Website accessibility is a win-win
We want our brands to be inclusive and accessible to all — from the physical layout of an office to the language we use in ads. And for most brands, customer experience starts online. Website accessibility is vital for creating an inclusive and user-friendly internet. At Bullhorn, we constantly improve the way we build websites to meet the diverse needs of users.
Why you should care
When we design and develop websites with accessibility in mind, we ensure equal access to information. We contribute to a more inclusive and equitable society. And we create a better user experience for all users, encouraging higher engagement with our content. All of this means more customer satisfaction, more word of mouth, and more brand loyalty.
Levels of accessibility
The Web Content Accessibility Guidelines (WCAG) outline three levels of accessibility compliance: A, AA, and AAA. Level A focuses on fundamental accessibility principles, such as providing text alternatives for non-text content and making functionality available via keyboard. Level AA builds upon that to include detailed text alternatives, clear navigation, and easy-to-read content. Level AAA is the most comprehensive, calling for sign language interpretation, customizable content, and compatibility with various assistive technologies. Each level contains in-depth guidelines designed to make our sites inclusive and usable for individuals with disabilities.
Best practices
It’s easy to get lost in the details of accessibility guidelines. But regardless of the product you are building, there are a few essential practices for accessible user experiences:
- Audit your code: Regularly review your website’s code for accessibility issues
- Use alt text: Provide descriptive image alternative text for users who rely on screen readers
- Choose readable and resizable fonts: Opt for fonts that are easy to read and can be resized without sacrificing legibility
- Create logical, easy-to-follow navigation: Design intuitive navigation structures that make it easy for users to find what they are looking for
- Use headings and subheadings: Organize your content with hierarchical headings that make sense independent of the page’s design. Screen readers (and search engines) rely on the structure of content to communicate it to users
- Provide transcripts for multimedia content: Use written transcripts alongside video and audio files to ensure access for users with hearing impairments
- Ensure keyboard accessibility: Make sure all of a site’s features can be accessed by keyboard and not only by mouse
- Pay attention to color contrast: Evaluate contrast ratios between text and background elements to make sure your content is legible for all users
- Test for accessibility: Incorporate accessibility testing into your workflow. Use your hardware’s built-in screen reader and type scale settings, then turn to tools like Who Can Use to simulate visual impairments
Towards a more inclusive world
We care about accessibility because we care about inclusivity. We think everyone deserves the same access to information and experiences. But for brands, accessibility isn’t purely altruistic. Laws like the Americans with Disabilities Act are used to hold brands accountable for inaccessible websites.
Beyond legal requirements, neglecting accessibility excludes potential customers. People with disabilities make up a significant portion of the population. When these users — like anyone else — encounter barriers to accessing a website, they are more likely to leave and seek an alternative. The consequences are obvious: missed opportunities for engagement, conversions, revenue, and brand loyalty.
Accessibility benefits everyone. Users with disabilities get equal access to everything the internet has to offer. Brands build stronger relationships. And we all benefit from better user experiences. At Bullhorn, that’s our vision for the future. Let’s build it together.
To promote website accessibility and inclusivity, we have developed an accessibility audit checklist. This checklist is designed to help website owners evaluate their website's accessibility and adherence to best practices.
