In website design, it’s all about user experience – ensuring visitors get the right information, at the right time. Implementing seamless buyer journeys, and presenting information in an easily digestible way. Ultimately, this is what drives users to engage with your brand, whether that’s through completing a purchase or making an enquiry. The way a website is experienced by users should be adaptable to the diverse needs of different types of users accessing the site, otherwise known as website accessibility.
As reported by the government, one in five people in the UK have a disability. This means that organisations have a responsibility to ensure their website is fully accessible under the Equality Act 2010 Web Content Accessibility Guidelines (WCAG). This covers the four principles of website accessibility: Perceivable, Operable, Understanding and Robust (POUR). The majority of websites designed by a reputable Milton keynes web design agency (like us!) will follow the key compliance rules to ensure websites are designed and built in line with WCAG.
But for us, it’s much more important than simply meeting a legal requirement. From a commercial perspective, when we look at brand perception and customer loyalty, there is a clear argument that all modern websites should not just be accessible, but also inclusive. After all, with 20% of the population categorised as having a disability, that is 20% of your customers and prospects. What’s more, The Drum reported last year that 60% of millennials are “belief-driven buyers”, meaning that their consumer journey is significantly impacted by a brand’s inclusive values, especially when they see this demonstrated clearly in practice. With 73% of millennials now in key purchase decision-making roles, there is a real need for inclusive uk bespoke web design company regardless of industry, product or service line.
So, what do we mean by inclusive design? It simply means ensuring individuals from all backgrounds can access and navigate your website effectively, taking into account any physical or cognitive disabilities that they may have. Features that cater to this include colour contrast/high-contrast modes, screen readers, page structure, voice recognition features, markups, and alt text that improves the overall user experience. While adding the above features is important, the real commitment to inclusive website design is demonstrated by implementing inclusive considerations at every stage of the website design journey. This includes going beyond technical capabilities, but also factoring in content navigation and customisation.
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Here are is a fully comprehensive list of considerations:
- Text Size and Font: Allow users to adjust text size and choose readable fonts, enhancing accessibility for those with visual impairments or dyslexia.
- Keyboard Navigation: Enable full website functionality using only keyboard navigation, catering to users who cannot use a mouse.
- Alt Text for Images: Provide descriptive alt text for images to assist users with visual impairments who rely on screen readers.
- Semantic HTML: Use semantic HTML elements to enhance screen reader compatibility and improve navigation for all users.
- Descriptive Links: Use descriptive link text to provide context and improve navigation for screen reader users.
- Form Accessibility: Ensure forms are accessible, with clear labels and instructions for users using screen readers or keyboard navigation.
- Video and Audio: Provide captions and transcripts for video and audio content to accommodate users with hearing impairments.
- Responsive Website Design: Ensure the website is responsive across various devices and screen sizes to cater to users with different browsing capabilities.
- Consistent Navigation: Maintain consistent navigation elements and layout throughout the website for intuitive browsing.
- Error Handling: Provide clear error messages and suggestions for users encountering errors or input validation issues.
- Content Readability: Keep content concise, organised, and easy to understand, benefiting users with cognitive disabilities or learning difficulties.
- Focus Indicators: Ensure clear and visible focus indicators for interactive elements, aiding users in navigating via keyboard.
- Customisable Layouts: Allow users to customise the layout and presentation of content according to their preferences and needs.
- Adjustable Content Display: Provide options for users to adjust the display settings, such as font size, contrast, and background colour, to enhance readability and usability.
- Saved Preferences: Enable users to save their preferences for future visits, enhancing the user experience and accessibility.
- Multiple Navigation Methods: Offer multiple navigation methods, including menus, search bars, and breadcrumbs, to accommodate diverse user preferences and browsing styles.
- Assistive Technology Compatibility: Ensure compatibility with assistive technologies such as screen readers, magnifiers, and voice recognition software, to facilitate access for users with hearing, vision and fine motor difficulties.
- User Testing: Conduct usability testing with diverse user groups, including those with a range of disabilities, to identify and address accessibility barriers effectively.
These considerations collectively contribute to creating a more inclusive and user-friendly web experience for all visitors, regardless of their abilities or browsing preferences. Strong user experiences are the key to increased website engagement and conversion rates, as well as reduced bounce and exit rates across your website. The smoother the experience, the more likely a user will be to complete the customer journey, so it’s beneficial to all parties to ensure websites are fully accessible and inclusive.
If you would like a full service web design agency in Milton Keynes that builds inclusive and accessible websites as standard, please feel free to reach out!
