The Americans with Disabilities Act (ADA) was signed into law in 1990, long before the internet became an integral part of our daily lives. Over the years, our understanding of accessibility has evolved far beyond physical spaces to include the digital world.
According to the World Health Organization, 1.3 billion people, or 16% of the world’s population, experience a significant disability. As a business, it’s critical to design your website in such a way that it can be easily experienced by everyone, no matter how it’s being viewed. Continue reading to find out why having your website ADA Compliant pays dividends.
History of website ADA compliance
As internet adoption grew throughout the 1990s, it remained unclear if the ADA protected the rights of individuals with disabilities online. Six years after the ADA was signed into law, the U.S. Department of Justice clarified that websites could be considered “public accommodations”, requiring these digital spaces to be accessible to everyone.
Why your website should be ADA compliant
A study in the UK found that 71% of internet users with a disability will leave a website that is not accessible, resulting in significant loss of traffic and conversions. Accessible websites, which often include cleaner layouts, clear navigation, and structured content not only enhance the overall user experience for everyone, they are also easier for search engines to crawl and index. Sites that are easier to be crawled and indexed will in turn have increased visibility in search results.
To put it simply, the more accessible your site is, the better it will perform in terms of Search Engine Optimization (SEO). With over 4,000 web accessibility lawsuits filed in 2023 alone, having an ADA compliant website can also safeguard your business from costly litigation.
Web Content Accessibility Guidelines
These are technical standards and principles aimed at making digital content accessible to everyone, including individuals with disabilities. The four main principles outlined in the Web Content Accessibility Guidelines (WCAG) can be summarized using the acronym POUR.
- Perceivable. Ensure that your content is visible or audible to everyone, even if they can’t see or hear it directly.
- Operable. End users must be able to interact with every element on your webpage. For example, your site should be easy to navigate using only a keyboard or voice controls, accommodating users who don’t use a mouse.
- Understandable. Content should be clear and easy to follow for everyone.
- Robust. Your website effectively communicates information to all users, including those who rely on assistive technologies like screen readers. It should also remain compatible with evolving technologies and changing user needs.
ADA Website Compliance Checklist
By following a clear set of guidelines, you can make your site more accessible to all users, improve usability, and reduce legal risks. Consult the checklist below to help you assess and enhance your website’s accessibility.
- Use Alt text for images. Alt text plays a critical role in making web content accessible to users with visual impairments. Screen readers rely on alt text to describe images, helping the visually impaired understand the content and context of what’s onscreen.
- Appropriate text size & styling. Readable text is critical for accessibility. Ensure your website uses a legible font size, typically 16 pixels or larger, with a font style that is clear and easy to read. Avoid overly decorative fonts and use proper line spacing and contrast to enhance readability for all users, including those with visual impairments.
- Use colors thoughtfully. Color contrast affects how easily users can distinguish between text and interface elements. To comply with ADA guidelines, use sufficient contrast between text and background colors and avoid relying on color alone to convey important information. Instead, include text labels or icons to communicate hierarchy in your designs.
- Implement keyboard navigation. Websites must be fully navigable using only a keyboard to accommodate users who are unable to use a mouse. Focus on ensuring that all interactive elements, such as menus, forms, and buttons, can be accessed with the Tab key and activated with the Enter or Spacebar keys.
- Provide descriptive link text. Link text should clearly describe the destination or action, making it easier for screen reader users to understand its purpose. Avoid using generic phrases like “click here” or “learn more.” Instead, use descriptive phrases such as “download our accessibility guide” to improve usability and provide context.
- Caption your videos. Captions and transcripts are essential for making video content accessible to users with hearing impairments. Many also prefer to consume video without sound. A study by Invideo shows that 92% of people watch videos on mute while 50% of users depend on captions.
Web Dev tools to check your ADA Compliance
We recommend exploring tools like SEMRush, Ahrefs or, Google’s PageSpeed Insights to check your website for ADA Compliance. Each of these tools can provide valuable insights into how accessible your site is, highlighting areas where you can improve. SEMRush and Ahrefs help analyze your site’s SEO and identify issues related to color contrast, navigation, and media, while PageSpeed Insights evaluates the performance of your site alongside accessibility metrics.
In recent years WCAG 2.1 has become the standard to follow when grading your site for accessibility. The WCAG guidelines use a three-tiered system you can use to grade your site.
- Level A: Your website is only accessible by some users.
- Level AA: Your website is accessible by almost all users.
- Level AAA: Your website is accessible by all users.
Level AA is the most commonly targeted level for accessibility, as it ensures compliance for the majority of users while balancing practical implementation. Achieving Level AAA is ideal but can be challenging, as it requires more advanced accommodation, such as providing sign language interpreters for all video content.
Color Contrast for Website ADA Compliance
Correct color contrast on your website is crucial for ensuring readability and accessibility for your visitors. It also makes your site easier on the eyes and more aesthetically pleasing.
To ensure your text and background colors meet accessibility standards, use contrast ratio tools such as the WebAIM Color Contrast Checker or the Contrast Ratio tool by Tanaguru. These tools analyze your site’s color combinations and provide a score based on WCAG guidelines, which recommend a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text. Color contrast ratios measure the difference in luminance between two colors. For example, a ratio of 1:1 means no contrast, like white text on a white background, while a 21:1 ratio represents the highest contrast, like black text on a white background.
Beyond websites, these same principles apply to video. To ensure a pleasant viewing experience for everyone, consider leveraging accessibility tools that make your job easier. For example, if you’re creating a data visualization video, your background and chart colors should be in harmony with each other. AVA, a self-service data visualization video generator, helps by identifying color contrasts and alerting you to potential ADA compliance issues.
Conclusion
The benefits of web accessibility extend far beyond compliance. An accessible website creates a more positive experience for all users, fostering trust, loyalty, and engagement. In a digital world where users have countless options, prioritizing accessibility can set your business apart by showing that you care about providing access to information and services. Have questions? Get in touch with an expert today.
Tips you should know
- Web accessibility is not a one-time fix, but an ongoing commitment to your audience. We recommend conducting regular audits of your site, using tools such as SEMRush, Ahrefs, Google’s PageSpeed Insights, or Lighthouse. While these tools don’t specialize in ADA compliance, they can highlight certain accessibility-related issues, such as missing alt text or poor mobile usability, which impact user experience and SEO.
- Include an accessibility statement on your website outlining your commitment to accessibility and a way for users to report any issues they encounter.
- Test your site using popular screen readers like NVDA on Windows or VoiceOver on Mac.
About HomeTree Digital
HomeTree Digital is a full-service digital marketing agency for financial services. We incorporate design & creative elements to our work and specialize in email marketing, social media marketing, paid advertising, videography, web development, custom integrations, and automations. As a Salesforce Certified Partner, we can assist with the architecture, administration, or development of your CRM. If you are facing challenges in any of these areas, please reach out to us for assistance. Personalize your subscription to receive regular updates.
HomeTree is defined as a wise resourceful home that provides knowledge, instills inspiration, encourages creativity, and protects. While harmoniously connecting its residents through its branches and roots to the outer world. This accurately describes the approach we take when it comes to our clients. We believe in excellent customer service and prioritizing you. Our mission is to provide you with the know-how to succeed in a rapidly evolving digital world.
