What Brands Overlook About Web Accessibility (and Why It’s Costly)

Amit Aggarwal is the founder and principal consultant at Accessibility Partners Canada, and a CMS Critic contributor. 

In today’s digital-first world, a website is far more than a marketing tool—it’s a gateway for customers, clients, and employees. Yet, many brands still overlook a critical component of user experience: web accessibility. While organizations invest heavily in design, functionality, and content, accessibility often remains an afterthought, creating both reputational and financial risks.

Accessibility isn’t just about compliance; it’s about ensuring that everyone, regardless of ability, can fully engage with your brand online. Ignoring it can mean excluding millions of potential users, limiting your reach, and ultimately impacting your bottom line.

The Hidden Costs of Ignoring Accessibility

The consequences of overlooking accessibility go beyond simple usability issues. Non-compliance with accessibility standards such as the Americans with Disabilities Act (ADA) in the U.S., or the Accessibility for Ontarians with Disabilities Act (AODA) in Canada, can lead to legal actions and costly settlements.

Beyond legal implications, inaccessible websites create hidden business costs:

• Lost revenue opportunities: Users who encounter barriers will leave your site and turn to competitors, resulting in missed conversions and sales.
• Reduced search engine visibility: Even in the age of AI, SEO fundamentals are critical. Many accessibility practices, like proper use of headings and alt text, also improve SEO. Ignoring these can hurt your organic search rankings.
• Brand reputation damage: Accessibility issues can lead to negative publicity or social media backlash, affecting customer trust and loyalty.
• Increased maintenance costs: Fixing accessibility issues reactively is far more expensive than incorporating accessibility from the beginning of a project.

Even seemingly minor oversights—like unlabeled buttons or poor color contrast—can have a large cumulative impact, reducing engagement and frustrating users.

Common Accessibility Oversights

Brands often underestimate the scope of accessibility, assuming it’s only about “adding alt text” or “making the site navigable with a keyboard.” In reality, accessibility spans a wide range of elements, including visual, auditory, cognitive, and motor accessibility. Some of the most common oversights include:

• Missing alt text for images: This prevents screen readers from conveying important information to visually impaired users.
• Poor color contrast: Users with low vision or color blindness may find your content difficult to read.
• Non-descriptive link text: Phrases like “click here” or “read more” don’t provide context for users relying on screen readers.
• Inaccessible forms: Forms without labels or clear error messages create barriers for users filling out applications, signing up for newsletters, or making purchases.
• PDFs and multimedia content: Many organizations upload documents or videos without captions, transcripts, or proper tagging, excluding users from accessing critical information.

These oversights aren’t always obvious to organizations, which is why proactive planning and testing are essential.

Real-World Examples

Consider a government agency website that publishes essential public health information. If critical updates are embedded in inaccessible PDFs, individuals who rely on screen readers may miss vital information. Similarly, e-commerce platforms that don’t implement accessible checkout processes risk losing a significant portion of potential buyers—millions of users with disabilities who represent a considerable market.

Even tech giants have faced lawsuits over accessibility issues. These cases illustrate that no brand, regardless of size, is immune to the risks of neglecting accessibility.

The Role of Expertise

Addressing accessibility effectively requires both technical knowledge and strategic planning. Many organizations partner with accessibility consultants to navigate the complex landscape of compliance standards, assistive technology testing, and inclusive design practices.

Accessibility consultants help brands:

• Conduct audits and identify barriers across all digital assets.
• Train teams to implement accessibility best practices.
• Integrate accessibility into content creation, development, and design processes.
• Ensure ongoing compliance through periodic monitoring and updates.

By working with experts, organizations can save costs in the long run, improve user experience, and reduce the risk of legal challenges.

Accessibility as a Competitive Advantage

Beyond compliance, accessibility can drive business growth. Accessible websites:

• Reach a broader audience, including users with disabilities and older adults.
• Improve overall usability, benefiting all users, not just those with impairments.
• Enhance SEO and mobile experience.
• Strengthen brand reputation and demonstrate corporate responsibility.

Brands that integrate accessibility into their digital strategy often find that it complements other business goals, such as improving conversion rates, reducing customer support queries, and fostering loyalty among diverse user groups.

Steps Brands Can Take Today

To make accessibility a core part of your digital strategy, organizations can take actionable steps immediately:

1. Conduct an accessibility audit: Evaluate your website and digital content against WCAG (Web Content Accessibility Guidelines) standards.
    
2. Involve users with disabilities in testing: Real feedback highlights practical issues that automated tools may miss.
    
3. Provide ongoing training: Equip both technical and non-technical teams with knowledge to maintain accessibility standards.
    
4. Integrate accessibility into project workflows: Treat accessibility as a requirement, not an afterthought, in design and development cycles.
    
5. Partner with experts: Collaborating with accessibility consultants ensures compliance, efficiency, and a strategic approach to inclusivity.

Conclusion

Web accessibility is no longer optional—it’s a business imperative. Brands that overlook it risk legal issues, lost revenue, and reputational damage. Conversely, those who embrace accessibility gain a competitive advantage, improve user experience, and demonstrate social responsibility.

Investing in accessibility today isn’t just about avoiding costs—it’s about creating digital experiences that are inclusive, engaging, and valuable for everyone. By prioritizing accessibility and working with experts when needed, brands can build a stronger, more resilient digital presence that truly welcomes all users. 

Upcoming Events

Storyblok JoyConf 2025

October 14-15, 2025 – Amsterdam, Netherlands
November 4, 2025 – New York, NY
November 6, 2025 – Los Angeles, CA

Join us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. Save your spot.

Sitecore Symposium 2025

November 3-5, 2025 – Orlando, FL

At Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. Get your tickets today.

CMS Kickoff 2026

January 13-14, 2026 – St. Petersburg, FL

Meet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.