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The Benefits of Making Your Business’s Marketing Accessible

January 30, 2018

If you’re a business owner, you know all about the ADA guidelines for ensuring accessibility to persons with disabilities. It’s the right thing to do and it’s the law! But did you know your business marketing might be missing the mark?

An estimated 51.2 million Americans live with some type of disability. That translates to nearly 1 out of every 6 potential customers for your business.

Here are 3 ways that making your business marketing more accessible can help improve your bottom line.

Maybe they’re blind or hard-of-hearing. Maybe they have low vision or color blindness. Maybe they have trouble reading or remembering. Despite their challenges in life, customers with disabilities mean business!

Here are three ways to make your marketing materials more accessible to everyone.

  1. Better digital design. The internet is a great tool for everyone, especially for people with disabilities. From captioned videos and audio tracks to high-contrast text and imagery with all-important alt text for images, there are many ways to make sure your website and other digital marketing materials stand out. Wondering where to start?  The Web Accessibility Initiative offers some great guidance.    
  2. Better contrast for colors and text. It’s important to make sure your marketing materials are easy to read. Your designer should pay attention to the contrast between colors and text. For example, pale colors on a pale background can be hard to read. Don’t cram the page. Keep it clear and simple. 
  3. Check your readability in Microsoft Word. It’s always best to write in plain, simple English. It’s clearer for everyone. Keep your sentences short and don’t use a complicated word if an easier one will do. Overall, aim for a reading-level score of grade 5. Here’s how to check your readability score in Microsoft Word. 

Looking for even more inspiration about empowering people with disabilities? Watch these TED talks on designing for disability.    

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