Accessibility is Good CRO: A Practical WCAG 2.2 Starter for SMEs
Accessibility makes sites easier for everyone—customers with assistive technologies, people on shaky mobile connections, and hurried buyers on the train. Treat it as a conversion lever.
Core principles
- Perceivable: Text alternatives for images, sufficient colour contrast, captions for video.
- Operable: Keyboard navigable, visible focus states, enough time to read/use content.
- Understandable: Clear language, predictable navigation, helpful error messages.
- Robust: Works with assistive tech; clean semantic HTML.
Quick wins
- Add descriptive alt text to critical images.
- Ensure contrast ratios meet WCAG AA.
- Label forms properly, associate errors with fields, and provide clear hints.
- Provide skip links and landmarks for screen readers.
Testing and governance
- Combine automated checks with manual testing (keyboard‑only, screen reader).
- Include accessibility in your definition of done.
- Review quarterly, especially after design/content changes.
The upside: Better accessibility improves SEO, reduces bounce rates and increases trust. It’s a rare win‑win.
Final thoughts
Accessibility isn’t a compliance chore — it’s a growth advantage. When your site is easier to read, navigate and understand, more people reach the point of action with less friction. WCAG 2.2 doesn’t require perfection to deliver value; consistent, practical improvements compound into better usability, stronger trust, and higher conversion rates. Build accessibility into how you ship work, not as an afterthought, and both users and revenue benefit.
Want an accessibility quick scan? We’ll review key templates and send a prioritised fix list.
