1 in 5 people has a disability globally. People with disabilities globally & their families have an estimated $13 trillion annual spend per year. Yet so few businesses are meeting their needs. And in 2022, agencies can’t afford not to be inclusive. Nor can their clients.
A brand’s online footprint and customer experience are central to reducing churn, increasing revenue and adding new customers. 81% of potential customers will do some form of research on a company before purchasing their product or service so a highly accessible website can be the difference between winning and losing new customers.
Digital marketing agencies are working hard to improve their clients’ online footprint, responding to the latest trends and optimizing overall performance and accessibility is a big part of that.
Why accessibility Is important?
These are the 4 key benefits to a digital agency on why you should implement an accessibility solution for your customers.
Increase your customer’s revenue
It’s estimated that 1 in 5 people have a disability and In 2021 they top 1 million home pages with errors which meant visitors with disabilities can’t convert. By building compliant websites for your customers and websites for everyone you’re opening them up to a whole new market of potential new customers and more revenue, not only that by delivering a better experience you’ll see higher conversion rates.
Web Accessibility isn’t just a nice to have, it’s a legal requirement. Covered in the UK by the Equality Act of 2010 and by ADA (Americans with Disability Act) In the US. In 2020 there were over 3,550 lawsuits filled so having a website which doesn’t meet the WCAG standards leaves your clients at risk of large fines and legal penalties. Not only the financial risk but the potential impact on brand reputation can have a detrimental effect. This outlines why it’s very important for digital agencies to be speaking with your customer about digital accessibility and why they need it.
Customer experience and wider customer base
A research study predicted that by 2020, customer experience would overtake both product and price as the key brand differentiator. In 2018, PWC research proved this prediction correct: customers are now willing to pay a 16% price premium for better customer experiences. What’s more, 90% of businesses now agree that the overall customer experience is their primary focus.
Creating digitally accessible websites for your customers, allows them to provide an experience that 1 in 5 people have rarely ever received. The potential impact for your customers is an increase in average order value, customer loyalty and a much higher (CLV) Customer lifetime value.
Future proof your digital agency
Digital Accessibility is a growing trend globally. Many businesses are starting to understand the potential impacts an inaccessible website may have and this has a direct impact on your digital agency.
They expect you to be able to solve these challenges and building an accessible solution into your products will allow you to differentiate your agency, deliver better results for your clients, provide a better customer experience and increase your revenue streams.