That feeling of dread – the letter arrives at the dealership with a return address from an attorney you don’t recognize, addressed to "Owner" or "General Manager." Inside is a demand letter indicating that your website or mobile application is inaccessible as required under the Americans With Disabilities Act (ADA). You need to contact them right away to correct it and pay their fee, or their client will file suit.
Hundreds of businesses experienced this feeling in the last year, and every company with a web presence has exposure to lawsuits for ADA non-compliance. While I could cover the legal issues, defenses, and remedies for these suits (and I have elsewhere), I want to emphasize here that accessibility is just good business.
The threat of a lawsuit is not the only reason to make your digital environment more accessible. Having a site or app that meets most of the accessibility guidelines improves website and app usability, likely enhances conversion rates and opens you up to more customers.
The immediate thought is, "Why would a blind person shop for a car online?" and while that's a logical thought, accessibility is more than just for blind people. A few examples to think about:
Digital accessibility can be a complicated process. There are no clear regulations, and accessibility standards can feel overwhelming and confusing. A few basic steps to make your digital environment more inviting include:
A bit of research into the alternatives and a commitment to basic accessibility will go a long way to help make your digital environment more accessible, which will get you better customer engagement and, ultimately, more sales.