Accessibility Made Simple: A Small-Business Guide to Inclusive Websites

Building an accessible website is more than a legal or technical requirement—it's a business imperative. For small business owners, ensuring that your digital presence is usable by all individuals, regardless of ability, can expand your customer base, enhance your brand reputation, and support better overall website performance.

According to the CDC, approximately one in four adults in the United States lives with a disability. Designing for accessibility not only benefits this population but also improves user experience for everyone. This guide outlines actionable steps small businesses can take to improve website accessibility based on globally accepted standards, including the Web Content Accessibility Guidelines (WCAG).

1. Write Meaningful Alt Text for Images

Why it matters:

Not all users can see the images on your website. People who are blind or have low vision often use a screen reader—a tool that reads out the text on a webpage, including descriptions of images. Alt text allows those users to understand what the image is showing or why it's there.

How to do it well:

Write short, specific descriptions that explain the image’s purpose, not just what’s in it. Think about what someone needs to know if they can’t see the picture.

Example:

Instead of writing:

alt="company team photo"

Write:

alt="The FourPaws Marketing team sitting around a conference table reviewing a campaign strategy"

2. Use Clear Headings to Structure Your Content

Purpose: Headings (like H1, H2, H3) show how content is organized on the page. They help users—especially those using screen readers—navigate the page efficiently. They also tell search engines what your content is about, which supports SEO.

How to do it well: Use headings in order: H1 for the main title, H2 for major sections, H3 for sub-points under those sections, and so on. Don’t skip heading levels just to change how text looks visually—use CSS for that.

Tip: Think of your headings like an outline. If your page were a document, the headings should make its structure clear at a glance..

3. Make Sure Keyboard Navigation is Possible

Why it matters: Some users can't use a mouse. This includes people with motor impairments, certain chronic conditions, or temporary injuries. These users rely on the keyboard—or devices that simulate it—to move through your website.

How to do it well: Try using only the “Tab” key to move through your website. Can you reach all the links, buttons, and form fields? If not, some parts of your site may not be accessible.

Make sure important elements, like navigation links and forms, can be reached using the keyboard and are visually highlighted when selected.

4. Use High-Contrast Colors for Better Visibility

Why it matters: Text that blends into the background can be difficult or impossible to read—especially for users with low vision or color blindness.

How to do it well: Use a contrast checker tool to make sure the color of your text stands out clearly against its background. The Web Content Accessibility Guidelines (WCAG) recommend a minimum contrast ratio of 4.5:1 for normal text.

Also, avoid relying on color alone to communicate important information. Use text labels or icons along with color to convey meaning.

5. Provide Captions and Transcripts for Multimedia

Why it matters: Users who are deaf or hard of hearing need an alternative way to understand audio content. This also benefits anyone watching a video in a quiet environment or with the sound off.

How to do it well:

• Add closed captions to videos.

• Provide written transcripts for audio files, including podcasts or voiceovers.

• For complex videos, include audio descriptions that explain visual elements.

These features make your content accessible and help search engines understand it more effectively.

6. Use Clear Labels for Forms and Fields

Why it matters: Screen readers depend on form labels to explain what each input field is for. Without these labels, users may not be able to fill out forms correctly.

How to do it well:

Use the <label> element and connect it to the corresponding input field with the for and id attributes. Example: htmlCopyEdit<label for="email">Email Address</label>  

<input type="email" id="email" name="email">

• Include helpful placeholder text or short instructions.

• Use <fieldset> and <legend> to group related fields, such as billing or shipping addresses.

This makes your forms more usable and easier to navigate for all visitors.

7. Use Tables Only for Data, Not for Layout

Why it matters: When tables are used to organize the visual layout of a webpage rather than to display data, screen readers can get confused. This creates a frustrating experience for users who rely on assistive technology.

How to do it well:

• Use tables only for presenting information that belongs in rows and columns (such as a pricing chart or product comparison).

• Add headers using <th> and define their role with the scope attribute to help users understand the relationships between data points.

• Avoid complex structures like merged cells or nested tables unless absolutely necessary, as they can be difficult for screen readers to interpret.

8. Add Skip Navigation Links

Why it matters: Web pages often have repetitive elements like menus or sidebars. A skip link allows users to jump directly to the main content, which is especially helpful for keyboard users and those using screen readers.

How to do it well: Place a link at the top of your page that points to the beginning of the main content. This link should be visible when someone navigates using a keyboard.

Example:

html

CopyEdit

<a href="#main" class="skip-link">Skip to main content</a>

Make sure this link becomes visible when focused, such as when pressing the Tab key.

9. Use Plain Language and Clear Instructions

Why it matters: Not everyone who visits your site is fluent in industry jargon or complex terminology. Using plain, easy-to-understand language helps people of all reading levels—including non-native speakers and individuals with cognitive disabilities.

How to do it well:

• Avoid technical terms unless necessary, and explain them when used.

• Break complex topics into smaller, digestible sections.

• Use clear calls to action and instructions.

Example: Instead of writing: “Initiate account creation procedure,” Say: “Sign up for an account.”

10. Conduct Regular Accessibility Audits

Why it matters: Accessibility isn't a one-time task. As you add new content or update your site design, issues can arise. Ongoing reviews help you stay compliant and maintain a high-quality experience for every visitor.

How to do it well:

• Use automated tools like WAVE, ask DevTools, or Google Lighthouse to identify potential issues.

• Combine automated scans with manual checks—such as using a screen reader or keyboard-only navigation—to catch things automated tools might miss.

• Stay informed about updates to WCAG guidelines or legal changes that could affect your obligations.

Tip:  Schedule a full accessibility review at least once per quarter and after any major site updates.

Think of Accessibility as a Business Advantage

Making your website accessible isn't just about compliance—it's about respect, usability, and expanding your reach. Small businesses that prioritize accessibility provide a better experience for all users while strengthening their brand and reputation. These improvements don’t require a complete site rebuild. Start with a few of the strategies above and build from there.

Accessibility is a long-term commitment, but the impact is immediate—and lasting. If you're unsure where to begin or need expert support, the team at Four Paws Marketing is here to help. We specialize in building digital strategies that are inclusive, effective, and tailored to the unique needs of small businesses. Reach out to learn how we can make your website more accessible—and more successful.