With 15% of the world’s population experiencing some form of disability, a number that rises to 26% (1 in 4) in just the U.S. population, creating content that’s digitally inclusive and accessible is imperative. Much of modern life occurs online, and everyone, regardless of disability, deserves to be able to participate in the world. We spoke with Hayat Ibrahim, a CONNECTIVE Agency web developer and the leader of our digital inclusion efforts, to learn more about what digital inclusion is and how businesses can create consistently accessible websites.
The Basics
Digital inclusion is an umbrella term that refers to ensuring everyone has equitable access to the internet and technologies, and the skills to use them effectively. The term is often incorrectly used interchangeably with accessibility. “Accessibility is part of digital inclusion,” Hayat says, “but it’s not the whole story.” Accessibility only refers to designing a digital interface in a way that is accessible by all users, for example, ensuring a website can be navigated with a screen reader. Digital inclusion takes that a step further, looking at all ways people may be prevented from accessing content, like it not being available in their language or a lack of internet access.
From a marketing perspective, digital inclusion can mean ensuring all websites are meeting the standards put forth by the Americans with Disabilities Act, that content is available in multiple languages and on mobile devices, among other things.
The Importance of Inclusion
“Technology is at the center of our lives, so accessibility is crucial for people to have full access to society,” says Hayat. Prioritizing digital inclusion and accessibility is imperative to preventing marginalized communities from being left behind or further ostracized. Not only does this positively center inclusion, but it also promotes customer satisfaction and business growth. The more people who can access your content in a meaningful way, the more people who can benefit from your service or buy your products.
Beyond the social responsibility of businesses to create equal access and the desire to grow your business, digital inclusion is also important to companies from a legal perspective. Businesses can face lawsuits or fines for not ensuring their content is accessible. Whether active or passive, discriminating against a portion of your audience can result in legal trouble.
The Biggest Misconceptions
According to Hayat, there are three major misconceptions about digital inclusion and accessibility, the first being that it’s only for people with disabilities. “Everyone benefits from accessibility. If you’re watching a video somewhere you can’t have the sound on, you can benefit from subtitles,” she explains. “If you have a temporary disability, like a broken arm, there are accessibility tools that can help you continue to access content with just one hand.”
The second misconception Hayat shared was that many business owners assume that integrating inclusive practices is expensive and time-consuming. While she acknowledges that there are initial costs associated with reviewing a website’s code and conducting ADA audits, you stand to make more money, in the long run, thanks to your expanded audience who can now easily interact with your content.
Finally, Hayat notes that many people mistakenly think including automated accessibility tools is enough. “There are tools that claim to layer over code [and improve accessibility], but these aren’t a solution,” she says. “They’re masking the problem, but the root issue is still there.” These automated “solutions” can also inadvertently make your content less accessible. For instance, some automated tools can be incompatible with screen reader settings, preventing users from accessing your content.
Making Your Content Digitally Inclusive
Accessibility can feel like an overwhelming and abstract task if you’re new to creating content from this perspective. “Designing content with accessibility in mind from the beginning is the best way to create a fully accessible website,” says Hayat. But, what does that look like? We follow the four core aspects of accessibility, known by the acronym POUR:
- Perceivable – Many people may perceive content with their eyes, but for individuals with sight impairments, perceivability may be more dependent on sound or touch. To be accessible, your content needs to be perceivable by everyone.
- Operable – Users need to be able to fully operate the website, including controls, buttons, navigation and other interactive elements. Operability can look like ensuring individuals who are unable to use a mouse can still navigate the website.
- Understandable – Users should be able to easily comprehend your content and learn and remember how to use your website. This broad category covers everything from ensuring copy is clear and understandable to creating a consistent format and navigation.
- Robust – Your content should be reliably interpreted by a wide variety of users who can all choose the technology they use to interact with the content. A robust issue can look like a website requiring a specific version of a web browser to access its content or a document format that’s unable to be read with a screen reader.
In addition to ADA guidelines, following the Web Content Accessibility Guidelines is a best practice for developing accessible and inclusive content. Developers can use tools like WAVE or axe, the Web Accessibility Evaluation Tool, to test existing and new websites and identify issues that need fixing. Working with a knowledgeable team to design and build content that is digitally inclusive is the best way to ensure your website meets these guidelines.
How CONNECTIVE is Embracing Digital Inclusion
Our team takes digital inclusion seriously and is taking steps to not only create new content that’s accessible to everyone but also to go back and update historical content and websites. Hayat is leading the charge by seeking out professional development resources that cover digital inclusion and accessibility and by implementing new strategies and project reviews that focus on ensuring accessibility.
Want to make your content more digitally inclusive and accessible? Let our team help. At CONNECTIVE Agency, we’re committed to building websites that are digitally inclusive for all users. Whether it’s building content that’s accessible with a screen reader or providing content in multiple languages, each member of the team is creating for inclusion. Learn more about our services.
