Website Accessibility
Digital Accessibility for More Sales, Rankings & Compliance
This way you expand your target audience, increase the conversion rate on your site and generate more revenue and profit.
4 Benefits of Accessible Web Design for your Business
More Sales
Only visitors who are able to use and understand your website can become customers. Accessibility broadens your audience and gives you access to up to 30 percent more potential customers who face certain limitations.
Better Rankings
Gain more organic traffic without ad spend. Accessibility is an indirect ranking factor and works hand in hand with SEO. It requires clear source code, which makes it easier for search engine crawlers to understand your web content.
Strong Branding
Make inclusion and participation part of your company DNA. An accessible website strengthens your public image and brand. It sets you apart from competitors and creates a clear advantage.
Legal Certainty
Ensure your website complies with current law. Since June 2025 the Accessibility Strengthening Act (BFSG) has been mandatory in Germany. Compliance helps you avoid legal disputes and costly fines.
Factoring Accessibility into Websites & Using it Profitably
Whether for a launch, relaunch or simply as an upgrade: the earlier and more holistically digital accessibility is considered, the more efficiently it can be implemented. digitalagenten support you in meeting legal requirements while also using accessible websites to maximise sales and customer acquisition.
In your free and non-binding consultation you will learn what potential exists, which measures are really worthwhile and how they can be implemented in the best possible way.
Practical Support for Accessibility: Strategic Consulting, Outtasking and Outsourcing
When optimising your website you receive everything needed to achieve full accessibility. With measures tailored to your needs and audience, the site is designed so that everyone can use it – regardless of any limitations.
At the same time, a team of online marketing and SEO specialists helps you build synergies between accessibility and digital success, adapting each step to your specific business need.
Through our workshops, seminars and training sessions your team gains the knowledge and practical skills to learn how to generate local visibility, trust, new visitors and new customers on its own.
Accessibility Consulting
- Strategic alignment
- Knowledge transfer for internal implementation
- Quality assurance and monitoring of implementation
Accessibility Outtasking
- Flexible support with individual tasks
- Tools and resources
- Needs-based balance between theory and practice
Accessibility Outsourcing
- Strategy, implementation and optimisation from a single source
- Done-for-you solutions for all project sizes
- Long-term support
Building Blocks of a User-friendly, Compliant & Accessible Website
Accessibility Audit
Identify strengths, weaknesses, risks and opportunities.
Develop an effective plan (to-do list) to make your site accessible.
WCAG Compliance
Perceivability, understandability, robustness and operability.
Optimal accessibility with the added benefit of legal compliance – even after 2025.
Accessible Design
Everything recognisable at a glance with maximum readability.
Clear colours, legible fonts and a consistent corporate design.
Page Structure & Navigation
A coherent set-up that anyone can navigate straight away.
Clear structures help both users and search engines with usability and rankings.
Media & Interactivity
Perfectly adapted for people with impairments.
Use screen readers, video alternatives and predictable interaction to guide users on their journey.
Input Fields & Forms
Contact options that everyone can use.
A higher conversion rate through accessible, easy-to-use forms.
Accessible Websites for Multiple Locations: Harnessing Scaling Effects
By planning accessibility measures centrally and only once, you can roll out accessible location websites efficiently – whether you have 5 or 5,000 locations.
Replicable processes are developed and implemented along a unified checklist. This increases speed and cost efficiency.
Depending on the specific requirements of your organisation and audience, you receive prioritised measures and, if desired, support with implementation. This ensures your message is communicated clearly across all locations and reaches your customers.
A Structured Path to an Accessible Website: From Strategy to Implementation to Monitoring
Starting with the low-hanging fruit – measures that cost little but deliver a lot – an accessible web concept is created. Inclusion for your web audience becomes a lasting competitive advantage.
From measures for people with visual or hearing impairments to those with other disabilities – digitalagenten guide you through the proven “Plan – Build – Run” framework in three phases:
PLAN: Strategy
Identify strengths and weaknesses with regard to current accessibility. Determine the needs and limitations of your audience, including all forms of disability that affect online use. Translate the corresponding steps into a clear step-by-step action plan:
- Colour concepts with minimum contrast
- Website layout and typography
- Simple, clear language
- Read-aloud function and subtitles
- Intuitive control and navigation
- Display independent of browser and device
- Strategy development, feasibility assessment & cost planning
BUILD: Implementation
Implement the measures internally or with support from digitalagenten – for WordPress websites – whether at launch, while the site is live or during a relaunch.
At the same time, take advantage of the synergies between accessibility, conversion, SEO and online marketing. Work with an interdisciplinary team focused on the needs of your audience, especially people with impairments, and provide exactly what they require.
RUN: Monitoring & Optimisation
Track user behaviour on the optimised website to see whether it is being used as intended.
Key figures highlight optimisation opportunities that make the site even more accessible. Direct feedback from affected users can also be valuable. With any changes or general improvements, accessibility is always considered from the very first step.
Legally Compliant Websites through Accessibility: Compliance Today and Tomorrow
Accessibility in information technology, as set out in the Equal Opportunities for Persons with Disabilities Act (BGG), is becoming increasingly important.
The following federal public bodies are already obliged under § 12 BGG to ensure accessibility:
- Statutory Health Insurers
- Savings Banks
- Universities
- Public Transport Providers
- Chambers of Industry, Commerce and Medicine
- Social Insurance Institutions
Since June 2025, the Accessibility Strengthening Act (BFSG) has been in force in Germany. It requires products and services within its scope to be accessible.
Meeting the Requirements of the BFSG
Under the European Accessibility Act (EAA), member states must enact accessibility legislation. With the BFSG in force since 28 June 2025, the following products and services must be accessible:
- Computers, Tablets and Mobile Phones
- E-Book Readers
- Machines
- Routers
This also applies to services such as telephony and messenger services, as well as e-commerce services. Websites – in particular online shops, contact forms and appointment booking pages – must therefore comply with accessibility requirements.
Violations may result in fines of several thousand euros and, in the worst case, a temporary suspension of e-commerce operations.
Even if your company qualifies for an exemption – e.g. B2B providers or small enterprises – improving accessibility remains worthwhile for the reasons outlined above. With the BFSG already in effect, legal compliance is no longer optional but a binding obligation.
Accessibility According to WCAG – 4 Principles for Accessibility
At European level, accessibility is regulated by the European Accessibility Act. The WCAG (Web Content Accessibility Guidelines) created by the W3C (World Wide Web Consortium) provide a collection of standards and criteria to assess the accessibility of a website:
- Perceivability
- Operability
- Understandability
- Robustness
The success criteria are divided into three levels. The higher the level, the greater the requirements:
- Level A: Without these criteria, the site is not usable for people with disabilities.
- Level AA: Without these criteria, the site is not usable for a large number of people with disabilities.
- Level AAA: Highest level for maximum accessibility – not mandatory.
The WCAG (Web Content Accessibility Guidelines) are recognised across the world and can be used as a benchmark to create a valid to-do list.
Perceivable:
Everything on the website must be presented in a way that every user can perceive. The “two-channel principle” helps: each piece of information should be perceivable through at least two senses.
- Everything that can be seen should also be audible.
- Everything that can be heard should also be visible.
- Information conveyed by colour should also be accessible to people who are colour-blind.
In practice, images and graphics can be given alternative texts. The display duration of time-based media (e.g. sliders) can be adjustable. Adjustable text sizes help people with visual impairments. Videos can be provided with subtitles.
Operable:
Alongside perceivability, the operability of functions – including navigation – is a decisive factor:
- Keyboard operability for people with motor impairments and blind users
- Adequate time limits for interaction steps
- No flashing or blinking to avoid epileptic seizures
- Orientation through clear link texts and multiple navigation paths
- Alternatives to complex gestures with the mouse
- Structures and technical requirements for assistive technologies (e.g. screen readers)
Understandable:
Clear language and design ensure your message reaches all users. Contributing factors include:
- Using the clearest language possible
- Explaining technical terms when needed
- Presenting complex matters consistently
- Providing an unambiguous navigation structure
- Supporting users in avoiding input errors
Robust:
The site must be designed so that it displays and functions correctly across browsers, mobile devices and assistive technologies. Only then is functionality guaranteed. Since SEO follows the “mobile first” principle, responsive design is also crucial for search rankings.
In practice, this requires correct syntax and consistent use of semantic HTML, as recommended by the W3C.
Accessible Design for Best User Experience & Improved Rankings
Accessible design not only increases accessibility and therefore the potential target audience. The improved user experience also works in synergy with search engine optimisation:
- Improved crawlability of the website
- Greater reach
- Positive user signals for the algorithm
Accessibility is considered during the design process or implemented afterwards. In practice, the focus is on colours, fonts and contrasts:
- Colours are used so that they are not the sole “carrier of information”.
- The contrast between text and background should be between 4:1 and 7:1 so that the text stands out clearly.
- The smaller the font, the higher the contrast ratio should be.
- Clear formatting and alignment of text blocks.
- Line length limited to around 80 characters.
- Sufficient line spacing and paragraph spacing.
- For people with visual impairments, the option to change the background colour (required only at Level AAA).
Language the Target Audience Understands
The content is not only readable but also understandable for the target audience. In particular, at the semantic and linguistic level, the content is adapted – or complemented by an alternative version in plain language – so that people with cognitive impairments can also understand it.
Accessible language, as required at Level AAA, is characterised by:
- Avoiding technical terms altogether,
- Explaining them immediately after the word, or
- Providing a glossary where they can be looked up.
Alternatively, a second version of the content can be created that avoids complexity altogether, as far as possible. Users can then switch with a single click to a version of the website written in “plain language”.
Page Structure and Navigation: Reaching the Goal Quickly and Easily
A clear page structure and navigation automatically make a site more accessible. They improve user orientation so that visitors find what they are looking for. Screen readers understand the content more effectively and navigation becomes much easier. Cognitive load is also reduced when navigation elements remain predictable from page to page.
Logical Page Structure for Better Overview
Not only in e-commerce should subpages be arranged and categorised logically. The order is also reflected in the source code so that assistive tools can follow and reproduce it meaningfully. The logical set-up is also reflected in accessible design.
At the linguistic level, the structure is reinforced by concise, easy-to-understand headings, which must be marked as H1–H4 in the source code. This also improves search engine optimisation. Numerous subheadings in the text make it easier to skim and locate information. Additional HTML elements such as:
- Lists
- Tables
- Bullet points
- Checklists
increase readability and improve the visual layout.
It is also ensured that the structure remains intact as intended even when the website is enlarged.
Target-Oriented Navigation: Intuitive Browsing
The structure is reflected in a clearly visible menu on the site. Ideally, the menu remains visible in the same position at all times – even while scrolling. Subpage labels are chosen so that the target URL or its content is clear immediately or from the context. Redundant menu items are avoided.
In addition to menu navigation, there is at least one other way to navigate – for example a search function or an index with relevant hyperlinks.
It is particularly important that navigation is possible without a mouse, using only the keyboard. All elements and fields must therefore be accessible via the tab key. The selected field should be visually highlighted. This applies not only to the menu but also to all other section elements (e.g. anchor links) on a subpage.
Multimedia and Interactivity: Accessible Use of Media for an Experience without Limitations
Images, graphics, guides, audio and videos are valuable elements on a website. They are part of the sales funnel and increase the conversion rate. On an accessible website it is essential to replace elements that cannot be used by people with impairments with appropriate alternatives:
Making Images and Videos Accessible
For images, the alt attribute is used. This allows the screen reader to describe to the user what is shown in the image. It also tells the search engine what is depicted. If the alt tag is not sufficient, the description can be used to clarify the purpose of the media within the section of the page. Here, precise and meaningful information is given, ideally enriched with relevant keywords. Purely decorative elements that carry no information are hidden with the aria-hidden attribute.
Audio elements such as podcasts and videos should have a transcript so that the content can be accessed by reading. Where sound and image are combined, real-time subtitles are recommended. These are generated during production and embedded at the bottom of the video.
Depending on how the video is integrated, a feature can be added that allows users to adjust playback speed.
Controlling Moving Elements
Videos, slideshows, banners, chat messages and live notifications that run automatically must be able to be paused or hidden with a click. This allows users to control their own focus and prevents overstimulation.
This is particularly important for flashing or visually striking elements, which may even trigger epilepsy.
The design and functionality of the website only change when the user reasonably expects it through their input.
Accessible Forms and Contact Options: Generating More Enquiries
The contact form on a website is the interactive link between company and user. The more people can use it, the more enquiries you receive:
- Clear and understandable labels: It must be obvious which information belongs in which field. Placeholders are not labels, as they disappear once the user starts typing.
- Logical order: Fields are arranged logically so that they can be filled in intuitively.
- No visual CAPTCHAs, or at least an alternative is offered.
- Error messages appear when information is clearly incorrect, e.g. when an email address is missing the “@” symbol.
- Correct entries can be confirmed by visual feedback – for example a green border.
- Time limits are avoided or, if present, are clearly indicated.
- Input fields can be switched using the tab or arrow keys.
Monitoring: Sustainable Development of an Accessible Web Environment
Regular accessibility audits ensure that the website always complies with the latest legal requirements. They also make it possible to address untapped optimisation potential.
Training and awareness measures help internal teams to automatically consider and implement accessibility in the future. Early usability tests with users who have different disabilities provide valuable insights during development.
If changes, additions or a complete relaunch of the website are planned, we are at your side to ensure accessibility is always included. We also provide consulting and support during implementation. The development of an accessible WordPress website can be fully outsourced if required.
Strong in Accessibility and Inclusion & Strong in the Process
Holistic Approach
Accessibility is never an end in itself. It is always developed and implemented in combination with other disciplines of online marketing. digitalagenten provide holistic consulting and implement solutions across disciplines so that success is reflected in measurable results.
Agile Working
Goals are achieved in sprints, and accessibility to-do lists are completed according to the effectiveness and efficiency of the measures. Always flexible, always focused on what truly moves you forward and delivers excellent results.
Demand Orientation
Focus on legal compliance while also recognising which measures your target audience needs most. The success modules are applied in such a way that they guide users along the customer journey through to conversion.
Business Solutions
Scalable processes support companies with multiple locations or websites in implementing accessibility efficiently and cost-effectively. Tailored solutions are provided according to company size and requirements.
Book Your Free Initial Consultation Now
Enable the best possible customer experience for everyone, ensure legal compliance, polish your brand image and at the same time expand your target audience to reach more people with your website.
In your free and non-binding initial consultation, we will advise you on the potential of an accessible website and show you exactly where optimisation will deliver long-term benefits.
Questions and Answers
What Are the Main Features of an Accessible Website?
An accessible website is designed so that it can be used by everyone, including people with disabilities. This means the site follows the WCAG (Web Content Accessibility Guidelines), which set out clear rules for structure and design. Key features include clear, simple text, alternative text for images, straightforward navigation and the ability to operate the site with assistive tools. In a digital context, accessibility also means content is available across different devices, including mobile apps, and that all media formats such as videos and PDFs are designed to be accessible. Another feature is the ability to skip straight from the homepage to the main content to improve usability. An overview of all accessibility features and clear contact options for further help should also be included. Clear links and well-managed content are equally essential to avoid barriers.
How Do People with Disabilities Benefit from an Accessible Website?
Accessible websites give people with disabilities reliable access to information and services. They allow the use of assistive technologies such as screen readers, braille displays and voice recognition software. This promotes digital participation and reduces barriers found on conventional websites. They also support legal equality and compliance with regulations such as the German Ordinance on Accessible Information Technology (BITV). Overall, they ensure unrestricted access to online content. Accessible websites also benefit all users by improving usability and clarity, and they support an inclusive society. Examples include the integration of sign language and plain language to cover different needs. They also improve access to jobs and online training opportunities for people with disabilities.
Which Guidelines Exist for Accessible Websites?
There are several important guidelines, the most widely recognised being the WCAG (Web Content Accessibility Guidelines). In Germany, the BITV (Ordinance on Accessible Information Technology) is crucial, requiring public bodies to design their websites in an accessible way. WCAG is divided into three levels: A, AA and AAA, with AA often serving as the legal standard. These guidelines cover aspects such as operability, understandability and robustness. Other important documents include the EU Directive on the Accessibility of the Websites and Mobile Applications of Public Sector Bodies and various development guides. Providers of web design services should follow these rules closely to deliver accessible solutions that comply with international standards.
What Are the WCAG Guidelines and Why Are They Important?
The WCAG (Web Content Accessibility Guidelines) are an internationally recognised standard for creating accessible digital content. Developed by the World Wide Web Consortium (W3C), they offer a detailed checklist for checking the accessibility of websites. WCAG is divided into three levels (A, AA, AAA), with AA often serving as the minimum legal requirement in many countries. These guidelines are important because they ensure digital web content is accessible to everyone, including people with disabilities. They promote inclusion, improve usability and enhance operability. They also provide valuable implementation advice for web developers and designers.
What Barriers Do People with a Disability Face on the Internet?
Many barriers exist online for people living with a disability, such as websites incompatible with screen readers, missing alternative text for images, poorly structured content and complicated navigation. Other barriers include unlabelled forms, missing subtitles or transcripts for videos and poorly designed mobile apps. These obstacles restrict access to digital services. Accessibility means removing these barriers and ensuring equal access. A lack of sign language videos is another common barrier for deaf users. Accessibility therefore covers many measures to create an inclusive online environment. Regular testing and user feedback help identify and eliminate barriers.
How Can a Website Be Tested for Accessibility?
Testing requires different approaches and tools. Automated tools such as WAVE, AXE and Lighthouse can check a site against WCAG standards. Manual testing should also be carried out, using screen readers and keyboard navigation. Feedback from users with disabilities is equally valuable. A comprehensive checklist based on WCAG helps ensure all aspects are covered. These checklists are valuable resources for ongoing improvement. Following guides and complying with BITV improves test quality. Providers of accessibility services can also support testing. Regular reviews are recommended. Testing email communication for accessibility is another practical step.
Are There Tips for Creating an Accessible Website?
Important tips include: keep content clear and easy to understand, ideally also offering a plain language version. Use alternative text for images and labels for form elements. Ensure navigation is intuitive and usable via keyboard. Add subtitles and transcripts to videos. Carry out regular automated and manual tests. Follow WCAG and BITV, and gather user feedback for continuous improvement. Checklists and overviews help to ensure nothing is missed. Training sessions on digital accessibility can also provide useful advice.
What Legal Requirements Exist for Accessible Websites?
Legal requirements vary by country. In the EU, the Directive on the Accessibility of the Websites and Mobile Applications of Public Sector Bodies sets the standard. In Germany, the BITV requires public institutions to implement accessible websites. WCAG often provides the basis for such laws. Organisations must ensure their digital services meet the rules to avoid legal consequences and promote inclusion. International standards may also apply depending on the market. Providers of web design services must be aware of these requirements and adapt projects accordingly.
How Can Content Be Made Accessible?
Content should follow WCAG and focus on clarity, usability and accessibility. This includes simple language, plain language alternatives and alternative text for images and graphics. Structured content with headings and lists makes each section easier to read and understand. Videos should have subtitles and audio descriptions. Forms must be labelled and easy to use. Accessible websites must also work with assistive technologies and be tested regularly. Different formats such as accessible PDFs and sign language videos can help meet diverse needs. Accessibility experts can provide guidance, best practice recommendations and additional resources tailored to your organisation’s need.
What Are Examples of Accessible Websites?
Several websites serve as strong examples for accessibility in the digital world. The BBC website offers extensive accessibility features. The German government website is another, fulfilling BITV requirements. Companies like Apple and Microsoft also stand out, investing heavily in accessibility. They provide clear structures, alternative texts, subtitles for videos and straightforward navigation. They show how to make digital content inclusive. Initiatives and projects also share best practice examples. Accessibility service providers can provide references, additional resources and case studies. Overviews and articles on successful projects offer further inspiration.
Contact
We understand that the world of digital marketing can be complex. That’s why we’re here to help you with your concerns and offer tailor-made solutions that meet your individual needs. Get in touch with us today for a free, no-obligation consultation—we look forward to hearing from you!