Short answer: an accessible website is one that people with visual, hearing, motor or cognitive disabilities can use. That includes people using screen readers, keyboards instead of a mouse, or zoomed-in text. For most small businesses the biggest wins are readable color contrast, real alt text on images, labeled form fields, and a site you can fully use with the Tab key. This guide covers what the official guidance says and what to fix first.
This article is general information, not legal advice.
What Is Website Accessibility?
Website accessibility is the practice of building pages that everyone can perceive, navigate and use. The recognized technical standard is the Web Content Accessibility Guidelines (WCAG) 2.2, published by the W3C. The current version of the W3C Recommendation is dated December 12, 2024.
WCAG is organized around four ideas. Content should be perceivable (for example, images have text alternatives), operable (everything works from a keyboard), understandable (clear language and predictable behavior) and robust (it works with assistive technology).
Does the ADA Apply to My Website?
The U.S. Department of Justice's Guidance on Web Accessibility and the ADA says businesses open to the public must make sure the goods and services they provide, including those provided online, are accessible to people with disabilities. The same guidance says businesses have flexibility in how they comply, and it points to WCAG and the federal Section 508 Standards as helpful references.
Separately, the DOJ published specific web accessibility rules for state and local governments in the Federal Register on April 24, 2024. Those rules apply to government entities, not to private businesses, but they show where expectations are heading.
If you have specific legal questions, talk to an attorney. What we can help with is the technical side: finding and fixing barriers.
What Are the Most Common Accessibility Problems?
The DOJ guidance lists examples of barriers we see on small business sites all the time:
- Poor color contrast, such as light gray text on a white background.
- Using color alone to convey information, such as "required fields are in red".
- Missing text alternatives on images, so screen readers announce "image" or a filename.
- No captions on videos.
- Inaccessible forms, where fields have no labels and errors aren't explained.
- Mouse-only navigation, such as menus or popups that can't be reached or closed with a keyboard.
What Can I Fix This Week?
These fixes cost little and help every visitor:
- Add real alt text. Describe what the image shows and why it's there. Decorative images can use an empty alt (
alt="").
<img src="kitchen-remodel.jpg" alt="Finished kitchen with white cabinets and a walnut island" />
- Label every form field. Placeholder text disappears when someone starts typing, so use a real label.
<label for="phone">Phone number</label> <input type="tel" id="phone" name="phone" autocomplete="tel" />
- Check contrast. WCAG's Level AA minimum for normal body text is a contrast ratio of 4.5:1. Free checkers such as WebAIM's contrast checker will tell you in seconds.
- Tab through your site. Unplug your mouse and press Tab. Can you see where you are on the page, open the menu, and submit the contact form?
- Use real headings in order. One H1 per page, then H2s and H3s, so screen reader users can jump between sections.
- Make links descriptive. "See our kitchen remodeling prices" beats "click here".
- Caption your videos. Most video platforms can auto-caption. Review the captions for accuracy.
How Does Accessibility Help My Business?
- More customers can use your site. Every barrier you remove is a customer who can now call, book or buy.
- Better usability for everyone. Clear labels, good contrast and readable text help people on phones in bright sunlight just as much as people with low vision.
- Search engines understand you better. Descriptive alt text, real headings and clear link text are also the signals search engines use to understand a page. Accessibility isn't a direct ranking trick, but it overlaps heavily with good SEO. See our SEO guide.
- Lower risk. Fixing known barriers now is cheaper than reacting to a complaint later.
Frequently Asked Questions
Q: Is there an official ADA website standard for private businesses? A: The DOJ guidance says businesses have flexibility in how they comply and points to WCAG and Section 508 as helpful references. Many businesses use WCAG 2.2 Level AA as their target.
Q: Will an accessibility overlay or plugin make my site compliant? A: Don't rely on one. Overlays can't fix missing labels, poor structure or inaccessible menus in the underlying code. Fix the site itself.
Q: How do I know if my site has problems? A: Start with free tools like WAVE or Lighthouse (built into Chrome), then test with a keyboard and a screen reader. Automated tools catch only part of the problems.
Q: Do SS Labs websites follow accessibility best practices? A: We build with semantic HTML, labeled forms, keyboard support and readable contrast, and we test across browsers and devices before launch as part of our process.
Get an Accessibility Check
Want a second set of eyes on your site? SS Labs is a Minneapolis web design studio, and we'll review your site's biggest accessibility and usability gaps on a free 30-minute consultation.
Email: Benjamin@StrategicSolutionsLabs.com
Book online: request your free 30-minute consultation. We reply within 24 hours.
Sources
U.S. Department of Justice: Guidance on Web Accessibility and the ADA