Accessibility is one of the most overlooked aspects of website creation, yet it has a direct impact on usability, reputation and even legal compliance. Our web design services prioritise accessibility from the very first wireframe, ensuring your digital presence is inclusive, compliant and easy to navigate for all users. Accessibility isn’t just about meeting standards, it’s about opening your brand to everyone.
Why Is Accessibility Important in Modern Web Design?
Accessible web design ensures that everyone, regardless of ability, can use and understand a website. It improves user experience, supports inclusivity, and often boosts SEO performance. An accessible website is faster, clearer and easier to navigate for all visitors, not just those using assistive technologies.
What Is Accessibility in Web Design?
Web accessibility means creating sites that everyone can use, including people with visual, auditory, cognitive or motor impairments. It involves removing barriers that could prevent someone from reading content, completing a form or navigating menus.
Common issues include poor colour contrast, missing alt text for images, confusing navigation structures or unlabeled buttons. Accessibility standards such as the Web Content Accessibility Guidelines (WCAG) provide a framework for achieving inclusive design. In the UK, accessibility also aligns with the Equality Act 2010, which requires reasonable adjustments for users with disabilities.
Why Accessibility Matters for Businesses
Accessibility is more than a technical requirement, it’s good business sense.
An accessible website:
- Expands your audience by including users with disabilities or age-related limitations.
- Demonstrates your brand’s social responsibility and inclusivity.
- Enhances search engine rankings through better structure and metadata.
- Reduces legal risks by aligning with recognised accessibility standards.
- Improves customer satisfaction and retention by removing frustration.
For many small and medium-sized businesses in Birmingham and across the West Midlands, accessibility can also be a differentiator, showing customers that you genuinely care about their experience.
Core Principles of Accessible Web Design
Accessibility follows four key principles, often referred to as the POUR framework:
- Perceivable: Content must be presented in ways users can perceive, such as text alternatives for images and captions for videos.
- Operable: Navigation and interface elements should be usable with a keyboard or assistive device.
- Understandable: Websites should use plain language, predictable layouts and consistent interactions.
- Robust: Content must work reliably across different browsers, devices and assistive technologies.
When these principles are built into your website from the start, accessibility becomes part of good design, not an afterthought.
Design Elements That Improve Accessibility
Many improvements that help users with disabilities also enhance the overall experience for everyone. Examples include:
- High colour contrast between text and background for readability.
- Scalable typography and adjustable font sizes for different screens.
- Descriptive alt text for images, which helps both screen readers and SEO.
- Logical heading hierarchy for better structure and navigation.
- Consistent spacing and large clickable areas for touchscreens.
- Meaningful link text such as “Read our accessibility guide” instead of “Click here.”
Simple design choices can make the difference between a website that welcomes users and one that unintentionally excludes them.
How Accessibility Enhances User Experience (UX)
Accessible websites are easier and more enjoyable to use. Clear content structure and predictable layouts make navigation faster, while captions, transcripts and descriptive text improve comprehension.
Users who rely on assistive technology benefit from accurate labelling and logical flow, while others appreciate fast load times and minimal clutter. The result is a more inclusive experience that fosters trust, engagement and loyalty, key elements of effective digital design.
Testing and Tools for Accessibility
Accessibility testing should be a continuous process, not a one-off task. Tools like WAVE, Lighthouse and axe DevTools can highlight technical issues, while screen readers such as NVDA or VoiceOver reveal how real users experience your site.
However, no automated tool can replace human testing. Involving users with disabilities in your review process offers insights that technology alone cannot provide. Regular audits ensure that updates or redesigns maintain accessibility standards.
SEO and Accessibility: A Perfect Match
Search engines favour websites that are well-structured, readable and logically coded. Accessibility and SEO share many best practices, including:
- Proper use of headings (H1, H2, H3) to structure content.
- Alt text that describes images meaningfully.
- Clear page titles and descriptive meta information.
- Fast-loading pages with efficient code and media.
By investing in accessibility, you also make your website more discoverable and competitive in search results.
The Cost of Ignoring Accessibility
Neglecting accessibility can lead to several issues:
- Legal exposure: The Equality Act 2010 may apply if your website excludes users.
- Lost business: Frustrated visitors will leave and choose more inclusive competitors.
- Reputation damage: A non-accessible website signals a lack of awareness or care.
- Higher costs later: Retrofitting accessibility is far more expensive than building it in from the start.
Ignoring accessibility is not just risky, it’s poor customer service.
West Midlands Focus: Building Inclusive Digital Spaces
The West Midlands is home to a vibrant mix of businesses, educational institutions and community organisations. As the region grows digitally, inclusive design is becoming a key expectation, not just a preference.
Local councils, universities and service providers are increasingly requiring accessible websites in their procurement processes, meaning private businesses must follow suit to stay competitive. AdSomething helps regional clients meet these expectations with inclusive, future-ready designs.
Quick Wins: Make Your Website More Accessible This Week
You don’t have to overhaul everything overnight. Start with simple, impactful steps:
- Add alt text to every image on your site.
- Check your colour contrast using a free online tool.
- Label all form fields clearly and avoid placeholder-only text.
- Review your heading structure for logical flow.
- Ensure buttons and links are large enough to tap on mobile.
- Test your site using keyboard navigation only.
These small adjustments can make a significant difference for your visitors.
Frequently Asked Questions
What are the key principles of web accessibility?
They are perceivable, operable, understandable and robust, known collectively as the POUR framework.
Does accessibility affect SEO?
Yes. Accessible websites are easier for search engines to understand, improving organic performance.
How can I test my website for accessibility?
Use automated tools like WAVE or Lighthouse and complement them with manual testing and real user feedback.
Is accessibility required by UK law?
Yes. Under the Equality Act 2010, businesses must make reasonable adjustments to ensure services are accessible.
What is WCAG compliance?
WCAG (Web Content Accessibility Guidelines) provides internationally recognised standards for accessible web design.
Partner with AdSomething for Inclusive Design That Works
Creating an accessible website isn’t just the right thing to do, it’s smart business. It improves user experience, SEO and brand reputation while ensuring you meet your legal obligations.
Partner with AdSomething to make your website inclusive from the ground up. Our expert web design services help Birmingham and West Midlands businesses design digital experiences that every customer can enjoy.
Book a free accessibility review today and take the first step towards a more inclusive online presence.
