Companies Prioritizing Accessibility Outperform Competitors by 28%
In today’s digital landscape, forward-thinking businesses are discovering that accessibility is not just the right thing to do—it’s financially smart. Research reveals that organizations that make their websites and digital products accessible to everyone, including people with disabilities, see significant performance advantages. Companies that prioritize digital accessibility outperform their competitors by 28% across key business metrics including revenue growth, customer retention, and market reach. This article examines the concrete business benefits of accessibility investments and provides actionable strategies for implementing accessibility measures that drive business growth.
The Business Case for Accessibility Investment
The conversation around web accessibility has evolved significantly. What began as a focus on compliance with regulations like the Americans with Disabilities Act (ADA) and Web Content Accessibility Guidelines (WCAG) has transformed into a strategic business advantage. Smart organizations now recognize that making digital content accessible yields substantial returns that extend far beyond avoiding legal issues.
ROI Analysis | Understanding the 28% Performance Difference
When businesses invest in accessibility, they create measurable financial returns. According to research from Forrester, every dollar invested in web accessibility and user experience improvements generates an average return of $100—representing a remarkable 99% ROI. This extraordinary return comes from multiple sources:
- Expanded customer base: Accessible websites reach the 26% of the population with disabilities
- Improved conversion rates: Companies report up to 15-25% higher conversion rates after implementing accessibility features
- Reduced operational costs: Moving customers from high-cost service channels (phone, in-person) to accessible digital channels can save millions annually
- Lower legal expenses: Proactive accessibility implementation avoids costly litigation and settlements
The 28% performance advantage comes from the combined effect of these benefits across various business metrics. For example, one study of medium-sized online retailers found that after accessibility improvements, their digital sales grew 28% faster than industry averages over a three-year period.
One particularly compelling case showed a medium-sized online retailer who tracked their accessibility investment over three years. Their initial audit and remediation cost $32,000. In the first year after these improvements, they saw increased sales of $142,000 attributed directly to better accessibility – a 443% return on investment. By year three, that return had grown to over 1,200%.
Beyond Compliance | Accessibility as a Business Strategy
Forward-thinking companies view accessibility not as a compliance checkbox but as a cornerstone of their business strategy. This shift in perspective changes how organizations approach their digital presence:
- Product development: Accessibility becomes integrated into the design process from day one rather than retrofitted later
- Marketing approach: Inclusive marketing reaches wider audiences and builds stronger brand connections
- Customer service: Better digital accessibility reduces support costs while improving satisfaction
- Talent acquisition: Accessible workplaces attract more diverse talent pools
When accessibility becomes part of strategic planning, businesses create a sustainable competitive advantage. They develop processes that naturally incorporate inclusive design, leading to better products for everyone.
For example, Microsoft transformed their approach to accessibility by making it a core business strategy rather than a compliance requirement. This shift not only improved their products for people with disabilities but also sparked innovations that benefited all users, contributing to their strong market position.
Market Expansion Through Inclusive Design
One of the most compelling business cases for accessibility is the opportunity to tap into previously underserved markets. Accessible websites and products reach audiences that competitors often overlook.
Reaching the $13 Trillion Disability Market
The disability market represents an enormous economic opportunity. Globally, people with disabilities and their families control approximately $13 trillion in annual disposable income. In the United States alone, people with disabilities have a combined spending power of $490 billion.
Yet despite this massive market potential, many businesses fail to make their products and services accessible. This oversight creates a significant opportunity for companies willing to invest in accessibility:
- The disability market includes approximately 1.85 billion individuals worldwide—roughly equal to the combined population of China and the European Union
- Friends and family of people with disabilities add another 3.4 billion potential consumers who often make purchasing decisions based on accessibility
- In the UK, disabled online shoppers who leave inaccessible websites have a combined spending power of £17 billion
When companies make their digital properties accessible, they unlock access to this massive market segment. Those that fail to do so leave substantial revenue on the table.
Case Studies – Brands That Grew Through Accessibility
Several companies have demonstrated remarkable growth by prioritizing accessibility in their business strategies. Their experiences provide valuable insights into the direct connection between accessibility investments and business success.
Retail Sector Success Stories
In the retail sector, several companies have seen significant benefits from accessibility investments:
Tesco, the multinational grocery retailer, implemented accessible designs in their online shopping platform, significantly improving the experience for customers with disabilities. Following these improvements, Tesco reported increased traffic to their website and a notable rise in customer loyalty and satisfaction. Their commitment to accessibility positioned them as a leader in inclusivity, strengthening their brand reputation among socially conscious consumers.
Clothing Retailer Example: One clothing retailer saw their checkout completion rate rise by 25% after implementing basic accessibility fixes. They also found that all customers—not just those with disabilities—completed purchases faster after the improvements.
Home Goods Success: A home goods retailer experienced 23% more mobile sales after fixing simple accessibility issues like touch target sizes and form labels. These improvements made their site more usable for everyone, especially on smaller screens.
Tech Industry Leadership Examples
Technology companies have also shown how accessibility investments drive business growth:
Logitech demonstrated how accessibility can drive innovation and market expansion. By creating products that cater to diverse user needs, Logitech expanded its market reach. Their initiatives in accessible product design improved their offerings’ functionality and led to significant revenue growth. Prioritizing inclusivity helped Logitech differentiate itself in a saturated market, enhancing its brand perception among consumers and industry peers.
Electronics Retailer Case Study: An electronics retailer increased conversion rates by 15% after improving keyboard navigation and screen reader compatibility. These technical improvements made their site more functional for people with disabilities while also improving the experience for power users who prefer keyboard navigation.
Apple’s Approach: Apple has consistently invested in accessibility, incorporating features like VoiceOver, Magnifier, and Live Listen into their devices. These features empower individuals with visual, hearing, and motor disabilities, reinforcing Apple’s reputation as a socially responsible company. Their commitment to accessibility has strengthened customer loyalty and brand trust.
These case studies demonstrate that accessibility investments pay dividends through increased sales, improved customer loyalty, and enhanced brand reputation. Companies that make their digital properties accessible see concrete business growth as a direct result.
SEO Benefits of Accessibility Implementation
One of the most significant business advantages of web accessibility is its positive impact on search engine optimization (SEO). Many of the same features that make websites accessible to people with disabilities also make them more discoverable and rankable by search engines.
How Accessibility Features Boost Search Rankings
The connection between accessibility and SEO performance is becoming increasingly clear. Websites meeting WCAG 2.1 standards are 35% more likely to appear in top search results compared to non-accessible competitors. This advantage stems from several factors:
Structured Content: Using proper heading hierarchies, descriptive link text, and semantic HTML helps both screen reader users and search engines understand content. This structured approach makes information more discoverable and contextually relevant.
Text Alternatives: Adding descriptive alt text to images helps people using screen readers understand visual content. These same descriptions help search engines index image content correctly, improving overall SEO performance.
Mobile Friendliness: Accessible websites typically work well across all devices, which is a critical ranking factor for Google and other search engines.
Core Web Vitals Alignment: Many accessibility best practices improve site performance metrics like loading speed, interactivity, and visual stability—all key ranking signals in Google’s algorithm.
In 2024, Google introduced updates to its algorithm that emphasize the importance of web accessibility. These updates established indirect correlations between accessibility and page ranking factors, suggesting that accessible websites are more likely to perform better in search rankings.
Measurable SEO Metrics Impacted by Accessibility
The SEO benefits of accessibility can be measured across several key performance indicators:
Site Speed Improvements
Accessible websites often load faster because they:
- Use clean, efficient code that’s easier for browsers to process
- Prioritize text content that loads quickly
- Implement proper image sizing and compression
- Avoid unnecessary animations that slow down page rendering
One study found that websites that implemented WCAG 2.1 guidelines saw an average improvement of 15-25% in page load times. This speed improvement directly impacts both user experience and search rankings.
User Engagement Metrics
Accessibility improvements lead to better user engagement statistics, which search engines use to evaluate content quality:
- Time on site: Accessible websites typically show longer average session durations as users can more easily consume content
- Pages per session: When navigation is accessible, users visit more pages during each session
- Interaction rate: Accessible forms and interactive elements see higher completion rates
These engagement signals tell search engines that users find value in the content, which positively impacts rankings.
Reduced Bounce Rates
Bounce rate—the percentage of visitors who leave a site after viewing only one page—is significantly impacted by accessibility. Websites with accessibility barriers often see high bounce rates as users with disabilities leave immediately upon encountering obstacles.
After implementing accessibility improvements:
- An electronics retailer saw bounce rates decrease by 23%
- A financial services company reduced mobile bounce rates by 35%
- A news website lowered bounce rates for all users by 17%
Lower bounce rates signal to search engines that visitors find the site useful and relevant, contributing to better search rankings. This creates a positive cycle: better accessibility leads to lower bounce rates, which improves SEO, which brings more visitors to the site.
Brand Reputation and Accessibility Commitment
Beyond the direct financial returns and SEO benefits, accessibility significantly impacts how customers perceive a brand. As consumers increasingly align purchases with their values, a commitment to accessibility becomes a powerful differentiator.
Consumer Perception of Inclusive Brands
Research indicates that consumers strongly prefer brands that demonstrate social responsibility and inclusivity:
- 76% of customers prefer accessible brands
- 71% of consumers would switch to a brand that demonstrates inclusivity if price and quality were equal
- 66% of consumers believe brands should take a public stand on accessibility and inclusion
When businesses prioritize accessibility, they signal that they value all potential customers. This commitment resonates with a broad audience:
- People with disabilities and their friends and family who directly benefit from accessible experiences
- Aging populations who benefit from larger text, better contrast, and simpler navigation
- Younger consumers who increasingly expect brands to demonstrate social responsibility
- Business partners looking to align with organizations that share their values
Companies like Microsoft and Apple have successfully positioned themselves as leaders in accessibility, enhancing their brand reputations and cultivating loyal customer bases. Their commitment to accessible design has become a central part of their brand identities.
Building Brand Loyalty Through Universal Design
Universal design—creating products and environments usable by all people without adaptation—builds stronger customer connections and fosters brand loyalty. When customers can easily use a company’s digital properties regardless of ability, they develop positive associations with that brand.
The loyalty benefits of accessible design include:
- Higher customer retention: Users who can easily navigate websites and apps are more likely to return
- Increased word-of-mouth marketing: Satisfied customers share positive experiences with their networks
- Stronger emotional connections: Brands that make customers feel valued build deeper relationships
- Greater trust: Accessibility demonstrates attention to detail and customer-centric values
One prominent example is Tesco, which significantly improved user experience for customers with disabilities through accessible designs in their online shopping platform. The company reported increased traffic to their website and a notable rise in customer loyalty and satisfaction. Tesco’s commitment to accessibility positioned it as a leader in inclusivity, reinforcing a positive brand reputation that resonates with socially conscious consumers.
When accessibility is a priority, businesses foster not only satisfaction but also advocacy, leading to organic growth in customer retention and repeat business.
Implementing Your Accessibility Strategy for Business Growth
Understanding the business benefits of accessibility is important, but knowing how to implement accessibility effectively is equally crucial. This section provides a practical roadmap for organizations looking to improve accessibility as part of their business growth strategy.
Step-by-Step Implementation Roadmap
Implementing accessibility effectively requires a structured approach:
1. Conduct an accessibility audit
Start by evaluating your current digital properties against WCAG standards. This audit will identify barriers that prevent people with disabilities from using your website or applications. Use a combination of:
- Automated testing tools like WAVE, axe DevTools, or Lighthouse
- Manual testing by team members
- User testing with people who have disabilities
2. Develop a prioritized remediation plan
Based on the audit results, create a plan to address accessibility issues. Prioritize fixes based on:
- Impact on users (focus on critical functions first)
- Technical complexity
- Business importance
- Legal compliance requirements
3. Train your team
Ensure everyone involved in creating digital content understands accessibility principles:
- Provide role-specific training for designers, developers, content creators, and testers
- Include accessibility in onboarding for new team members
- Create resources and guidelines specific to your organization
4. Build accessibility into your processes
Integrate accessibility throughout your development and content creation workflows:
- Include accessibility requirements in project planning
- Add accessibility checkpoints to design reviews
- Implement accessibility testing throughout development
- Make accessibility part of your quality assurance process
5. Implement the highest-impact fixes
Start with improvements that offer the biggest benefits:
- Add proper headings and document structure
- Ensure keyboard navigation works for all functions
- Provide text alternatives for images
- Fix color contrast issues
- Ensure forms are properly labeled and accessible
6. Establish ongoing monitoring
Accessibility isn’t a one-time project. Create processes to maintain accessibility:
- Conduct regular automated checks
- Schedule periodic manual reviews
- Collect and act on user feedback
- Stay current with evolving standards and best practices
7. Document and communicate your commitment
Make your accessibility efforts visible to customers and stakeholders:
- Publish an accessibility statement
- Share your progress and future plans
- Highlight accessibility features in your marketing
- Include accessibility in your corporate social responsibility reporting
This roadmap provides a structured approach to implementing accessibility as a business strategy rather than just a compliance requirement.
Measuring Success – KPIs for Accessibility ROI
To demonstrate the business impact of your accessibility investments, track specific key performance indicators:
Business Performance Metrics
- Revenue from users with disabilities (can be estimated through surveys)
- Conversion rate changes after accessibility improvements
- Customer acquisition cost changes
- Customer lifetime value changes
User Experience Metrics
- Task completion rates for critical functions
- Time to complete common tasks
- Error rates on forms and interactive elements
- User satisfaction scores (from surveys or feedback)
SEO and Technical Metrics
- Search ranking changes
- Organic traffic growth
- Site speed improvements
- Bounce rate changes
- Pages per session changes
- Session duration changes
Brand and Reputation Metrics
- Net Promoter Score changes
- Social media sentiment
- Customer feedback mentioning accessibility
- Media coverage of accessibility initiatives
Cost Reduction Metrics
- Legal expenses avoided
- Support call volume changes
- Channel shift savings (from high-cost to digital channels)
- Development efficiency (less rework)
One medium-sized online retailer tracked their accessibility investment over three years. Their initial audit and remediation cost $32,000. In the first year after these improvements, they saw increased sales of $142,000 attributed directly to better accessibility – a 443% return on investment. By year three, that return had grown to over 1,200%.
By consistently measuring these KPIs, you can quantify the ROI of your accessibility investments and make data-driven decisions about future initiatives.
Accessibility and the European Accessibility Act (EAA)
The business case for accessibility becomes even more compelling when considering upcoming regulatory changes. The European Accessibility Act (EAA) will transform how businesses make their websites, apps, and services available to everyone by June 28, 2025. This legislation affects many companies selling to EU customers, even if the business itself is located outside Europe.
Despite having several years of warning, only 25% of affected businesses are fully prepared to meet the EAA’s provisions, leaving 75% at risk of “significant” fines. This presents both a challenge and an opportunity. Companies that act now to improve accessibility will not only avoid penalties but also gain a competitive advantage over unprepared competitors.
The EAA applies to most businesses that:
- Sell products or services to customers in EU countries
- Have more than 10 employees
- Make more than €2 million in yearly sales
Key industries affected include e-commerce, banking, and transportation. For businesses in these sectors, accessibility is no longer optional—it’s a legal requirement with financial consequences for non-compliance.
E-commerce Growth Through Accessibility
For online retailers specifically, accessibility directly impacts sales performance. E-commerce sites that implement accessibility features see measurable improvements in key business metrics:
- Higher conversion rates: Accessible websites convert more visitors into customers because fewer people abandon the purchase process due to barriers
- Larger average orders: When shopping is easier, customers tend to add more items to their carts
- Better customer retention: Shoppers who have positive experiences are more likely to return
- Reduced cart abandonment: Fixing common accessibility barriers in checkout processes can decrease abandonment by 17-25%
One clothing retailer saw their checkout completion rate rise by 25% after implementing basic accessibility fixes like clear error messages, visible form labels, and keyboard-navigable checkout processes. They also found that all customers—not just those with disabilities—completed purchases faster after the improvements.
These improvements benefit all customers, not just those with disabilities. Clearer navigation, better form design, and more readable text help everyone shop more easily.
Using Automated Tools for Quick Insights (Accessibility-Test.org Scanner)
Automated testing tools provide a fast way to identify many common accessibility issues. They can quickly scan your website and point out problems that might be difficult for people with disabilities to overcome.
Visit Our Tools Comparison Page!
Run a FREE scan to check compliance and get recommendations to reduce risks of lawsuits
To Conclude Our A11Y Guide
The business case for accessibility is clear and compelling. Companies that make accessibility a strategic priority outperform their competitors by 28% across key business metrics. This performance advantage comes from multiple sources:
- Expanded market reach: Tapping into the $13 trillion spending power of people with disabilities and their families
- Improved user experience: Creating digital properties that work better for everyone
- SEO enhancements: Gaining up to 41% better crawl efficiency and higher search rankings
- Brand reputation benefits: Building trust and loyalty with increasingly values-driven consumers
- Reduced legal risks: Avoiding the costs of litigation and remediation
- Operational efficiencies: Lowering support costs and improving digital channel usage
As we approach the June 2025 deadline for the European Accessibility Act, businesses face a critical choice: treat accessibility as a compliance burden or embrace it as a strategic opportunity. Those that choose the latter will not only avoid penalties but also position themselves for significant business growth.
The data is clear—accessibility isn’t just about doing the right thing. It’s about making smart business decisions that drive performance. Companies prioritizing accessibility outperform those that don’t, creating a competitive advantage that extends far beyond compliance.
Is your business ready to join the accessibility leaders who are outperforming their competitors by 28%? The time to act is now.
Start with a free accessibility scan to see how your website currently performs and identify your highest-priority improvements.