As a business, when should you have a digitally accessible website?
In recent years, there has been a lot of media attention on the digital accessibility of government websites. I can imagine that this might make you wonder what this is like for businesses. Therefore, here we answer the question of when you, as a business, should have a digitally accessible website.
Is having a digitally accessible website mandatory for businesses?
The short - and perhaps surprising - answer is: yes, you must already have a digitally accessible website as a business. You would almost forget it because of all the focus on governments, but since 2017, it is already mandatory for companies too to offer services and products as accessible as possible. This is because of the Equal Treatment on the Grounds of Disability or Chronic Illness Act (Wgbh/cz).
A well-known example is probably that catering establishments and shops must also be passable for wheelchair users and that at stations, routes are signposted via Braille and guide strips. Less well known is that this law also applies to digital products and services, including your website, webshop and app.
The basic principle of this law is that you may not discriminate between people with and without disabilities. If people encounter problems because of their limitations or disabilities, they can ask for an adaptation that allows them to use your services and products. However, this adjustment must be reasonable for the company. In case of disputes, the College for Human Rights can intervene. We have previously described more about this on the Digital accessibility for businesses: what is mandatory? page.
To date, this law has not been used very much. Presumably this is because, unlike governments, people often still have a choice. If they run into problems with one website, they can easily switch to another. Of course, this also applies to physical shops and hospitality businesses.
Aanscherping via de European Accessibility Act
In 2019, the European Accessibility Act (EAA) took effect. This further strengthens the legal obligation for some commercial sectors to offer accessible services and products. It means that financial services, transport services and e-commerce aimed at consumers, among others, must be accessible by 28 June 2025.
In other words, as a bank, transport company or retailer, you need to ensure that everyone can use your website, webshop and app, including people with disabilities. If a website meets all the relevant WCAG success criteria, then you can say it is accessible according to the EAA.
The year 2025 may still seem far away, but nothing could be further from the truth. Just as Rome was not built in a day, you probably cannot make your website accessible in a day either. You often have to deal with suppliers you depend on, but colleagues and ways of working within your organisation can also get in the way of accessibility. So make sure you have a solid plan of attack for this, so that you are well prepared and can take the necessary steps towards (digital) accessibility.
The European Accessibility Act (PDF, 918 kB) provides a number of exceptions, for example for small businesses and legacy content. These exceptions are still being fleshed out, but will be very similar to the exceptions that currently also apply to public authorities.
Accessibility is also mandatory outside Europe
Do you do business outside Europe, for example in the United States and Canada? There, legal requirements for digitally accessible websites have been in place for years. Here, you can even face hefty fines if you fail to make your website accessible. The likes of Beyonce and Dominos have already experienced this.
Why you want to make your website accessible
About 25% of Dutch people have a disability and may have trouble using your website. Some of the problems they may experience:
Because of a visual impairment, they miss information that is not written out in text. As a result, they miss information about your product or service.
Because of a motor disability, they cannot operate all the links and buttons. As a result, they may not be able to purchase your product or service.
Because of a cognitive impairment, they do not understand how to complete a task on your website (such as buying your product) and may drop out.
Because of an auditory impairment, they cannot hear sounds and conversations in videos, so they miss this information.
Fortunately, these days it is quite possible - despite your disability - to still be able to use websites and apps. For example, aids such as a screen reader can read text aloud and people can still navigate a website using alternative keyboards. A prerequisite for this is that your website is built and managed well enough to accommodate these aids. In addition, conditions such as good colour contrast of texts and icons and subtitles for videos are fine for all users.
Investing in an accessible website quickly pays for itself, when you consider that it can increase your reach by 25%.
If your website or webshop is not digitally accessible, you risk people with disabilities dropping out and going to the website that is accessible. This is already happening, without you perhaps realising it. For example, some time ago I myself spoke to someone with a visual impairment who had to fly regularly for work. He booked all his flight tickets (and there were quite a few) on the only website he could use. So you are missing out on customers if your website or webshop is not digitally accessible. Add to that the people you miss out on, because a non-accessible website is also less good for your SEO.
Getting started with digital accessibility
My tip is to start working today to make (and keep) your company's website, webshop and app digitally accessible. Not just because you have to, but because you have to want to. Above all, it also offers opportunities, especially if you manage to lead the way in your sector. Not sure how to go about this? We will gladly help you.