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Marketing

Inclusive Marketing: Lead Don’t Follow

Creating compelling messages that genuinely connect with your audience is essential for success. An inclusive website is vital in this effort, allowing everyone to engage with your brand. This ensures you’re prepared to meet the diverse needs of tomorrow’s customers.

The Role of Web Accessibility in Marketing

Websites should be easy to read and navigate by everyone, yet users with a disability or those who speak English as a second language often encounter access barriers online.

The Click Away Pound report found 86% of users with access needs would spend more if there were fewer online barriers and 69% of disabled people with access needs click away from a website with barriers. This means if your website is not accessible you are missing out on potential customers.

Why Should Digital Inclusion be a Priority for Marketers?

Reach a Wider Audience

You may be missing out on 20% of the market if your website is not accessible to everyone.

SEO Factors

Many of the recommended best practices for improved accessibility are heavily weighted on search engine algorithms.

Improved Brand Reputation

Companies that actively promote inclusivity will gain a more positive brand identity.

Online Accessibility Guide for Marketers

Learn about the types of barriers users face online and how you can overcome these to unlock the business benefits of being inclusive. Download our guide to kickstart your journey towards digital inclusion.

Customers

See the love!

"Here at Grey Matter Learning, we are committed to improving lives through learning. As a social care eLearning provider, we needed to ensure that our digital platform was accessible for all, so our learners could access our courses in a way that best suits their individual needs. The Recite Me assistive toolbar has helped us by providing a suite of tools to ensure that no information is gated, empowering people to learn in a way that suits them.”

Phil Hitchcox

Commercial Director, Grey Matter Learning

"Here at Grey Matter Learning, we are committed to improving lives through learning. As a social care eLearning provider, we needed to ensure that our digital platform was accessible for all, so our learners could access our courses in a way that best suits their individual needs. The Recite Me assistive toolbar has helped us by providing a suite of tools to ensure that no information is gated, empowering people to learn in a way that suits them.”

Phil Hitchcox

Commercial Director, Grey Matter Learning

“As the largest energy and services provider in Britain, it’s vital that our online customer support is accessible to all the diverse communities we serve around the country, which is why we are proud to launch the “Recite Me” accessibility toolbar on our website.”

Spokesperson,

British Gas

“As the largest energy and services provider in Britain, it’s vital that our online customer support is accessible to all the diverse communities we serve around the country, which is why we are proud to launch the “Recite Me” accessibility toolbar on our website.”

Spokesperson,

British Gas

“We implemented the Recite Me toolbar because ensuring our website is as accessible as possible is very important to us. As an NHS organisation, the information on our website can often be the gateway to accessing healthcare for many people in our communities. It is a way of empowering people to make informed decisions about their own health, so needs to be available and accessible to as many people as possible.”

Ben O’Connell

External Communications Manager, Northumbria Healthcare NHS Foundation Trust

“We implemented the Recite Me toolbar because ensuring our website is as accessible as possible is very important to us. As an NHS organisation, the information on our website can often be the gateway to accessing healthcare for many people in our communities. It is a way of empowering people to make informed decisions about their own health, so needs to be available and accessible to as many people as possible.”

Ben O’Connell

External Communications Manager, Northumbria Healthcare NHS Foundation Trust

“As part of our Responsible SEGRO programme, we are committed to fostering a more inclusive culture and building a more diverse workforce. This has led us to undertake a number of initiatives, both big and small, which will make a real and positive difference. Having the Recite Me toolbar on our SEGRO.com site is an important element because it allows or makes it easier for more people to access information about the company. Without it, many of them would be excluded from the opportunity to gain this knowledge.”

Nick Hughes

Director of Marketing and Communications, SEGRO

“As part of our Responsible SEGRO programme, we are committed to fostering a more inclusive culture and building a more diverse workforce. This has led us to undertake a number of initiatives, both big and small, which will make a real and positive difference. Having the Recite Me toolbar on our SEGRO.com site is an important element because it allows or makes it easier for more people to access information about the company. Without it, many of them would be excluded from the opportunity to gain this knowledge.”

Nick Hughes

Director of Marketing and Communications, SEGRO

“The Recite Me tool allows young people, professionals, stakeholders, staff, and everyone in between to access the Young Scot website in a way that suits them. By having accessibility tools easily available on the site means you’re embedding access and inclusion from the moment I see the iconic pink and yellow logo. We must normalise accessibility aids because they are exactly that, normal! As someone who uses a screen reader at times to help myself access websites while living with cognitive and neurological issues, I was delighted when I first saw the Recite Me tool pop up on the Young Scot site. Far too many websites are simply inaccessible and while I’m privileged enough to be able to navigate the internet without a screen reader, many people don’t have a choice. We shouldn’t have to choose between getting the information, support, and opportunities we need simply because we have different needs from others. To see a website that is not only accessible but goes the extra mile to ensure everyone has the tools they need to navigate your website, right on the page, is amazing. I hope more organisations follow this lead and begin to implement embedded accessibility in their websites and services, as well as create safe spaces for feedback on these tools to ensure everyone is getting the best experience possible.

Teagan

Volunteer, Young Scot

“The Recite Me tool allows young people, professionals, stakeholders, staff, and everyone in between to access the Young Scot website in a way that suits them. By having accessibility tools easily available on the site means you’re embedding access and inclusion from the moment I see the iconic pink and yellow logo. We must normalise accessibility aids because they are exactly that, normal! As someone who uses a screen reader at times to help myself access websites while living with cognitive and neurological issues, I was delighted when I first saw the Recite Me tool pop up on the Young Scot site. Far too many websites are simply inaccessible and while I’m privileged enough to be able to navigate the internet without a screen reader, many people don’t have a choice. We shouldn’t have to choose between getting the information, support, and opportunities we need simply because we have different needs from others. To see a website that is not only accessible but goes the extra mile to ensure everyone has the tools they need to navigate your website, right on the page, is amazing. I hope more organisations follow this lead and begin to implement embedded accessibility in their websites and services, as well as create safe spaces for feedback on these tools to ensure everyone is getting the best experience possible.

Teagan

Volunteer, Young Scot

“We’ve worked really hard to make our venue as welcoming as possible to all – and that work will continue – but we know that many supporters’ first interactions with us will come via our website. The impression people get when they access our homepage is, in reality, as vital as the warm reception they receive in person from our stewards and staff. From international visitors to those with difficulties with their sight, reading or comprehension, this toolbar will help an increasingly diverse audience to feel that cricket is a sport for them. This is not the end of our efforts to improve accessibility – that will be an ongoing, indefinite commitment – but it is a significant step forward in ensuring our online presence is welcoming to those of differing audiences and backgrounds.”

Matthew Freeman

Digital Marketing Manager, Trent Bridge

“We’ve worked really hard to make our venue as welcoming as possible to all – and that work will continue – but we know that many supporters’ first interactions with us will come via our website. The impression people get when they access our homepage is, in reality, as vital as the warm reception they receive in person from our stewards and staff. From international visitors to those with difficulties with their sight, reading or comprehension, this toolbar will help an increasingly diverse audience to feel that cricket is a sport for them. This is not the end of our efforts to improve accessibility – that will be an ongoing, indefinite commitment – but it is a significant step forward in ensuring our online presence is welcoming to those of differing audiences and backgrounds.”

Matthew Freeman

Digital Marketing Manager, Trent Bridge

“At BWH Hotel Group Great Britain we are committed to making travel accessible to everyone. The Toolbar supports guests in finding and booking independently owned hotels across Great Britain. To aid Recite Me, we have also added extra functionality to our website. This allows guests to be able to filter hotels by specific accessibility features making finding the perfect hotel even simpler.”

Chris Bowling

Head of Digital Marketing and E-Commerce, at Best Western Hotel Group

“At BWH Hotel Group Great Britain we are committed to making travel accessible to everyone. The Toolbar supports guests in finding and booking independently owned hotels across Great Britain. To aid Recite Me, we have also added extra functionality to our website. This allows guests to be able to filter hotels by specific accessibility features making finding the perfect hotel even simpler.”

Chris Bowling

Head of Digital Marketing and E-Commerce, at Best Western Hotel Group

“It's important to us at Utilita that our services are accessible to everyone, which is why we decided to implement the ‘Recite Me’ accessibility toolbar on our website. The toolbar has already made a huge difference to our customers, in the first month alone it helped over 1,000 users view our website in the best way for them.”

Lauren Sanders

Marketing Manager, Utilita

“It's important to us at Utilita that our services are accessible to everyone, which is why we decided to implement the ‘Recite Me’ accessibility toolbar on our website. The toolbar has already made a huge difference to our customers, in the first month alone it helped over 1,000 users view our website in the best way for them.”

Lauren Sanders

Marketing Manager, Utilita

"As a company, GWR understands how important access and inclusion are for all of our customers. And while it’s crucial to consider physical accessibility for our customers, it’s also essential to consider digital accessibility. Adding Recite Me means our website is now more accessible for the one in five people in the UK (13 million) who have a disability. It also means people who don’t speak English as their first language can now translate all the content into over 100 languages at the click of a button. Thanks to Recite Me, GWR is now confident that we are providing digital access and inclusion to all of our customers. We would definitely recommend Recite Me to anyone who wants to make their website more accessible to everyone."

Kevin Jones

Digital Product Manager, GWR

"As a company, GWR understands how important access and inclusion are for all of our customers. And while it’s crucial to consider physical accessibility for our customers, it’s also essential to consider digital accessibility. Adding Recite Me means our website is now more accessible for the one in five people in the UK (13 million) who have a disability. It also means people who don’t speak English as their first language can now translate all the content into over 100 languages at the click of a button. Thanks to Recite Me, GWR is now confident that we are providing digital access and inclusion to all of our customers. We would definitely recommend Recite Me to anyone who wants to make their website more accessible to everyone."

Kevin Jones

Digital Product Manager, GWR

“We are committed to making a visit to the Scottish Event Campus (SEC) an enjoyable experience for everyone and that includes using our websites. We recently launched the ability for users to purchase accessible tickets to our events online and once we discovered Recite Me, we felt it was a great addition to improve the functionality of our websites. We were very impressed with the Recite Me software and as well as accessibility tools, the language switcher allows our conference visitors from around the world to find the information they need.”

Ross Dempsey

Digital Marketing Manager, Scottish Event Campus

“We are committed to making a visit to the Scottish Event Campus (SEC) an enjoyable experience for everyone and that includes using our websites. We recently launched the ability for users to purchase accessible tickets to our events online and once we discovered Recite Me, we felt it was a great addition to improve the functionality of our websites. We were very impressed with the Recite Me software and as well as accessibility tools, the language switcher allows our conference visitors from around the world to find the information they need.”

Ross Dempsey

Digital Marketing Manager, Scottish Event Campus

“We are deeply aware of the inequalities that exist in our healthcare system in the UK and the fact that lifesaving vaccine uptake is lower in communities where language, economic and cultural differences exist. We believe everyone should be able to access our information and services barrier-free and Recite simply helps us deliver this in a way that is straightforward for the user and, for a charity that doesn’t receive government funding, in a cost-effective manner.”

David Clifford

Digital Marketing Manager, Meningitis Now

“We are deeply aware of the inequalities that exist in our healthcare system in the UK and the fact that lifesaving vaccine uptake is lower in communities where language, economic and cultural differences exist. We believe everyone should be able to access our information and services barrier-free and Recite simply helps us deliver this in a way that is straightforward for the user and, for a charity that doesn’t receive government funding, in a cost-effective manner.”

David Clifford

Digital Marketing Manager, Meningitis Now

“Our name is something we truly believe in. When we say, ‘Everyone Active’, we really do mean everyone. Fitness and activity should be open to all and we are dedicated to removing barriers and making it more accessible wherever we can – whether that’s in our centres or on our website. Working with Recite Me to make our website even more accessible was a win-win decision for everyone.”

Erin Flower

Group Marketing Manager, Everyone Active

“Our name is something we truly believe in. When we say, ‘Everyone Active’, we really do mean everyone. Fitness and activity should be open to all and we are dedicated to removing barriers and making it more accessible wherever we can – whether that’s in our centres or on our website. Working with Recite Me to make our website even more accessible was a win-win decision for everyone.”

Erin Flower

Group Marketing Manager, Everyone Active

Marketing

Inclusive Marketing: Lead Don’t Follow

Why Should Digital Inclusion be a Priority for Marketers?

Related content

Book a Demo

Marketing

Inclusive Marketing: Lead Don’t Follow

Why Should Digital Inclusion be a Priority for Marketers?

Related content​

Book a Demo

Related content