The Importance of Web Accessibility in Digital Marketing
Marketers strategize and work extremely hard to try and expand their businesses as much as possible, but what they often don't realize is that they could be missing out on a large number of potential customers by neglecting web accessibility.
So, what is web accessibility?
In short, web accessibility means that the internet can be accessed and used by everyone in an equitable way. It takes into account all types of disabilities to make sure that marketing messages are conveyed to every type of audience so that everyone can get something out of the website.
By ensuring that your website is accessible to everyone, you're not only opening up your business to a wider range of individuals but you're also increasing the chances that those individuals will want to do business with you. Web accessibility is often overlooked by marketers when building a website, which is surprising given how important it is. By adopting web accessibility, you can improve the customer experience, open new doors for your business, and boost revenue in more ways than one.
1. Increasing your market reach
By making your web presence accessible to everyone, you open up your business to a whole new community of potential customers - 15 percent of the world’s population is disabled. This is a highly valuable market segment with strong spending powers that your business would otherwise miss out on. By interacting with this increased volume of people, you have the opportunity to win them as customers and boost your revenue.
2. SEO benefits
Search engines like websites that are secure and accessible to everyone. They also see websites that are inclusive as being more authentic and trustworthy. This means that improving accessibility will also improve your website's ranking in search engine results pages (SERPs).
This, in turn, will help you get more web traffic from your target audience. So, making your website more accessible is a win-win situation - it benefits both your users and your SEO ranking!
3. Improved user experience
User experience is key to your digital success as it directly impacts conversions. The basic principle of UX optimization is to research what your target audience wants and then deliver it. By understanding your users' needs and expectations, you can create a website or app that provides an enjoyable and easy-to-use experience - which will ultimately lead to more conversions.
4. Positive brand perception
Web accessibility can help your brand to be seen as a strong supporter of digital inclusivity, which can improve brand perception overall. In today's world, people often seek out businesses whose values align with their own. By taking a stance on digital inclusivity, you are showing that your values include empathy, compassion, and equal opportunities for all. This can help you to build a community of like-minded people who will then contribute to your revenue.
Web accessibility is often viewed as an afterthought, but it should be considered a priority to ensure that your website is accessible to everyone. This includes people with permanent, temporary, or situational disabilities, as well as those from different cultural and linguistic backgrounds. By making accessibility a priority, you can eliminate barriers and ensure that everyone has equal access to your website and its content.
The introduction of smart assistants such as Alexa has transformed the way people search for information on the internet. With the increasing ubiquity of voice search, businesses have a great opportunity to be more digitally inclusive by making their websites more accessible to those who cannot search conventionally. Voice search opens up your website to a whole new group of potential customers and allows you to interact with them in a way that was not previously possible.
While web accessibility may not always get the same attention as other digital marketing strategies, it is still a vital aspect of any successful online business. In fact, you can use the lack of focus on web accessibility to your advantage by making your site more inclusive and gaining a competitive edge.
There are numerous marketing benefits to web accessibility, the most important of which is creating a positive brand perception among value-driven shoppers. By making your site accessible to everyone, you showcase your commitment to inclusivity and customer satisfaction. This can go a long way in building trust and loyalty among your target audience.
Conclusion
There's no question that inclusive marketing initiatives are important, but they're only valuable if you're also making a conscious effort to enhance your business's digital accessibility. By working to implement web accessibility strategies, you can help lead the way towards an internet era where digital inclusivity is a priority.
