A complete guide to website accessibility for charities

At Torchbox we’re passionate about making the internet accessible for everyone. In this blog we cover why accessibility matters, not just to follow the rules but to include everyone. We’ll see how making your website accessible can actually help you engage more people and get more support for your cause.

Research has shown that making your site accessible can actually bring in more donations and support. A 2019 study by Nucleus Research found that U.S. e-commerce retailers could be losing up to $6.9 billion annually due to inaccessible websites. Additionally, Americans with disabilities have a disposable income of $490 billion and discretionary income of $20 billion, representing a significant market segment.

In the UK, the financial impact of inaccessible websites is also significant. Research from the 2019 Click-Away Pound survey found that UK retailers are missing out on an estimated £17.1 billion annually because disabled shoppers abandon websites that are difficult to use. Almost 70% of disabled consumers will click away from websites with accessibility barriers, with many choosing to shop elsewhere or pay more on accessible sites. The spending power of disabled people in the UK, known as the "Purple Pound," is estimated to be worth £274 billion per year, highlighting the considerable financial benefits of prioritising accessibility online.

Why is accessibility important?

Studies show that most people will experience some form of disability at some point in their lives. The World Health Organization states that over a billion people globally have some form of disability, and many more will experience temporary or situational disabilities. For instance, the CDC says that 26% of adults in the US live with some form of disability - that’s around 61 million people.

To illustrate how a disability can be permanent, temporary or situational, here are some examples:

• Touch: Someone might permanently have one arm, temporarily have an arm injury, or be a new parent holding a baby.
• Speech: A person might be permanently non-verbal, temporarily have laryngitis, or have a heavy accent in a new environment.
• Hearing: Someone might be deaf, have a temporary ear infection, or be in a loud place like a bartender in a busy bar.
• Sight: A person might be blind, temporarily have cataracts, or be a distracted driver.

If you design for the edges—meaning you consider the needs of people who face the greatest challenges—you end up creating better designs for everyone. This approach ensures your website is usable for the widest possible audience, benefiting not just those with disabilities but everyone who visits your site.

There are plenty of accessible inventions that went on to benefit everyone. Take modern automatic doors. Originally designed to help people with mobility issues, they also help anyone carrying bags, pushing trolleys, or prams. Or electric toothbrushes – they were first designed for people with limited motor skills, but they are now recommended by dentists for everyone.

UK: Is website accessibility a legal requirement?

Yes, website accessibility is a legal requirement in the UK under the Equality Act 2010. This law requires organisations to make reasonable adjustments to ensure that people with disabilities can access services, including websites, on an equal basis with others. Public sector bodies also have additional obligations under the Public Sector Bodies (Websites and Mobile Applications) (No. 2) Accessibility Regulations 2018.

What are the 3 website accessibility standards?

1. WCAG 2.1 (Web Content Accessibility Guidelines): These are the globally recognised guidelines for web accessibility, covering a wide range of recommendations for making web content more accessible.
2. BS 8878: A British Standard for web accessibility that provides a process-based approach to embedding accessibility into digital products. BS 8878 provides a framework for integrating accessibility considerations throughout the entire design and development process.
3. The Government Digital Service (GDS) Standards: These standards ensure that public sector websites meet accessibility requirements.

US: Is website accessibility a legal requirement?

Yes, website accessibility is also a legal requirement in the US under the Americans with Disabilities Act (ADA). The ADA requires that public accommodations, including websites, be accessible to people with disabilities.

Do websites need to be ADA-compliant?

Websites need to be ADA-compliant to avoid legal repercussions and ensure they are usable by people with disabilities. The landmark case of the National Federation of the Blind vs. Target Corporation in 2006 set a precedent that websites must be accessible under the ADA. Target settled the case for $6 million and agreed to make its website accessible.

How to make your website accessible

There are many ways in which you can make your website accessible and this is something that we at Torchbox can help you to get right. But here are five important accessibility tips to help you get off to a great start:

1. Use clear and simple language: Write in plain English and avoid jargon. This makes your content easier to understand for everyone, including those with cognitive disabilities and non-native English speakers.
   
   
2. Provide text alternatives: Ensure all non-text content, such as images, videos, and infographics, has text alternatives (alt text). This helps visually impaired users who rely on screen readers to understand what the visual content represents.
   
   
3. Ensure keyboard accessibility: Make sure users can navigate your website using just a keyboard. This is crucial for individuals who cannot use a mouse due to physical disabilities. All interactive elements, such as links, buttons, and forms, should be accessible via keyboard.
   
   
4. Use colour contrast: Ensure there is sufficient contrast between text and background colours. This makes your content readable for users with visual impairments, including colour blindness. Tools like colour contrast checkers can help you verify that your design meets accessibility standards.
   
   
5. Implement ARIA landmarks: Use Accessible Rich Internet Applications (ARIA) to improve the usability of your website for screen reader users. ARIA landmarks provide additional information to assistive technologies, making navigation easier for people who rely on these tools.

If you’re interested in more tips check out our blog on the most common accessibility issues and how to solve them.

The Royal National Institute of Blind People (RNIB) is dedicated to supporting blind and partially sighted individuals in the UK throughout their sight loss journey. RNIB approached us to support them on a mission to enhance their website’s accessibility, usability and overall user experience.

We ensured the RNIB website met or exceeded WCAG 2.1 standards at the AAA level, making it accessible to all visitors.

We developed a fully responsive design for optimal viewing across devices and prioritised load speed and performance. Our user-friendly interface simplified navigation and improved the overall user experience. Usability testing with diverse users, including those with disabilities, was crucial.

The new website is built on open-source Wagtail CMS, and we made use of the GOV.UK Wagtail accelerator kit to leverage all the ‘baked-in’ best practices of using the accessible components from GOV.UK and extended it to provide a distinctive look for RNIB.

Our approach considered both screen reader users and low vision users:

• Screen reader users: Ensured the code worked well with screen readers for a seamless experience.
• Low vision users: Focused on high contrast and readable fonts for a visually appealing interface. Pages worked well at high levels of zoom, with content and page elements reflowing to retain readability.

Our efforts resulted in a 272.2% increase in sessions and a 276.5% rise in user engagement. Read the full case study here.

Get started with an audit

Conducting an accessibility audit is the first step to making your website accessible. An audit will help you identify areas that need improvement and provide a roadmap for compliance.

We will provide you with detailed findings on the current state of your website’s accessibility. It will also include actionable recommendations that you can take to improve accessibility. In addition, we can also provide support for implementing the changes to your website to stay compliant with accessibility standards.