Getting Clients to Buy Into Website Accessibility
TL;DR:
- Show clients the business case: 15% of the global population has some form of disability
- Frame accessibility as legal protection against potential fines and lawsuits
- Highlight the SEO benefits that come with accessible design
- Use real examples and case studies to demonstrate ROI
- Position accessibility as competitive advantage, not just compliance
Website accessibility gets clients thinking about costs before benefits. Your job is to flip that conversation and show them what they're missing out on.
The numbers tell the story better than any sales pitch. Around 15% of people worldwide live with some form of disability. That's not a small market segment your client can afford to ignore while their competitors potentially scoop up those customers.
But it's not just about the disability market. Accessibility improvements help everyone. Better colour contrast makes text easier to read for people with perfect vision. Keyboard navigation helps users who prefer shortcuts. Clear heading structures make content scannable for busy visitors.
The Legal Reality
Here's where things get serious. In the UK, the Equality Act 2010 covers digital accessibility. In the US, ADA compliance is increasingly enforced for websites. The legal landscape is tightening, and businesses are getting sued over inaccessible websites.
You don't need to scare clients, but they should understand the risk. A lawsuit costs far more than building accessibility into a project from the start. Frame it as insurance rather than an extra expense.
SEO Benefits They Can't Ignore
Google rewards websites that work well for everyone. Many accessibility features overlap with SEO best practices. Alt text for images helps screen readers and search engines understand content. Clear heading structures make pages easier to navigate and crawl. Fast loading times benefit users with slower connections and improve search rankings.
This is often your strongest argument with budget-conscious clients. They'll pay for SEO improvements, so show them how accessibility delivers the same results.
Making Your Case Stick
Use specific examples from their industry. If you're working with an e-commerce client, show them how accessible checkout processes reduce cart abandonment. For service businesses, demonstrate how accessible contact forms capture more leads.
Keep a collection of case studies showing accessibility improvements and their results. Numbers work better than theory when clients are making budget decisions.
Common Objections and Responses
"It's too expensive" usually means they don't see the value. Break down the cost per potential customer reached. Show them the price of retrofitting accessibility versus building it in from the start.
"Our customers don't need it" reveals a narrow view of their audience. Explain how accessibility benefits extend beyond disability accommodation. Better usability helps everyone, especially on mobile devices or in challenging environments.
"We'll add it later" rarely happens. Explain how accessibility works best when baked into the design process, not bolted on afterwards.
Making Implementation Easier
Start with the basics that deliver the biggest impact. Proper heading structures, alt text, and colour contrast improvements are relatively simple but make a huge difference.
Use tools like WAVE or axe DevTools to show clients exactly what needs fixing. Visual reports help them understand the scope without getting lost in technical details.
Build accessibility checks into your workflow so it becomes standard practice rather than an add-on service.
FAQs
How do I convince clients who only care about immediate ROI?
Focus on the SEO benefits and improved user experience for all visitors. These deliver measurable results quickly while the broader accessibility benefits build over time.
What if the client's budget is genuinely tight?
Prioritise the most impactful improvements first. Proper heading structures, alt text, and colour contrast fixes give you the biggest bang for your buck.
Should I mention specific legal cases to clients?
Use them as context but don't lead with scare tactics. The positive business case is usually more persuasive than fear-based arguments.
Jargon Buster
WCAG: Web Content Accessibility Guidelines – the international standard for web accessibility
Alt text: Descriptive text for images that screen readers can interpret
Screen reader: Software that reads web content aloud for visually impaired users
Keyboard navigation: Moving through a website using only keyboard inputs, no mouse required
Wrap-up
Getting client buy-in for accessibility isn't about perfect compliance or ticking boxes. It's about showing them a bigger audience, better user experience, and protection against legal risks. The clients who understand this early will have a significant advantage over competitors who treat accessibility as an afterthought.
Ready to level up your web design skills? Join Pixelhaze Academy for in-depth courses on accessibility and modern web design practices.