Accessibility — how to make your website accessible to all users

Accessibility directly contributes to growth: 70 million people in Europe live with permanent restrictions — a huge target group that is often overlooked. There are also millions of other users who are restricted by situation, for example due to poor Internet connections or the use of mobile devices. By removing these barriers, you make your offering more inclusive, lower bounce rates and increase conversions.

Why accessibility is both an obligation and an opportunity

The responsibility is twofold: On the one hand, moral, because every user has the right to access information and services. Economical on the other hand, because accessibility opens up enormous opportunities:

• New target groups: People with visual, hearing, motor or cognitive disabilities can use your offers — and become customers.
• Better rankings: Google rates barrier-free websites positively, as accessibility improves usability and performance at the same time.
• Legal protection: With the BFSG, you risk fines from 2025 if your website is not barrier-free. Early action minimizes risks and costs.
• Brand trust: Accessible websites look professional, modern and inclusive — a clear competitive advantage in markets with a high level of interchangeability.

Accessibility is therefore not just a cost factor, but a growth and ROI lever.

Accessibility in practice: Understanding two user groups

In order to break down barriers in a targeted manner, you must understand who is affected by them. Accessibility means not only involving people with disabilities, but also taking into account everyday usage contexts.

• Situational restrictions: Every user knows them. Slow Internet connections, small smartphone screens or distraction from the environment. In such moments, it is decided whether content is quickly accessible and understandable — or whether the user jumps off.
• Permanent restrictions: People with impaired vision or hearing, motor disabilities or cognitive characteristics. This user group is large, has purchasing power and is often loyal — if not excluded.

The economic core: Together, both groups account for a significant proportion of your traffic. If your website removes barriers here, you not only increase usability, but also directly increase the conversion rate. Accessibility is therefore not a special issue — but a central part of every growth strategy.

Specific measures for a barrier-free website

Accessibility doesn't mean you have to completely rebuild your website. It is often clear, simple adjustments that have a big impact — for usability, brand perception and your sales. Here are the most important adjustments:

• Transporting information not only through colors
  Color codes (“click on the green button”) exclude colorblind users. Therefore, always offer alternative information such as “the left button” or unique symbols. This prevents misunderstandings — and increases the click rate.
• Use strong contrasts
  Light gray text on a white background is a conversion killer. Users with poor eyesight drop out when content is difficult to read. Clear contrasts increase readability and keep users on your site longer.
• Enable zoom
  Users must be able to zoom in on content without it becoming blurry or illegible. Flexible font and image scales ensure that information remains usable even at 200% zoom — and that you don't lose potential buyers.
• Provide consistent navigation
  Shops in particular lose users due to inconsistent navigation. When the menu, search, or checkout suddenly look different, frustration ensues. Consistency reduces abortions — and increases revenue in the funnel.
• Optimize texts for screen readers
  Blind users rely on screen readers. Therefore, provide alt texts for images, transcripts for videos, and a logical HTML structure. This makes your site usable even without visual orientation — and your content gains reach.
• Provide sign language
  Written language is often a hurdle for deaf people. With videos in sign language, you can reach this user group and open up your offer to a community that is often underrated.
• Use easy language
  Complex sets of boxes and technical terms are barriers. An additional easy-to-language version also makes content accessible to people with cognitive disabilities or lower language skills — and improves your SEO at the same time.
• Mark abbreviations
  Screen readers stumble upon abbreviations. With the HTML tag, <abbr>you explain what abbreviations stand for. This provides clarity and prevents misunderstandings.
• Provide audio versions
  Making articles or product information available as audio offers a change of pace from reading — and creates benefits for users on the go. This is how you extend the life of your content.
• Visual alternatives for audio content
  Subtitles for videos or infographics as a substitute for podcasts make content understandable even without sound. This allows you to reach users who are out and about in noisy or quiet environments — an important factor for mobile use.
• Avoid blinking and flickering effects
  Aggressive flashing elements are not only unprofessional, but can also lead to health problems if there are certain restrictions. Static, clear design increases trust and reduces bounces.
• Ensure keyboard navigation
  Many users can't use a mouse. Your website must be completely controllable via the keyboard — including menus, forms, and buttons. This is not only inclusive, but also a sign of technical excellence.

With these 12 measures, you can ensure that your website really from all users can be understood and used — and that your conversion paths don't contain any unnecessary barriers.

Testing and quality assurance: How to check accessibility in practice

A barrier-free website isn't created on the drawing board — it needs to be tested. This is the only way you can identify where users are failing and systematically fix weak points. The goal: a stable user experience that excludes no one and at the same time strengthens your conversion paths.

Involve users
Direct feedback from those affected is the most valuable. People with visual, hearing or motor disabilities show you what hurdles exist in practice. Even small test groups provide insights that no tool can represent.

Carry out technical checks

• TAB check: Navigate through your website using just the keyboard. Can users navigate menus and forms via tab? Are drop-down menus and CTAs intuitive?
• Smartphone check: Access your desktop site on mobile devices. Zoom, touch control and reduced display make it easy to see where usability breaks.
• Log file analysis: Check where users exit. Clusters point to structural barriers.

Use tools
Free accessibility tools such as WAVE or AChecker identify technical pitfalls — from missing old attributes to weak contrasts to incorrect ARIA roles. They don't replace user feedback, but they give you a solid basis for optimization.

‍Check standards
Compare your site regularly with WCAG guidelines and the requirements of BITV 2.0. From 2025, this will also apply Accessibility Strengthening Act (BFSG) — By then at the latest, accessibility is no longer optional for many companies, but mandatory by law. If you act early, you save expensive repairs later on.

‍Iteratively test and improve
Accessibility is not just a “check off”. Technologies are evolving, content is growing, user habits are changing. Therefore, plan accessibility tests as an integral part of your optimization processes — as well as A/B tests for conversion rates.

Conclusion & business impact: Accessibility as a duty and opportunity

Web accessibility has now become mandatory. With the Accessibility Strengthening Act (BFSG) From 2025, a legal regulation will come into force that obliges companies to offer digital products and services barrier-free. Whoever acts now not only ensures their own legal compliance, but also gains a significant competitive advantage.

The business impact is clear:

• Reaching out to new target groups: In Europe, over 70 million people live with disabilities — an enormous purchasing power that is often ignored.
• Better conversion rates: Accessible pages are more intuitive, clearer and more performant — features that benefit all users.
• Stronger brand: Inclusion contributes to trust and brand perception. Whoever shows that he does not exclude anyone gains sympathy and loyalty.
• SEO advantages: Clearly structured content, clear contrasts and fast loading times also improve your ranking on Google.

Takeaway:
‍Accessibility is not a cost block, but a growth driver. Anyone who makes their website barrier-free is investing in conversions, brand trust and long-term ROI at the same time.

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