Use the Outline button on the WAVE toolbar to see if the web page has a halfway decent, logical heading structure. I was pleased to see that each of the 130 sites used HTML headings, but several sites had heading creep. Screen reader users benefit tremendously from good heading structure, but if a web page has too many headings, this offsets the benefits, and some of these sites have several dozen headings. If everything is a heading, nothing is a heading.


When you insert an image into a post or page, consider providing a rich description for the caption that will improve the reading experience for everyone, but especially folks who can’t see the image. Be creative. Instead of “My son on his swing,” try “My son is playing on his favorite swing. His face is filled with pure joy on a beautiful Spring day. Perfection.” The goal here is to convey the feeling of the image.


In an August 2016 case involving the University of California Berkeley, the DOJ ruled that the public university was in violation of ADA Title II (similar to Title III but it instead applies to government organizations) because their YouTube channel’s videos didn’t include captions for hearing impaired visitors. The DOJ found this to violate the ADA as deaf users did not have equal access to the online content.

An accessible and ADA compliant website has the potential to increase your sales by over 20%. The market segment of persons with a disability is very loyal to businesses and websites that make legitimate efforts to increase their quality of life. Your businesses social media presence can also be improved as visitors share their favorable interactions with your businesses. Offering your business a significant and fiercely loyal revenue stream.

Title III of the Americans with Disabilities Act (ADA) requires that businesses and nonprofit services providers make accessibility accommodations to enable the disabled public to access the same services as clients who are not disabled. This includes electronic media and web sites. While the ADA applies to businesses with 15 or more employees, even smaller businesses can benefit from ensuring that their websites are ADA compliant. Doing so opens your company up to more potential clients and limits liability. Web developers should include ADA compliant features in the original site and application plans.
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