Professionals at the Web Content Accessibility Guidelines (WCAG) consider a website with high accessibility to include content that is understanding, perceivable, operable, and robust. The WCAG claims that when websites do not have adequate levels of these characteristics, marketers end up losing their reach and reducing the amount of conversions. Since 15% of the population is disabled, having a website that is accessible to everyone will ensure that your annual leads do not suffer as a result.
- If a website is not accessible, marketers can hinder their influence and they may exclude potential customers.
- 15 percent of people struggle with a disability, so content that is not accessible may alienate a good portion of potential customers.
- Search engine optimization is critical, and part of improving it can depend on how accessible the website is.
“To ensure that digital experiences are meaningful and successful, digital marketers should be aware of accessibility guidelines so that content is accessible to all.”