Website Accessibility: 5 Easy Secrets to Win Customers

Website accessibility should be part of every small business website review. Website accessibility is not just a concern for large organizations. A local contractor, clinic, retailer, or service business can lose potential customers when a website is difficult to read, navigate, or use without a mouse. Treating website accessibility as part of regular website maintenance helps remove avoidable barriers.

The World Wide Web Consortium’s Web Content Accessibility Guidelines 2.2 provide an internationally recognized framework for making web content more accessible to people with visual, auditory, physical, speech, cognitive, language, learning, and neurological disabilities. WCAG is technical, but small businesses can begin with a practical review.

Website accessibility: 5 checks to make today

Use these website accessibility checks as a practical starting point. You do not need to solve every technical issue at once; begin with the barriers that prevent customers from finding information or contacting you.

1. Check whether the site works with a keyboard

Some visitors navigate with a keyboard instead of a mouse. Press the Tab key and move through your homepage, menu, forms, buttons, and checkout or appointment process. You should be able to see which element currently has focus, move in a logical order, open menus, and submit forms without reaching for a mouse.

WCAG 2.2 includes keyboard accessibility requirements because a page that only works through mouse actions can block people from completing basic tasks.

2. Make text and links easy to read

Small, low-contrast text creates friction for everyone, especially people with low vision or color-vision differences. Avoid light gray text on a white background. Use readable font sizes, clear headings, comfortable line spacing, and descriptive link text.

A link labeled “click here” gives little information when someone scans the page or uses assistive technology. “Request a hosting estimate” tells visitors what the link does before they select it.

3. Add useful alternative text to images

Images that communicate information should have concise alternative text describing their purpose. For example, a photo of a technician installing a network could use “Technician installing a business network switch.” A decorative image may need empty alternative text so a screen reader can skip it.

Do not stuff keywords into image descriptions. The goal is to provide equivalent information, not to turn every image into an advertisement.

4. Make contact forms understandable

Every form field should have a visible, descriptive label. Error messages should explain what went wrong and how to fix it. If a phone number is required, say so. If a field accepts a specific format, show an example.

Also test forms on a phone. A visitor should not have to zoom in, hunt for a submit button, or re-enter every field because an error message disappeared.

5. Do not rely on color alone

Color can support a message, but it should not be the only way the message is communicated. “Required fields are shown in red” is not enough by itself. Pair color with text, an icon, or a clear label. The same principle applies to charts, pricing tables, status indicators, and form errors.

A simple monthly website check

Once a month, ask someone who did not build the site to complete three tasks: find your phone number, request information, and locate a key service or product. Repeat the test with a keyboard and on a phone. Record anything that causes hesitation or confusion.

Automated scanners can identify some issues, but they cannot judge every aspect of usability or replace testing with real people. Accessibility is an ongoing quality practice, not a one-time badge or widget.

Sources

• W3C, Web Content Accessibility Guidelines (WCAG) 2.2
• W3C Web Accessibility Initiative, Understanding WCAG 2.2

Need help making your website easier for customers to use?

Blamdom builds and maintains practical websites for small businesses.

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