelines

1. WCAG 2.2: The latest update to the accessibility guidelines – WCAG 2.2 – introduces new criteria that focus on improving the user experience for individuals with cognitive and motor impairments. Some notable changes include:

• Focus visibility: Enhancements to ensure that interactive elements (e.g. buttons, links) have clear, visible focus states. This helps users with low vision or motor disabilities know exactly where they are on the page.
• Target size: Minimum size requirements for clickable elements, making it easier for users with limited fine motor skills to interact with website components like buttons and links.
• Additional cognitive support: New criteria aimed at supporting users with cognitive disabilities by providing clearer navigation paths and reducing confusion caused by complex web layouts.
• These updates will require businesses to reevaluate and adjust their websites to meet the new standards, ensuring they continue to provide accessible experiences for all users.

2. Looking Ahead to WCAG 3.0: Currently in development, WCAG 3.0 represents a broader shift in how accessibility is measured. Instead of rigid pass/fail criteria, WCAG 3.0 will offer more flexible scoring systems, focusing on the overall user experience. These guidelines will address a wider range of disabilities, with a greater focus on:

• Low vision: More detailed guidance for accommodating users with various degrees of visual impairment, including adjustable text sizes, contrast ratios, and flexible page layouts.
• Cognitive and learning disabilities: Comprehensive guidelines aimed at making websites simpler to navigate and understand for users with cognitive challenges. This includes minimising distractions and providing clear, concise content.
• Evolving technologies: WCAG 3.0 will better accommodate newer technologies, such as virtual reality (VR), augmented reality (AR) and voice interfaces, ensuring accessibility continues to advance alongside digital innovations.

The spending power of disabled people and their networks - and their networks amounts to over $13 trillion annually. (source: Hubspot)

Is Your Website Accessible to Everyone?

Web accessibility is not just about compliance; it's about creating a digital world where everyone feels welcome and included. As a partner of accessiBe, we're committed to helping you build a more inclusive online presence.

Get a free accessibility audit today and discover how you can make your website more accessible to all.

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