At TMS Digital, we understand that your website is much more than a digital business card; it's a vital tool for connecting with customers - around the clock - driving sales, and building your brand. In today's world, being online means being accessible to everyone, and that means everyone. That's why we're passionate about helping local businesses create websites that welcome every visitor, regardless of their abilities. Just like your storefront has handicap accessible parking, or handicap accessible seating, your website - aka online storefront - should also be handi-capable accessible.
Accessibility isn't just about following rules - it's about opening your doors to more customers, improving your online presence, and future-proofing your business. Below, we map out the four core reasons accessibility should be a priority for your North Carolina small business website:
1. Accessibility Improves the Experience for Every Visitor
While accessibility is essential for users with disabilities, it benefits everyone who visits your site. Think about:
- Seniors and mobile users: Clear, easy-to-read content is easier on the eyes—especially on small screens. One small detail we don't overlook: previewing your demo/first draft on mobile. Since the majority of websites are visited on a smartphone, websites should be designed with mobile-first in mind.
- Customers with temporary challenges: Someone with a broken arm, for example, will appreciate simple navigation and easy-to-find call-to-actions. KISS theory, y'all.
- Everyone else: When your site is easy to use, visitors stay longer, return more often, and are more likely to buy from you. Strong UX + UI design, y'all.
Accessible design is simply smart design. It helps you reach more people, reduces frustration, and can even boost your search engine rankings.
2. The Four Principles of Accessible Design (WCAG)
The Web Content Accessibility Guidelines (WCAG) are the gold standard for making websites inclusive. They're based on four core principles: Perceivable, Operable, Understandable, and Robust (POUR). Here's what that means for your business:
- Perceivable: Make sure your content is easy to see and hear. Use alt text for images, captions for videos, and high-contrast colors for text; ever visit a site and find the words hard to read? Yeah, us too. Bet money that bouncerate is probably pretty high.
- Operable: Ensure everyone can navigate your site; even with just a keyboard. Avoid flashing elements and make buttons easy to click. As someone with epilepsy, too many movements, too many flashes, too many "animations" can make me dizzy and well, you lost me. And you probably caused a couple others to pop some Dramamine.
- Understandable: Use simple language, clear navigation, and helpful error messages. Don't overthink it. You're the expert in your industry, but your consumers don't need to read the definition of each service; they just want & need to know you can do what they need you to do and you're a trustworthy business.
- Robust: Your site should work well on all devices and browsers, and support tools like screen readers. (See Seniors and Mobile Users above) the iPhone offers great accessibility features that I currently utilize on my 14.
By following these principles, you create a website that's ready for today's diverse audience—and tomorrow's technology.
3. Small Changes, Big Impact
Ways we help make your website more accessible:
- Descriptive alt text to images (e.g., "Barista serving coffee at Main Street Café").
- Clear link text (not just "click here").
- Test your site with a keyboard to ensure easy navigation. Say NO to stacked menus.
- Check color contrast to make sure text is easy to read.
- Label form fields clearly so everyone can complete your contact forms.
4. Accessibility Adds Value to Your Business
Making your website accessible isn't just the right thing to do—it's good for business. Here's how:
- Reach more customers: Over 1.3MM people in North Carolina report having a disability. And this report doesn't even include North Carolinians living with epilepsy - or the employees who voluntarily didn't document a disability. An accessible website means more potential customers for you.
- Build your reputation: Show your community that you care about inclusivity and quality.
- Boost SEO and conversions: Accessible design practices often improve your search rankings and help turn visitors into customers. Although there's no *proof* an ADA-compliant website directly correlates with SERP improvements, the higher your website traffic, the more often you're indexed, the more often you're indexed, the greater your trust factor... so on, so forth...
- Stay ahead of regulations: While ADA compliance isn't always required for small businesses, it's smart to be prepared for future changes. It's rumored there will be a bill to pass through Congress soon enough, but hey, Real ID only took 20 years to be put into action.
- Get more referrals: Businesses and organizations that value inclusivity are more likely to recommend you. People buy people, not products.
In short, accessibility is a competitive advantage for your small business.
Let's Make Your Website Accessible Together
At TMS Digital, we're here to help you build a website that works for everyone. Small changes, staying informed, and making accessibility a natural part of your online strategy, is not only good for your customers, it's great for your brand, and smart for your business.
Ready to make your website more inclusive? Contact the TMS Digital team today!
We're your local experts in accessible web design for small businesses in Clayton, North Carolina, and throughout the U.S.A.