Can we use accessibility as a marketing advantage?
In short and in plain language
Yes, but with care and honesty. You reach more people, also older people. The site gets easier for all.
Accessibility also counts when public bodies buy. A test report can help there.
Do not make big promises. An honest statement based on a real audit is better.
Yes, though with measure and the necessary honesty. Accessibility reaches a relevant and often underestimated audience: people with permanent or situational impairments as well as older users. The clarity and operability this requires improves the experience for all visitors and can thereby strengthen conversion and brand perception.
Very concretely, accessibility also matters in public procurement: for anything procured that is intended for use by natural persons, contracting authorities must, except in duly justified cases, take into account accessibility criteria for people with disabilities or design for all users in the technical specifications (Section 121(2) GWB, for contracts above the EU thresholds). Bidders who can document accessibility in a verifiable way, for example with an audit report against Table A.1 of EN 301 549 from a BITV assessment, can have an advantage.
What is decisive is moderation: avoid exaggerated or absolute promises, because accessibility is an ongoing process, not a state reached once and for all. More credible than advertising slogans is an honest accessibility statement, backed by a genuine WCAG audit.
Related questions
- How will the accessibility landscape change in coming years?
- How do we permanently integrate accessibility into our development processes?
- Is accessibility worthwhile for websites with little traffic?
- What happens if we are only partially conformant?
- How do we measure progress of our accessibility efforts?