Accessibility is not just a technical measure that can be implemented once and then forgotten. It is a comprehensive approach to digital communication and services. An accessible website is a good website for all users.

Without active efforts, the functionalities of an online service remain out of reach for a vast number of people. In Finland alone, there are an estimated over a million people who need accessible digital services.

What does accessibility mean and who benefits from it?

An accessible online service serves people fairly, taking into account the needs arising from age, disabilities, illnesses, diminished senses, or temporary limitations.

There are numerous needs and combinations thereof to consider.

The user experience must be clear and manageable, for instance, for a screen reader user or a person operating a computer solely with a keyboard or other assistive device. Additionally, an accessible website considers conditions that impair or distort vision, as well as various concentration and learning difficulties.

Aging population increases the need for accessibility

The need for accessible services is not solely associated with severe or incurable illnesses. Aging affects each of us, usually as diminished senses or motor skills. By improving your digital service's accessibility, you are also doing a service for your future self and your loved ones.

The coronavirus era led more people over the age of 55 to shop online. Additionally, the aging population increases the importance of accessibility in online shopping as a factor that drives commerce.

Beyond aging, a large part of us benefits from accessibility perhaps due to a temporary illness or injury.

There can also be other external reasons limiting the ability to use computers or mobile devices. In public places, it is polite to watch videos without sound, which might require subtitles. Background noise impairs anyone's ability to concentrate.

If using an online service is too difficult, its use will be interrupted – regardless of the reason for the difficulty. A user who has once abandoned a task is difficult to lure back.

Achieving accessibility requires active effort

Online services have become more complex over the years. Therefore, achieving accessibility requires active consideration throughout all stages of website development.

Without systematic work, some features of the service may be impossible or extremely difficult for some people to use.

Online services often include functions designed to interrupt users and capture their attention through movement. These include automatically moving image carousels, and unexpectedly opening advertisements and pop-up windows. They not only disturb nearly all visitors but also cause insurmountable problems for some. To improve the user experience and accessibility, avoid these features.

Auditing assists in prioritising efforts

At Crasman, when we begin to improve an existing online service's accessibility, we start with an assessment of the current situation, an accessibility audit. We then plan and prioritise the necessary changes to address the most critical issues quickly.

Navigation is often the first thing to be fixed. Without properly implemented navigation, many people's journeys end abruptly and all investments made into the service are wasted. Another important area for improvement is forms, as they are used in several critical functions, such as searching and different phases of ordering.

Some accessibility enhancements do not affect the appearance of the online service at all. Such enhancements can simplify the use of the online service with assistive technologies.

There's a big difference between a service being “possible to use” and “pleasant to use”. If you wish to aim for the latter, consider the whole rather than just the technical implementation. Also, reflect on the content: is the language clear, are the instructions easily understandable? If you read only the page titles and link texts, do you grasp what it's about and how to proceed?

An experienced partner helps to assess the level of accessibility you should aim for and what it requires to achieve it.

Accessibility is economically beneficial

The amendment to the Digital Services Act currently requires accessibility primarily from public entities, but other organisations would also do well to be proactive regarding this matter. With the EU's new Accessibility Directive, accessibility requirements will, in the coming years, extend to online shops, transport, and media services, for example.

Not everyone yet feels the need to consider accessibility in their online services. When lost customers are considered, money is not saved, it's lost. If customers demand their rights through legal means, crisis management, sanctions, and loss of reputation can become costly.

There is a vast number of people worldwide who find it difficult to use most online shops and services. If you are at the forefront of your industry, you have a better chance of turning them into long-term customers.

We help you develop your operations

At Crasman, the new law has also accelerated our accessibility practices. We have conducted accessibility audits for our clients, undertaken development projects, and organised training sessions for them.

Thus, accessibility is not just a technical measure that can be toggled on or off. It is a comprehensive approach to digital communication and services: treating clients as equals and developing business through wise and responsible values.

Would you like to assess the current accessibility level of your digital service?