Accessibility is more than a buzzword—it’s a fundamental necessity for any brand that seeks to build genuine connections and foster inclusivity. For brands that want to serve all audiences, especially those who have been historically marginalized or excluded, prioritizing accessibility is a powerful statement of allyship.
Brands that fail to address accessibility concerns may not only face legal ramifications but also risk damaging their reputation and missing critical targets by excluding key audiences.
That’s not all. Meeting these standards ensures content can be navigated by users with visual, motor, or cognitive impairments, often using screen readers. Accessibility goes beyond compliance—proper CTA contrast, captions on videos, keyboard-navigable forms, and alt text create a more inclusive experience for all users.
When you prioritize accessibility at every digital touchpoint, you foster inclusion online, position your company as an ally, and help drive brand success.
Accessibility is a Core Value of Inclusion
Digital accessibility means much more than ensuring your emails make it into the inbox—it means ensuring every user can effectively engage with your website, content, emails, and other digital assets. This requires aligning with ADA (Americans with Disabilities Act) and WCAG (Web Content Accessibility Guidelines) standards, both of which have evolved to address the importance of digital accessibility.
Historically, the ADA has been key in advocating for accessibility across physical and digital spaces. Signed into law in 1990, it ensured people with disabilities had equal access to employment, services, and spaces. As digital platforms became vital, WCAG emerged to offer guidelines for making websites and content accessible to those with disabilities.
For one client, we helped establish a universally accessible search powered by Algolia. Featuring key accessibility features such as screen reader support and compatibility, keyboard navigation, and ARIA (Accessible Rich Internet Applications) attributes, the new search functionality increased engagement and time on site while reducing site abandonment rate andbounce rates – ultimately increasing conversions.
Prioritize Accessibility to Become an Ally
As a business, properly prioritizing and addressing these concerns not only broadens your potential audience but also positions your brand as a true ally. It demonstrates that you value the experiences of all users, especially those who may be underserved by others in your industry. By actively removing digital barriers, brands communicate that they are committed to inclusivity, not only in words but in action.
Cro Metrics’ accessibility audits often reveal critical areas of websites, emails, and other assets where gaps in compliance exist, excluding key audiences. These gaps, if unaddressed, create barriers to engagement that disproportionately impact people with disabilities, and can ultimately cost brands missed opportunities and reputational damage. (Reach out to us to learn more about whether an audit is right for your organization!)
Accessibility Drives Brand Success and Inclusion
Beyond its moral and legal imperatives, accessibility offers significant business benefits. A brand that commits to making its digital assets accessible fosters stronger user engagement, builds trust, and enhances loyalty. Accessible digital experiences are more usable for everyone, not just individuals with disabilities, and lead to better overall user satisfaction.
Accessibility can also have a direct impact on brand success. For example, an e-commerce site that doesn’t ensure its purchasing forms are navigable by screen readers or keyboards may lose out on potential sales.
Similarly, an organization that doesn’t caption its webinars or include alt text in its emails may alienate key segments of its audience. Making these investments in accessibility allows a brand to reach broader, often overlooked, communities and can translate to more conversions, donations, or engagement. (Read more about how we increased one client’s revenue by 41% through accessible email content!)
Accessibility as Brand Allyship: The Way Forward
Audits, like those conducted by Cro Metrics, reveal the areas where your digital assets may be falling short and provide clear steps toward improvement. By addressing these gaps, brands can cultivate a deeper sense of trust and loyalty with all audiences, especially those who have long been marginalized or excluded from digital spaces.
By ensuring accessibility is woven into the fabric of your brand, you’re not just fulfilling a legal obligation—you’re embracing the power of allyship to build a more inclusive, equitable digital world.
Reach out to us to learn more about whether an accessibility audit is right for your organization! We’d love to help.