Expand your target audience thanks to digital accessibility
As a marketer, you know that delivering an optimal user experience is crucial to the success of your digital platform. With the introduction of the European Accessibility Act (EAA), digital accessibility is no longer just a legal requirement — it’s also a unique opportunity to expand your audience and improve the user experience for a wide range of people.
Accessibility goes far beyond supporting those with visual or hearing impairments. Did you know, for instance, that 1 in 12 people has some form of color blindness? They too benefit from improved accessibility.
The Web Content Accessibility Guidelines (WCAG) are international standards designed to ensure web content is accessible to everyone, including people with disabilities. Starting June 28, 2025, the EAA will require commercial websites and apps, such as e-commerce platforms, to comply with these guidelines.
This means your digital products and services must be designed in a way that makes them usable for a broad range of visitors, regardless of their limitations.
Ensure visitors can experience your website with all their senses. Provide text alternatives for non-text content, such as alt text for images, so screen readers can describe them. Add transcripts or captions to audio and video content to improve accessibility.
Consider contrast and provide sufficient reading time. Structure helps too: clear headings not only improve your SEO but also make your content easier to read. Use semantic code and ensure all functions work even if someone doubles the text size.
Make it easy for visitors to navigate and choose the content they want to view — just as people without disabilities do. Ensure everything is findable and usable. Enable keyboard navigation for those who can’t use a mouse and voice navigation for those who can’t use either.
Use descriptive titles for pages, windows, and links so users know exactly where a link will take them. Do you have many PDFs? Add an extra layer of code to ensure they are easily readable across devices and assistive technologies.
Both visitors and their assistive software should immediately understand how your website works. Use clear, simple language (B1 level) to make your content accessible to everyone. Let software automatically detect the page language.
Ensure your call-to-action buttons are clear, simple, and predictable, leaving no doubt about what will happen when clicked. If you use forms, provide clear labels for all fields and make errors easy to identify, both with text and visual cues.
Create content that works with different browsers and assistive technologies. The foundation? Error-free code. This ensures maximum compatibility with both current and future browsers and tools.
Ensure assistive technologies can identify the purpose and status of every function. This makes your website truly accessible to everyone.
The 4 principles of WCAG
To comply with WCAG guidelines, there are four key principles to consider: perceivable, operable, understandable, and robust. Together, these four elements offer several benefits for your organization.
Expand your audience:
Approximately 15% of the world's population has some form of disability. By making your website accessible, you can reach a larger audience.
Improved SEO:
Accessible websites often perform better in search engines, resulting in increased organic traffic.
Higher customer satisfaction:
An accessible website provides a better user experience for everyone, leading to greater satisfaction and loyalty.
Accessibility as a future-forward mindset
We understand the importance of digital accessibility. Our team includes four certified WCAG specialists with extensive experience in optimizing websites according to WCAG guidelines. We provide tailored support to ensure your digital platform not only meets legal requirements but also excels in user-friendliness — now and in the future.
Digital accessibility isn’t a one-time effort; it’s an ongoing mindset. It’s crucial to consistently consider accessibility when creating documents, writing content, and producing videos. By integrating accessibility into your daily processes, you’ll not only stay compliant but also demonstrate your commitment to inclusivity.
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