What do we mean by web accessibility?
Well, firstly the dictionary definition of the word 'accessible' (according to dictionary.com) is that it is something which is capable of being reached or used with comprehension.
In the context of the web, we would say at IrisCreative that the aim of accessibility is to develop web services capable of being used and understood by the widest possible audience.
We prefer not to accept the more narrow definition of providing for people with disabilities because we believe that if you develop a flexible, accessible site you are often implicitly catering for particular user groups. It is also much easier to then make explicit provision for specific circumstances.
Actually, in many ways conventional printed media has been doing this for years. For example, there are large print books, audio books, language translations and so on. It's just that with web services we have to go further due to the interactive nature of the medium.
So why should you think about accessibility?
Firstly and most importantly there is a moral imperative to make your website available to the widest possible audience. Put it another way, if it was you that needed help reaching information, how would you feel about a company that just didn't bother?
Secondly, there are anti discrimination laws to consider (in the UK that means the Disability Discrimination Act and in the US, Section 508 of the Rehabilitation Act).
Thirdly, there are financial penalties for not taking an accessible approach to your website, not just in the potential for costly litigation but also from making sure your website reaches the widest number of potential customers.
Having a website built to accessible standards is also very cost efficient as it is likely to prove much cheaper to maintain going forwards.
How do you make a website accessible?
The most important element of an accessible website doesn't rely on technology at all. It comes down to being able to understand your audience and making sure you display information in a way that they can relate to. Write clearly and concisely and don't assume anything. Where possible, go for the simplest option.
That includes making sure your navigation structure is straight forward, that people can find their way around your site easily and that you speak to your audience in terms they understand.
Beyond that, things get a bit more technical. At IrisCreative we have a lot of experience in producing properly structured websites that separate content from style and behavioural considerations - so you can update your look when the need arises without throwing what you already have in the bin.
We help ensure your website complies with recognized web standards (i.e. those produced by the Web Accessibility Initiative for the W3C) and we do it in such a way that your 'ordinary' visitor won't even notice. Unless they need to resize the text. Or they happen to be looking at your website on a mobile phone. Or a friend or colleague is using a screen reader and so on.
In truth, we don't know how people are accessing your website. It's likely that different demographics will increasingly access the web in different ways, perhaps an older audience needs bigger text (at the very least), or younger users will be using mobiles phones?
We can't say for sure what devices or software they might use now and we certainly can't tell what they may be using five years from now.
So, we make a website accessible by building it flexibly to recognized standards and give users as many options as possible.
What are the benefits?
Having an accessible website brings benefits on both sides.
For users, it's clear that giving them choice over how they access your site brings many advantages.
It should be easier for them to find the information they want and easier for them to interact with your company. People appreciate a company more when it is clear it has made an effort on their behalf.
And ensuring your website is available to the widest audience in the widest circumstances gives you the best chance to sell your goods and services.
For your company, there are sound financial benefits. You minimize your risk of prosecution under the various anti discrimination laws (and the ensuing bad publicity that might generate).
Beyond that, there is also the advantage that your website should be cheaper to maintain as the separation of content and presentation lets you concentrate on the content safe in the knowledge that it will display consistently on your site.
It avoids duplication of work as the same information can be made available in many forms, such as being made available for mobile devices, a 'normal' browser and so on.
Importantly, search engines love accessible websites for the same reasons that they are good for people - it's easy for the search engine to find, index and understand the information on your site. So it inherently helps your search ranking and results.
Conclusion
If you have read this far, thank you. We hope we have managed to convey why we think accessibility is such a good idea.
- We believe the web exists primarily to communicate and transfer knowledge and information.
- Web accessibility means developing web services that are available and understood by the widest possible audience, to the benefit of both your customers and your organisation.
If you would like to discuss any of the points raised in this article, please contact IrisCreative Ltd.