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INCLUDING EVERYONE
Web Accessibility 101
01
I’m Helena, and I’m a front-end
developer at Lullabot!
02
I specialize in making the web awesome for everybody.
03
Strategy // Design // Development
We’re an interactive strategy, design, and development company.
We create delightful experiences using Drupal and open source technologies.
"
What You’ll Learn Today
WHAT YOU’LL LEARN
Topics Ahead
It’s going to be awesome.
!
!
!
!
!
!
What accessibility is
How stakeholders benefit
Users who benefit
How agencies benefit
Accessibility standards
Organizational integration
21
"
WHAT IS WEB ACCESSIBILITY?
Web accessibility refers to the inclusive
practice of removing barriers that prevent
interaction with or access to websites
1
This may sound daunting, but the good news is that it’s easy.
"
POUR Principles - the Foundation of Accessibility
It’s not about hard and fast rules or specific technical
requirements. It’s about understanding the needs of users.
! ! !Perceivable Operable Understandable
22
POUR
Understanding the Needs of Users
! Robust
"
POUR
Understanding the Needs of Users
Perceivable
Users should be able to
perceive your content,
despite possibly needing
to access the information
in an atypical way.
50
#
$
"
POUR
Understanding the Needs of Users
Operable
Users should be able to
operate your website using
a variety of methods and
forms of technology
50
#
$
"
POUR
Understanding the Needs of Users
Understandable
Your content should be understandable.
Be clear, concise, and allow users to
explore content at their own pace
50
#
$
"
POUR
Understanding the Needs of Users
Robust
Your website should be robust
enough to stand up to
reasonably outdated, current,
and anticipated tech standards
and the AT that goes with
them
50
#
$
USERS WHO BENEFIT
THE ‘EDGE CASE’ MYTH
91
%
"
USERS WHO BENEFIT
Web Accessibility Helps Everyone
Everybody
Else
Vestibular
Issues
Visually
Impaired
Deaf / Hard of
Hearing
Cognitive
Differences
Seizure
Disorders
Motor
Impaired
Visually Impaired
Visually impaired users may have trouble
distinguishing between colors, viewing
content without enough contrast, or may
not be able to see at all.
Motor Impaired
Motor impaired users may have trouble
with dexterity or movement. This may make
using the fine motor skills required for using
a mouse difficult or impossible.
Vestibular Issues
Individuals with vestibular issues can feel
sick from content with special effects that
trigger motion sickness.
Deaf / Hard of Hearing
Deaf and hard of hearing users may have
trouble understanding audio content if
there is not an appropriate alternative
transcript or captioning.
Seizure Disorders
Users who are prone to seizures can be
triggered into an attack by flashing effects.
Cognitive Differences
Users with cognitive differences might need
more time to ingest material. Allowing users
to explore content at their own pace is best.
56
"
THE ‘EDGE CASE’ MYTH
Did you know…?
38.3m
70
There are 18.55 million more severely disabled people in the United
States than there are people living in the entire state of New York.
Severely Disabled People in the US (illustrated by million)
19.8m
People Living in the State of New York (illustrated by million)
Source: US Census Bureau, 2012
"
THE ‘EDGE CASE’ MYTH
Did you know…?
56.7m
70
There are more than twice as many people with disabilities in the US as
the entire population of Australia.
Disabled People in the US (illustrated by million)
24m
Population of Australia (illustrated by million)
Source: US Census Bureau, 2012
WEB ACCESSIBILITY STANDARDS
QUALIFYING ACCESS AS BEST WE CAN
91

"
STANDARDS
Qualifying Access as Best We Can
Web Content Accessibility Guidelines (WCAG 2.0)
The WCAG 2.0 system provides three levels of accessibility rating based on conformance to the success
criteria outlined throughout the guidelines. It’s based on the POUR principles we just reviewed.
! ! !A Accessibility AA Accessibility AAA Accessibility
A Accessible websites conform to
the minimum requirements for
inclusive development. While sites
meeting this standard may not be
easy or convenient for PwDs to
use, they are mostly accessible.
This is pretty good.
AA is the general standard for
accessibility. It’s the level that most
closely aligns with the
requirements laid out in Section
508 and balances ease of access for
users and ease of development
nicely. This is a great standard.
AAA is the Holy Grail of accessibility.
This standard is most often used
for websites built specifically for
PwDs. For most businesses, this is
above and beyond what is needed
for users to interact with your
website. This is the golden ideal.
22
"CHECK IT TWICE
Section 508 is a civil rights
law. Mistakes can be both
illegal and costly.
Section 508 Compliance
STANDARDS
Qualifying Access as Best We Can
!
!
!
Requires that all electronic and information technology (EIT) of
federal agencies be accessible to people with disabilities
Grades each criteria item as pass/fail
Required for all agencies covered by Section 504
IT’S
THE
LAW
!
12

"CHECK IT TWICE
Section 504 is a civil rights
law. Mistakes can be both
illegal and costly.
Section 504 Compliance
STANDARDS
Qualifying Access as Best We Can
!
!
!
Protects PwDs from discrimination or exclusion from
organizations or programs receiving federal financial assistance
Includes all government agencies and federally-funded projects
Includes K-12 schools, state colleges, universities, and vocational
training schools
IT’S
THE
LAW
!
12

TARGET CASE STUDY
A COSTLY MISTAKE
91

"CHECK IT TWICE
Section 508 is a civil rights
law. Mistakes can be both
illegal and costly.
CASE STUDY: TARGET
Ignoring Accessibility Exposes Companies to Lawsuits
! Lack of alternative (alt) text on the site
IT’S
THE
LAW
!
12
 !
!
Accessibility Issues
Online purchases could not be completed without using a mouse
Image maps to show store locations were inaccessible
! Many headings important to navigating the site were missing
In short, they just didn’t bother.
"CHECK IT TWICE
Section 508 is a civil rights
law. Mistakes can be both
illegal and costly.
Anti-Discrimination Foundation
CASE STUDY: TARGET
Ignoring Accessibility Exposes Companies to Lawsuits
! The Judge found that California anti-discrimination law
covers websites whether or not they are, or are
connected to, a physical place, and that those aspects of
Target.com's services that are sufficiently integrated with
those of physical Target Stores are covered by the ADA's
non-discrimination provisions.
IT’S
THE
LAW
!
12

"CHECK IT TWICE
Section 508 is a civil rights
law. Mistakes can be both
illegal and costly.
CASE STUDY: TARGET
Ignoring Accessibility Exposes Companies to Lawsuits
!
California Unruh Civil Rights Act (California Civil Code Section 51
et. seq.) requiring any business establishment of any kind to be
accessible if doing business in California
IT’S
THE
LAW
!
12
 !
California Disabled Persons Act (California Civil Code Section 54
et. seq.) requiring any public place 'and other places to which
the public are invited' to be accessible
!
Americans with Disabilities Act (ADA) which prohibits
discrimination against people with disabilities in "places of
public accommodation”
Legal Foundation
"
CASE STUDY: TARGET
Ignoring Accessibility Exposes Companies to Lawsuits
Total Cost to Target: Over $9,700,000.00
!
NFB vs. Target
Target lost over $9,700,000.00 in 2008 in the
US when they were sued by the US National
Federation of the Blind for their inaccessible
website. After the legal system upheld the
case as valid, Target settled out of court with
the NFB for $6 million plus court costs.
$6m $3.7m ?
in paid damages for plaintiff’s court costs Target’s court costs
07
"
CASE STUDY: TARGET
Ignoring Accessibility Exposes Companies to Lawsuits
The Happy Ending
(for Accessibility)
This series of events supports the legal claim that
websites are covered by the ADA in the US, and
individuals in California who are unable to use your
website due to accessibility issues can and do sue for
damages - which can be very, very costly.
06
Target.com is now WCAG 2.0 AA
compliant, with a full page
dedicated to outlining the
accessibility measures on their site.
BENEFITS TO STAKEHOLDERS
INCREASING TRAFFIC & REVENUE WITH ACCESSIBILITY
91

"
93%
7%
72%
11%
17%
THE ‘EDGE CASE’ MYTH
Did you know…?
IE Users 7%
25
Total Disability 18.7%
Severe Disability 12.6%
There are over twice as many people who would benefit from web
accessibility on your website than people using IE.
IE support remains a priority on nearly all web projects
while web accessibility is often completely overlooked.
"
Improved SEO
Decreased
Bounce Rate
Increased Ad
Impressions
STEP IT UP!
How Accessibility Benefits Stakeholders
48
Investing in having a website built with accessibility in mind is one of the
strongest investments that you as a stakeholder can make.
Increased Sales
Increased
Revenue
"
SEARCH ENGINE OPTIMIZATION
SEO is the process by which
websites are made more
attractive to search engine
algorithms.
IMPROVE SEO
How Accessibility Benefits Stakeholders
!
Better SEO leads to more people both with and without disabilities
finding your website
12
!
!
Reach More Users
Accessibility measures are awesome for SEO!
By making your site accessible, you’re making it easier for everyone to find.
Accessible websites are easier for search engines to crawl

"
USER BOUNCE
User bounce is when a user
discovers that they either
don’t like or can’t use a
website upon arrival and
immediately leaves.
INCREASE RETAINMENT RATE
How Accessibility Benefits Stakeholders
!
Sites with high bounce rates are penalized by search engines. Sites
with low bounce rates are rewarded.
12
!
!
Keep More Users
Accessibility measures are great at lowering your bounce rate
By making your site accessible, you’re making it inviting for everyone to stay.
If people can’t use your website, they won’t stay on it
e
#
PROFIT
Popular consensus has
determined that nearly 100%
of companies prefer to
increase their revenue.
INCREASE REVENUE
How Accessibility Benefits Stakeholders
!
Customers who have positive experiences are more likely to return
12
!
!
Make More Profit
People with disabilities count as ad impressions
By making your site accessible, you’re increasing your own profitability.
People with disabilities like to buy goods and services
"
BENEFITS TO AGENCIES
IMPROVING YOUR AGENCY WITH ACCESSIBILITY
91

#
Higher Quality
Work Overall
Increased Client
Satisfaction
Increased
Legal Safety
STEP IT UP!
How Accessibility Benefits Agencies
48
Investing in building websites with accessibility in mind is one of the
strongest investments that an agency can make.
Increased Sales
Opportunities
Increased
Revenue
#
INVEST A LITTLE
GAIN A LOT
A developer who is trained to
build websites properly can
apply this knowledge to new
projects over and over again
IMPROVE YOUR SKILL SETS
How Accessibility Benefits Agencies
!
Working with positive intent boosts employee morale
12
!
!
Focus on Quality
Most accessibility measures simply require adhering to
standard best practices
By building websites accessibly, you’re improving your skill sets.
Adhering to standard best practices results in higher quality work
overall, which results in fewer bug fixes and less technical debt
#
AVOID EXPOSING YOURSELF
If your client gets sued for an
inaccessible website, will they
hold you responsible?
AVOIDING NEEDLESS RISK
How Accessibility Benefits Agencies
!
Clients who get sued for your work will likely not return or
recommend you to others
12
!
!
Increase your Legal Safety
As we saw before, companies can and do get sued for
inaccessible websites
By building websites accessibly, you keep your company safe.
By providing your clients with accessible websites, you avoid the
risk of being held responsible for damages
#
HAPPY CLIENTS ARE
GOOD FOR BUSINESS
Clients whose sites are built
for accessibility enjoy the
numerous stakeholder
benefits that we just reviewed.
Of course they’re happy!
HAPPY CLIENTS
How Accessibility Benefits Agencies
!
Clients who see positive results will often stay loyal to you when
more work is needed
12
!
!
Increase your Customer Satisfaction
More clients are religiously reviewing metrics and ROI on their
websites these days. The proof is in the pudding.
By building websites accessibly, you keep your clients happy.
Clients who see positive results will often spread positive reviews
about your agency through their network
$
#
PROFIT
Popular consensus has
determined that nearly 100%
of companies prefer to
increase their revenue.
INCREASE REVENUE
How Accessibility Benefits Agencies
!
With accessibility becoming more of a legal and social
requirement, many clients are searching specifically for
companies who can meet this need successfully
12
!
!
Make More Profit
Increased sales leads due to positive word of mouth
By building websites accessibly, you’re increasing your own profitability.
Increased repeat business from happy past clients
"
#
THE EXPENSIVE ACCESSIBILITY MYTH
Why Accessibility Makes Us Nervous
But Helena, We Don’t
Have Room in a
Competitive Budget
for This
DON’T PANIC. It’s really less expensive
than you think - if you do it right. The
key to implementing accessibility
without hurting your budget is
working smarter, not harder.
06
#
THE EXPENSIVE ACCESSIBILITY MYTH
Why Accessibility Makes Us Nervous
Hours
0 10 20 30 40 50 60
Avg. time needed to properly build (h) Avg. time needed to retrofit later (h)
It’s Most Cost Efficient Right
at the Beginning.
If you’re waiting to see if you have hours left over to
use on accessibility, you won’t. What would likely
take me five to ten hours over the course of the
entire project as I naturally build could take me a
week or two to retrofit later — if I can at all. By
waiting to see if the project can afford accessibility,
you essentially ensure that it can’t.
38
#
13%
13%
13%
38%
25%
Start Upon Request QA End, if Possible Never

PM Behavior
Trends
Why Accessibility Makes Us Nervous
When problems come back from QA
At the very start of a project
When laying out requirements is the
ideal time to make sure that
accessibility is accounted for.
Only if it’s important to the client
Many project managers will not
account for accessibility unless it is
specifically requested by the client.
12.5%
25%
37.5%
24
THE EXPENSIVE ACCESSIBILITY MYTH
At the end, if there’s leftover time12.5%
Never12.5%
Despite this, only a quarter of project managers are accounting for
accessibility from the very beginning. 12.5% don’t at all.
#
It’s so easy!
Accessibility isn’t a scary, costly undertaking. Your agency
can make great accessible sites without hurting your time
or budget with three simple steps:
! !Inform Integrate
22
THE EXPENSIVE ACCESSIBILITY MYTH
Why Accessibility Makes Us Nervous
! Advocate
INFORM, INTEGRATE, ADVOCATE
THE KEY TO SUCCESSFUL ACCESSIBILITY ORGANIZATIONAL IMPLEMENTATION
91

Of all developers, salespeople, and project managers
surveyed, the majority rated accessibility as
‘An important basic feature that all websites
need to have to be considered fully functional’
02
So why are we still making websites that aren’t including everybody?
#
THE FUNNEL OF RESPONSIBILITY
Why Accessibility Doesn’t Happen
CLIENTS
SALES
PROJECT MANAGERS
DEVELOPERS
Clients
50% of salespeople surveyed answered
‘sometimes’ or ‘rarely’ when asked how often
clients ask them for accessibility.
62% of project managers surveyed answered
that they were ‘rarely’ asked.
This isn’t surprising - most clients have no
idea what web accessibility even is.
45
Sales
50% of salespeople surveyed answered
‘sometimes’ or ‘rarely’ when asked how often
they mention the importance of accessibility to
their current or prospective clients.
Project Managers
37.5% of project managers surveyed said that
they only account for accessibility in a project if
it is specifically requested by the client
Developers
60% of developers surveyed said that they reliably review
work for accessibility when it is a project requirement,
and the other 40% answered that they ‘sometimes’ did.
!
If accessibility is not a project requirement, the number
for reliable accessibility review drops to a mere 20%, with
1/3 admitting to making no effort at all.
Source: Accessibots DrupalConLA Survey 2015
#
Inform
The first step is to train everyone involved on the basics of what
accessibility is and why it’s important. You don’t need an army of
specialists, because accessibility is honestly really, really easy.
!
A one-hour training session will probably suffice for the majority of your
team if you’ve got at least one person who knows accessibility well enough
to be a point-person to help others when questions come up.
22
INFORM
You Don’t Know What You Don’t Know You Don’t Know
#
Integrate
The next step is to integrate accessibility into your project workflow. By
cementing checks for it into your company’s workflow and processes, it will
seamlessly blend in with other project requirements without getting
forgotten or becoming a last-minute sticking point.
!
Sales, architecture, design, project management, and development should
all be part of the accessibility initiative team with important roles to play.
22
INTEGRATE
It Takes a Village
#
Advocate
Be courageous about insisting on accessibility. If you are met with resistance toward
accessibility, don’t let it phase you. Be kind, and be firm. I like to use the phrase,
!
“I’m sorry, but I can’t compromise my morals on this. Knowingly
excluding individuals with disabilities is wrong.”
!
Be helpful. Often resistance to accessibility is either out of fear or frustration. By
offering to lend a hand or compassionately allaying concerns, you can be an a11y
warrior without going to war.
!
22
ADVOCATE
Do the Right Thing
Hey, free stuff! I love free stuff.
02
www.webaim.org
www.a11yproject.com
www.w3.org/WAI/intro/accessibility
groups.drupal.org/accessibility
@accessibots
Thanks for listening!
02
Let’s go make the web awesome for everybody.

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Including Everyone: Web Accessibility 101

  • 2. I’m Helena, and I’m a front-end developer at Lullabot! 02 I specialize in making the web awesome for everybody.
  • 3. 03 Strategy // Design // Development We’re an interactive strategy, design, and development company. We create delightful experiences using Drupal and open source technologies.
  • 4. " What You’ll Learn Today WHAT YOU’LL LEARN Topics Ahead It’s going to be awesome. ! ! ! ! ! ! What accessibility is How stakeholders benefit Users who benefit How agencies benefit Accessibility standards Organizational integration 21
  • 5. " WHAT IS WEB ACCESSIBILITY? Web accessibility refers to the inclusive practice of removing barriers that prevent interaction with or access to websites 1 This may sound daunting, but the good news is that it’s easy.
  • 6. " POUR Principles - the Foundation of Accessibility It’s not about hard and fast rules or specific technical requirements. It’s about understanding the needs of users. ! ! !Perceivable Operable Understandable 22 POUR Understanding the Needs of Users ! Robust
  • 7. " POUR Understanding the Needs of Users Perceivable Users should be able to perceive your content, despite possibly needing to access the information in an atypical way. 50 # $
  • 8. " POUR Understanding the Needs of Users Operable Users should be able to operate your website using a variety of methods and forms of technology 50 # $
  • 9. " POUR Understanding the Needs of Users Understandable Your content should be understandable. Be clear, concise, and allow users to explore content at their own pace 50 # $
  • 10. " POUR Understanding the Needs of Users Robust Your website should be robust enough to stand up to reasonably outdated, current, and anticipated tech standards and the AT that goes with them 50 # $
  • 11. USERS WHO BENEFIT THE ‘EDGE CASE’ MYTH 91 %
  • 12. " USERS WHO BENEFIT Web Accessibility Helps Everyone Everybody Else Vestibular Issues Visually Impaired Deaf / Hard of Hearing Cognitive Differences Seizure Disorders Motor Impaired Visually Impaired Visually impaired users may have trouble distinguishing between colors, viewing content without enough contrast, or may not be able to see at all. Motor Impaired Motor impaired users may have trouble with dexterity or movement. This may make using the fine motor skills required for using a mouse difficult or impossible. Vestibular Issues Individuals with vestibular issues can feel sick from content with special effects that trigger motion sickness. Deaf / Hard of Hearing Deaf and hard of hearing users may have trouble understanding audio content if there is not an appropriate alternative transcript or captioning. Seizure Disorders Users who are prone to seizures can be triggered into an attack by flashing effects. Cognitive Differences Users with cognitive differences might need more time to ingest material. Allowing users to explore content at their own pace is best. 56
  • 13. " THE ‘EDGE CASE’ MYTH Did you know…? 38.3m 70 There are 18.55 million more severely disabled people in the United States than there are people living in the entire state of New York. Severely Disabled People in the US (illustrated by million) 19.8m People Living in the State of New York (illustrated by million) Source: US Census Bureau, 2012
  • 14. " THE ‘EDGE CASE’ MYTH Did you know…? 56.7m 70 There are more than twice as many people with disabilities in the US as the entire population of Australia. Disabled People in the US (illustrated by million) 24m Population of Australia (illustrated by million) Source: US Census Bureau, 2012
  • 15. WEB ACCESSIBILITY STANDARDS QUALIFYING ACCESS AS BEST WE CAN 91 
  • 16. " STANDARDS Qualifying Access as Best We Can Web Content Accessibility Guidelines (WCAG 2.0) The WCAG 2.0 system provides three levels of accessibility rating based on conformance to the success criteria outlined throughout the guidelines. It’s based on the POUR principles we just reviewed. ! ! !A Accessibility AA Accessibility AAA Accessibility A Accessible websites conform to the minimum requirements for inclusive development. While sites meeting this standard may not be easy or convenient for PwDs to use, they are mostly accessible. This is pretty good. AA is the general standard for accessibility. It’s the level that most closely aligns with the requirements laid out in Section 508 and balances ease of access for users and ease of development nicely. This is a great standard. AAA is the Holy Grail of accessibility. This standard is most often used for websites built specifically for PwDs. For most businesses, this is above and beyond what is needed for users to interact with your website. This is the golden ideal. 22
  • 17. "CHECK IT TWICE Section 508 is a civil rights law. Mistakes can be both illegal and costly. Section 508 Compliance STANDARDS Qualifying Access as Best We Can ! ! ! Requires that all electronic and information technology (EIT) of federal agencies be accessible to people with disabilities Grades each criteria item as pass/fail Required for all agencies covered by Section 504 IT’S THE LAW ! 12 
  • 18. "CHECK IT TWICE Section 504 is a civil rights law. Mistakes can be both illegal and costly. Section 504 Compliance STANDARDS Qualifying Access as Best We Can ! ! ! Protects PwDs from discrimination or exclusion from organizations or programs receiving federal financial assistance Includes all government agencies and federally-funded projects Includes K-12 schools, state colleges, universities, and vocational training schools IT’S THE LAW ! 12 
  • 19. TARGET CASE STUDY A COSTLY MISTAKE 91 
  • 20. "CHECK IT TWICE Section 508 is a civil rights law. Mistakes can be both illegal and costly. CASE STUDY: TARGET Ignoring Accessibility Exposes Companies to Lawsuits ! Lack of alternative (alt) text on the site IT’S THE LAW ! 12  ! ! Accessibility Issues Online purchases could not be completed without using a mouse Image maps to show store locations were inaccessible ! Many headings important to navigating the site were missing In short, they just didn’t bother.
  • 21. "CHECK IT TWICE Section 508 is a civil rights law. Mistakes can be both illegal and costly. Anti-Discrimination Foundation CASE STUDY: TARGET Ignoring Accessibility Exposes Companies to Lawsuits ! The Judge found that California anti-discrimination law covers websites whether or not they are, or are connected to, a physical place, and that those aspects of Target.com's services that are sufficiently integrated with those of physical Target Stores are covered by the ADA's non-discrimination provisions. IT’S THE LAW ! 12 
  • 22. "CHECK IT TWICE Section 508 is a civil rights law. Mistakes can be both illegal and costly. CASE STUDY: TARGET Ignoring Accessibility Exposes Companies to Lawsuits ! California Unruh Civil Rights Act (California Civil Code Section 51 et. seq.) requiring any business establishment of any kind to be accessible if doing business in California IT’S THE LAW ! 12  ! California Disabled Persons Act (California Civil Code Section 54 et. seq.) requiring any public place 'and other places to which the public are invited' to be accessible ! Americans with Disabilities Act (ADA) which prohibits discrimination against people with disabilities in "places of public accommodation” Legal Foundation
  • 23. " CASE STUDY: TARGET Ignoring Accessibility Exposes Companies to Lawsuits Total Cost to Target: Over $9,700,000.00 ! NFB vs. Target Target lost over $9,700,000.00 in 2008 in the US when they were sued by the US National Federation of the Blind for their inaccessible website. After the legal system upheld the case as valid, Target settled out of court with the NFB for $6 million plus court costs. $6m $3.7m ? in paid damages for plaintiff’s court costs Target’s court costs 07
  • 24. " CASE STUDY: TARGET Ignoring Accessibility Exposes Companies to Lawsuits The Happy Ending (for Accessibility) This series of events supports the legal claim that websites are covered by the ADA in the US, and individuals in California who are unable to use your website due to accessibility issues can and do sue for damages - which can be very, very costly. 06 Target.com is now WCAG 2.0 AA compliant, with a full page dedicated to outlining the accessibility measures on their site.
  • 25. BENEFITS TO STAKEHOLDERS INCREASING TRAFFIC & REVENUE WITH ACCESSIBILITY 91 
  • 26. " 93% 7% 72% 11% 17% THE ‘EDGE CASE’ MYTH Did you know…? IE Users 7% 25 Total Disability 18.7% Severe Disability 12.6% There are over twice as many people who would benefit from web accessibility on your website than people using IE. IE support remains a priority on nearly all web projects while web accessibility is often completely overlooked.
  • 27. " Improved SEO Decreased Bounce Rate Increased Ad Impressions STEP IT UP! How Accessibility Benefits Stakeholders 48 Investing in having a website built with accessibility in mind is one of the strongest investments that you as a stakeholder can make. Increased Sales Increased Revenue
  • 28. " SEARCH ENGINE OPTIMIZATION SEO is the process by which websites are made more attractive to search engine algorithms. IMPROVE SEO How Accessibility Benefits Stakeholders ! Better SEO leads to more people both with and without disabilities finding your website 12 ! ! Reach More Users Accessibility measures are awesome for SEO! By making your site accessible, you’re making it easier for everyone to find. Accessible websites are easier for search engines to crawl 
  • 29. " USER BOUNCE User bounce is when a user discovers that they either don’t like or can’t use a website upon arrival and immediately leaves. INCREASE RETAINMENT RATE How Accessibility Benefits Stakeholders ! Sites with high bounce rates are penalized by search engines. Sites with low bounce rates are rewarded. 12 ! ! Keep More Users Accessibility measures are great at lowering your bounce rate By making your site accessible, you’re making it inviting for everyone to stay. If people can’t use your website, they won’t stay on it e
  • 30. # PROFIT Popular consensus has determined that nearly 100% of companies prefer to increase their revenue. INCREASE REVENUE How Accessibility Benefits Stakeholders ! Customers who have positive experiences are more likely to return 12 ! ! Make More Profit People with disabilities count as ad impressions By making your site accessible, you’re increasing your own profitability. People with disabilities like to buy goods and services "
  • 31. BENEFITS TO AGENCIES IMPROVING YOUR AGENCY WITH ACCESSIBILITY 91 
  • 32. # Higher Quality Work Overall Increased Client Satisfaction Increased Legal Safety STEP IT UP! How Accessibility Benefits Agencies 48 Investing in building websites with accessibility in mind is one of the strongest investments that an agency can make. Increased Sales Opportunities Increased Revenue
  • 33. # INVEST A LITTLE GAIN A LOT A developer who is trained to build websites properly can apply this knowledge to new projects over and over again IMPROVE YOUR SKILL SETS How Accessibility Benefits Agencies ! Working with positive intent boosts employee morale 12 ! ! Focus on Quality Most accessibility measures simply require adhering to standard best practices By building websites accessibly, you’re improving your skill sets. Adhering to standard best practices results in higher quality work overall, which results in fewer bug fixes and less technical debt
  • 34. # AVOID EXPOSING YOURSELF If your client gets sued for an inaccessible website, will they hold you responsible? AVOIDING NEEDLESS RISK How Accessibility Benefits Agencies ! Clients who get sued for your work will likely not return or recommend you to others 12 ! ! Increase your Legal Safety As we saw before, companies can and do get sued for inaccessible websites By building websites accessibly, you keep your company safe. By providing your clients with accessible websites, you avoid the risk of being held responsible for damages
  • 35. # HAPPY CLIENTS ARE GOOD FOR BUSINESS Clients whose sites are built for accessibility enjoy the numerous stakeholder benefits that we just reviewed. Of course they’re happy! HAPPY CLIENTS How Accessibility Benefits Agencies ! Clients who see positive results will often stay loyal to you when more work is needed 12 ! ! Increase your Customer Satisfaction More clients are religiously reviewing metrics and ROI on their websites these days. The proof is in the pudding. By building websites accessibly, you keep your clients happy. Clients who see positive results will often spread positive reviews about your agency through their network $
  • 36. # PROFIT Popular consensus has determined that nearly 100% of companies prefer to increase their revenue. INCREASE REVENUE How Accessibility Benefits Agencies ! With accessibility becoming more of a legal and social requirement, many clients are searching specifically for companies who can meet this need successfully 12 ! ! Make More Profit Increased sales leads due to positive word of mouth By building websites accessibly, you’re increasing your own profitability. Increased repeat business from happy past clients "
  • 37. # THE EXPENSIVE ACCESSIBILITY MYTH Why Accessibility Makes Us Nervous But Helena, We Don’t Have Room in a Competitive Budget for This DON’T PANIC. It’s really less expensive than you think - if you do it right. The key to implementing accessibility without hurting your budget is working smarter, not harder. 06
  • 38. # THE EXPENSIVE ACCESSIBILITY MYTH Why Accessibility Makes Us Nervous Hours 0 10 20 30 40 50 60 Avg. time needed to properly build (h) Avg. time needed to retrofit later (h) It’s Most Cost Efficient Right at the Beginning. If you’re waiting to see if you have hours left over to use on accessibility, you won’t. What would likely take me five to ten hours over the course of the entire project as I naturally build could take me a week or two to retrofit later — if I can at all. By waiting to see if the project can afford accessibility, you essentially ensure that it can’t. 38
  • 39. # 13% 13% 13% 38% 25% Start Upon Request QA End, if Possible Never  PM Behavior Trends Why Accessibility Makes Us Nervous When problems come back from QA At the very start of a project When laying out requirements is the ideal time to make sure that accessibility is accounted for. Only if it’s important to the client Many project managers will not account for accessibility unless it is specifically requested by the client. 12.5% 25% 37.5% 24 THE EXPENSIVE ACCESSIBILITY MYTH At the end, if there’s leftover time12.5% Never12.5% Despite this, only a quarter of project managers are accounting for accessibility from the very beginning. 12.5% don’t at all.
  • 40. # It’s so easy! Accessibility isn’t a scary, costly undertaking. Your agency can make great accessible sites without hurting your time or budget with three simple steps: ! !Inform Integrate 22 THE EXPENSIVE ACCESSIBILITY MYTH Why Accessibility Makes Us Nervous ! Advocate
  • 41. INFORM, INTEGRATE, ADVOCATE THE KEY TO SUCCESSFUL ACCESSIBILITY ORGANIZATIONAL IMPLEMENTATION 91 
  • 42. Of all developers, salespeople, and project managers surveyed, the majority rated accessibility as ‘An important basic feature that all websites need to have to be considered fully functional’ 02 So why are we still making websites that aren’t including everybody?
  • 43. # THE FUNNEL OF RESPONSIBILITY Why Accessibility Doesn’t Happen CLIENTS SALES PROJECT MANAGERS DEVELOPERS Clients 50% of salespeople surveyed answered ‘sometimes’ or ‘rarely’ when asked how often clients ask them for accessibility. 62% of project managers surveyed answered that they were ‘rarely’ asked. This isn’t surprising - most clients have no idea what web accessibility even is. 45 Sales 50% of salespeople surveyed answered ‘sometimes’ or ‘rarely’ when asked how often they mention the importance of accessibility to their current or prospective clients. Project Managers 37.5% of project managers surveyed said that they only account for accessibility in a project if it is specifically requested by the client Developers 60% of developers surveyed said that they reliably review work for accessibility when it is a project requirement, and the other 40% answered that they ‘sometimes’ did. ! If accessibility is not a project requirement, the number for reliable accessibility review drops to a mere 20%, with 1/3 admitting to making no effort at all. Source: Accessibots DrupalConLA Survey 2015
  • 44. # Inform The first step is to train everyone involved on the basics of what accessibility is and why it’s important. You don’t need an army of specialists, because accessibility is honestly really, really easy. ! A one-hour training session will probably suffice for the majority of your team if you’ve got at least one person who knows accessibility well enough to be a point-person to help others when questions come up. 22 INFORM You Don’t Know What You Don’t Know You Don’t Know
  • 45. # Integrate The next step is to integrate accessibility into your project workflow. By cementing checks for it into your company’s workflow and processes, it will seamlessly blend in with other project requirements without getting forgotten or becoming a last-minute sticking point. ! Sales, architecture, design, project management, and development should all be part of the accessibility initiative team with important roles to play. 22 INTEGRATE It Takes a Village
  • 46. # Advocate Be courageous about insisting on accessibility. If you are met with resistance toward accessibility, don’t let it phase you. Be kind, and be firm. I like to use the phrase, ! “I’m sorry, but I can’t compromise my morals on this. Knowingly excluding individuals with disabilities is wrong.” ! Be helpful. Often resistance to accessibility is either out of fear or frustration. By offering to lend a hand or compassionately allaying concerns, you can be an a11y warrior without going to war. ! 22 ADVOCATE Do the Right Thing
  • 47. Hey, free stuff! I love free stuff. 02 www.webaim.org www.a11yproject.com www.w3.org/WAI/intro/accessibility groups.drupal.org/accessibility @accessibots
  • 48. Thanks for listening! 02 Let’s go make the web awesome for everybody.