Accessibility and Marketing: Why an Inclusive Digital World Benefits Everyone
- Gilbert Schwartmann
- Apr 1
- 6 min read
More and more laws and regulations require businesses to ensure that their digital offerings are accessible. For example, on June 28, 2025, the next stage of the EU Accessibility Act will come into effect, requiring many companies to implement accessibility standards.
But why is accessibility so important? And what role does it play in modern marketing? This blog post explores why accessibility is more than just a legal obligation – and how it can give businesses a real competitive edge.
What Is Accessibility?
Accessibility means that digital content and functions are designed so that they are fully accessible, understandable, and usable by all people, including those with disabilities.
This applies primarily to websites – but not exclusively. Services, touchpoints, and even physical products must meet accessibility standards. For example, an ATM must be usable by everyone, regardless of their impairment. Services, touchpoints, and even physical products must meet accessibility standards. For example, an ATM must be usable by everyone, regardless of their impairment.
But let’s focus on websites. Here are some key aspects of digital accessibility:
Good readability: Sufficient contrast, scalable font sizes.
Alternative content: Images with alt text, videos with subtitles.
Intuitive navigation: Structured menus, usable with a keyboard and assistive technologies.
Forms with clear labels: Easy to understand and use.
Accessible CAPTCHAs: Alternatives like audio versions.
Colors not as the sole information carrier: Error messages should also include text.
Looking at this list, it becomes clear: Ensuring accessibility on a website is not a side project – it requires a comprehensive design approach and structured project management.
And a closer look at website accessibility is crucial, as accessibility regulations worldwide are becoming stricter for businesses:
Accessibility – Legal Requirements and Risks
Regulations requiring digital accessibility are increasing worldwide. Companies that fail to comply risk not only penalties but also reputational damage.
EU: The European Accessibility Act (EAA) will require, starting in 2025, businesses that offer products and services to consumers to ensure their digital offerings are accessible. This particularly affects public institutions and companies serving end customers. Non-compliance can result in fines or even website shutdowns.
USA: The Americans with Disabilities Act (ADA) is increasingly being applied to digital content. Businesses that fail to make their digital offerings accessible risk lawsuits, especially if their websites or apps are considered essential services.
Australia: The Disability Discrimination Act (DDA) mandates that all service providers, including websites and apps, make their content accessible. This particularly applies to public institutions and commercial enterprises offering digital products to consumers.
As we’ve seen, accessibility is not a single, easily defined factor. It is a combination of multiple elements.
That’s why most regulations reference the Web Content Accessibility Guidelines (WCAG 2.1 AA). Originally developed by the World Wide Web Consortium (W3C), WCAG 2.1 sets clear standards for digital accessibility based on four principles.
Compliance with these principles is not measured by a score but requires the implementation of all essential requirements of the respective conformity level (e.g., AA). Both automated tests and manual audits are used to assess compliance, and violations can lead to legal consequences depending on the jurisdiction.
The Four Principles of WCAG 2.1 AA:
Perceivability: Content must be recognizable for all users (e.g., alt text, sufficient contrast).
Example: A news website ensures that all images have descriptive alt text so that blind users can understand the content.
Operability: Websites must be usable without a mouse and should not include rapidly changing content.
Example: An online store allows full navigation and checkout using only the keyboard, enabling users with motor impairments to shop easily.
Understandability: Clear language, structured content, and intuitive forms.
Example: A bank simplifies its website language, avoids jargon, and ensures that error messages in forms provide clear correction instructions.
Robustness: Content must be compatible with assistive technologies.
Example: An e-learning platform ensures that all interactive elements function correctly with screen readers so that visually impaired users can participate in courses.
Why Accessibility Is a Marketing Issue
So far, we’ve primarily looked at accessibility from a regulatory and legal standpoint. But there are also strong marketing-driven reasons to prioritize accessibility:
Marketing’s job is to make businesses and their messages accessible to as many people as possible. Accessibility helps achieve exactly that. Here are three key reasons:
1. A Huge, Often Overlooked Target Audience
According to the WHO, more than 1.3 billion people worldwide live with some form of disability – about 16% of the global population. In the EU alone, there are approximately 87 million people with disabilities. This includes not only those with severe disabilities but also individuals with mild vision impairments, motor challenges, or age-related limitations that make poorly designed websites difficult to use. Companies that fail to ensure accessibility risk excluding millions of potential customers.
2. Better Usability for Everyone
Many WCAG requirements don’t just improve the experience for people with disabilities – they enhance usability for all users. An accessible website:
Improves user experience for mobile users and older individuals.
Reduces bounce rates by making content more accessible.
Boosts SEO rankings, as Google favors clear structures and alt text. And even for modern AI models, accessible websites are advantageous – enabling better processing of information.
Even benefits AI-driven search algorithms, as structured content is easier to process.
3. Accessibility as a Brand Statement
Modern brands stand for inclusion and customer-centricity. Companies that prioritize accessibility send a strong message: “We value all people.” Industry leaders like Apple and Microsoft have embedded accessibility into their brand DNA – and are reaping the rewards.
The Path to an Accessible Website
Many businesses hesitate to invest in accessibility due to perceived complexity. But not everything needs to be perfect right away. Here are some practical steps:
1. Conduct an Audit
Use free tools like WAVE or Lighthouse to identify initial weaknesses. However, professional guidance is recommended, as automated tools have limitations – particularly when assessing contrast levels and nuanced accessibility barriers. Start with a tool, but seek expert advice as well!
2. Implement Quick Wins
A thorough accessibility audit will provide a roadmap for improvements. While some challenges require significant effort, others can be addressed immediately:
Add alt text to all images.
Alt text provides descriptions for images, which should not just be randomly generated but offer an actual description of the displayed content. This ensures that users with visual impairments can fully understand the page’s content. On large websites, this may require adding descriptions to thousands of images, where AI-powered tools for automatic alt text generation can be helpful.
Alt text provides descriptions for images, which benefit both screen readers and SEO.
Review font sizes and contrast.
This can often be adjusted easily via website stylesheets. However, as mentioned, automated accessibility audit tools have limitations here – they provide guidance but may struggle with specific contrast evaluations. Therefore, reviewing the site together with customers or colleagues can help optimize readability and usability. A/B testing or user surveys can also provide insights for improvements.
This can often be adjusted easily via website stylesheets.
Structure navigation and forms logically.
This can be implemented quickly but requires some strategic thinking. A well-structured navigation is essential for accessibility but also for overall usability. Stick to commonly used web conventions – for example, name your 'About Us' page simply 'About Us' rather than an obscure or creative title.
Consistent labeling and intuitive layouts enhance usability.
3. Plan Strategic Improvements
Beyond quick fixes, businesses should develop a long-term accessibility strategy covering design, content, and technical implementation. This includes:
Considering accessibility in all website redesigns and updates.
This ensures that accessibility is not just a one-time fix but an integral part of your ongoing digital strategy.
Conducting regular accessibility tests with users and tools.
Documenting accessibility efforts for compliance and future improvements.
As we’ve seen, accessibility is increasingly becoming a legal requirement, so documenting your efforts will help you stay prepared for regulatory changes and compliance checks.
Conclusion: Accessibility Is Both a Legal Obligation and a Business Opportunity
Yes, accessibility is legally required. But it’s much more than that: It improves user experience, expands reach, and strengthens brand perception. Companies that invest in accessibility early will benefit – legally, financially, and in customer perception.
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