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The Importance of Accessible Websites in a Competitive Marketplace

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Stephanie Adams

April 24, 2026

Wild Mango Marketing Shares Website Design Best Practices for Accessibility

An accessible website is not just a matter of inclusivity; it is a strategic necessity for businesses aiming to thrive in a competitive landscape. An accessible website ensures that all individuals, regardless of physical or cognitive abilities, can effectively navigate, engage with, and derive value from the online presence of a business.

#DYK About 1.3 billion people, or 16% of the world’s population, live with a disability affecting daily life and online access. In Canada, 22% of Canadians aged 15 or older are living with at least one disability that affects accessibility. And in the United States, over 5,100 ADA digital accessibility lawsuits were filed in 2025 alone, a 20% increase from 2024 (UsableNet, 2025).

 

Beyond the ethical obligation to provide equal access to information and services, there are significant business benefits to prioritizing website accessibility. In this article, Wild Mango Marketing shares its favourite website design best practices, from expanding the potential customer base to enhancing brand reputation and mitigating legal risks. An accessible website is a cornerstone of modern business strategy, reflecting a commitment to inclusivity, innovation, and customer-centricity.

What Is Web Accessibility?

Web accessibility ensures that all digital marketing assets, particularly your website, are designed to be accessible to all users. It encompasses various aspects that are easy to overlook, including:

  • Providing alternative text (ALT TEXT) for all images
  • Ensuring sufficient colour contrast for readability
  • Offering alternative formats for video and audio content
  • Implementing closed captioning for videos
  • Ensuring keyboard navigability for users who cannot use a mouse
  • Using clear headings and structured content that screen readers can interpret

Regulations are rapidly evolving to mandate accessibility compliance. The European Accessibility Act (EAA) became enforceable across EU member states on June 28, 2025, expanding requirements to private sector e-commerce, banking apps, and digital services. In Canada, the Accessible Canada Act carries penalties of up to $250,000 for non-compliance. In the United States, the DOJ has reaffirmed that the ADA applies to websites, with WCAG 2.1 AA established as the de facto global standard.

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How Does an Accessible Website Benefit Business?

There are many compelling reasons to prioritize an accessible website. Beyond fulfilling social responsibility and bolstering reputation, it is simply the right thing to do. The business case is also undeniable: companies leading in disability inclusion generate 1.6 times more revenue, 2.6 times more net income, and 2 times more economic profit than their peers (Accenture). And the spending power is significant: the global spending power of people with disabilities and their families is an estimated $13 trillion (The Valuable 500).

Here is a full list of what an accessible website can do for your business:

  • Expanded Audience Reach: An accessible website accommodates users with disabilities, broadening the potential audience and increasing opportunities for engagement and conversion. There are over 84 million disabled internet users in the United States alone.
  • Enhanced User Experience: Improved website accessibility leads to a more positive user experience for all visitors, increasing consumer satisfaction, loyalty, and repeat business.
  • Improved SEO Performance: Accessibility features such as descriptive alt text and structured content enhance search engine optimization (SEO), leading to higher visibility and ranking in search results.
  • Legal Compliance: Maintaining an accessible website helps businesses comply with the ADA, the European Accessibility Act, Canada’s Accessible Canada Act, and other regulations, reducing the risk of litigation. In 2025, 69% of all web accessibility lawsuits targeted eCommerce sites (accessiBe, 2025).
  • Positive Brand Image: Demonstrating a commitment to inclusivity and diversity through website accessibility fosters a positive brand image, enhancing reputation and building trust.
  • Increased Conversions: By removing barriers to access and ensuring smooth navigation, an accessible website can increase conversion rates and drive business growth. Inaccessible sites average a 69% cart abandonment rate compared to 23% on accessible sites (Forrester, 2024).
  • Competitive Advantage: Businesses with accessible websites gain a competitive edge in the market, attracting a wider audience and outperforming competitors who neglect accessibility.
  • Adaptability to Future Trends: Prioritizing accessibility ensures that your website is prepared to adapt to evolving technologies and user needs, future-proofing your online presence.
  • Cost Savings: Investing in accessibility from the outset can prevent costly redesigns or retrofits in the future, saving time and resources. Forrester research estimates a $100 return for every $1 invested in accessibility (Forrester, 2024).
  • Alignment with Business Values: Incorporating accessibility into your website reflects your organization’s commitment to social responsibility and inclusion, aligning with corporate values and mission.

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The Current State of Web Accessibility: Why Action Is Urgent

Despite growing awareness and legal pressure, the state of website accessibility in 2025 remains critically low. According to the 2025 WebAIM Million report, which analyzed the homepages of the top one million websites, 96.3% still have at least one detectable WCAG accessibility failure. The average homepage contains approximately 51 accessibility errors, creating multiple barriers for users with disabilities on every single visit.

The most common accessibility failures identified include:

  • Low contrast text: 79.1% of homepages fail minimum colour contrast requirements, making text unreadable for users with visual impairments (WebAIM, 2025).
  • Missing alt text: 55.5% of homepages have no alternative text for images, leaving screen reader users without access to image-based content (WebAIM, 2025).
  • Unlabeled form inputs: 48.2% of homepages have unlabeled form inputs, directly blocking users from completing essential online tasks (WebAIM, 2025).
  • Skipped heading levels: 39% of all pages have skipped heading levels, disrupting navigation for users who rely on assistive technologies (WebAIM, 2025).

The cost of inaction is significant. 69% of disabled online consumers click away from websites they find difficult to use, and 83% of disabled users limit their shopping exclusively to sites they already know are accessible (Click-Away Pound Survey). Globally, businesses lose an estimated $13 trillion in market opportunity by failing to address accessibility and disability inclusion (The Valuable 500).

How Accessible Is Your Website?

The team at Wild Mango Marketing is dedicated to helping you ensure your website meets the WCAG 2.1 AA guidelines, the current de facto global standard recognized by the ADA, the European Accessibility Act, and Canada’s accessibility legislation. If you wish to continue improving your accessibility compliance, our website team is accessibility trained and can rebuild your website according to the Web Content Accessibility Guidelines.

With the enforcement of the European Accessibility Act now in effect, the ADA applying to websites across the United States, and Canadian law carrying penalties of up to $250,000, the time to act on accessibility is now. Proactive investment in accessibility protects your business legally, expands your audience, and reflects the values your brand stands for.

Yield Powerful Results with a Better Website and Wild Mango Marketing

Whether building a new website or refreshing an existing one, the expert team at Wild Mango Marketing transforms a business’s digital presence by crafting dynamic websites that engage, resonate, and convert.

With a deep understanding of industry trends and consumer behavior, we transform your online marketing objectives into a profitable strategy that delivers measurable and remarkable results!

Get Results with Proven and Powerful Website Design

Let our experienced professionals custom-tailor your website to meet the business’s needs and the targeted audience preferences. By leveraging website design and search engine optimization, Wild Mango Marketing can help boost your brand’s visibility, drive website traffic, and ultimately enhance your sales conversions.

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At Wild Mango Marketing, we develop custom digital marketing strategies to ensure your brand gains visibility, connects with your target audience, attracts quality leads, and boosts conversion rates.

Our professional team excels in website design, search engine optimization, and more. With our expertise and commitment to excellence, your business can build a robust online presence that stands out in a competitive digital landscape.

Get in Touch with a Wild Mango Marketing Specialist today!

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