The Impact of Digital Accessibility on Business—Why Accessibility Testing Is Critical

In today’s digital economy, accessibility is a must-have feature. Businesses operate in a connected world where inclusivity is both a moral responsibility and a competitive advantage. Accessibility expands your customer base, fosters loyalty, and ensures compliance with evolving regulations. Central to achieving accessibility is accessibility testing, ensuring your digital products and services are usable by everyone, including people with disabilities.

But why does accessibility testing matter so much? How does it affect your business? And how can companies integrate it seamlessly into their workflows? This blog explores the critical role accessibility testing plays in modern business and how it helps companies unlock new opportunities.

What is accessibility testing?

Accessibility testing evaluates your digital assets—websites, apps, documents, and platforms—to ensure they are accessible to everyone, regardless of physical or cognitive abilities. This testing identifies barriers that might prevent users with disabilities from fully interacting with your products and helps rectify these issues.

Accessibility testing ensures compliance with standards such as:

• Web Content Accessibility Guidelines (WCAG): International guidelines for digital accessibility.
• The Americans with Disabilities Act (ADA): U.S. legislation mandating equal access for individuals with disabilities.
• European Accessibility Act (EAA): A directive requiring businesses in the EU to make their services accessible.

Who benefits from accessibility testing?

Accessibility benefits everyone, not just individuals with disabilities. For example:

• Visually impaired users who need screen-reader-friendly designs and proper text alternatives for images.
• Users with temporary challenges, such as someone recovering from an injury or dealing with environmental challenges like glare on a screen.
• All users benefit from features like captions, improved navigation, and mobile responsiveness that enhance the experience.

By ensuring digital accessibility, businesses make their products usable for the widest possible audience, breaking down barriers and opening the door to opportunity.

Why is accessibility important for your business?

By prioritizing accessibility, businesses not only comply with legal requirements but also foster inclusivity, enhance customer satisfaction, and reach a broader audience. This approach can improve brand reputation, and create a more equitable environment for all. Here’s a rundown of the most important reasons your business needs accessibility:

Legal compliance: The cost of neglecting accessibility

Accessibility is not optional—it’s the law. Businesses that fail to meet accessibility requirements are increasingly facing legal challenges. In the United States alone, there were around 4,000 digital accessibility lawsuits filed in 2022. Failing to comply with accessibility regulations can result in fines, legal fees, and reputational damage.

Additionally, accessibility standards are becoming stricter worldwide. By 2025, many private businesses in Europe will be required to meet WCAG standards. Staying ahead of these changes isn’t just good practice—it’s essential for avoiding costly penalties.

Expanding market reach: Tapping into a $1.9 trillion market

Over 1.3 billion people—16% of the global population—live with some form of disability. This group controls approximately $1.9 trillion in annual disposable income. Businesses that ignore accessibility risk shutting out a vast and lucrative market.

Accessibility also helps businesses cater to individuals with temporary or situational impairments. Think of a parent holding a child while shopping online or someone navigating your app in a noisy environment. By addressing these needs, you’re designing for everyone, not just a niche audience.

Building brand loyalty through trust

Customers want to support businesses that align with their values. Companies that prioritize accessibility demonstrate a commitment to inclusivity and social responsibility, earning trust and loyalty from their audience. Accessible brands often benefit from positive word-of-mouth marketing, strengthening their reputation and encouraging repeat business.

Gaining a competitive edge

Accessibility can set your business apart in industries where inclusivity isn’t yet the norm. Early adopters of accessible practices often gain a competitive advantage, positioning themselves as leaders in innovation and customer care.

By proactively addressing accessibility, you show customers that you care about their experience, setting yourself apart from competitors who lag.

The human element of accessibility

The role of the internet in modern life

The internet has transformed how we work, socialize, and access essential services. For people with disabilities, digital platforms are more than a convenience—they are a lifeline. Online services allow individuals to:

• Access critical information, like news or healthcare.
• Maintain connections with friends and family.
• Participate in education, entertainment, and commerce.

Excluding individuals with disabilities from these opportunities isn’t just bad for business—it’s a form of digital inequality. Businesses that fail to prioritize accessibility risk deepening the divide between those with disabilities and the rest of society.

Creating equal opportunities

Imagine a world where someone who is blind can order groceries online with ease, or where a person with motor impairments can navigate a job application without frustration. Accessibility ensures that people with disabilities have the same opportunities as everyone else to connect, contribute, and succeed. By fostering inclusivity, businesses not only meet legal requirements but also play a vital role in building a more equitable society.

Why accessibility is personal

For millions of people, accessibility is not a luxury—it’s a necessity. Failing to provide accessible digital experiences can leave people feeling excluded, frustrated, and undervalued. By making accessibility a priority, businesses can demonstrate empathy and respect for their customers, reinforcing the idea that everyone deserves a seat at the table.

You may be interested in: Top 5 Myths and Facts about Digital Accessibility.

The importance of accessibility testing: Why it’s worth the investment

Accessibility testing enhances user experience, promotes inclusivity, and helps organizations comply with legal requirements. Prioritizing accessibility not only broadens the reach of your product but also demonstrates a commitment to social responsibility and equal access for all users. Here are 5 reasons you need to start accessibility testing:

1. Improved user experience for all

Accessibility features often improve usability for everyone—not just those with disabilities. For example:

• Closed captions: Help individuals with hearing impairments, but also benefit users watching videos in noisy environments or silent settings.
• Keyboard navigation: Vital for users with motor impairments, but also speeds up workflows for power users.

By enhancing the user experience, accessibility testing helps ensure your products are intuitive, seamless, and enjoyable to use for a broader audience.

2. SEO boost: Better rankings, more traffic

Accessible websites tend to perform better in search engine rankings. Many accessibility practices—such as clear navigation, alternative text for images, and fast-loading pages—align with best practices for search engine optimization (SEO). By making your content accessible, you’re also improving its discoverability, which can drive organic traffic and increase your online visibility.

3. Enhanced brand reputation

Businesses that invest in accessibility testing showcase their commitment to inclusivity and social responsibility. This can enhance your reputation, attract socially conscious consumers, and make your brand synonymous with trust and innovation.

4. Cost savings and risk mitigation

Proactively addressing accessibility issues during development is far more cost-effective than fixing them after launch—or, worse, dealing with the fallout of a lawsuit. Regular testing helps you identify and resolve issues early, saving you money and protecting your business from legal and reputational risks.

5. Attracting and retaining talent

Inclusivity extends to your employees, too. Companies that prioritize accessibility are more likely to attract top talent, including individuals with disabilities. This fosters a culture of belonging and demonstrates your company’s commitment to diversity, equity, and inclusion (DEI).

You may be interested in: QualityForge 2024 Recap: A Day Dedicated to Digital Accessibility.

How to perform accessibility testing?

Accessibility testing involves evaluating a website, application, or digital product to ensure it is usable by individuals with varying abilities, including those with disabilities. The process typically combines automated and manual testing to check for compliance with accessibility standards like WCAG. The testing focuses on areas such as keyboard navigation, screen reader compatibility, color contrast, and alternative text for images to create an inclusive experience for all users. Here’s a breakdown of the steps:

Automated testing: The first step

Automated accessibility testing tools like Axe, Lighthouse, and WAVE are excellent for identifying common accessibility issues, such as missing alt text or incorrect heading structures. These tools are efficient and can quickly scan large amounts of content. However, they are not a complete solution, as they often miss nuanced or context-specific issues.

Manual testing: The human touch

Accessibility testing isn’t just about checking boxes—it’s about understanding real-world usability. Manual testing involves evaluating your products with the help of actual users, including individuals with disabilities. This step helps uncover issues that automated tools might miss, such as poor screen reader compatibility or confusing navigation.

Examples of manual testing scenarios include:

• Navigating your website using only a keyboard.
• Using a screen reader to browse content.
• Checking color contrast to ensure readability for visually impaired users.

Implement continuous testing: A process, not a project

Accessibility is an ongoing commitment, not a one-time task. As your content grows and technology evolves, regular testing ensures your products remain compliant and user-friendly. Make accessibility testing a standard part of your development cycle to catch issues early and consistently improve.

Integrate accessibility from day one

Accessibility should be integrated into every stage of your design and development process. This approach ensures that inclusivity is baked into your product from the start, reducing the need for costly fixes down the line.

What are the benefits of the accessibility-first approach?

Imagine a streaming platform that integrates accessibility from the start:

• Closed captions. Make content accessible for users with hearing impairments while attracting viewers in public spaces.
• Screen reader compatibility. Ensures blind users can navigate seamlessly, opening up a new customer segment.
• Enhanced SEO. Improves search rankings, increasing visibility and organic traffic.

The result? By improving web accessibility, the platform not only complies with regulations but also gains a competitive edge, builds customer loyalty, and grows its audience.

The value of investing in accessibility testing for your business

Accessibility testing is a win-win for businesses and society. By investing in this critical process, you:

• Expand your market reach to include 1.3 billion people with disabilities.
• Enhance user experience for all customers, boosting satisfaction and loyalty.
• Mitigate legal and financial risks by staying compliant with evolving regulations.
• Strengthen your brand image as an inclusive, socially responsible company.

The time to act is now. Make accessibility testing an integral part of your business strategy, and you’ll unlock a wealth of opportunities while contributing to a more inclusive digital world. Accessibility is not just about compliance—it’s about creating meaningful connections, fostering loyalty, and ensuring that no one is left behind in the digital revolution.

Actionable steps to get started with accessibility testing

1. Educate your team

• Ensure that everyone in your organization understands the importance of accessibility. Provide training on accessibility standards and best practices.
• Foster a culture that values inclusivity and encourages team members to consider accessibility at every stage of development.

2. Implement accessibility tools

• Utilize automated accessibility testing tools to quickly identify common issues.
• Supplement automated testing with manual testing to capture context-specific and nuanced problems that automation might miss.

3. Engage with the community

• Collaborate with accessibility experts and organizations to stay informed about the latest standards and innovations.
• Involve individuals with disabilities in your testing process to gain valuable insights and firsthand feedback.

4. Integrate accessibility into your workflow

• Make accessibility a non-negotiable part of your design and development process.
• Use inclusive design principles from the beginning to avoid costly and time-consuming retrofits later on.

5. Conduct regular audits

• Periodically review your digital assets by conducting an accessibility audit to ensure ongoing compliance with accessibility standards.
• Stay ahead of legal requirements and industry standards by regularly updating your practices.

6. Promote your efforts

• Communicate your commitment to accessibility to your customers and stakeholders.
• Highlight your accessible features in marketing materials to attract socially conscious consumers.

You may be interested in: Adaptive Switches and Switch Access in Accessibility Testing.

The future of accessibility: Staying ahead

As technology continues to evolve, so too will accessibility standards and user expectations. Businesses must remain vigilant and adaptable to stay ahead. Here are some trends to watch:

1. AI and machine learning

• AI can enhance accessibility tools, making them more intuitive and efficient.
• Machine learning can help predict and identify accessibility issues, providing proactive solutions.

2. Voice and gesture control

• Advances in voice recognition and gesture control technology offer new ways for users with disabilities to interact with digital content.
• Businesses should explore integrating these technologies to enhance user experiences.

3. Virtual and augmented reality

• VR and AR are becoming more mainstream, and ensuring these experiences are accessible will be crucial.
• Developing inclusive VR and AR applications can set your business apart as a leader in innovation.

4. Legislative changes

• Monitor legal developments and update your practices accordingly.
• Stay compliant with international accessibility laws to avoid penalties and maintain your reputation.

Empathy in action: The moral imperative of accessibility

Accessibility isn’t just good for business—it’s the right thing to do. The internet is a vital resource, and excluding anyone from its benefits is akin to locking them out of society. For people with disabilities, accessible digital platforms can mean the difference between isolation and independence. Imagine these scenarios:

• A student with a visual impairment accessing online education materials with ease.
• An elderly person staying connected with family through an intuitive app.
• A job seeker navigating an application process without barriers.

When businesses invest in accessibility, they’re not just opening doors—they’re creating lifelines. By making accessibility a priority, you contribute to a world where everyone has the opportunity to thrive, regardless of their physical or cognitive abilities.

The bottom line 

Accessibility testing is a journey, not a destination. It requires ongoing commitment, collaboration, and a willingness to adapt. But the rewards—both tangible and intangible—are worth it. You’ll not only see growth in customer satisfaction, revenue, and brand loyalty but also have the satisfaction of knowing you’re making a difference.

As a business, you have a responsibility to ensure that your digital spaces are welcoming to everyone. By embracing accessibility, you’re not just meeting a legal requirement or catering to a niche audience—you’re building a business that’s truly inclusive, innovative, and resilient.

Are you looking to make your business more inclusive and accessible? Get in touch to learn how our accessibility testing services can help you boost user satisfaction, enhance brand loyalty, and grow your revenue.