About the Speaker: Bill Mitchell is the co-founder and Chief Operating Officer of RezStream, a company dedicated to hospitality solutions, located in Denver, Colorado. Bill has over 30 years experience in the hospitality industry with extensive knowledge in consulting, sales, support, website design and Internet marketing.RezStream sells reservation software (RezStream Professional PMS), online reservation booking engine services (RezStream Rez2u Booking Engine), Global Distribution System services, custom website designs, and Internet marketing services.
If your website is not already ADA compliant, you are automatically missing out on millions of potential customers who cannot access your site due to their disabilities. In fact, there are nearly 50 million people with disabilities in the U.S., which means about 19 percent of this country has a disability. Many of them might be interested in your products or services, but once they arrive at your website, they won't be able to navigate easily enough to buy anything or even contact you, all because your website is only accessible to people without disabilities. Thus, they may move on to your competitors.
The question of ADA’s exact wording comes down to two issues: 1) whether the ADA applies to a website at all, and 2) if ADA applies only to websites that have a physical connection to goods and services available at a physical store or location, or if it applies to all websites even if they don’t have physical spaces. Courts are split on these issues but one thing is for certain: the tide is moving toward ADA compliance for websites, and the lack of specific legal wording prohibiting web discrimination has not stopped businesses from being sued.
These rules nearly made their way to the Supreme Court in 2019. In 2016 a web accessibility civil suit was filed against Dominos Pizza. In the following years, the case filtered through layers of judgements and appeals, and Dominos eventually appealed to the Supreme Court. Unfortunately, the Supreme Court declined the case and returned it to a lower court. Though this provides no final clarification, the ruling by a lower court in favor of the plaintiff supports the legal requirements for web accessibility.
The 2014 case involving Peapod, an online grocery retailer emphasizes that being ADA compliant goes beyond your website. The settlement required Peapod to make its mobile applications accessible by March 2015 and its website accessible by September 2015. Since mobile apps are fast becoming the preferred method of online shopping, e-commerce sites must focus on app accessibility too.
Yes, all websites must have hand rails in the rest rooms, ramps in lieu of front porch stairs and elevators with doors wide enough for wheelchairs to be easily loaded into them. Seriously though, ADA only covers Americans, and the Internet is hardly just an American institution. Besides, browsers can already be configured to override the web designer’s pre-configured fonts, font sizes, font and page and page background colors, etc, to make it much easier to read. Also, the big 3 Operating Systems (MS Windows, MAC, and Linux) have text-to-speech programs which will allow the computer to read...
Additionally, in February 2018, Congress passed the ADA Education and Reform Act, a bill designed to make it harder for disabled Americans to sue businesses for discrimination. Republican lawmakers who wrote and passed the bill argue that the law will help curb “frivolous” lawsuits, while opponents have argued that this law will gut the ADA, essentially giving businesses little reason to follow the ADA guidelines at all.
Another important consideration is that the ADA does not allow businesses to simply provide an alternative such as a phone number. Lastly, include accessibility issues as part of your website and mobile strategy. When new technologies are implemented or pages added, part of the process should include the implications for persons with disabilities.
No online tool can cover all the issues of ADA accessibility. To make sure your website meets the necessary ADA guidelines, employ an ADA compliance specialist that will review your website. Specialists are much better at evaluating the consistency of your website content as well as your current online reservation system. Furthermore, you will get the best results by combining the test results of online tools with the experience of an ADA compliance specialist.
Currently, the law is a little bit murky when it comes to ADA compliance on a website. Courts have been interpreting ADA in various ways when it comes to website compliance. Some courts have stated that any US business must have an ADA-compliant website. Some courts have said that the website must have a “nexus” to a physical location which must be ADA compliant before their website must also be compliant. This is why Facebook was able to dismiss a 2011 ADA case in California, but Home Depot was no...
The words in the tag should be more than a description. They should provide a text equivalent of the image. In other words, the tag should include the same meaningful information that other users obtain by looking at the image. In the example of the mayor’s picture, adding an “alt” tag with the words “Photograph of Mayor Jane Smith” provides a meaningful description.