What do your consumers really, really, really want from your website?

Think beyond cool products and services and promotions. What’s something all of your consumers can benefit from? If you thought accessibility, you’re a different kind of marketer.

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When creating marketing communications, there are many details to consider. It can be challenging to assess what’s necessary. As technology advanced throughout the years, accessibility became more important. Marketers must consider how accesible their content is and how it’d live in an accesible manner on the company’s website. Marketers are most likely aware of accessibility because of SEO and how alt texts help website traffic. However, accessibility is about more than that — it’s about including ALL consumers.

Your ideal target might be blind or deaf, and that’s something you can’t easily understand from the data you collected. A marketer has the responsibility to center the consumer and their relationship with the company. Accessible websites give consumers shows them an extraordinary level of consideration that they can’t receive in traditional media such as TV, radio, and billboards. Accessible websites are a non-negotiable corporate social responsibility all companies should fulfill.

According to the American  Disabilities Act, specific companies and organizations are required to make their website ADA compliant. Their website must work with assistive technologies, like a screen reader, for users with impairments ranging from visual to auditory. Adam C. Uzialko shed light on this earlier this year and explained that only public accommodations like hotels, transportation, and banks are quired to fulfill this requirement. 

Unfortunately, there aren’t very clear guidelines stipulated by the ADA on what it means to make a website accesible. It just has to be compatible with assistive technologies. Thankfully, there are some general guidelines that all marketers should adhere to. Below are five ways to make your website accessible for all consumers:

  1. Make sure that your content management system (CMS) has the capability for accessibility features.
  2. Use different headings to indicate titles, subtitles, and descriptions so the user can understand the flow of your written marketing communication.
  3. Include alt-text for your images. Make it 125 characters or less and clear and descriptive as possible.
  4. Create and use unique links with descriptive names that flow with the sentence. Instead of saying, “Click here for more information the Spice Girls,” be specific and say, “Learn more about the Spice Girls and their global domination of pop culture.”
  5. Ensure that a keyboard can be used to access all parts of your website. A keyboard is the easiest way for a user to use their assistive technology on your website. Users should be able to make their way through your site with the “tab” key.

If you’re hesitant about making your website accessibility, consider how McDonald’s and a slew of other large companies were sued in 2017 for their inaccessible websites. Impaired websites users felt discriminated against, so they sued these corporations. Consider how it must feel to not obtain information for the companies you wish to purchase from because a marketer didn’t think about you when creating the communications. Being able-bodied is a privilege that many of us don’t see beyond. Make your website accesible, and you’ll positively impact the lives of consumers and possibly gain future consumers. Think beyond the dollars and hone in on the positive impact of your marketing. Now, whos’ ready to implement accessibility?

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Take accessibility to the next level and integrate it into your marketing software. Learn about platform marketing to get you started.

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