For many people, your website is often their first touchpoint with your brand. As more consumers turn to e-commerce to purchase the products they need, maintaining an accessible online presence is not just an option, but a requirement. Many countries already have laws in place that mandate website accessibility. If you’re planning to expand your operations overseas, you’ll need to ensure that your website checks all the boxes for accessibility. This is where the Web Content Accessibility Guidelines (WCAG) proves itself useful. This article will discuss the nature of the WCAG and the reasons you should incorporate WCAG compliance into your business strategy.
What is the WCAG?
The WCAG is a response to the call for a comprehensive set of accessibility best practices. First announced by the World Wide Web Consortium (W3C) in 1990, the initial version of the WCAG contained a handful of guidelines, including a requirement for text equivalents to non-text content. Since then, the WCAG has released three more versions, with the latest, WCAG 2.2, being announced as a W3C recommendation in October 2023. Another version, WCAG 3.0, has been in development since 2021.
WCAG 2.2 builds upon the gains of the previous versions (2.1 and 2.2) by introducing guidelines for mobile users, individuals with learning and cognitive disabilities, and users with low vision, while observing the four principles of web accessibility—perceivable, Operable, Understandable, and robust—that have been the core of the WCAG since 2008.
The WCAG is organized into guidelines and success criteria, the latter of which are further divided into three levels of conformance (A, AA, and AAA), with AAA being the highest level and level A being the basic level of accessibility. However, complying with level AA is the most practical in terms of cost and effort. It also includes a reasonable amount of accessibility measures.
Why should your website be WCAG compliant?
Website accessibility is not just a moral imperative. It also offers multiple benefits to your business or organization.
1. Protection from lawsuits
The Americans with Disabilities Act (ADA) and other accessibility laws like Section 508 of the Rehabilitation Act and the European Accessibility Act refer to WCAG as the definitive set of accessibility standards. The number of lawsuits related to website accessibility has dramatically increased in recent years, with some experts estimating over 4,200 lawsuits filed in 2023 alone. While there are a few high-profile cases, such as Domino’s Pizza and Target, the vast majority of digital accessibility lawsuits were filed against businesses with less than $25 million in revenue. Complying with the WCAG means that your organization is serious about ensuring an accessible experience for all users and protects you from costly lawsuits and settlements.
2. Better website performance
Website accessibility has been linked to improved website performance metrics. These metrics include bounce rates, engagement rates, traffic, and search rankings. Users with disabilities make up a significant portion of internet users, and the presence of accommodations such as support for screen readers and keyboard control on your website can keep them from exiting and searching for a more accessible website. Some accessibility measures, such as the use of headings and subheadings and the addition of alt text for images, can also help improve your website’s search engine rankings.
3. Improved user experience
An accessible website is one that’s easy and convenient for all users, including those without disabilities. Experts call this phenomenon the “curb cut effect”. Curb cuts were first introduced to help wheelchair users get from the street to the sidewalk, but also benefit users who push shopping carts and infant carriages. A good example of digital accessibility benefiting all users is the inclusion of captions for video content. They help both users with hearing impairments and those who would like to watch videos in spaces with noise restrictions, such as libraries or areas with a high level of noise.
WCAG compliance: The first step towards full inclusivity
As of 2023, only 3% of organizations worldwide have taken steps to make their websites accessible to individuals with disabilities, who make up 15% of the world’s population. Making your website accessible through WCAG compliance should be a key component of your strategy. WCAG compliance will help improve the user experience, elevate key website performance metrics, and protect your business from accessibility litigation. Complying with the WCAG will also let the world know that your business is serious about making the internet a more inclusive space for everyone, regardless of their disability.
