Web marketing

Three Reasons Why Web Accessibility Is A Digital Marketer’s Best Friend

In the past, marketers were limited to more traditional methods such as print, television, and radio to reach their target audiences. However, with the advent of the internet, there are now a multitude of channels that marketers can use to interact and engage with customers from almost every corner of the globe. Whether it’s through social media, PPC ads, or website hosting, marketers are spoiled for choice.

That said, there is one aspect of digital marketing that is often overlooked, and that is web accessibility. Unfortunately, most marketers are busy monitoring metrics like conversion rates, website traffic, and click-through rates, while too few are aware of the importance of web accessibility, and even fewer know how to make their websites more accessible.

In light of this, we’ve put together a list of three benefits that digital marketers can enjoy by making their websites accessible to everyone.

What is Web Accessibility?

In a nutshell, web accessibility refers to the practice of making websites accessible to people with disabilities, such as people who are blind or partially sighted, deaf or hard of hearing, or who have motor or cognitive disabilities.

In order to make a website accessible, designers and developers must ensure that it can be used by people with disabilities in a manner comparable to how non-disabled users interact with the website. This usually involves following a set of internationally accepted accessibility guidelines, such as the Web Content Accessibility Guidelines (WCAG) 2.1.

According to WCAG, there are several ways to make your website more accessible, with common methods such as adding alt text to images, providing transcripts for videos, and using clear, concise language on the entire site.

If you want to check where your website stands against different accessibility standards, you can use accessScan, from web accessibility leader accessiBe, to get a free site-wide audit that will highlight your standing. according to WCAG regulations, and whether there are any accessibility errors that need to be corrected. In a few minutes you will be able to understand what was created correctly and the shortcomings of the website. Simply download your report and share it with your team.

Reach a wider audience

One of the most surprising benefits of improving website accessibility is that you can reach a much larger audience. Over a billion people worldwide (including 14.6 million in the UK) currently live with some form of disability, and by ensuring they can use your site, you are opening up your business to a whole new group of potential customers. Additionally, this is a hugely untapped market and one that could lead to a significant increase in conversion rates for digital marketers.

In addition, a more accessible site benefits all users. For example, if your site is optimized for screen readers (a type of software used by blind or partially sighted people to read aloud the text of a website), it will also be easier for users who do not have no vision disabilities to scan and navigate your site. In turn, this can lead to an improved user experience and engagement of all users, two crucial elements for any digital marketing campaign.

Boost SEO Rankings

Another great benefit of making your website more accessible is that it can actually help improve SEO rankings. This might seem counterintuitive, since most digital marketers focus on keyword placements and other such technical aspects of SEO. However, there are a number of ways accessibility and SEO intersect.

For example, adding alt text to images ensures that Google can index and understand them, which can help you rank higher in image search results. Additionally, providing transcripts for videos helps Google index audio content, making it more likely to appear in search results. In fact, most WCAG 2.1 guidelines overlap with SEO best practices, making web accessibility a win-win for digital marketers.

Remember that a search engine’s primary job is to provide users with the most relevant and useful results for their query. So, by making your site more accessible and user-friendly, you will have a much better chance of fulfilling the ranking criteria and appearing higher in the SERPs.

Increase customer loyalty

Since accessibility generally leads to a better user experience, it’s likely that those who convert will be more satisfied with their experience on your site. This, in turn, could lead to improved customer loyalty and customer retention, as well as positive customer reviews and word-of-mouth marketing.

Finally, a more accessible site benefits all users, not just people with disabilities. As such, your conversion rates are likely to increase across the board as users find it easier to navigate your site and find the products and services you offer.

Last word

Web accessibility is a crucial part of any digital marketing campaign and one that should not be ignored. By making your site more accessible, you can open up your business to a whole new group of potential customers, as well as improve the experience for all users. In turn, this can lead to better SEO rankings, increased conversion rates, and positive customer reviews. All of these are essential for any successful digital marketing campaign.