Almost all businesses and organisations today rely on websites, apps, and online services to engage customers, deliver services, and drive revenue. But if those digital products aren’t designed with usability and accessibility in mind, they can exclude large segments of potential users—including people with disabilities, older adults, and those with temporary impairments or situational limitations.
Building digital products that allow as many people as possible to use them isn’t just the right thing to do—it’s a smart business strategy. In this post, we’ll explore why usability and accessibility matter, best practices for inclusive design, and how neglecting them can harm your business objectives.
The business case for inclusive digital products
Expanding your customer base
According to the World Health Organisation (WHO), over 1.3 billion people worldwide have a disability. That’s a significant portion of the population who may struggle to use digital products that aren’t designed with accessibility in mind.
Additionally, factors like aging, injuries, and even temporary conditions (such as a broken arm or bright sunlight making screens hard to read) can impact how people interact with digital services. If a website or app is difficult to use, customers will go elsewhere—often to competitors who prioritize accessibility and usability.
Improving user experience (UX) for everyone
Accessibility best practices align with usability principles that improve the experience for all users, not just those with disabilities.
For example:
- Clear navigation and structure help users find what they need quickly.
- Readable fonts and high-contrast text benefit users in all lighting conditions.
- Keyboard navigation supports users with motor disabilities but also helps power users navigate faster.
When businesses prioritise usability and accessibility, they create a smoother, more enjoyable experience for all customers, leading to higher engagement, conversions, and customer satisfaction.
Boosting SEO and digital performance
Search engines prioritise well-structured, accessible websites. Features like alternative text for images, proper heading structures, and semantic HTML improve search engine rankings while also making the site easier for screen readers to interpret.
Google’s Core Web Vitals also emphasise user experience metrics, such as loading speed and mobile-friendliness—areas that often overlap with accessibility. A more accessible site can drive more organic traffic and improve overall digital performance.
Reducing legal and compliance risks
Accessibility isn’t just a best practice—it’s often a legal requirement. Regulations like the Americans with Disabilities Act (ADA), the Web Content Accessibility Guidelines (WCAG), and the European Accessibility Act require businesses to ensure their digital products are accessible.
Lawsuits related to digital accessibility are on the rise, with major brands facing legal action for inaccessible websites and apps. Investing in accessibility now helps businesses avoid costly legal battles and reputational damage.
Strengthening brand reputation and customer loyalty
Consumers prefer brands that demonstrate inclusivity and social responsibility. An accessible, user-friendly digital presence sends a strong message that a business values all its customers.
Brands that commit to accessibility and usability often see:
- Higher customer trust and loyalty
- Positive press and word-of-mouth marketing
- Stronger relationships with diverse communities
Conversely, businesses that ignore accessibility risk negative reviews, lost sales, and damage to their reputation.
Best practices for building usable and accessible digital products
Follow WCAG guidelines
The Web Content Accessibility Guidelines (WCAG) provide a global standard for accessible design. WCAG focuses on making digital content perceivable, operable, understandable, and robust (POUR).
Design for different abilities and contexts
- Provide alternative text for images so screen readers can describe them.
- Ensure keyboard accessibility so users who can’t use a mouse can navigate effectively.
- Use high-contrast text and resizable fonts for better readability.
- Offer captions and transcripts for videos to support deaf and hard-of-hearing users.
Prioritise mobile and responsive design
Many users access digital services on mobile devices, so websites and apps must be responsive and easy to use across different screen sizes. Mobile accessibility considerations include:
- Large, touch-friendly buttons
- Avoiding content that requires pinch-zooming
- Designing for one-handed use
Simplify navigation and content
- Use clear headings and labels to make content scannable.
- Avoid complex jargon—plain language benefits all users.
- Provide skip-to-content links to help users bypass repetitive elements.
Test with real users
Conduct usability testing with people who have different disabilities and assistive technologies (e.g., screen readers, voice commands, switch controls). Automated testing tools help, but real-user feedback is invaluable.
Make accessibility a continuous effort
Accessibility isn’t a one-time project—it’s an ongoing commitment. Regularly audit digital products, update content, and stay informed about evolving standards and best practices.
The cost of exclusion: What happens when businesses ignore accessibility?
- Lost Revenue – If potential customers can’t use a digital service, they’ll take their business elsewhere.
- Increased Support Costs – Users struggling with inaccessible products often require extra customer service, increasing operational costs.
- Legal Risks – Non-compliance with accessibility laws can lead to lawsuits and financial penalties.
- Reputational Damage – Public backlash and negative press can harm brand credibility.
- Missed Market Opportunities – Excluding people with disabilities means missing out on a large, loyal customer base that actively seeks accessible brands.
Conclusion: Accessibility and usability are business imperatives
Building digital products that allow as many people as possible to use them is both an ethical responsibility and a competitive advantage. Prioritising usability and accessibility leads to a better user experience, stronger brand reputation, higher engagement, and improved business performance.
By making inclusivity a core part of digital strategy, businesses can future-proof their services, reach a broader audience, and create meaningful customer relationships.
Ready to make your digital products more accessible and user-friendly?
Let’s work together to build experiences that work for everyone. Get in touch today!