- Is it worth the investment?
- Or is it a necessity in today’s world?
- How about the legal requirements?
These are some of the concerns we will go over in this post.
Accessibility enhances user engagement
Prioritising accessibility is mandatory for many organisations, and failure to comply can have unintended consequences. But let us not focus on legal stuff further. Instead, I want to highlight how accessibility can bring value to a brand and its services.
It is estimated that 20 % of the population faces challenges using digital services if no attention has been paid to accessibility. In the EU, almost 100 million potential users are likely to have a condition affecting their ability to use the services. And that is a lot of potential users (and revenue).
However, when accessibility is essential for some people, it benefits all users. By ensuring accessibility, you are opening your product to a wider audience, including those with temporary or situational limitations, or simply different preferences in how they interact with technology. A wider audience means more potential satisfied customers who will purchase, return, and recommend further.
Accessibility improves everyone’s overall user experience. For example, closed captions benefit users with hearing impairments and those who prefer to watch videos without sound. Clear and consistent design benefits users with cognitive disabilities and enhances usability for all users.
Prioritising accessibility sends a strong message about the brand’s values. It shows that a brand cares about its customers and is committed to inclusivity. Vice versa, neglecting accessibility can damage a brand’s reputation. Complying with requirements alone does not guarantee that the site is fully accessible, and aiming for true accessibility can any organisation send a message of truly caring for its customers.
Site structure is also a significant aspect of accessibility and search engine optimisation (SEO). Many accessibility features, such as descriptive alt text for images and proper heading structures, also contribute to better SEO. By making your web service accessible, you also increase your visibility in search results and make your site more findable to potential users or customers.
Digital accessibility is a competitive advantage, not a burden
Measuring digital customer experience can be challenging. According to studies, many companies think they are providing excellent digital customer service, while only a small portion of customers feel they are receiving good service. This disparity may arise because companies have not truly integrated accessibility into their core business practices.
Accessibility is crucial for improving service quality and efficiency, positively impacting all customer interactions. Enhancing accessibility can help companies find new ways to solve problems and elevate the customer experience. In the private sector and retail, accessibility is a competitive factor, influencing brand management and marketing communication. It also affects the clarity of content and smoothness of the user experience. When the experience does not meet user expectations, switching to another shop is much easier in the digital world than in the physical world.
While legislation plays a significant role, it should not be the sole motivator for promoting the accessibility of online stores or other consumer services. Emphasising the importance of accessibility in the competitiveness of services is crucial. There is potential to create value by reaching beyond the basic legal requirements and offering services of higher quality that people find enjoyable to use.
Updates to the Digital Act in 2025 – Are you ready for new requirements?
In the EU, digital accessibility is required by The Act on the Provision of Digital Services, also known as the Digital Services Act. It mandates that public sector organisations and some private and third-sector organisations comply with accessibility requirements for their digital services.
Ongoing evolution towards a more accessible digital world is happening, in both legal aspects and in consumer expectations. This is a great direction for human rights. As services are moving to the web, they should be available for us all.
The next step in this direction in the EU is already at hand. Amendments have been made to The Digital Services Act, expanding its scope to include new services and private sector actors. The new services falling within the scope include:
- E-commerce
- E-books
- Passenger transportation and bank services
- Services providing access to audiovisual content
- Communication services
The act will come into effect in June 2025 after a transition period.
Summary
The evolution towards greater accessibility is both inevitable and irreversible. Upcoming regulations are just necessary, minimum steps towards a more inclusive future. It is also likely and possible, that more regulations will come.
Services are required to be more widely accessible, and users are expecting better user experience and accessibility. It is also my experience that more accessible is more enjoyable to use. And the ease of switching between services has never been simpler, whenever the service is not usable.
Prioritising the user experience and accessibility is essential for business success. It is not just about fulfilling the legal requirements, but also caring and dedication to a more inclusive future.