Website Accessibility Matters More Than Ever

Ben King

Why Businesses Must Act Now Under the European Accessibility Act

Your website is no longer just a marketing asset.
It is a legal touchpoint.
A customer gateway.
A commercial risk, or opportunity, depending on how accessible it is.
Since 28 June 2025, mandatory accessibility requirements have been in force under the European Accessibility Act (EAA). And while this is EU legislation, its impact stretches well beyond EU borders.
If your website can be accessed by EU users, sells into EU markets, or supports EU customers, this legislation matters to you.
Put simply, website accessibility is no longer optional. It is becoming a compliance, performance, and growth priority.

 

What Is the European Accessibility Act (EAA)

The European Accessibility Act is an EU law designed to make digital products and services, including websites, accessible to people with disabilities across all EU member states.
It introduces standardised accessibility requirements covering digital platforms such as:
  • E-commerce websites
  • Banking platforms
  • Transport booking systems
  • Media and streaming services
  • Telecommunications portals
  • Subscription and SaaS platforms
If your website supports any of these services within the EU market, it falls within scope.

 

Key compliance timelines

  • 28 June 2025 – Accessibility requirements became mandatory for new digital products and services.
  • Existing websites and services – Do not need immediate full compliance but must meet all EAA requirements by 28 June 2030.
  • New services launched after June 2025 Must be fully accessible from day one.
This transition window may sound generous. In practice, remediation, redesign, and system changes take time. Early action is critical.

Why the EAA Still Matters for UK Website Owners

Brexit does not remove responsibility.
If your website serves EU users, you are still accountable.

This applies if you:

  • Sell products to EU customers via your website
  • Offer digital services within EU countries
  • Run an e-commerce platform accessible to EU users
  • Provide booking, banking, media, or subscription services online
  • Market or transact in EU territories

Where your business is based matters less than where your customers are.
If your website operates in the EU market, EAA rules apply.
For many UK businesses, especially manufacturers, professional services firms, and B2B exporters, this is highly relevant but often overlooked.

 

 

Why Website Accessibility Matters Commercially

Accessibility is often framed as compliance.
In reality, it is a growth lever.
Here is why forward-thinking businesses are acting now.
 

A Bigger Addressable Market

An estimated 1.3 billion people globally live with disabilities.
If your website is not accessible, you are excluding a significant audience segment from engaging, enquiring, or purchasing.
Accessibility unlocks reach and revenue.

 

Better User Experience for Everyone

Accessible websites are easier to use.
They feature:
  • Clear navigation
  • Logical page structures
  • Readable content
  • Predictable journeys
These improvements benefit every visitor, not just those with disabilities.
Accessibility and usability go hand in hand.

European Accessibility Act website compliance standards

Common Website Accessibility Barriers, And How To Fix Them

Many accessibility issues are not complex.
They stem from oversight, not intent.
Here are some of the most common barriers we see in website audits.
 

1. Missing Text Alternatives

Images, icons, and videos often lack descriptive alt text.
Screen readers rely on these descriptions to interpret content.
Action: Add meaningful alt text to all non-decorative visuals.
 

2. Poor Keyboard Navigation

Not all users operate a mouse.
Visitors must be able to tab through:

  • Menus
  • Buttons
  • Forms
  • Pop-ups

Action: Test your website using keyboard-only navigation.
 

3. Weak Colour Contrast

Low contrast text is difficult to read for visually impaired users.
Accessibility guidelines recommend contrast ratios such as 4.5:1 for body text.
Action: Review brand palettes and UI components against WCAG contrast standards.
 

4. Unstructured Content

Incorrect heading hierarchies and unclear layouts confuse assistive technologies.
Action:

  • Use logical H1–H6 structures
  • Apply clear labels
  • Maintain consistent navigation patterns

 

5. Uncaptioned Multimedia

Video and audio content without captions excludes hearing-impaired users.
Action:

  • Add video captions
  • Provide audio transcripts
  • Ensure media players are accessible

 

6. No Accessibility Statement

An accessibility statement is now an expected compliance component.
It should outline:

  • Your accessibility commitment
  • Current compliance status
  • Known limitations
  • Contact routes for reporting issues

Action: Publish and maintain a transparent accessibility statement on your website.

European Accessibility Act website compliance statistics

The Commercial Reality

Website accessibility is not just a legal exercise.
It influences:
  • Lead generation
  • Conversion rates
  • Search visibility
  • Brand perception
  • Market accessibility
And increasingly, procurement frameworks and partner organisations are screening suppliers for accessibility compliance.
Inaccessible websites risk exclusion before conversations even begin.

 

Why Action Should Start Now

Waiting until 2030 is a false economy.
Accessibility improvements often require:
  • Design changes
  • Development resource
  • Platform adjustments
  • Content restructuring
  • Third-party integrations
These cannot be solved overnight.
Early action spreads cost, reduces risk, and unlocks performance gains sooner.

 

A Practical First Step

For most businesses, the starting point is clarity.
That means understanding:

  • Current compliance level
  • Technical barriers
  • UX constraints
  • Content gaps
  • Platform limitations

Start with a short, focused accessibility audit on your highest value journeys.
Then prioritise fixes that unblock conversion.

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Book Your Website Audit

If your website serves EU customers, or you simply want to future-proof performance and compliance, now is the time to act.

Book a Website Accessibility & Compliance Audit with Persona and gain a clear, actionable roadmap forward.

Clarity first. Compliance second. Growth always.

Let’s create something unforgettable!
 
Call our friendly team on: 0121 630 1154
Or email us on: hello@persona-agency.com

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