Tamara Badža
Tamara Badža 19 May 2023

The Power and the Importance of Accessibility in Digital Marketing

Websites are often referred to as digital storefronts of a business — but what happens when the door is closed to certain individuals? That's where accessibility in digital marketing comes in. It's the practice of ensuring that all individuals, regardless of their abilities or disabilities, can access the information and services provided on a website.

From individuals with visual impairments to those with cognitive disabilities, accessibility is about creating an inclusive online space where everyone can participate equally. Not only does this help level the playing field, but it also presents businesses with a unique opportunity to connect with a wider audience and build their brand reputation.

By embracing accessibility in digital marketing, businesses can foster a sense of belonging and demonstrate their commitment to diversity and inclusion.

Essential Accessibility Considerations for Website Design in Digital Marketing

Accessibility is a critical consideration in both website design for digital marketing and software development. Websites are often the first point of contact for customers so it's essential to ensure that the website design is accessible to all users — including those with disabilities.

Similarly, software products should be designed with accessibility in mind to ensure that all users can easily use the product. Ensuring accessibility in software development not only provides an equal experience for all users but also helps businesses to reach a wider audience and improve their brand image.

“From ideation to launch, marketers must bring the perspectives of disabled people into the creative process to guide storytelling and content. Seek out opportunities to convey that people with disabilities use your products, and make sure that only disabled actors are cast to play disabled characters.” writes Hannah Frankl for Think with Google.

Let's take a closer look at some of the crucial accessibility practices that can improve website design and software development.

Color and Contrast

Proper use of color is an essential aspect of accessible design. While colors can add beauty and character to a design, they can also be a source of exclusion for individuals with certain visual impairments.

First and foremost, designers should be aware of color contrast. Insufficient contrast between these elements can make it difficult for users with low vision or color blindness to read or distinguish them.

Another important consideration is the use of color as the sole means of conveying information. This can be problematic for individuals with color blindness or other visual impairments. Designers can avoid this by using other visual cues, such as icons or patterns, to supplement color.

Additionally, designers should avoid using color combinations that can cause confusion for users. For example, using red and green together can be difficult for individuals with red-green color blindness. Designers can opt for color combinations that are more distinguishable, such as blue and yellow.


Navigation is often compared to a roadmap, guiding users through the various pages and sections of a website. Just like a map, the navigation system needs to be clear and easy to follow, ensuring that users can quickly find what they're looking for. In fact, a well-designed navigation system can be the difference between a frustrated user and a satisfied one.

One way to ensure accessibility for all users is by implementing keyboard navigation. This feature enables individuals who are unable to use a mouse to browse the internet with ease. With keyboard navigation, users can simply use the Tab key to move between links and buttons on the website, making it much easier for individuals with mobility impairments to access the site.

However, it's not just about making the website accessible to users with disabilities. The navigation menu should be intuitive and easy to understand for all users, regardless of their tech-savviness. The layout of the navigation menu should be user-friendly, with a logical hierarchy and structure that allows users to easily navigate between different sections of the site.

Alt Tags and Aria Labels

Images are an integral part of any website or content marketing strategy. They can be used to capture attention, convey information, or evoke emotions. However, for users with visual disabilities, images can pose a significant challenge.

That's where alt tags and labels come in.

Imagine trying to comprehend an image without being able to see — alt tags provide a text description that allows users with visual impairments to understand the content of the image.

Aria labels, on the other hand, point out specific elements within any non-images that might require additional context — including graphs, charts, and buttons. The labels can identify the axes, the data points, and the units of measurement.

However, it's not just about accessibility — alt tags and labels can also improve search engine optimization (SEO), as search engines use also these tags to understand the content of the images on a website.

Video Captions

From educational tutorials to product demos and even entertainment, videos have become an integral part of our online experience. However, for users with hearing disabilities, watching videos can be frustrating and isolating.

Video captions are like subtitles for videos, providing a text-based alternative to the audio content of the video. These captions allow users with hearing disabilities to understand the content of the video without relying on sound.

Captions must be carefully crafted to match the timing of the audio and be easy to read for viewers. Good captioning practices include using proper punctuation, avoiding too much on-screen text, and breaking up long captions into manageable chunks.

In addition to improving accessibility for users with hearing disabilities, video captions can also enhance the overall user experience. Captions can help users to better understand complex concepts or difficult-to-pronounce terms, and they can also help users to engage with the video content on a deeper level.

Descriptive Link Text

Links are a vital component of digital marketing, providing the gateway to your products, services, and content. But have you ever clicked on a link that simply said "click here" or "learn more," only to find yourself lost and confused on a website that doesn't fulfill your needs?

It's a frustrating experience that can easily be avoided by using descriptive link text.

Descriptive link text tells the user exactly what they can expect when they click the link, and it provides valuable context that helps them make an informed decision.

But the benefits of descriptive link text go beyond just improving the user experience. It also plays a crucial role in making digital content accessible to everyone, including those with disabilities.

For users with visual impairments who rely on screen readers or other assistive technologies, descriptive link text can provide a clear understanding of the link's purpose and destination.

Web Accessibility Standards and Regulations

The Web Content Accessibility Guidelines (WCAG) is a globally recognized set of guidelines created by the World Wide Web Consortium (W3C). These guidelines provide a framework for website designers and developers to ensure their website's content and functionality are perceivable, operable, understandable, and robust for all users, including those with disabilities.

The Americans with Disabilities Act (ADA) is a law enacted in the United States in 1990 to protect the rights of people with disabilities. The law mandates that all public and private organizations must provide equal access to goods and services to people with disabilities. This includes digital platforms, such as websites and mobile applications.

Similarly, the European Accessibility Act (EAA) is a regulation that aims to make products and services more accessible for people with disabilities across the European Union. The EAA requires member states to ensure that products and services in specific sectors, including information and communication technology (ICT), are accessible to everyone, including people with disabilities.

Usability Testing Tools

Usability testing tools are designed to evaluate the usability and accessibility of a website or application. They help identify issues that may prevent users from accessing or using a website effectively. Usability testing tools are essential for developers, designers, and website owners who want to ensure that their website is accessible to all users, including those with disabilities.

  • WAVE (Web Accessibility Evaluation Tool) is one of the most popular tools that allow users to test the accessibility of web pages. It checks for accessibility issues such as missing alt tags, contrast errors, and heading structure problems. The tool provides a detailed report on the accessibility issues found on the website and suggests possible solutions.
  • AChecker is another popular tool that evaluates web pages for accessibility issues. It checks for compliance with Web Content Accessibility Guidelines (WCAG) 2.0 and Section 508 standards. AChecker also provides a detailed report on the accessibility issues found on the website, along with suggestions for improvements.
  • Axe is a browser extension that helps developers test the accessibility of web pages. It identifies accessibility issues such as missing alt tags, form errors, and color contrast problems. Axe also provides detailed information on how to fix the issues identified.

Apart from these three, there are many other usability testing tools available in the market. Some are free, while others come with a cost. The choice of tool depends on the specific needs and budget of the user.

Over to You

Accessibility in digital marketing is crucial in creating an inclusive online space where all individuals can participate equally, regardless of their abilities or disabilities.

It's not just about providing access, but also fostering a sense of belonging and demonstrating a commitment to diversity and inclusion.

By ensuring accessibility in website design and software development, businesses can reach a wider audience, improve their brand image, and enhance the overall user experience.

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