How to Unlock a Bigger Customer Base with Digital Accessibility

By Tim Vermaelen, 19-05-2025

Accessibility isn't a new concept - it's a fundamental part of good web development. I've been building for the web over two decades, and the projects that truly stand out are the ones that aim higher, pushing beyond the minimum standards. Why? Because they prioritize the convince, ease-of-use, and satisfaction of a diverse customer base.

Consider this: if your site is getting four-star reviews, what's holding back that fifth star? Maybe it's missing attention to accessibility. That one-star gap isn't just a number - it's real users facing barriers, feeling overlooked, or struggling to engage. These customers with unique needs, and every barrier you remove is an opportunity to grow your audience, boost loyalty, and drive conversation. 

The less time and effort your business spends on resolving preventable issues, the more you can focus on innovation and growth. That's what makes accessibility a smart business move - it's not just about meeting guidelines, it's about creating better digital experiences for everyone.

Why accessibility is a smart business move

With the right approach, you can easily improve accessibility by 5% to 10%, and even 20% with consistent effort and attention. Accessibility isn't a one-time fix; it's an ongoing commitment to making your website and app inclusive to everyone. When you start integrating accessibility into all you web solutions, you're not only improving your compliance but also opening up a world of opportunities for a more engaged customer base. After all, every small improvement has the potential to increase customer satisfaction, boost engagement, and drive business growth. The numbers don't lie!

• Expanded Market Reach: Approximately 16% of the global population lives with some form of disability, representing over 1.3 billion people.
• Increased Traffic and Improved SEO: Accessible websites often experience a 12% boost in traffic and up to a 20% improvement in SEO performance.
• Higher Conversion Rates: Enhancing accessibility can lead to a 35% increase in conversion rates, as more users can navigate and interact with your site effectively.
• Reduces Bounce Rates: Implementing accessibility features can decrease bounce rates by 30%, keeping users engaged longer.
• Improved Customer Satisfaction: Companies with accessible websites report a 15% increase in customer satisfaction, fostering loyalty and positive brand perception.
• Decreased Legal Risks: Compliance with accessibility standards can reduce the risk of lawsuits by 60%, safeguarding your business against potential legal challenges.

What exactly?

WCAG (Web Content Accessibility Guidelines) are a set of international standards designed to make web content more accessible to people with disabilities. They are developed and maintained by the World Wide Web Consortium (W3C) through the Web Accessibility Initiative (WAI).

WCAG had different levels of conformance:

• Level A (Minimum) - Blastic web accessibility features.
• Level AA (Recommended) - Addresses the most common barriers for disables users.
• Level AAA (Highest) - The highest and most comprehensive level, but often challenging to achieve.

Investing in WCAG AA compliance not only fulfils ethical and legal obligations but also offers tangible business advantages, including increased traffic, higher conversion rates, and enhanced customer satisfaction. By making your website accessible, you tap into a broader market and position your business for sustainable growth.

Key EU Regulations on Digital Accessibility

The European Union (EU) plays a significant role in promoting digital accessibility through a series of directive and regulations aimed at ensuring that websites, apps, and digital services are accessible to all users, including those with disabilities. These laws build on the WCAG guidelines to create legally enforceable standards across the EU.

Web Accessibility Directive (Directive (EU) 2016/2102)

• Applies to public sector websites and mobile apps.
• Requires compliance with WCAG 2.1 Level AA.
• Includes requirements for:
  • Accessible design
  • Regular accessibility statements
  • Feedback mechanisms for users to report issues
• Member states are responsible for monitoring and enforcing compliance.

European Accessibility Act (Directive (EU) 2019/882)

• Extends accessibility requirements to the private sector for certain products and services.
• Covers a broad range of industries, including e-commerce, banking, transportation, and telecommunications.
• Full compliance required by June 28, 2025.
• Aligns closely with EN 301 549, a technical standard based on WCAG 2.1 and other international guidelines

EU Strategy for the Rights of Persons with Disabilities (2021-2030)

• Sets a broader framework for digital inclusion, supporting the implementation of the Accessibility Act.
• Focusses on removing digital barriers and promoting innovation in assistive technologies.

How can we help?

Audit

Our approach combines both automated and manual audits to give you a comprehensive analysis of your website's accessibility. Whether you need an audit for a single page or a full site review, we're here to support you. Our team of specialists will create a tailored inventory of tasks and actionable improvements, ensuring your business requirements align with accessibility goals. Together, we'll enhance your audience satisfaction and lay the foundation for increased customer engagement.

Engage

To truly connect with your audience, setting up an accessibility page is a game-changer. We can either guide you through the process or handle it entirely for you. An accessibility page:

• Provides clear guidelines for users with disabilities, enhancing overall site usability.
• Reduces frustration by clearly outlining available accessibility features.
• Demonstrates commitment to WCAG and EU regulations, reducing legal risks.
• Builds a positive brand image as a socially responsible business.
• Provides a transparent statement of your commitment to digital inclusion.

Monitor

With ongoing monitoring and measurements, we ensure that your website continues to meet accessibility standards. We partner with Kastori to translate your ROI into measurable improvements, keeping you on track for sustainable growth. Together, we'll maintain an accessible experience for all users, fostering long-term customer loyalty.