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What is web accessibility?

Web accessibility is an inclusive practice which ensures a barrier free user experience, for every person navigating the world wide web.

It’s a way of thinking that makes us stop and question whether our digital content is accessible to everyone. That means making sure that online content can be accessed, regardless of digital skills, physical abilities, literacy, language or cognitive challenges.

Why is web accessibility important?

Imagine a world where everything is within grasp, but just out of your reach. You struggle to access any piece of information, and every service you need is closed, every single day. 

For some people, that’s their experience of the digital world - because barriers to digital access still exist.

As more services move online, access to information for people with disabilities becomes an increasing problem. We’re expected to do more digitally now than ever before. With that, there’s a risk of leaving some of the population behind. It’s with inclusive thinking that we can begin to break down barriers. That’s where web accessibility is key. 

Web accessibility matters for your business, your customers and your obligations, and here’s why...

  • Your business
  • Your customers
  • Your obligations

First impressions count. Your website is your digital presence. Every visitor should have a welcoming experience that leaves them feeling valued. An accessible website allows visitors to navigate successfully. And access and digest your content. It’s good for business.

Increases your audience reach and market share

People with disabilities represent a large portion of the US population. In fact nearly one in five are diagnosed as having a disability. The spending power of working-age people with disabilities is around $490 billion. A recent survey found that 70% of this audience will leave a website if they experience barriers. Meaning they take their business elsewhere.

Enhances brand loyalty - inclusivity is appreciated!

For people with digital access needs, an inclusive brand is incredibly valued. In fact, 75% of this market would rather pay more for a product from an accessible website, than buy the same product again from one that was less accessible.

Promotes a positive brand image

Sharing in the beliefs, ideals and values of consumers is powerful in building a positive brand image. Taking measures to increase your website’s usability for people with disabilities, means showing your consideration for digital inclusion. And that speaks volumes. In fact, 62% of consumers prefer to purchase from brands that stand up for issues that matter.

Optimizes your searchability

Web accessibility and Search Engine Optimization (SEO) are aligned. Websites with easier navigation help people with disabilities to access information, but it also improves bounce rate. That means people stay on your website for more than one page visit. And this improves your site’s authority with search engines. What’s more, providing closed captions on videos, and alt tags on images helps people with access needs. But it also allows search engines to discover and index the content too.  

Webinar: Your 8 step plan to accessible and inclusive websites

Creating an accessible and inclusive website isn’t a simple checkbox exercise. It’s a process. After all, websites are forever changing. Maintaining digital accessibility is part of the journey too.

On 21st October at 1pm (BST) we'll be hosting a webinar with the Department of Work and Pensions (DWP). During the session, we'll walk you through an 8 step plan to creating and managing accessible websites and content.

What does an accessible website look like?

An accessible website is one which considers inclusive design. That means it’s designed and maintained in a way that's inclusive of everyone. So that every person can discover, access and digest content, including those using special devices and screen readers. 

To help businesses become more inclusive guidelines, such as WCAG 2.1 exist.

Understanding the web content accessibility guidelines 

The Web Content Accessibility Guidelines (WCAG) were published by the Web Accessibility Initiative (WAI). They were created to help organizations make their websites and applications more inclusive.

WCAG is considered the international standards for web accessibility. Within them there are different levels of conformance - Level A, Level AA and Level AAA. Businesses should aim to comply with the standards at a Level AA at minimum. So as to achieve accessibility for a wide audience.

What are the POUR principles?

For a website to be truly accessible, it must be Perceivable, Operable, Understandable and Robust. The WCAG guidelines are based on these four principles - otherwise known as the POUR principles.

The POUR principles are used to guide businesses on how to meet the WCAG standards. They provide guidance on the functional elements of a website.


Every part of a website should be able to be perceived by every visitor. This means that content should be available in multiple formats. It also considers accessible design choices. For example, good color contrast and typography. This makes it easier for users to see and hear content.


Web content must be able to be accessed by every visitor. This includes people who use adaptive devices, and those who may suffer seizures or physical reactions. It must also be easy to navigate, helping users find content, and decide where they are.


Content that someone can access is not necessarily accessible. It must be readable and understandable. Factors to consider are the use of language, abbreviations and pronunciations. This principle also considers how intuitive the website is. Meaning whether it acts in a way which users would expect. Additionally, where visitors are asked to input information, support should be in place. So that users can avoid and correct mistakes.


Each individual accesses the web using technology which suits their needs and preferences. That means your website should be compatible for use across different devices and browsers, including assistive technologies.

Your free guides to creating an accessible website

To help you understand more about the POUR principles, and become more digitally inclusive, we have created two handy guides.

Guide to web accessibility for beginners: understanding the POUR principles

To help you to kick start your efforts, we've created a handy guide focused around the POUR principles. In the guide, you'll explore more about what the POUR principles mean. You'll also discover some identifiable actions you could take to increase your website compliance.

Guide for maintaining web accessibility best practice: making content accessible

If you’ve made a start on making your website more accessible, that’s great! To help you keep up your good work, we’ve put together this practical guide. It'll help you and your teams to create, write and add online content with digital inclusion in mind. And help you to outline best practice to the website owners in your business.

Improving content usability

To help you learn more, enjoy this free webinar with communication and accessibility experts from Content Design London and AbilityNet.

They'll walk you through best practice when it comes to opening up digital content including pdfs, graphics, videos & social posts. You'll also gain WCAG checklists to help you maintain WCAG compliance across your teams.

You'll receive:

  • A recorded webinar with the experts
  • A WCAG checklist for marketers
  • A WCAG checklist for designers

When it comes to content usability, readability matters too...

Readability is all about how easy or difficult it is to read something. Checking your writing for readability can help you communicate your message in a way that’s clear and easy to understand for the reader. To help, check out our guidance to best practice.

Test your knowledge

As you're increasing your knowledge around web accessibility, why not test the knowledge you've gained so far?

Take our free quiz to see how much you know about web accessibility. You'll also have the opportunity to access free resources, to take your expertise to the next level!

Let's talk about inclusive marketing

Diversity, equality, and inclusion is something that should be on every organizations mind. Important elements include: creating accessible content and designing inclusively across all your digital campaigns.

Gain advice to help you at every step with this recorded webinar. You'll hear from Robin, Head of Digital Inclusion at AbilityNet. He identifies simple steps you could take to make your website more accessible. You'll also hear from Jennifer, Brand Director at Radley Yeldar. She shares advice on creating more inclusive marketing campaigns.

Take action with ReachDeck

ReachDeck is our accessibility and inclusion software. It helps you to make your digital content inclusive for everyone.

Breaks down communication barriers. Improve the accessibility, readability and reach of your online content.