THE JARGON FREE GUIDE TO WEB ACCESSIBILITY
Web Accessibility INTRODUCTION
The last few decades have seen The intent of this paper is to inform an increase in legislation to marketers who might be grappling provide equal accessibility for with web accessibility and are asking themselves the following questions: people with disabilities (PWD). • Why should a website be accessible? This includes access to commerce, • Why should an organization comply with education and employment. the requisite standards, regulations and guidelines for digital accessibility? While most major developed nations— Canada1, the United States2 and the • What are the benefits of positioning a United Kingdom3—have standards, brand, products and services to appeal regulations, and guidelines that support to people with disabilities? web accessibility for people with This paper can be used by digital markets, disabilities, many websites still have web accessibility specialists, IT, and legal barriers that prevent this group of teams to facilitate a discussion on how people from effectively accessing and to best approach the integration of web navigating the web. accessibility within organizations. WHAT IS WEB ACCESSIBILITY?
Web accessibility means giving people with disabilities a seamless experience in the digital world, allowing them to navigate, understand, use and contribute to the web. The truth of the matter is that digital accessibility is slowly becoming the norm, as organizations are being held accountable to meet regulatory requirements.
However, complying with standards, regulations and guidelines would be for naught if marketers didn’t understand how people with disabilities would actually benefit from using an accessible website. ¹ Standard on Web Accessibilty: ² https://www.ada.gov/2010_regs.htm http://www.tbs-sct.gc.ca/pol/doc-eng.aspx?id=23601#cha2 ³ http://www.legislation.gov.uk/ukpga/2010/15/pdfs/ ukpga_20100015_en.pdf 1 HOW PEOPLE WITH DISABILITIES USE THE WEB
Customers today use websites for a range In the digital world, brand websites More than eight in 10 people with disabilities have chosen not of buying activities from researching lack basic accessibility requirements to give their business to a service provider because of barriers5; products and services to making a like proper ALT tagging, heading purchase. A homepage often fosters a first level structure or other technical poor web accessibility is one reason cited. When customers have and lasting impression of a brand4. requirements—let alone assistive a frustrating experience with a brand’s website, this is one of the technology that customers who have However, people with disabilities factors compelling them to walk away. trouble typing, moving a mouse, or encounter barriers to web access, not reading might need to engage online. just due to a lack of compliance with web accessibility standards and guidelines, but due to poorly designed websites. MORE THAN
8 IN10 PEOPLE WITH DISABILITIES
DISREGARD A BUSINESS PROVIDER BECAUSE OF BARRIERS ENCOUNTERED
Websites are a critical piece in a consumer’s Here are some of the barriers that prevent people with disabilities from having a seamless purchase decision, and marketers have a experience in the digital world. tremendous opportunity to delight customers Types of barriers with disabilities by offering a combination of » AUDITORY » VISUAL technology and web accessibility to meet a » COGNITIVE » SPEECH diverse range of needs. » PHYSICAL
4 “The Evidence”, Business Disability Forum 5 “The Evidence”, Business Disability Forum 2 WEB BARRIERS
1. Auditory
Auditory disabilities come in a range from hard of hearing to uncorrectable impairments. People with auditory disabilities may be able to hear sound but cannot differentiate speech. As such, they would need videos and other web elements with sound to be captioned or transcribed.
2. Cognitive
Cognitive and neurological disabilities involve disorders of any part of the nervous system, including the brain and the peripheral nervous system6. It’s a broad term but people with cognitive disabilities can have difficulty with one or more mental tasks. Cognitive disabilities can affect how people understand and process information on websites. Depending on the severity of the disability, they would need assistive technology to help read through, click, or scroll through a website.
3. Physical
Physical disabilities are conditions like multiple sclerosis, Parkinson’s Disease, or stroke, but also include joint problems or missing limbs. These customers would need assistive technology like voice activated navigation or motion technology to replace barriers like a traditional keyboard and mouse.
6 https://www.w3.org/WAI/intro/people-use-web/diversity
3 WEB BARRIERS
4. Visual
Visual disabilities range from mild or moderate vision impairments in one or both eyes to complete loss of sight. Other visual impairments can include photo or light sensitivity, colour blindness or the inability to read certain colours of text against screen backgrounds. Screen readers are especially helpful for people with visual impairments as it pertains to loss of sight. However, screen readers require websites to include functionality like ALT tags for images, so people with visual impairments can properly navigate the site and understand what’s on the screen. For other visual impairments like colour blindness or sensitivity to light, web designers and developers need to make sure that the website has adequate colour contrast limits.
5. Speech
Speech disabilities include difficulty producing speech that is understandable by others or by voice recognition software. Fortunately, advances in computer technology have led to the creation of specialized devices—called augmentative and alternative communication (AAC) devices— Augmentative devices are designed to support or enhance the that help make it possible for individuals with speaking capability of a person. Alternative devices, on the other no speech, or individuals with poor speech, to overcome their communication problems. hand, replace speech as a means of communication. There are a variety of electronic AAC devices on the market, ranging from very low tech to very high tech.
4 THE COMPONENTS OF WEB ACCESSIBILITY
The essential components of web accessibility are: With websites being a vital component of the buyer’s journey, » Content—Is the content presented in clear manner marketers must make greater efforts to enhance their digital that can be easily read by people with disabilities or by customer experience and create an inclusive web presence by reading tools? reducing the barriers faced by people with disabilities. » Web browsers, media players, and other user agents » Assistive Technology, in some cases—screen readers, alternative keyboards, switches, scanning software, etc. » Automated testing solutions—technology that ensures websites meet the requisite standards and guidelines » Developers—designers, coders, authors, etc., including developers with disabilities and users who contribute content » Authoring tools—software that creates web sites » Evaluation tools—web accessibility evaluation tools, HTML validators, CSS validators, etc.
An inclusive website does more than Marketers looking to enhance their CONTENT follow guidelines such as WCAG 2.0 digital customer experience and create a
13 “The Evidence”, Business Disability Forum
5 UNDERSTANDING WEB CONTENT ACCESSIBILITY GUIDELINES 2.0
The Web Content Accessibility While the WCAG 2.0 guidelines Guidelines (WCAG) 2.0 is a have been incorporated into an technical standard, which explains ISO standard by the International how to make web content Organization for Standardization, more accessible to people with the ISO standard is not law. disabilities. Web "content" generally refers to the information However, most of the accessibility in a web page or web application, laws being implemented across including text, images, sounds, different countries all point to code or markup that defines WCAG 2.0, thus creating global structure and presentation. harmonization to these guidelines. The benefits of adhering to The guidelines were developed these guidelines will ensure that a brand’s website is accessible by the World Wide Web around the world, thus reducing Consortium (W3C) with a the amount of resources needed goal of providing a globally to meet geographic specific recognized accessibility standards. standard for websites that meets the needs of individuals, organizations, and governments.
When a website is built to meet WCAG 2.0 guidelines, the reality is that it allows people with disabilities, who use assistive technology like screen readers, to seamlessly navigate the website. When these customers aren’t frustrated by their digital experience, it’s easier for them to do business with you.
6 WHY ACCESSIBILITY SHOULD BE IMPORTANT TO MARKETERS
MORE THAN
The web is an important resource for banking, commerce, healthcare, employment and recreation. 1 IN5PEOPLE 1 IN4FAMILIES When 1 in 5 people self-identify as having a disability7 and 1 in 4 families have a member who identifies as having a disability, the web takes on an increasingly important role in providing equal opportunity to people with disabilities. SELF-IDENTIFY AS HAVING A Web accessibility also benefits the The disability market is looking DISABILITY aging population including people who for a seamless online solution, HAVE AT LEAST 1 MEMBER experience physical changes due to aging and thanks to Baby Boomers, WITH A DISABILITY and health. still one of the biggest spending Brands benefit from web accessibility. The demographics, they are willing to global market of people with disabilities is estimated to be 1.3 billion or to put spend their money with brands it into perspective, the population of who provide a consistent online China. By the time you add in friends experience. and families who know people with disabilities, that number rises another 2.2 billion8. Together this makes up 53% of OF GLOBAL the consumer market whose purchase 53% decisions are influenced by disability. CONSUMER MARKETPLACE IS TOUCHED BY THE DISABILITY MARKET BUYING DECISIONS
WORLDWIDE BUYING POWER
7 http://www.accessiblesociety.org/topics/demographics- 8 http://returnondisability.com/wp-content/uploads/2012/09/ identity/ The%20Global%20Economics%20of%20Disability%20-%20 2013%20Annual%20Report.pdf 7 The growing market and spending power of people with disabilities should encourage marketers to ensure their brands are disability-friendly. With legislation to make organizations accountable and the increasing role of the internet in people’s lives, ensuring a brand is disability-friendly is just good business.
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