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The official guide for agencies to bring web accessibility to their clients’ table

by Gil Magen

January 5, 2022

2021 was a record year for web accessibility, with thousands of agencies adding web accessibility to their service offerings. More agencies are seeing the many benefits of making sure their clients’ digital assets are accessible to all - such as increased performance, more revenue, and improved reputation. If you too want to jump on the inclusivity bandwagon, in here you'll find the steps to bring web accessibility to your clients' table.

1.) Make sure your clients are aware of the facts

People with disabilities make up 20% of the population. That’s one in five people who are part of society and take part in the digital ecosystem. From paying bills, ordering groceries, buying presents - people with disabilities are earning and spending money like the rest of us. We’re all people first but we’re also all consumers and closing off your site from 20% of potential customers doesn’t really make much sense for anyone.

2.) Run an audit and show your clients the results

Accessibility testing tools exist to demonstrate if a website is accessible and compliant and where accessibility adjustments need to be made. You can easily and, at no cost, insert your client’s domain through aCe and get results within seconds. Once your client sees the status of their site, and understands that not only is the site not ADA compliant but also not accessible to 20% of the population, it makes the whole process of getting your clients to care about web accessibility seem more realistic and achievable.

3.) Discuss how straightforward and affordable the process is

Web accessibility can seem overwhelming. Code overhaul? UI changes? You might as well tell them you’re shutting down their site. The reality is that innovation, such as AI and automation, has made web accessibility a business-friendly and affordable solution for websites and agencies. AI-powered, automated web accessibility solutions are easily implemented (read: anyone can do it) and significantly reduce the time and costs associated with web accessibility adjustments.

4.) Explain to your clients that technology will take care of the heavy lifting for them

It used to be that web accessibility projects for agencies meant hiring outside help, such as an accessibility expert, or learning specific coding guidelines to do it yourself - and the costs of this would fall on the client. With the help of AI, agencies can utilize automated web accessibility solutions to do the heavy lifting for them not only for the first implementation but also for ongoing maintenance and upkeep. By incorporating a web accessibility solution into your agency’s tech stack, your clients can know that you have a solution to make their sites accessible, and maintain it, that they won’t have to absorb the costs for.

5.) Make sure your clients know that web accessibility is a strategic business decision

The reality of accessible websites is based on the same principles of consumerism for any business. If your customers like your business, they’ll come back. When it comes to people with disabilities, they are very loyal to companies that make their products available to them. Your clients will not only be gaining loyal customers but also all of their peers, friends, and families who will be told that they found an accessible website that has a good user experience. Not to mention, people with disabilities have a buying power of $490 billion.

6.) Tell your clients that consumers demand inclusion from brands

One small change to your clients’ websites can make a huge impact on their reputation and consumer perception. It doesn’t just matter to people with disabilities - it matters to all of your clients’ customers that the brands they're buying products and services from are inclusive. In 2022, being inclusive is no longer a request from consumers but rather an expectation that they have from the brands they spend money on.

Web accessibility is a win-win-win solution - for your agency, for your clients, and for people with disabilities. Now that technology makes it possible for you to easily add web accessibility to your agency service offerings, you should feel confident to bring it to your clients' table knowing that it's not only doing something good, it's simply good business.


Gil Magen
web accessibility
Marketing agencies
Marketing automaiton tools