Keeping your website operating at peak performance involves constant and consistent effort. Software upgrades, SEO updates, security checks, server tests, and the addition of new products and services are just a few of the tasks that make staying up-to-date – and ahead of your competition – challenging.
However, one more critical (and often overlooked) strategy can significantly boost your website’s traffic and conversion rates. And the kicker – it could save you from a heap of potential legal trouble, too!
Yep, you guessed it. We’re talking about making your website design ADA compliant.
An ADA (Americans with Disabilities Act) compliant web design ensures inclusivity by accommodating individuals with disabilities, elderly website users, and those using assistive technologies.
But, exactly what does the ADA have to do with web design, and how can you ensure a compliant build or redesign of your online platforms? We’ve got everything covered for you in this handy guide.
What is the ADA?
Enacted in 1990, the Americans with Disabilities Act (ADA) is a civil rights law that prohibits discrimination against individuals with disabilities. It guarantees equal opportunities and access to services, public accommodations, transportation, and employment. Focused initially on physical spaces, the ADA has evolved to cover digital accessibility, meaning websites, mobile applications, and other digital content are now classified as places of public accommodation.
This extension of the ADA into the digital realm reflects the growing importance of online spaces in everyday life and the necessity for inclusive design practices that cater to all users. The ADA’s ongoing adaptation underscores its critical role in fostering an equitable society where everyone can participate fully, regardless of physical or cognitive abilities.
The Role of WCAG in ADA Standards
The Web Content Accessibility Guidelines (WCAG) are a set of globally accepted measurable standards that have been designed specifically to make websites more accessible to people with disabilities.
WCAG criteria are published by the Worldwide Web Consortium (W3C), which was founded in 1994 with the aim of developing a set of common standards for the benefit of all internet users. Several member organizations, experts, and industry leaders contribute to W3C documents, including Sir Tim Berners-Lee, the computer scientist credited with the invention of the World Wide Web.
“The power of the Web is in its universality… It is fundamentally designed to work for all people, whatever their hardware, software, language, location, or ability. When the Web meets this goal, it is accessible to people with a diverse range of hearing, movement, sight, and cognitive ability. Thus the impact of disability is radically changed because the Web removes barriers to communication and interaction that many people face in the physical world."
Since its inception, there have been several WCAG iterations as digital technologies evolved. When the guidelines were first developed, there were just a few million internet users worldwide. Flash forward to 2024, and that figure has increased to 5.44 billion. So, now, more than ever, access to a set of common worldwide guidelines is essential for organizations looking to provide inclusive and equitable online journeys.
But what’s the connection to the ADA? Well, like web accessibility legislation in multiple other countries, America uses WCAG as the gold standard for accessibility and inclusion best practices. So, building a website that complies with WCAG standards ensures it also complies with ADA criteria.
Stay ahead of the game when it comes to Digital Accessibility laws and compliance in the United States. Learn about all the different federal and state-level regulations, see real examples of web accessibility lawsuits in different regions and discover a 7-step action plan for building accessible websites.
How Does the ADA Affect Web Design?
Under ADA Title III, businesses classified as “public accommodations” are required to make their websites accessible to individuals with disabilities. This broad category includes a variety of entities, from small businesses to corporate giants. Some primary examples include:
- Banks
- Hospitals
- Colleges
- Real estate agencies
- Retail stores
- Restaurants and cafes
- Hotels and guesthouses
- Entertainment venues like theaters, stadiums, and concert halls
- Transportation services (airlines, railways, bus companies)
- Fitness centers and recreational facilities.
- Cultural institutions like museums and galleries
- Law firms
- Accounting firms and consulting agencies
The de facto standard for ADA compliance is currently WCAG version 2.0 Level AA. Failing to meet these criteria can expose businesses to legal actions, financial penalties, and more.
However, there are more current WCAG versions available (WCAG 2.2 has already been published, and WCAG 3.0 is on the way soon!). Plus, 75% of all federal claims reference WCAG 2.1 Level AA violations. Furthermore, in 2022, the Department of Justice announced proposed changes that would establish WCAG 2.1 Level A/AA the expected standard for Title II ADA compliance.
So, long story short, enhanced compliance with at least WCAG 2.1 Level AA is highly recommended.
How to Design an ADA-Compliant Website
Designing an ADA-compliant website involves adhering to several fundamental principles and practices. You can access comprehensive details in the following resources:
However, to give you a baseline idea in the here and now, here’s a rundown of the most important elements to consider.
Keyboard Accessibility
Ensure your website can be fully navigated using a keyboard only. This includes making all interactive elements like links and buttons accessible without a mouse. You should also implement skip navigation links to allow users to bypass repetitive navigation elements and access the main content directly.
Responsive Design
Use a content management system that supports accessibility. Page navigation should be responsive on all device types (mobile, tablet, and desktop) without content being omitted or distorted on different sized screens.
Color Contrast and Readability
Use a dyslexia-friendly font and maintain a high contrast ratio between text and background colors (at least 4.5:1 for standard text and 3:1 for large text). Avoid using color alone to convey information. Instead, use text labels or symbols.
Accessible Forms
Design forms that are easy to navigate and complete. You should label form fields clearly, provide instructions, and ensure that error messages are descriptive and accessible. Additionally, you should avoid time limits to ensure sufficient time for users with cognitive or physical disabilities.
Use of Alt Text for Images
Add descriptive alt text to all meaningful images and non-text content. This allows screen readers to convey the content to visually impaired users. Decorative images should be hidden from screen readers to avoid confusion.
Alt text is particularly important for building ADA compliant eCommerce sites, as much of the store will be built on images of the products.
Multimedia Accessibility
Provide captions for videos and transcripts for audio content and ensure that multimedia can be controlled using a keyboard. You should avoid using content that flashes more than three times per second to prevent seizures, and ensure website visitors can pause, stop, or control the volume on any auto-playing audio.
Consistent Navigation
Create a consistent and logical navigation structure, using headings (H1, H2, H3, etc.) correctly to structure your content. Using HTML5 semantic elements like <header>, <footer>, <nav>, <article>, and <section> helps assistive technology users to follow the structure and layout. Menus, links, and buttons should be organized clearly and predictably, using clear and descriptive labels.
Free ADA Compliance Audit of your Website
Detecting ADA Compliance issues has never been easier than it is now. At Recite Me we offer a free automated scan of your websites homepage. This will identify and highlight any non-compliance on your website. Followed by recommendations on how to implement the necessary changes to improve your websites accessibility score and standing.
The Benefits of Designing for ADA Web Compliance
ADA compliance may sound like just another regulatory hurdle to clear. But the truth is, it’s a golden opportunity waiting to be seized. Sure, compliance helps reduce your chances of getting slapped with a fine or lawsuit. But there are several more business-boosting benefits, too.
Reduce Legal Risk and Fines
An accessible website reduces the risk of lawsuits, fines, and other associated legal costs. ADA violations carry hefty penalties of $55,000 to $110,000, and the cost of lawsuits can run into hundreds of thousands – and sometimes millions – once legal fees and settlement sums have been taken into account. It’s also worth noting that some states have their own stand-alone web accessibility legislation, meaning additional fines are possible on top of ADA fines at the federal level.
Reach a Wider Audience and Earn More Revenue
One in four Americans has a disability that can make accessing online information challenging. That’s 20% of the population! And of that 20%:
- 69% leave a site that they find hard to use.
- 86% would spend more if there were fewer barriers.
- 83% limit their shopping to sites that they know are accessible.
(Source: ClickAway Pound)
Improve Brand Value and PR
Did you know that 52% of consumers consider a company’s values when making a purchase? That rate is even higher among the Millennial and Gen Z generations, who are incredibly socially conscious in their purchasing habits. In a world where consumers are increasingly value-driven and favor brands that care about helping others, the simple fact is that having an accessible website can do wonders for your reputation – especially in industries where competitors have been slow to catch on!
Enhance User Experience and SEO
User experience is crucial to the success of all online marketing activities. Improving functionality is therefore beneficial for all customers, not just individuals with disabilities. Plus, many recommended best practices for enhanced accessibility are heavily weighted on search engine algorithms, helping you attract even more customers. So, the two go hand in hand.
What are the Risks Associated with Non-Compliance?
From the list of advantages above, it’s not too difficult to surmise what the opposite effects would be in terms of limited market reach, loss of revenue, and reduced brand loyalty. But these aren’t the only repercussions for a failure to meet ADA requirements. There are also several indirect financial costs, which may include:
- Reduced employee morale
- Drop in shareholder confidence
- The inability to attract investors
- Loss of government-funded grants and contracts
When you add potential legal costs and consequences into the mix, it should become clear that operating an inaccessible website is simply not worth the risk. This is especially true for small businesses without deep pockets of savings to keep them afloat, should they need to shell out for attorney fees, compensatory damages, etc.
Online Accessibility and Inclusion Toolkit
This year we published our Digital Inclusion Toolkit that was developed to help businesses make a real difference to the lives of the millions of people around the world who encounter online barriers. The 40 page document provides practical advice covering the complete landscape of online accessibility from how to write an accessibility statement to our top tips for providing an inclusive recruitment journey.
Accessibility Tools that Can Help with an ADA Compliant Website Design
The best way to avoid legal risk is to be proactive rather than waiting for lawsuits or allegations to arise. To that end, Recite Me has developed a suite of accessibility-on-demand tools to help organizations reach and maintain ADA compliance standards.
1. The Recite Me Accessibility Checker
The Recite Me Accessibility Checker audits back-end and front-end web development processes using 396 separate WCAG-based scans. It swiftly identifies non-compliance issues and generates a prioritized fix queue to get websites up to a legally compliant standard in the fastest possible time frame.
Schedule a free demonstration or run a free scan today to kickstart your compliance journey.
2. The Recite Me Toolbar
The Recite Me Toolbar promotes inclusivity on an individual user level by allowing website visitors with sight loss, cognitive impairments, learning difficulties, physical disabilities, and varying linguistic needs to make singular or multiple adjustments for ease of navigation and reading.
Schedule a free demonstration, or try the toolbar today!
3. The Recite Me Accessibility Statement Generator
The Recite Me Accessibility Statement Generator provides a simple way to communicate your dedication to current and future digital accessibility goals. Just fill in a quick form, and you’ll have a custom statement ready for immediate upload within minutes.
