You may have read about creating content for conversions, using proper spelling and grammar and designing for scent of information on this blog earlier, so you should be familiar with the idea of creating websites for the people. Let’s see how accessible design can help you with sales and traffic.
What is accessible design?
Accessibility is about making websites accessible to people with visual or physical disabilities that prevent them from using the sites as efficiently as other people. In a broader sense, accessible design is about making site content easier to understand and use. Mostly, it involves making graphical, audio and video information available in text, using clear, simple language and proper text formatting.
Why accessible design?
In the process of making your site accessible, you make sure you use text over images where possible (navigation buttons are primary target for this one often), make the text readable and use the language your target audience uses. With this, you make the site easily understandable for your visitors, who become more inclined to buy from you. Also, the search engines prefer text over other media as well (though they are making attempts to categorize it, too), so by making your site accessible, you empower your site to get more traffic from the search engines.
Well, apart from simply working for your customers, there is a couple of concerns more about site accessibility:
- website accessibility is a legal requirement in the US, UK and will be in Europe
- there is about 10-20% of people with disabilities using the Internet. With an accessible website, you gain more market share easily (most website owners aren’t taking heed about accessibility, for now)
- Google has launched accessible search, which will enable your accessibility-needing target audience find you easier
When it comes to website accessibility, it is easy to turn your nose away from it. But that’s what only one part of your competition is doing. Another is looking for ways to increase conversions and will sooner or later make their websites accessible. Make your site accessible now, and you’ll not only reap the benefits of getting more targeted traffic and conversions, but an earlier lead ahead of your rivals as well.
Download a free sample from my book, Design Fundamentals.