Quick Links
Table Of Content
Let’s say a potential customer is on your website, looking for the perfect materials for their dream kitchen renovation. They’re excited to explore your products but quickly hit a wall. The text is too small, the navigation is clunky, and images don’t load properly with their screen reader.
Instead of sticking around, they head to a competitor’s site that’s easier to use. And you lose the sale.
In this article, we’ll cover everything you need to know: what website accessibility is, why it matters for manufacturers like you, and how to start making your site easier for all your visitors to use.
Stick with me—it’ll be worth your time.
What Is Web Accessibility?
Website accessibility means designing your site so everyone can use it, including people with disabilities. This ensures people with visual, auditory, mobility, or cognitive challenges have equal access to your content.
Here’s an example:
- A contractor with limited mobility should be able to navigate your site using only a keyboard or assistive technologies.
- Someone with low vision should be able to enlarge text, increase contrast, or use screen readers to understand your product specs.
So how do you make your site more accessible? We’ll explore that down below, but for starters: International web accessibility standards like the Web Content Accessibility Guidelines (WCAG) and laws like the Americans with Disabilities Act (ADA) can guide you. These aren’t just hoops to jump through. Web accessibility guidelines, like those created by the World Wide Web Consortium (W3C), make sure your site is usable for everyone.
Is Web Accessibility Important? Absolutely.
Think accessibility requirements can wait? Here’s the quick answer: no, they can’t. Here’s why it’s worth moving your web accessibility initiative to the top of your priority list.
Here’s a stat worth knowing: 1 in 4 adults in the U.S. has a disability. If your website isn’t accessible, you’re missing out on a huge part of your audience.
Take a small lighting manufacturer as an example. By improving their website’s accessibility, they make it easier for more people to browse their product catalog, resulting in more inquiries and sales.
Plus, accessible websites send a strong message to your audience: your brand is inclusive, reliable, and worthy of their loyalty. And loyal customers? They return and spend more, boosting your revenue.
Take contractors, for instance. If they can’t find installation guides or product specs easily, they might skip your brand entirely. But when a countertop manufacturer updates their site with easy-to-read spec sheets, contractors are more likely to recommend their products to clients.
Search engines love well-structured, user-friendly websites. By improving things like navigation, alt text for images, and mobile responsiveness on your web pages, you’re signaling to Google that your site is worth showing in search results.
Here’s the not-so-fun part: lawsuits targeting inaccessible websites are on the rise. If your site doesn’t align with WCAG or ADA guidelines, Section 508 of the Rehabilitation Act, and the European Accessibility Act (EAA), you could face expensive penalties.
In fact, “Boilerplate” lawsuits targeting non-compliant sites are cropping up everywhere, and resolving them often costs tens of thousands of dollars. Noncompliance is a growing risk that’s hitting businesses hard.
How to Test If Your Manufacturing Website Is Accessible
Not sure where your site stands? Here are a few ways to find out:
1
Use Free Web Accessibility Tools
Tools like these are designed to give you a quick snapshot of your site’s accessibility:
- WAVE Highlights problem areas like missing alt text or poor color contrast.
- Google Lighthouse Checks accessibility, performance, and overall site quality.
- AccessibilityChecker.org Offers detailed reports on how well your site meets accessibility standards.
2
Ask Real People for Feedback
Tools are great, but there’s no substitute for talking to people who use assistive technology. They can give you insights into usability issues you might never notice on your own.
3
Go for a Full Audit
If you’re ready to dig deeper, consider a professional accessibility audit. Experts can pinpoint hidden issues and give you a clear roadmap for fixing them.
Perk Brands offers a website accessibility audit to help you understand what, if any, changes you should make to your website. Schedule a no obligation, free call for details.
Where to Start Making Website Accessibility Improvements
Let’s be honest—making your site fully accessible won’t happen overnight. But you can make meaningful progress by taking small steps first.
1
Begin with the Basics
- Add descriptive alt text to all your images.
- Use clear and consistent headings (H1 for the main title, H2 for subheadings, etc.) to organize your content.
- Adjust color contrast to make text easy to read, even for users with visual impairments.
- Check that all buttons, forms, and other interactive elements are keyboard-friendly and easy to tap on smaller screens.
2
Try Tools to Help You Along
Accessibility overlays can help address common issues while you work on long-term solutions:
3
Tackle the More Advanced Fixes
Once you’ve handled the basics, it’s time to dig deeper:
- Fix code-level issues like form validation errors or missing ARIA labels.
- Schedule regular audits to catch new problems as your site evolves.
- Train your team on accessibility best practices (or partner with an agency that’s up to speed on accessibility) so updates don’t undo your progress.
How Website Accessibility Benefits Your Bottom Line
Let’s talk business. Making your website more inclusive doesn’t just feel good—it’s a smart move for your company’s growth.
1
You’ll Reach a Broader Audience
If your competitors’ websites are hard to navigate, but yours is headache-free, guess who they’re more likely to choose? YOU.
2
Better Search Rankings
Search engines reward websites that offer great user experiences, and accessibility plays a big role in that. The result? Higher visibility, more clicks, and more opportunities to turn visitors into buyers.
3
You’ll Build Trust
An accessible website shows you’re thinking about everyone—not just the easiest customers to serve. This effort goes a long way in building goodwill. When visitors see that your site works well for their needs, they’re more likely to stick around, become repeat customers, and recommend your brand to people they know.
Your next step…
Ready to Make Accessibility a Priority?
Improving your site’s accessibility isn’t just something you should think about. It’s something you can start doing today. And the sooner you begin, the sooner you’ll see the benefits.
Luckily, you don’t have to figure it all out on your own. Our accessibility audit is a full-circle process that helps you understand where you stand, what needs fixing, and how to make it happen.
Here’s how we do it:
- Web Accessibility Check: We’ll run a detailed analysis to pinpoint what’s working—and what’s not.
- Fix-It Plan: Based on your site and needs, we’ll create a clear, actionable plan to improve accessibility.
- Make the Changes: Whether it’s coding fixes or ongoing support, we’ll help you get your site up to accessibility standards.
Don’t leave visitors feeling frustrated. Let’s make your website a place where everyone feels welcome. Talk to our team at Perk Brands today to start with an audit and get your site optimized for accessibilty.