What if we told you that there is an untapped market of over a billion people worldwide just waiting for your brand message? Most marketers might not know, but there are over a billion people worldwide identifying as having a disability. So how do we unlock this potential power boost to your brand, broaden your audience and keep you on the right side of the law? Digital accessibility.
Digital accessibility isn’t just a “nice-to-have”—it’s a business must have. Think of it this way: if your website, social content, or digital ads aren’t accessible, you’re turning away a massive audience before they even get to your message. And let’s be real—no brand wants that.
What Digital Accessibility Really Means
Digital accessibility ensures that all electronic resources—including websites, mobile apps, social media, documents, and multimedia—are designed to be usable by everyone. That includes people who rely on tools like:
- Screen readers (which convert text to speech)
- Text magnifiers (for those with low vision)
- Braille displays (for non-visual reading)
- Captions and transcripts (for the deaf and hard of hearing)
- Speech input software (for those with mobility challenges)
If your digital content doesn’t work well with these tools, it’s like locking the front door to your brand and forgetting to leave a key.
The Legal Fine Print (That You Shouldn’t Ignore)
compliance wasn’t already on your radar, here’s why it should be: The Americans with Disabilities Act (ADA) now requires that all web content of public entities meets Level AA of the Web Content Accessibility Guidelines (WCAG).
Key deadlines to know:
April 24, 2026 – Compliance deadline for organizations serving 50,000+ people
April 26, 2027 – Deadline for smaller organizations
That means if you work for the government or any entity receiving federal funding, your websites, online courses, digital forms, and apps all need to be accessible. While your brand may not be a public entity, complying with digital accessibility can help you broaden your audience and keep your brand’s reputation sound.
How to Make Your Digital Content More Accessible
Let’s break down a few easy ways to level up your digital accessibility game:
Keep it simple – Use plain language, short sentences, and inclusive wording. (Yes, even your brand voice can be accessible!)
Make text readable – Choose easy-to-read fonts, ensure proper color contrast, and avoid text-heavy images.
Use alt text for images – Every image and GIF should have descriptive alt text. If your social post hinges on a meme, make sure it’s not lost on screen reader users.
Caption and transcribe – Auto-generated captions are a start but editing them ensures accuracy. Provide transcripts for videos and podcasts.
Test your content – Run an accessibility check in Adobe Acrobat for PDFs, conduct audits, and engage users with disabilities for feedback.
Accessibility is More Than Compliance—It’s Smart Marketing
Making your digital content accessible isn’t just about avoiding lawsuits—it’s about reaching more people, creating better user experiences, and building brand loyalty. It’s about ensuring that every potential customer—regardless of ability—can engage with your content seamlessly.
So, marketers, let’s open the digital doors wide and make sure no clicks are left behind. The brands that embrace accessibility today will be the ones winning tomorrow.
Interested in a partner who can help your brand become digitally accessible? Hiebing can help. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.