We all know that Diversity, Equity and Inclusion efforts are a good business practice, and the right thing to do. That includes ensuring that people with disabilities can access the information they need from your District. Staying current with changing requirements for electronic communication technologies can be confusing and time-consuming, but is critically important. We’ve got some background information and actionable tips that can help.
Accessibility in Online Resources & Marketing
Lawsuits and penalties for failure to comply with website accessibility standards have been steadily rising for several years. Small organizations whose websites often lack essential accessibility features are most commonly affected by these costly claims. A blog by Streamline predicts more than 10 percent of special districts will endure similar website accessibility cases by the end of 2023.
The Americans with Disabilities Act (ADA) was passed in 1990 to prohibit discrimination based on disability, affecting more than 25 percent of the U.S. population. This legislation was intended to make certain aspects of everyday life more accessible to individuals with disabilities, such as employment, housing and transportation. Title III of the ADA specifically requires that businesses and nonprofits serving the public provide people with disabilities equal opportunity to access their offered goods and services.
General ADA regulations, however, don’t explicitly address digital spaces. The ADA instead references Section 508 of the Rehabilitation Act of 1973, which outlines how to meet accessibility standards for electronic content, such as websites. The Web Content Accessibility Guidelines (WCAG) also provides details for international web accessibility compliance determined by both state and federal laws.
Common pitfalls in website accessibility include:
- Poor contrast for text
- Use of only color to distinguish information
- Lacking alternative text or captions for multimedia content
- Mouse-only navigation
- Ambiguous links or link area too small
- Incompatibility with screen readers
Good web accessibility allows for easy navigation and makes digital content easier to consume while also protecting you from legal actions or fines for noncompliance. Taking measures to ensure information on your website is completely accessible also cultivates positive experiences for users who will appreciate your organization’s “commitment to inclusivity.” Such efforts show an organization’s dedication to inclusivity while inviting growth and expanding appeal to new audiences. Highlighting accessibility features, like Visit Concord’s website, can serve not only to keep your website up-to-date on regulations, but also accentuate your organization’s efforts toward this important issue.
A blog discussing accessibility in marketing explains that consumers with disabilities tend to build loyalty toward an organization when they can easily access essential information through the website. ADA-compliant content is able to reach a greater audience because it is usable by everyone, so brands can expand their target audiences. Beyond ensuring access to information and extending reach, accessible websites foster better experiences for every user, in addition to those with disabilities. This can build a positive brand reputation.
What Your District Can Do
The goal of accessibility is to make your website as usable as possible to as many people as possible. Below are several tactics your organization may try to improve ease of access:
1. Scan your website for accessibility.
Using a third-party service to analyze your website can help identify potential accessibility issues. The process typically generates a report that details specific areas that ought to be revised to ensure ADA compliance. These recommendations are a good jumping off point to determine the appropriate first steps to take toward website accessibility compliance if your organization is unsure where to start.
2. Let the audience know you’re working on it.
Open and honest communication is the best way to inform your audience about your organization’s priorities and to create accountability for any accessibility issues that have yet to be resolved. It also supports the transparency of your organization within your community. A statement published on your website may acknowledge any accessibility shortcomings and promise they will be addressed in a timely manner as new regulations are continuously introduced. Drafting a thoughtful accessibility statement demonstrates your brand’s commitment to accessibility and fostering enjoyable experiences for all users.
3. Write accessible copy.
The World Wide Web Consortium (W3C) advocates writing copy which is accessible for web pages. Content should be kept clear and concise so users are easily able to navigate information. Descriptive and unique page titles as well as appropriate and meaningful headings convey necessary structure. Write in a style your audience will be able to easily understand by avoiding technical jargon or other confusing language. Break up blocks of text to be more easily digested and create visual interest with bulleted lists or different formatting.
4. Engage an accessibility server.
A local nonprofit in our area, Lumina Alliance ensures all visitors can fully access their website’s information and services through the use of an accessibility widget. An easily-visible static menu on the left side of the screen allows users to click and adjust specific settings at any time while using the site. Using an accessibility server makes a website more easily accessible to a wider range of users by being customizable to different needs. Some menu options include setting an accessibility profile, like seizure-safe, vision-impaired or ADHD-friendly, as well as making individual modifications, such as content scaling or color adjustments.
5. Utilize alternative text for multimedia.
Ventura Web Design, in an article about website accessibility, recommends including descriptive captions for multimedia content, alternative text for images and transcriptions for videos. Incorporating keywords in “alt text” can enhance a website’s accessibility and its search engine optimization (SEO). Digitally tagging tables, charts and PDFs allows them to be “seen” by assistive technology, achieving both accessibility compliance and boosting SEO. Assistive technology and search engines function similarly by reading digital tags to identify information. Correctly formatting virtual content ensures these programs are accessible and can be made usable for individuals with disabilities.
6. Keep up-to-date on new regulations.
Federal and state governments constantly update requirements and standards for website accessibility. Ensure your organization’s compliance by following these updates as they are released and making adjustments accordingly. The ADA’s website lists guidance and resources for establishing and maintaining web accessibility.
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