15 November 2007
An accessible web site decreases costs, increases sales, and increases positive image.

Most people know that web accessibility may be required by law and is "the right thing to do". But there are also many business reasons to implement web accessibility.

Increases Potential Market Share

By making a web site accessible, the potential use of the site is increased since the content is now fully available to those with disabilities and to those with using alternative technologies. This means an expansion in the potential market share; and greater market share usually translates to an increase in sales.

Lighter Code Saves Bandwidth

Accessible web sites implement web standards which creates cleaner and "lighter" code--smaller in file size. This translates to less bandwidth requirements which means less hosting costs, depending on the hosting plan and amount of traffic. In addition, users will see a faster download time on the site.

No Alternative Formats Required

If a web site is accessible, this decreases the cost of having to provide information to disabled customers in alternative media formats such as alternative web site, print publications, and Braille.

Sell More and Reduce Support Costs

Accessible web sites inherently increase usability factors (for those with cognitive disabilities or for inexperienced users). This improves the success rate of user. For example, the user would be better able to achieve his goal for visiting the web site such as purchasing a specific product. And since the site is easier to use, support requirements are decreased.

Increases Positive Image

If a company has an accessible web site, it increases its public image. It directly shows that the company is responsible, and it cares about its customers. And this is accomplished without expensive advertising and promotional programs. An accessible web site also helps avoid the possibility of receiving a negative image (such as Target, below).

Legal Ramifications

As mentioned in the introduction, web accessibility may be required by law. A company may avoid significant legal costs by making its site accessible. Even if no specific law exists, a company may be at risk. Currently in the United States, the National Federation of the Blind is suing Target over its inaccessible web site although there is no national law requiring a retail web site to be accessible. As this case becomes more popular, Target's corporate image is getting further degraded.