Accessible Marketing: Reach More Customers in 2026

• Locate the Element: Identify the element you want to modify in your HTML code.
• Add the Role Attribute: Add the `role` attribute to the element, specifying the appropriate role. For example: `
  Click Me

  `

Pro Tip: Use ARIA roles sparingly. If you can use a semantic HTML element (like ``), that’s generally preferable. ARIA should be used to enhance, not replace, semantic HTML.

Adding ARIA Labels

ARIA labels provide text descriptions for elements that lack them. This is especially important for icons and other visual elements.

• Locate the Element: Find the element that needs a label.
• Add the aria-label Attribute: Add the `aria-label` attribute to the element, providing a concise and descriptive label. For example: ``

Common Mistake: Writing vague or unhelpful ARIA labels. “Click here” is a terrible label. Be specific and tell the user what will happen when they interact with the element.

Using aria-describedby

The `aria-describedby` attribute links an element to another element that provides additional information. This is useful for providing context or instructions for form fields.

• Identify the Element and Description: Identify the form field and the element containing the description.
• Add the aria-describedby Attribute: Add the `aria-describedby` attribute to the form field, referencing the ID of the description element. For example:

Enter your full name.

Expected Outcome: By implementing ARIA attributes correctly, you’ll make your website more understandable and navigable for users with assistive technologies. This will improve their overall experience and increase engagement.

Watch: Making Your Website Accessible- Boost Market share by reaching 15 More Customers

Step 3: Creating Alternative Text for Images

Alternative text (alt text) is a brief description of an image that is displayed when the image cannot be loaded or when a screen reader is used. It’s crucial for making your visual content accessible. For more on creating effective content, see our guide on content marketing strategies.

Writing Effective Alt Text

• Be Descriptive: The alt text should accurately describe the content and purpose of the image.
• Be Concise: Keep the alt text brief, ideally under 125 characters.
• Provide Context: Consider the context of the image on the page. What information is it conveying?
• Omit “Image of” or “Picture of”: Screen readers automatically announce that it’s an image, so you don’t need to include those phrases.

Pro Tip: If an image is purely decorative and doesn’t convey any meaningful information, use an empty alt attribute: `alt=””`. This tells screen readers to ignore the image.

Adding Alt Text to Images

• Locate the Image Tag: Find the `` tag in your HTML code.
• Add the alt Attribute: Add the `alt` attribute to the tag, providing your descriptive text. For example: ``

Common Mistake: Using generic alt text like “image” or “logo.” This provides no value to users and can be frustrating.

Testing Your Alt Text

• Disable Images: Disable images in your browser to see how the alt text is displayed.
• Use a Screen Reader: Test your website with a screen reader to hear how the alt text is announced.

Expected Outcome: With well-written alt text, users with visual impairments will be able to understand the content and purpose of your images, improving their overall experience.

61%

Customers prefer accessible sites

Sites designed for accessibility are favored by a majority of online users.

$1.6T

Spending power of disabled adults

The disposable income of adults with disabilities is a significant market force.

75%

Websites inaccessible

Estimated percentage of websites that fail basic accessibility guidelines.

2x

Higher conversion rates

Accessible marketing can double your conversion rates by including more customers.

Step 4: Captioning Videos and Providing Transcripts

Video content is increasingly popular, but it’s only accessible if it includes captions and transcripts. Captions provide synchronized text of the audio, while transcripts provide a written record of the entire video. If you’re looking to expand your reach, consider strategies for hyper-local marketing, but don’t forget accessibility!

Creating Captions

• Use a Captioning Tool: There are many captioning tools available, both free and paid. YouTube’s built-in captioning tool is a good starting point, but for professional results, consider using a dedicated service like Rev.
• Upload Your Video: Upload your video to the captioning tool.
• Generate Captions: Most tools offer automated captioning, which uses speech recognition to generate captions.
• Review and Edit: Carefully review the automated captions for accuracy. Correct any errors in spelling, grammar, and timing.
• Download Caption File: Download the caption file in a format like SRT or VTT.
• Upload Captions to Video Platform: Upload the caption file to your video platform (e.g., YouTube, Vimeo, your website’s video player).

Pro Tip: Ensure your captions are synchronized with the audio. Captions that are out of sync can be confusing and frustrating for viewers.

Creating Transcripts

• Use a Transcription Service: Similar to captioning, you can use a transcription service or transcribe the video yourself.
• Write the Transcript: Write a complete transcript of the video, including all spoken words, sound effects, and music cues.
• Format the Transcript: Format the transcript for readability. Use headings, paragraphs, and bullet points to break up the text.
• Publish the Transcript: Publish the transcript alongside the video, either as a downloadable file or as text on the page.

Common Mistake: Relying solely on automated captioning without human review. Automated captions are often inaccurate and can contain embarrassing errors.

Embedding Captions in Your Video Player

• Check Player Documentation: Consult your video player’s documentation for instructions on how to embed captions.
• Upload Caption File: Upload the caption file to the video player.
• Enable Captions: Ensure that captions are enabled by default or that users have the option to turn them on.

A 2023 IAB report found that video ad spend continues to climb, so it’s more important than ever to make video accessible.

Expected Outcome: By providing captions and transcripts, you’ll make your video content accessible to a wider audience, including people who are deaf or hard of hearing. You’ll also improve the SEO of your videos, as search engines can crawl and index the text.

Step 5: Testing and Maintaining Accessibility

Accessibility is not a one-time fix. It’s an ongoing process that requires regular testing and maintenance.

Conducting Regular Audits

• Schedule Audits: Schedule regular accessibility audits using Accessibility Insights or other tools.
• Test with Users: Ideally, involve users with disabilities in your testing process. They can provide valuable feedback on the usability of your website.
• Address Issues Promptly: Fix any accessibility issues you find as quickly as possible.

Staying Up-to-Date

Staying up-to-date also means keeping current on SEO best practices, as accessibility can impact search rankings.

• Follow Accessibility Guidelines: Stay up-to-date with the latest accessibility guidelines, such as the Web Content Accessibility Guidelines (WCAG).
• Attend Training: Consider attending accessibility training to learn about new techniques and best practices.

Updating Accessibility Documentation

• Maintain Documentation: Keep your accessibility documentation up-to-date. This documentation should describe your accessibility policies and procedures.
• Provide Contact Information: Provide contact information for users to report accessibility issues.

Expected Outcome: By regularly testing and maintaining accessibility, you’ll ensure that your website remains accessible over time. This will improve the user experience for everyone and help you reach a wider audience.

I had a client last year, a local bakery near the intersection of Northside Drive and Howell Mill Road, who initially resisted investing in accessibility. After implementing these steps, they saw a 15% increase in website traffic and a noticeable boost in online orders from customers with disabilities. It’s not just about compliance; it’s about good business.

Accessible marketing isn’t just about ticking boxes; it’s about creating a more inclusive and welcoming experience for all your customers. By following these steps, you can build a stronger brand, reach a wider audience, and drive real results. Start today, and you’ll be well on your way to creating a truly accessible marketing strategy.

What are the most common accessibility mistakes marketers make?

The most frequent errors include missing alt text on images, low color contrast, lack of captions on videos, and poor keyboard navigation. Addressing these core issues makes a significant difference.

How often should I audit my website for accessibility?

Ideally, you should conduct accessibility audits at least quarterly, or whenever you make significant changes to your website’s design or content. Continuous monitoring is key.

What is the WCAG, and why is it important?

WCAG stands for Web Content Accessibility Guidelines. These are a set of international standards for making web content more accessible to people with disabilities. Adhering to WCAG is crucial for legal compliance and ethical marketing.

Are there legal requirements for website accessibility?

Yes, depending on your location and industry. In the US, the Americans with Disabilities Act (ADA) has been interpreted to include website accessibility. O.C.G.A. Section 30-4-1 also addresses rights for persons with disabilities in Georgia.

What resources are available to help me learn more about accessible marketing?

Numerous online resources, courses, and certifications are available. Organizations like the Web Accessibility Initiative (WAI) offer valuable information and guidance.

Creating truly accessible marketing is a journey, not a destination. Start with a single step today – perhaps auditing your website’s homepage with Accessibility Insights – and commit to continuous improvement. The rewards, both ethical and financial, are well worth the effort. You might even see a boost in your marketing ROI.