A million websites. 96% with accessibility shortcomings. That is the reality WebAIM uncovered in its latest survey.
Accessibility isn't niche compliance. It's the foundation of digital credibility. Yet most organisations still patch issues at the edges rather than building accessibility into their digital DNA. As digital experiences become more complex and more central to business value, inclusive design is strategic. Legal risk, brand equity and user trust converge here. Acting on accessibility has become a business imperative.
Accessibility builds resilience for the years ahead. That’s why understanding its scope and meaning matters before tackling the most common mistakes.
What accessibility really means.
True accessibility is about clarity of structure and fluidity of experience. Semantic HTML forms the scaffolding. ARIA attributes translate meaning. Keyboard navigation provides a universal remote. Together, they create a rhythm every user can follow. Screen readers, keyboards, voice interfaces, all moving in sync. When the rhythm breaks, users fall out of step.
At the core sits the POUR framework: perceivable, operable, understandable and robust. These principles underpin the WCAG guidelines. But while the framework is simple, execution is where organisations struggle. Accessibility succeeds only when it is embedded from the ground up, not retrofitted as a compliance fix.
This is why it is important to examine the most common pitfalls and understand how they damage the user journey.
The most common mistakes.
Across industries, the same accessibility failures surface time and again. Structural weaknesses baked into too many websites. Each one disrupts the user journey, creates barriers, and increases the risk of legal action. The most frequent include:
- Low contrast. Minimalist colour palettes often turn into invisibility. Grey text dissolving on white remains one of the most common issues, seen on 85% of homepages in WebAIM’s analysis.
- Missing alt text. Images without description are silent for those who cannot see them. Two-thirds of images online still lack meaningful alternatives.
- Empty links and buttons. Navigation dead ends remain a widespread failure, leaving users stranded without being able to progress through the user journey..
- Unlabelled forms. Journeys break before they begin when form fields lack clear labels. More than a quarter of sites still fail here.
- Keyboard traps. Carousels, modals and interactive components that lock users in place violate accessibility standards outright.
- Uncaptioned media. Videos and audio without captions or transcripts exclude entire audiences, despite clear and established requirements.
- Dynamic updates without announcement. Information that changes silently leaves users behind. WCAG calls for ARIA live regions to solve this, yet many sites ignore the step.
These aren’t minor oversights. They’re systemic problems. And they explain why web accessibility lawsuits continue to climb, with over 4,000 filed in 2023 alone, according to UsableNet. The stakes are reputational, financial and legal. Which is why moving beyond mistakes means adopting clear, consistent strategies from the outset.
Avoiding the trap.
To avoid accessibility failures, you need to make deliberate, consistent choices that put inclusion at the core of design and development. The most effective strategies are straightforward, but they demand discipline:
- Design with contrast. Audit colours before they ever reach code using tools like the WebAIM Contrast Checker to ensure text remains visible and legible.
- Write alt text with purpose. Treat it like a caption – descriptive, specific and genuinely helpful for those navigating without sight.
- Label every button and input. Clear names allow screen readers to interpret and relay meaning, ensuring no interaction is left silent.
- Test with a keyboard. Make it a permanent part of QA. If a site can’t be fully navigated without a mouse, it is not accessible.
- Caption videos and provide transcripts. Media should always offer multiple ways to engage, giving every user equal access to content.
- Automate accessibility checks. Integrate tools like Axe or Lighthouse into deployment pipelines to catch issues before they ship.
- Test with real users. Automated testing only goes so far. Involving people who rely on assistive technology ensures the site works in practice, not just theory.
These steps are the baseline for a credible digital estate. Applied consistently, they transform accessibility from a compliance exercise into a competitive advantage.
Benefits & barriers.
When organisations build inclusivity into their digital estates, the returns are tangible, measurable and long-lasting. But there are also barriers that slow progress, particularly for teams dealing with legacy systems or knowledge gaps. Both sides matter if accessibility is to move from aspiration to execution.
Benefits.
- Wider reach. Accessible sites welcome larger audiences, from ageing populations to mobile-first users.
- Compliance. Meeting standards reduces exposure to legal risk under frameworks like the EU Web Accessibility Directive and the US ADA.
- Brand trust. Inclusion signals credibility, helping to strengthen loyalty and long-term reputation.
- SEO synergy. Clean, structured content often improves discoverability in search engines.
Barriers.
- Legacy code. Retrofitting outdated systems can be complex and expensive.
- Knowledge gaps. WebAIM reports that only 30% of developers have received formal training in accessibility.
- Scaling challenges. Large CMS-driven sites like WordPress often struggle with consistent application of accessibility standards.
Accessibility is an investment. Delay carries cost in reputational damage, legal action and lost audiences. Which is why organisations need to think beyond compliance and anticipate the next wave of accessibility standards and expectations.
The next frontier.
Accessibility continues to evolve. WCAG 3.0 will move beyond rigid checklists to outcome-based scoring. AI tools such as Microsoft’s Seeing AI already generate alt text and scan for issues in real time. Progressive Web Apps introduce new requirements for offline-first experiences. Voice interfaces like Alexa extend accessibility into spoken interaction. And inclusivity now broadens its lens into neurodiversity and cognitive accessibility, creating new design priorities.
By 2025, accessible design will be table stakes for digital credibility. And brands that embed it early will lead.
Let’s get things Done & Dusted.
Accessibility is the foundation of digital credibility. It strengthens trust, widens reach and safeguards reputation. It turns compliance into confidence, and user needs into business advantage. Every colour choice, every caption, every labelled field becomes a signal that says: this brand is open, inclusive and future-ready.
At Dusted, we design accessibility into your digital DNA. Structured journeys that are seamless for everyone. Interactions that adapt to every need. Frameworks that anticipate what’s next, not just what’s required today. So if you need help building inclusivity into your strategy and execution, we’re here to help.
Contact us now. Ready when you are.
FAQs
Why does accessibility matter for business leaders, not just developers?
Because accessibility is brand equity. A site that excludes it is a site that loses trust, reach, and revenue. Leaders set the tone for whether inclusion is embedded or ignored.
What are the most common accessibility mistakes we should avoid first?
Low colour contrast, missing alt text, unlabeled forms, empty links, and uncaptioned media. Fixing these removes the most frequent errors flagged by WebAIM.
Isn’t accessibility just about compliance with WCAG?
Compliance is the baseline. True accessibility is about user experience. Meeting WCAG makes you compliant. Designing inclusively makes you competitive.
How much does it cost to make a website accessible?
Costs depend on timing. Building access in from the start is relatively low-cost. Retrofitting legacy systems can be resource-heavy, but the cost of inaction is higher, as case law like Domino’s Pizza v. Robles shows.
Where should we start if our organisation is behind?
Start with an audit. Use automated tools to flag issues, but validate with human testing. Prioritise quick wins like contrast and alt text. Then embed accessibility into design systems and development workflows.