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Why Website Accessibility Should Be Top of Mind for All Digital Marketers

Given the growing ubiquity of the internet, web accessibility is no longer a trend but rather a requirement. 

Fortunately, organizations like the Bureau of Internet Accessibility are working towards making the digital domain an all-inclusive environment. Since 2001, the BoIA has been “helping eliminate the accessibility digital divide.” 

To ensure that digital experiences are meaningful and successful, digital marketers should be aware of accessibility guidelines so that content is accessible to all. Failure to adhere to these guidelines could result in a lawsuit.

According to the Web Content Accessibility Guidelines (WCAG) 2.1, a fully accessible website is perceivable, understandable, robust, and operable. If any of these elements are lacking, marketers lose their reach, and they risk excluding prospective customers. The only surefire way to guarantee inclusivity is to pinpoint and eradicate accessibility issues. 

Companies that disregard web accessibility alienate about one billion people. After all, 15 percent of the population suffers from some disability. These impediments run the gamut from cognitive to visual handicaps. If you’re redesigning a website, web accessibility should be a priority. Simply put, if the success of your brand is vital to you, web accessibility should be equally important.

If you’re unfamiliar with the WCAG 2.1 guidelines, you can find detailed information here. By poring over these regulations, you’ll be better equipped to make informed decisions. The efficacy of web accessibility is not to be undermined, and those who neglect to make inclusive efforts are bound to sully their reputation. 

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Bear in mind that making your site accessible is not an easy task. For optimal results, it’s critical to take your time, test your adjustments, and make thoughtful choices.

The BoIA offers a free accessibility analysis tool that allows marketers to determine their soft underbellies. Correcting these issues not only mitigates the likelihood of costly lawsuits, but it also bodes well for success.

Any marketer worth their salt understands the importance of search engine optimization. Websites that don’t put a premium on accessibility are liable to hinder their SEO efforts. When a site is easily obtainable and digestible, more individuals can acquire information about your products and services. As a result, visitors turn into customers, leads turn into sales, and stagnant operations turn into increased traffic.

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