Can we use accessibility as a marketing advantage?

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 thereby strengthens conversion and brand perception.

Very concretely, accessibility can also be an award criterion: in public sector tenders BITV 2.0 conformance is frequently a prerequisite, and those who can prove it 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.