How to Make Your DTC Website More Accessible


Jul 25, 2023


10 min read

The world today is centered around the internet as it has started playing an increasingly central role in our lives. It is because of the apparent omnipresence that makes it vital for businesses to ensure their websites are accessible to all users, including those with disabilities. With approximately 15% of the global population experiencing some form of disability, addressing website barriers has become imperative for companies, particularly those in the DTC marketing and consumer packaged goods (CPG) sectors.

Not only is creating an accessible website a moral obligation, but it also holds significant legal implications. In fact, failing to accommodate people with disabilities on your website could potentially result in legal action. The year 2020 alone witnessed over 2,500 website accessibility lawsuits handled by federal courts, accompanied by thousands of demand letters sent by law firms to companies like yours.

Understanding the importance of online accessibility and recognizing the potential consequences of overlooking it, it is crucial for businesses to take proactive measures to improve their website accessibility. By doing so, they not only enhance the user experience for individuals with disabilities but also mitigate the risk of legal entanglements.

In this comprehensive guide, we take a deeper look at website accessibility and why having an accessible website is paramount, especially for DTC and CPG companies. So let’s embark on this journey to ensure your website reaches its full potential by embracing accessibility for all.

What is Website Accessibility?

The seamless integration of accessibility principles within web design and development has become imperative. Accessibility, as defined by the U.S. General Services Administration, focuses on enabling individuals with disabilities to access and benefit from websites, systems, and applications. It ensures inclusivity and equal opportunity. Organizations not only comply with legal requirements but also foster an environment where all individuals can engage with digital platforms on an equal footing.

Perhaps the most critical piece of legislation related to website accessibility in the United States is the Americans With Disabilities Act (ADA), which strives to end discrimination against people with differing abilities. However, the ADA predates the internet’s prevalence, and it does not explicitly address the intricate issue of web accessibility. Consequently, courts are often left to determine whether ADA principles extend to specific websites, rendering judgments based on their own discretion.

The absence of explicit legislation for web accessibility necessitates heightened vigilance from organizations. Judges exercise considerable discretion when assessing potential violations, and seemingly minor infringements have resulted in substantial penalties. This underscores the paramount importance of developing ADA-compliant websites. Although enhancing accessibility may entail upfront costs, these expenses pale in comparison to the potential fines imposed by the courts, which many organizations find financially burdensome.

Web accessibility, as advocated by the World Wide Web Consortium (W3C), encompasses the design and development of websites, tools, and technologies that enable individuals with disabilities to perceive, understand, navigate, interact with, and contribute to the web. It encompasses a broad spectrum of disabilities, such as auditory, cognitive, neurological, physical, speech, and visual impairments. By embracing comprehensive accessibility measures, the digital landscape becomes an inclusive realm where diverse users can participate fully, regardless of their unique circumstances.

Ensuring accessibility for individuals with auditory impairments involves providing alternatives to audio content, such as captions, transcripts, or sign language interpretation. Technologies like screen readers and text-to-speech tools further empower these users to perceive and comprehend web-based information effectively.

To cater to individuals with cognitive or neurological disabilities, web designers must prioritize simplicity, clarity, and consistency in their interfaces. Implementing straightforward navigation, predictable layouts, concise language, and avoiding distracting elements enhances the user experience for those facing cognitive challenges.

Web accessibility for people with physical disabilities revolves around providing mechanisms that facilitate seamless interaction. This includes features like keyboard navigation, voice commands, adjustable time limits, and compatibility with assistive devices like adaptive switches or head pointers.

For individuals with speech impairments, web accessibility entails enabling alternative means of input and communication. Implementing speech recognition technologies, voice synthesis, or augmentative and alternative communication (AAC) solutions can empower these users to effectively express themselves and engage with digital content.

The visual impairment spectrum necessitates diverse accessibility measures, including text alternatives for images, high-contrast interfaces, resizable text, and support for screen readers and braille displays. By adhering to these principles, web designers unlock opportunities for individuals with visual impairments to access and comprehend digital content effortlessly.

Why is it Necessary?

In the 21st century, when everything is on the internet we can’t not make it accessible to an entire segment of people with latent or visible disabilities. Web accessibility is of paramount importance for several compelling reasons:

  • Inclusion and Equal Opportunity: Web accessibility ensures that individuals with disabilities have equal access to digital platforms, allowing them to participate fully in the online world. It promotes inclusivity and empowers people to engage, contribute, and benefit from the vast array of information, services, and opportunities available on the web.
  • Legal Compliance: While specific legislation addressing web accessibility may vary across jurisdictions, many countries have laws and regulations in place that require websites to be accessible to individuals with disabilities. Compliance with these legal requirements helps organizations avoid potential lawsuits, penalties, and reputational damage.
  • Ethical and Social Responsibility: Designing and developing accessible websites aligns with ethical principles of fairness, social responsibility, and respect for human rights. It reflects a commitment to creating an inclusive society where everyone has the chance to thrive and participate without discrimination or barriers.
  • Expanded Reach and User Base: By considering the needs of individuals with disabilities, organizations expand their potential user base. Approximately 15% of the world’s population experiences some form of disability, representing a significant portion of potential customers, clients, or users. Ensuring web accessibility can lead to increased engagement, customer satisfaction, and business opportunities.
  • Improved User Experience: Web accessibility benefits all users, not just those with disabilities. Implementing accessibility features, such as clear navigation, concise content, and adaptable interfaces, enhances the user experience for everyone. Intuitive and user-friendly designs improve usability, reduce frustration, and increase overall satisfaction.
  • Innovation and Technological Advancement: Emphasizing web accessibility drives innovation in web design and development practices. It encourages the exploration of new technologies, tools, and techniques that can benefit a broader range of users. By embracing accessibility, organizations foster a culture of innovation and stay at the forefront of technological advancements.
  • Future-Proofing: As technology continues to evolve, the importance of web accessibility will only increase. Investing in accessible design and development practices today helps future-proof websites, ensuring they remain usable and relevant as new technologies and devices emerge. It saves time and resources by avoiding costly retroactive accessibility improvements down the line.

How Can You Improve Accessibility?

Optimizing a website for the inclusion of disabled users not only aligns with ethical values but also presents a compelling business opportunity. If you prioritize web accessibility, you can tap into a broader market segment and foster a positive brand image.

Catering to the diverse needs of disabled users expands the reach of a website, allowing businesses to connect with a larger audience. Approximately 15% of the global population experiences some form of disability, representing a significant market share that can potentially drive engagement, conversions, and customer loyalty.

Furthermore, optimizing a website for disabled users can have a ripple effect on the overall user experience. Designing with accessibility in mind often leads to cleaner layouts, clearer content, and more efficient navigation, benefiting all users, not just those with disabilities. A user-friendly website enhances engagement, reduces frustration, and encourages users to spend more time interacting with the brand’s offerings. Here are 9 easy ways you can make your website more accessible:

  • Adding Images with Alt Text:
    Visual elements, such as images, can pose accessibility barriers for blind and visually impaired users. To address this, it is crucial to provide alternative text descriptions, known as alt text, for images. Alt text should be clear and descriptive, conveying the content and purpose of the image. By incorporating alt text, assistive technologies like screen readers can effectively communicate image information to disabled users, enhancing their browsing experience.
  • Enabling Font Size Customization:
    Individuals with low vision often struggle to read small text sizes. To accommodate their needs, it is essential to allow users to enlarge font sizes. Offering an alternate style sheet that allows font size adjustments without affecting the page layout can greatly enhance readability. Additionally, ensuring larger font sizes for call-to-action buttons and making them visually distinct improves accessibility for users with impaired vision.
  • Considering Contrast Sensitivity:
    Users with vision impairments, such as color blindness or certain eye conditions, have reduced contrast sensitivity. Designers must pay attention to color contrast when creating webpages. Incorporating high contrast between foreground and background elements, using legible fonts, and avoiding design features that hinder contrast accessibility are crucial. Ensuring that call-to-action buttons have sufficient color contrast further enhances their visibility and usability.
  • Implementing Keyboard Navigation:
    Navigation can be challenging for blind and visually impaired users who rely on assistive technologies and keyboards instead of a mouse. Websites should be designed with keyboard accessibility in mind, allowing users to access interactive elements easily. This includes providing keyboard focus for URLs, anchor text, drop-down menus, forms, and other interactive elements. Avoiding reliance on JavaScript or CSS features that impede keyboard accessibility is also important.
  • Ensuring Accessible Video and Multimedia:
    Videos and multimedia content play a significant role in engaging website visitors. To make them accessible, it is crucial to provide alternative means of comprehension. This can include audio descriptions to narrate visual elements, synchronized text captions for deaf or hard-of-hearing users, and the use of accessible multimedia players. By incorporating these elements, disabled users can fully engage with multimedia content, enhancing their overall browsing experience.
  • Using Descriptive URLs:
    Descriptive URLs offer blind and visually impaired users context and aid in navigating web content. Meaningful descriptions within URLs enable users to understand the linked content and skip directly to relevant sections. It is important to use descriptive anchor text within links instead of generic phrases like “Read More” or “Click Here.” Additionally, refrain from linking images that lack alt text support, ensuring that all elements within the webpage contribute to accessibility.
  • Leveraging ARIA Roles:
    Accessible Rich Internet Applications (ARIA) roles and attributes provide additional information to assistive technologies about the purpose and functionality of website elements. By incorporating ARIA roles, designers can improve the accessibility of dynamic and interactive content. This helps screen readers and other assistive tools accurately interpret and convey the meaning of website elements to disabled users, enhancing their browsing experience.
  • Avoiding Placeholder Text in Forms:
    Placeholder text in online forms is often visually presented in low-contrast or gray color, making it inaccessible to users with visual impairments. Instead, use the
  • Minimizing the Use of Tables:
    While tables are useful for organizing data, they can present challenges for screen reader users. Whenever possible, replace tables with CSS for data presentation. If tables are necessary, provide appropriate table headers to ensure screen readers can accurately interpret the tabular data. Using HTML5 table captions can further enhance context and comprehension for disabled users.

In Conclusion

The importance of web accessibility has reached new heights, as companies face increasing legal action for non-compliance with accessibility standards. While there might not be a legal requirement for accessibility, the repercussions of inaccessible websites can be costly. To mitigate risks and ensure ADA compliance, businesses can turn to WCAG guidelines and leverage online tools for auditing their websites. However, investing in professional website and mobile app development services is the most effective way to guarantee accessibility and avoid potential legal consequences.

If you are looking to enhance your website’s accessibility and simultaneously grow your business, we invite you to start a conversation with Saffron Edge. Our expert team specializes in marketing website design and can provide you with comprehensive web development solutions that prioritize accessibility and align with your business objectives. Contact us today to embark on the journey toward an inclusive and successful digital presence.