Many businesses need the support of their investors or executives to justify the allotment of money or other resources. They want to see the evaluation of returns on investment that they can get for the money spent on the efforts. The returns on investment can take several forms other than monetary returns, such as innovation, brand marketing, or legal compliance. To make sure that the executives are on board with the optimization of the website for web accessibility, one can show both tangible and intangible returns.
Although some companies like accessiBe have developed cost-effective automated solutions for web accessibility, executives may still want to look at the returns on the investments. There is a mixture of motivating factors that can get presented as an ROI. Accessibility can also be responsible for increasing revenues from people with disabilities and well-wishers. In this article, we are going to discuss how web accessibility can benefit the brand marketing and enhancement.
Innovative Brand Image
Optimizing a business website’s accessibility can not only help in removing barriers but can also get perceived as being innovative. There are several aspects of implementing accessibility solutions that can exhibit innovation.
- Making a website accessible can provide flexible ways for customers to interact with the website. It not only enhances the usability for people with disabilities but every use that lands on the website.
- Accessible websites must get optimized for several assistive technologies. Some users may have to rely on the use of keyboards alone, while others might need specialized devices, such as screen readers, Braille readers, or head pointers. The facilitation of the use of such devices is not only innovative but more contextual and human-centered.
- Accessibility solutions often use several AI-powered methods, such as face recognition, voice recognition, automated captions, lip movement recognition, and several others. The use of these technologically advanced methods can get rubbed on the brand and enhance its perception as an innovative business.
- Accessibility is an ongoing effort that uses constant research and development. That means accessibility teams will have to stay up-to-date with the current technological trends and innovations.
Optimizing a website’s accessibility can make it flexible for use on a broad spectrum of smart devices, browsers, and operating systems. In the physical world, every person gets benefited by the facilities meant for people with disabilities, such as ramps, automated door openers, and elevators. Similarly, in the digital world, optimized accessibility can enhance every user’s experience.
Brand Enhancement
Optimizing the accessibility of a business website can enhance the brand image of business exponentially. It demonstrates that the company has a social responsibility and has decided to act on it. The brand can also enjoy several other benefits that will be beneficial for the brand, such as:
- Increase in revenues from various groups, such as people with disabilities, the elderly community, temporarily disabled, and everyone who sympathizes with these communities.
- Increase in customer loyalty from all the groups of people mentioned above.
- The improved and diverse workforce in the organization can amplify the brand image as being inclusive. It also allows testing the fresh content for accessibility.
- The development of specialized products and services at the organization demonstrates a stance at being inclusive and enhances the brand image as well as customer loyalty.
Brand’s Market Reach
The number of Americans that are getting enabled to access the internet is increasing exponentially. According to recent surveys, almost one-fifth of the American population consists of people living with disabilities. The cumulative spending capacity of these people is more than $279 billion. Recent market research has shown that Amazon has increased its revenue by $6.9 billion in one year by optimizing their website. For global businesses, the market reach of an accessible website is amplified further. The estimated current global spending on online purchases by disabled people is north of $7 trillion. Several accessibility features can ensure that people in third world countries with slower internet speeds can access the website.
Protect Brand Image
Ensuring the optimization of a website’s accessibility can help protect the brand image. Several big brands have faced lawsuits that were not only expensive, but they caused damages to the brand image as well. The cost of fighting a legal battle and paying damage can be saved by ensuring that the business website is ADA compliant. For that, the website must meet the current WCAG 2.1 AA guidelines.
Public use of online business websites is an everyday activity for almost every American. As the number increases, so does the possibility of reaching new potential customers. Therefore optimizing the accessibility of a business website can be beneficial for the brand’s marketing, image, and revenues, because it will ensure that more and more people access the website satisfactorily.