The advantages of accessible websites

Why digital accessibility pays off for your company in multiple ways

The topic of web accessibility is often still perceived as a “special requirement” or purely a compliance task. In fact, it is much more than that. Accessible websites are a strategic lever for reach, revenue, efficiency, brand, and now also a legal necessity.

At the latest since the Accessibility Enhancement Act (BFSG), which transposes EU Directive 2019/882 (European Accessibility Act) into German law and will take full effect on June, 2025, it has been clear that Companies that offer digital products and services to consumers—especially e-commerce and electronic services—must make their offerings accessible.
But even without legal pressure, it's worth taking a look at the advantages.

You exclude no one and gain customers

In Germany alone, there are around 7.9 million people with severe disabilities, which is about 9.3% of the total population—and the trend is rising. Added to this are people with temporary limitations (e.g., after accidents), age-related impairments, or situational hurdles (glare, poor network, small displays).

For these people, non-accessible websites often mean:

•    No ability to order from online shops
•    No access to service and support information
•    No full access to portals and self-service offerings

An accessible website, on the other hand, opens up your offering to a customer group that was previously effectively excluded. Studies on the business case for digital accessibility show that companies can tap into new markets and achieve measurable sales growth through inclusive design.

Better user experience for all user groups

Accessibility requires clear, user-centered principles that every visitor to your website can appreciate, whether they have a disability or not:

•    Clear information architecture and comprehensible navigation paths
•    Easy-to-read contrasts and typography
•    Consistent, understandable forms with helpful error messages
•    Keyboard operability instead of hidden interactions
•    Robust, fast interfaces that also work on older devices and with poor network connections

The established WCAG 2.1 (Level AA) guidelines define these requirements in detail and ensure that they are verifiable. 
Companies that consistently align their websites with these criteria report lower abandonment rates, higher conversion rates, and less support effort because users are more comfortable navigating their sites.

Stronger SEO and greater visibility in organic channels

Search engine optimization and accessibility are more closely linked than many people think. Many of the measures you implement for accessibility are also best practices for SEO:

•    Semantic heading structure (H1–H3, etc.)
•    Clean, structured HTML markup
•    Meaningful alt text for images
•    Clear, descriptive link text
•    Good performance and mobile optimization

Search engines can crawl, understand, and index such pages better. The result: better rankings in the organic area and less dependence on paid advertising—an advantage that is becoming increasingly relevant as click prices rise.

Reduced legal risk and predictable compliance

The BFSG and the European Accessibility Act create a clear legal framework:

•    Digital products and services, in particular e-commerce websites and services that enable consumer contracts, must be designed to be accessible.
•    The benchmark is, among other things, WCAG 2.1 AA, whose requirements can be documented technically and organizationally.

Companies that ignore these requirements risk:

•    Regulatory measures and fines, which can be substantial depending on the case
•    Warnings and competition law disputes
•    Complaints from affected parties and interest groups

Accessible websites are therefore also a form of risk management: they reduce the likelihood of costly “time-pressured” retrofits and create clarity vis-à-vis regulatory authorities.

Stronger brand, trustworthy image, attractive employer

Inclusion and diversity are no longer “soft issues,” but criteria by which companies are measured—by customers, employees, and investors.

A barrier-free website signals:

•    We take responsibility seriously and create genuine participation
•    We think of digitalization as not only efficient, but also fair
•    We take different needs into account – including in the working environment

This pays off on several levels:

•    Brand perception: You position yourself as a modern, responsible company.
•    Employer branding: Skilled workers in particular are increasingly paying attention to whether employers credibly embrace issues such as accessibility and inclusion.

•    Trust: An inclusive, user-friendly online experience builds trust in your capabilities – especially when it comes to core digital processes such as ordering, registration, or self-service.

If you would like to know

• how accessible your current website, shop, or portal is,
• which requirements from BFSG, EAA, and WCAG specifically apply to your company,
• and how you can integrate accessibility into your existing system landscape (PIM, DAM, CMS, e-commerce, portals, intranet),

then get in touch with us.

Together, we will develop a roadmap that will enable you to create accessible digital experiences – legally compliant, economically viable, and sustainably scalable.