Digital Accessibility for Marketers: Enhancing User Experience on Websites

Digital Accessibility for Marketers: Enhancing User Experience on Websites

Jul 19, 2024

Digital Accessibility for Marketers: Enhancing User Experience on Websites

Remember, these tips are straightforward to implement and particularly relevant for marketers. For an in-depth understanding of accessibility guidelines and WCAG criteria, check out the TGPi e-learning program.

Let's get into it!

Accessibility and User Experience

A smooth user experience is crucial for any marketer. Think about it: if you're trying to buy something online and encounter problems with your credit card input or find the item out of stock, your user experience plummets. This frustration can prevent you from returning to that website. As a marketer, you know the importance of a seamless user experience. You might even be testing it or using analytics to measure it. However, are you testing it for accessibility? If not, don't worry—this series is here to help.

User Journeys

A user journey, or user flow, is the sequence of actions a user takes on your site. It's essential to prioritize accessibility for these journeys. If users can't complete their primary objectives, you risk losing them forever. Many people with disabilities expect challenges, as the world often isn’t designed with their needs in mind. Minor accessibility issues might not frustrate them enough to take legal action, but if they can't complete a crucial task, you’re at risk, especially in the US.

Testing Critical User Paths

How do you test your critical user flows for accessibility? Manual testing with people with disabilities is comprehensive but time-consuming. Alternatively, tools like TPGi’s ARC Toolkit can identify WCAG failures in your code. For a quicker solution, ARC Monitoring’s User Flows feature can automatically scan each step of a user journey for accessibility issues. Combine this data with your analytics tools, like Google Analytics Funnel and Goals, to pinpoint barriers preventing users from completing desired actions.

Accessible Websites

Your website is your digital storefront. It's often the first impression potential customers have of your business, so it needs to be appealing and accessible. Many best practices for accessible content align with good marketing practices. Here’s how to ensure your content is both engaging and accessible:

Descriptive Link Text: Clarity is key. Avoid vague text like "click here." Instead, use descriptive text like "Download our whitepaper" to set clear expectations. This helps all users, especially those using screen readers, to understand the link’s purpose.

Alt Text for Images: Alt text describes your images for screen reader users, providing context they would otherwise miss. However, only add alt text to images that add value to the content. Decorative images should be hidden from assistive technologies with an empty alt attribute.

Well-Structured Websites: Use heading tags (H1, H2, H3) appropriately to help users navigate your content easily. Clear, concise copy benefits everyone, especially those with cognitive impairments. Avoid jargon and keep paragraphs short.

Color Contrast Ratios: Ensure your color choices are easy to distinguish. TGPi’s Color Contrast Analyser can help determine if your color combinations meet accessibility standards.

Accessible Forms: Forms should be short, simple, and easy to navigate. Provide clear instructions, validate inputs, and notify users of success or failure. For complex forms, consider multi-page or progressive formats. Avoid time limits or provide options to reduce stress for users with anxiety.

Breadcrumbs: These navigation aids show how a page fits into the larger site structure, helping users find their way. Breadcrumbs are especially helpful for users with cognitive disabilities and those using screen readers.

Chatbots and Third-Party Integrations: Third-party software can often be inaccessible. Before integrating these tools, have an expert evaluate them for accessibility. Ask vendors for accessibility statements or guarantees, and test their products to verify.

By implementing these practices, you'll create a more accessible, user-friendly website that benefits everyone. Accessible design not only meets legal requirements but also enhances the user experience, making your site more welcoming to all visitors.

Ready to bring your creative visions to life? Let's collaborate! Get in touch today to discuss your project and explore how we can turn your ideas into reality. Contact us now to get started!

Ready to 10X Your Investment?

Not sure how we can help? Let's talk and we'll understand your situation and identify an opportunity to help you grow!

Get in touch, and let's create the future together!

Schedule a free 30 min needs analysis and problem identification call worth 1000$

Or help us get in touch with you!

Copyright by MAKREATE IT Services Co LLC 2024

Ready to 10X Your Investment?

Not sure how we can help? Let's talk and we'll understand your situation and identify an opportunity to help you grow!

Get in touch, and let's create the future together!

Schedule a free 30 min needs analysis and problem identification call worth 1000$

Or help us get in touch with you!

Copyright by MAKREATE IT Services Co LLC 2024