Accessibility as a strategy

Implementing accessibility on a website in compliance with EAA 2025 can be transformed into a long-term marketing strategy. Instead of treating it as a one-time legal requirement, businesses can view it as an opportunity.

Jul 17, 2025 3 min read

Accessibility in numbers

135M people in Europe have disabilities
20% of the EU population is 65+ and also needs accessibility. By 2050, this will rise to 28%
66% of consumers are willing to pay more to socially responsible brands.

Implement accessibility under the threat of sanctions or focus on expanding reach and increasing user loyalty?

Key areas of accessibility strategy

By incorporating accessibility into your marketing strategy, you can boost customer loyalty, improve SEO, strengthen your brand reputation, and achieve long-term business benefits.

Branding and positioning

Inclusive brand
Social responsibility
EAA 2025 as a competitive advantage

Enhancing UX and SEO

Better navigation
Faster and more accessible websites rank higher

Content marketing and communications

Share your progress
Create inclusive content
Use accessibility as a PR topic

Loyalty and audience expansion

Reach new audiences
Increase customer retention
Partner with inclusive organizations

Accessibility as a continuous process

Regular audits and monitoring
Train your team
Integrate accessibility into development

Branding and positioning

Accessibility as part of your company’s DNA. Customers choose brands that care about every user!

Language and visuals in corporate materials reflect inclusivity

Brand book
Promotional materials
Advertising slogans and more

Accessibility and inclusivity principles are embedded in corporate values (mission), with clear information on your website stating that your company considers the needs of all users.

Enhancing UX and SEO

Google and other search engines assess user experience on websites, directly impacting search ranking. Implementing accessibility principles helps improve key factors such as page structure, loading speed, and navigation usability. Using an accessibility checklist keeps your UX and SEO improvements on track.

Logical and user-friendly navigation

Create a clear and predictable site structure. Simple navigation and well-defined headings help users find information quickly while enabling search engines to index content more effectively.

Content strategy and communication

Companies that actively promote digital inclusion gain a competitive advantage, expand their audience, and build a more sustainable business.

Accessibility in tone of voice and multimedia

Ensure your content is clear and accessible to all users, including those with disabilities.

Expanding audience reach and customer loyalty

A strategic decision that broadens your business audience. Integrate accessibility into all digital products. Study website analytics to identify the devices, browsers, and assistive technologies your visitors use. Use usability testing tools to analyze user behavior and uncover potential accessibility barriers in your interface.

Email campaigns

Ensure readability with proper font size, contrast, structured headings, and alternative text for images.

Chatbots

Support voice input and adapt the interface for accessibility.

Mobile applications

Implement keyboard-friendly navigation, screen reader support, and alternative input methods.

Social media

Add captions to videos, alternative text for images, and use clear, accessible language in posts.

Accessibility as a continuous process

Implementing accessibility is not just a task for developers - it's a team effort involving designers, content managers, testers, and product managers. The earlier accessibility is considered in the development process, the fewer revisions will be needed later, leading to lower costs and a higher-quality product.

Design

Ensure accessibility at the UI/UX level.

Development

Optimize code for accessibility.

Content

Ensure readability and accessibility of content.

Testing

Set up a Shift-Left approach to lateral accessibility.

LMS

Train the team and implement core standards. Learning management system enables efficient integration of accessibility into workflows and ensures continuous employee upskilling.