ADA Standards for Accessible Design (ADA=Americans with Disabilities Act) help ensure people with disabilities have equal access to communications. For Estipona Group, this means considering the needs of diverse audiences in both online and print communications, including people experiencing these physical and cognitive differences:
- blindness or low vision
- deafness or hearing loss
- limited movement
- cognitive limitations
- speech impairment
- physical disability
On the web, we follow the Web Content Accessibility Guidelines (WCAG 2.1) and apply ADA Standards for Accessible Design in printed materials and digital communications. For our roster of government, health care and education clients, making communications accessible for diverse users has become a necessity. We would argue it should be a necessity for all marketers — both as a matter of economics and equity.
"Having a website accessible to Nevada’s diverse populations was an absolute necessity for us. Estipona Group helped us navigate the guidelines and create a site that worked for all users while prioritizing design appeal."
—Tim Robb, Nevada State Pandemic Response, Office of the Governor
It's economics and more than economics
Certainly, online users with disabilities having buying power, and making marketing messages accessible to them makes good economic sense. But making content accessible — including site content, images, PDFs, videos and other digital assets — to those with disabilities is also the right thing to do.
ADA compliance is inevitable — and essential
Creating ADA-compliant online materials can be more of an investment of time and resources than some marketers are willing or able to make. Our belief is, eventually, it will be the standard, the same way mobile responsive websites became the standard. When Google starts prioritizing ADA-compliance in their search rankings, marketers will need to make this a priority.