INTRODUCTION
The accessible marketing advantage

Access to the internet is crucial in order for people to learn, connect, and
make purchases. Search, scroll, and click are actions that most people do
hundreds of times a day without thinking about accessibility.
But not everyone has that luxury. For the 16% of the global population
living with a disability, access to the internet is an ongoing struggle.
In fact, while 1 in 4 Americans have a disability, less than 3% of websites
today are accessible. Since this population is vastly overlooked in website
design and development, businesses are missing out on the enormous
potential that it offers as a consumer market. There are also multiple
beneficial byproducts of web accessibility that can significantly impact
business growth.
As a marketing professional, your strategy is to effectively reach your
target audience, positively position your brand, and ultimately generate
revenue for the business. In 2023, an inclusive marketing strategy is
imperative for the success of all three. Providing equal access for people
with disabilities is both a moral imperative as well as a legal requirement.
But it’s also a brilliant business move for every marketing leader.

According to the law in many countries including the United States,
websites are considered public places of service and must be accessible.
In order for a website to be accessible according to the Web Content
Accessibility Guidelines (WCAG), it has to include everyone (including
people with disabilities) in these 4 ways:
1 All information is perceivable
2 The interfaces are operable
3 The content is understandable
4 The capabilities are robust
If you look at this list, you might be thinking that these are fantastic
guidelines for any high-performing website – regardless of legal
accessibility compliance. That’s where your marketing strategy comes in.
Because an accessible website doesn’t just benefit users with disabilities. It benefits the business.

If you’re wondering how web accessibility can optimize your current
marketing efforts and how it’s possible to make it happen while staying
within budget, this course is for you.