Cremarc B2B Marketing Agency

Website accessibility has evolved from a compliance issue to a crucial element of business success. With the majority of consumer interactions happening online, ensuring that your website is accessible to all users - regardless of ability - is essential for improving user experience, increasing conversion rates, ensuring legal compliance, and even optimising SEO because user experience is so key for SEO now. Accessibility not only benefits individuals with disabilities, but it also enhances the overall user experience for all visitors. In fact, Google’s search algorithms are increasingly prioritising accessibility as part of their ranking factors. Rory Sutherland uses a great example of hands-free doors in hospitals. By installing motion-sensor or foot-operated doors, you don't just assist wheelchair users or others with mobility or dexterity challenges, but you also help people who are carrying medical equipment, food trays, or heavy items. In essence, design with accessibility in mind and it benefits more than just the people who need it most. In this blog, I will explore why website accessibility matters, its direct impact on conversion rates and user experience, the consequences of non-compliance with European Union regulations, and how accessibility intersects with SEO and Core Web Vitals. By the end, you'll understand the steps you need to take to ensure your B2B website is accessible, compliant, and optimised for both users and search engines. Why Accessibility Matters: User Experience, Conversion Rates, and SEO 1. Inclusive Design: Making the Web Usable for All Website accessibility ensures that people with a variety of disabilities - whether they are visually impaired, hearing impaired, have motor disabilities, or cognitive challenges - can use the website effectively. In the UK alone, approximately one in five people (or 14.1 million people) live with a disability, a significant portion of the population that faces barriers when interacting with inaccessible websites. An accessible website isn’t just beneficial for people with disabilities; it also provides a better overall user experience. For example, clear navigation, readable fonts, and easy-to-use forms benefit users of all abilities. By ensuring that your website meets the needs of people with disabilities, you're also creating a more seamless, user-friendly experience for your wider target market. Design with accessibility in mind and make it easier for the masses. Accessible websites have proper text contrast, alt text for images, easy navigation, and well-structured content. These factors contribute to greater satisfaction and can drive more conversions. A user who can easily navigate your site and complete actions like signing up, purchasing a product, or contacting your sales team is more likely to convert. A real-world example... Microsoft has long prioritised accessibility, offering features such as high contrast modes, keyboard navigation, and screen reader compatibility. Their accessible design ensures that users of all abilities can interact with their site seamlessly, which has led to improved user experience, trust, and engagement. 2. Higher Conversion Rates Conversion rates are closely tied to the usability of your website. If users can navigate your site without frustration, they're more likely to complete a desired action, such as submitting a form, signing up for an account, or making a purchase. For users with disabilities, an inaccessible website can mean the difference between making a conversion or abandoning the site altogether. By incorporating accessibility features, you remove barriers that could prevent people with disabilities from engaging with your content. For example, providing keyboard navigation, using legible fonts, and ensuring that all interactive elements are clickable or usable by users with motor impairments can significantly increase conversion rates. A real-world example... Salesforce has integrated accessibility into its website design. Features such as screen reader compatibility, easy navigation, and form accessibility help make the site more user-friendly. As a result, Salesforce reaches a broader audience, which in turn will help boost conversions across the board. It’s a growing company and this will be a contributing factor. 3. Accessibility is a Ranking Factor Boosting your SEO Website accessibility is also intertwined with SEO. Google has long been focused on improving the user experience and is increasingly considering accessibility features as part of its ranking criteria. In fact, an accessible website is generally more optimised for search engines because the same principles that make a site accessible also make it easier for search engines to crawl and index. For example, alt text for images is essential for both accessibility and SEO. Images without alt text are difficult for screen readers to interpret, which makes the site inaccessible to visually impaired users. At the same time, alt text helps search engines and LLMs (large language models) understand the content of the image, improving your website’s searchability. Another example is proper HTML structure. Accessibility guidelines recommend using correct heading tags (e.g., , , ) to organise content. This not only makes the content more accessible to users who rely on screen readers, but it also makes it easier for Google’s algorithms to understand the structure and hierarchy of your content. Google’s Core Web Vitals are a set of metrics that measure how users experience a website in terms of performance, interactivity, and visual stability. These factors are closely aligned with accessibility because they focus on how fast a website loads, how responsive it is, and how stable the layout is – all things that are critical for users with disabilities, especially those using assistive technologies. Largest Contentful Paint (LCP) measures the loading performance of the largest visible element on a page, such as an image or block of text. A slow LCP means a slow page, and for users with disabilities, this delay can be particularly frustrating. First Input Delay (FID) measures interactivity by gauging how quickly a page responds to the first user interaction, such as clicking a button. Websites that are unresponsive can make it difficult for users with motor impairments to interact with the site. Cumulative Layout Shift (CLS) assesses visual stability, which is particularly important for users who rely on screen readers or have low vision. Pages with high CLS may cause unexpected shifts in content, making it difficult for these users to understand or complete actions on the site. Ensuring your site meets Core Web Vitals metrics not only improves user experience but also helps boost SEO rankings. Google has made it clear that websites offering great user experience - including accessibility - will be rewarded with higher search rankings. A real-world example... Google itself has embraced accessibility across its products and services, from Gmail to Google Drive. Its commitment to user experience and accessibility is directly tied to the company’s SEO success. By ensuring fast load times, stable page layouts, and accessible navigation, Google ranks highly on search engines and maintains a loyal user base. The EU's Accessibility Standards: A, AA, and AAA Compliance In the EU, the European Accessibility Act (EAA), which came into effect in 2022, mandates that websites and apps meet specific accessibility standards. These laws apply to public sector websites, private-sector websites with over 10 employees, and eCommerce platforms, among others. The goal is to ensure that digital services are accessible to people with disabilities and that businesses operate on a level playing field. What Level of Compliance is Expected? The Web Content Accessibility Guidelines (WCAG), created by the World Wide Web Consortium (W3C), are the global standard for web accessibility. The guidelines are divided into three levels of compliance: Level A (Minimal Accessibility): These are the basic accessibility requirements that, if not met, make your website inaccessible to users. Examples include missing alt text for images or forms that aren’t properly labelled. Level AA (Recommended Accessibility): This is the minimum level of compliance required for most websites. Websites that meet Level AA criteria are accessible to a broader range of users and include elements like good colour contrast, keyboard accessibility, and captions for videos. Level AAA (Optimal Accessibility): This is the highest level of accessibility and offers features like sign language interpreters for videos and customisable font sizes for users with visual impairments. However, achieving Level AAA compliance may not be practical for all websites. Under the European Accessibility Act, businesses are expected to meet Level AA compliance. Failure to do so can result in significant penalties, including fines and restrictions on doing business within the EU. Websites that fail to meet accessibility requirements may also face reputational damage, as customers increasingly expect businesses to provide inclusive and user-friendly digital experiences. A real-world example... Atlassian, known for products like Jira and Confluence, is also an excellent example of a company that prioritises accessibility. By meeting WCAG Level AA standards, Atlassian ensures its products are accessible to a wide range of users, including those with disabilities, contributing to higher engagement and growth. Penalties for Non-Compliance: The EU’s Crackdown As accessibility becomes more integral to the digital experience, the EU is ramping up its enforcement of accessibility laws. Businesses that fail to comply with the European Accessibility Act can face significant penalties, including: Monetary Fines: These could be levied for non-compliance with accessibility standards. Market Restrictions: Companies that fail to meet accessibility standards may be barred from operating in certain markets or regions. Reputational Damage: As customers demand more inclusive digital experiences, businesses that neglect accessibility risk losing trust and customers. Given these potential consequences, it’s essential for businesses to take immediate steps to ensure their websites meet accessibility standards, avoiding financial and reputational risks. What do non-compliance fines cost? The European Accessibility Act (EAA) mandates compliance with WCAG 2.1 Level AA for websites across the EU by 28 June 2025. For non-compliance, your fine could be... A one-off administrative fine ranging between €5,000 – €250,000+ per violation, depending on the severity and jurisdiction. And daily fines up to €1,000 per day until issues are resolved! So, it’s definitely something you want to avoid by ensuring your website is accessible and compliant. The Shift Google Is Making in Accessibility and SEO Google’s search algorithms have always been focused on delivering the best user experience, and accessibility is now a key part of that equation. Google has increasingly incorporated accessibility factors into its ranking algorithms, meaning websites that provide a great user experience - including accessible design - are more likely to rank highly in search results. Google’s Accessibility and SEO Shift: Mobile-first indexing: As more users browse on mobile devices, Google is prioritising mobile-friendly and accessible websites. Websites that are easy to navigate on mobile devices and offer features like text resizing, accessible buttons, and easy-to-read content are more likely to rank well. Core Web Vitals: As previously mentioned, Google’s focus on Core Web Vitals aligns with accessibility. Websites that load quickly, respond to user input without delay, and provide a stable layout are more likely to rank higher in search results. Incorporating Accessibility in Algorithms: Google is integrating accessibility features, such as proper use of alt text, accessible forms, and well-structured HTML, into its ranking algorithms. Websites that adhere to accessibility best practices will see improved rankings as a result. A real-world example... Shopify, a major player in the eCommerce space, has made accessibility a cornerstone of its website design. Shopify’s platform is built with accessibility in mind, offering tools for merchants to create accessible online stores. By adhering to WCAG Level AA guidelines and optimising for Core Web Vitals, Shopify not only ensures legal compliance but also enhances its SEO performance. The Path Forward for Accessibility Website accessibility is no longer optional; it’s essential for building a user-friendly, legally compliant, and SEO-optimised digital presence. And it ensures you can avoid the significant fines for non-compliance. The European Accessibility Act requires businesses to meet Level AA compliance, and with Google incorporating accessibility into its search ranking factors, now is the time to act. Accessible websites are more likely to perform better in search results, providing a direct correlation between SEO and accessibility. For B2B tech companies like Atlassian, Salesforce, Google, and Shopify, prioritising accessibility has not only improved their user experience but also boosted engagement with their brand and contributed to the positioning of their business as a major player. By investing in accessibility, you show that you’re a legitimate business who cares. That’s powerful for buyers. And in a world where B2B buyers are building mental shortlists of brands they’d consider working with, and then self-serve researching through their buying journey, it’s important to be the inclusive, accessible, and user-friendly player in the market. In essence, accessibility isn’t just a legal requirement - it’s a competitive advantage that can set your business apart. It’s time to make accessibility a priority and start reaping the benefits for your business, customers, and search rankings.

Latest News

Website accessibility is not optional; it is a moral growth engine

Cremarc Innovation Hub October 2024: The Power of Microsoft Ads & Gamifying Form Fills

Cremarc Innovation Hub August 2024: Content resource investment hack – know before you spend

LinkedIn’s B2B Marketing Benchmark Report Is Here to Blow Your Mind

Automating Marketing Reports – Cremarc Innovation Hub Update

May 2023: The Cremarc Innovation Hub is Launched