A website is accessible when more people can use it. That includes people with low vision, people who cannot use a mouse, people who are deaf or hard of hearing, and people who are just on a bright phone screen in the sun. Most fixes are simple, and many make the site better for everyone.
This post gives 12 basic checks a small business owner can run without technical skills. It is part of our small business web design guide. It is a starting point, not a full audit and not legal advice.
Why accessibility matters for a small business
If someone cannot read your phone number or use your form, you lose that customer. It is as simple as that. Accessibility is also tied to things you already care about: clear text, simple layouts, fast pages and forms that work.
There can also be legal and contract issues in some cases, which depend on your business and location. We are not lawyers, so if that is a concern, ask a qualified one. The practical point stands. A site that is easy to use for more people brings in more calls.
The standard behind it
The main global standard is the Web Content Accessibility Guidelines, known as WCAG, from the World Wide Web Consortium (W3C). It is organized around four ideas: content should be perceivable, operable, understandable and robust. You do not need to read it to get started. The 12 checks below come from those ideas.
12 accessibility checks you can do today
1. Check text contrast
Text must stand out from its background. WCAG 2.2 level AA asks for a contrast ratio of at least 4.5 to 1 for normal text and at least 3 to 1 for large text. Light gray text on white is the usual problem. Free contrast checkers online let you paste two colors and get the ratio.
2. Do not rely on color alone
If a form error is only shown in red, someone who cannot see red will miss it. Add words or an icon. The same goes for links. Underline them or make them clearly different in more than color.
3. Make text readable
Use a body font size that is comfortable on a phone. Leave space between lines. Avoid long blocks of text. Make sure people can zoom in without the page breaking.
4. Add alt text to meaningful images
Alt text is a short description that a screen reader reads aloud. Describe what the image shows and why it matters. “Crew installing a new asphalt driveway in Carlisle” is useful. “image1” is not. Google also notes that alt text is the key attribute for giving it information about an image, and it warns against stuffing it with keywords. Decorative images can have empty alt text.
5. Make sure the site works with a keyboard
Put your mouse aside. Press the Tab key. Can you reach every link, button and form field? Can you see where you are on the page? If the focus jumps around or disappears, a keyboard user is stuck. Menus and pop-ups often cause this.
6. Label every form field
Each field needs a visible label, such as Name, Phone or Message. Do not use gray placeholder text as the only label, because it vanishes when someone types. Clear labels help screen readers and help everyone else too.
7. Write clear error messages
If a form fails, say what went wrong and how to fix it. “Please enter a phone number with area code” is better than a red outline with no words.
8. Use real headings
Use one H1 for the page title, then H2 and H3 headings in order. Do not make text look like a heading by making it big and bold. Screen reader users often jump from heading to heading to scan a page, just as sighted users scan.
9. Write link text that makes sense alone
“Click here” tells a screen reader user nothing. Use “Request a quote” or “See our paving services.” The link text should make sense when read out of context.
10. Caption or transcribe video and audio
If you post a video, add captions. If you post an audio clip, add a transcript. This helps people who are deaf or hard of hearing, and people watching with the sound off. Do not let videos start playing on their own.
11. Make buttons and links easy to tap
Small targets that sit close together cause mis-taps. This hurts anyone with limited hand control and anyone using a thumb on a phone. Give buttons enough size and space.
12. Avoid motion that cannot be stopped
Sliders that move on their own, flashing content and animated banners can be hard to read and, for some people, harmful. If something moves, give a way to pause it, or skip it.
A quick 15-minute self-check
- Open your homepage on a phone and zoom in. Does the layout hold?
- Check the contrast of your main text and your button text.
- Press Tab through the page. Can you reach your phone link and your form?
- Fill out your contact form with the wrong info on purpose. Is the error message clear?
- Look at your five most important images. Do they have useful alt text?
- Look at the headings. Is there one H1 and a sensible order below it?
- Look at your links. Are any just “click here” or “read more”?
Write down what fails. That list is your to-do list.
Try a screen reader for five minutes
Phones and computers include screen readers. On iPhone and Mac it is VoiceOver. On Android it is TalkBack. On Windows it is Narrator. Turn one on, close your eyes or look away, and try to find your phone number and send a message.
This feels awkward at first. That is useful. You will hear every missing label, every vague link and every image with no description. Five minutes is enough to find the biggest problems. Remember to turn it off afterward.
Fix first: a simple priority table
| Issue | Who it hurts | Effort | Priority |
|---|---|---|---|
| Low contrast text | Low vision, bright screens | Low | High |
| Phone number not tappable | Everyone on a phone | Low | High |
| Form fields without labels | Screen reader and keyboard users | Low to medium | High |
| Missing alt text | Blind and low vision users | Low | Medium |
| Keyboard trap in a menu | Keyboard users | Medium | High |
| Video without captions | Deaf and hard of hearing users | Medium | Medium |
What about accessibility overlays and quick-fix plugins?
You may see widgets that promise to make a site accessible with one script. Be careful. A tool cannot fix unclear writing, bad contrast choices built into your design, or a form that is built wrong. Some of these tools help a little, and some get in the way of assistive technology. Do not treat one as a replacement for fixing the site itself. If you consider one, ask what exactly it does and test the site with a keyboard before and after.
Build it in from the start
It is much cheaper to plan accessibility into a new site than to repair it later. When you hire a designer, ask direct questions.
- Do you check color contrast in the design stage?
- Can every page be used with a keyboard?
- How do you handle alt text, headings and form labels?
- Which pages and elements do you test, and how?
- Will the theme and plugins we use get updated?
You will find more questions in How to Choose a Web Designer. Put your needs in writing in your web design brief.
Accessibility and SEO overlap
Many accessibility practices also help search. Clear headings, descriptive link text, alt text and well-structured pages are all easier for search engines to understand. That does not mean accessibility is an SEO trick. It means that a clean, clear site tends to work well for people and for search engines.
Common mistakes
- Using light gray text for a “clean” look.
- Hiding the focus outline so keyboard users cannot see where they are.
- Using images of text, such as a phone number inside a graphic.
- Using placeholder text instead of labels.
- Auto-playing videos or sliders.
- Assuming a template is accessible because it looks modern.
- Testing only on your own desktop.
Where to go from here
Start with the 15-minute check above and fix the high-priority items. If your site needs more than patches, it may be time for a rebuild. 9 warning signs that you need a new website can help you decide. And if you want to see what a visitor sees, our website teardown is a free place to start.
Short answers
Do I need to do all of this at once?
No. Start with contrast, the tappable phone number, form labels and keyboard use. Those help the most people for the least work. Then add alt text and clean up headings as you update pages.
Does a template or page builder make a site accessible on its own?
No. A good template gives you a better start, but your content choices still matter. Colors, images, link text and forms all depend on what you add.
How do I keep it accessible over time?
Check new pages with the same short list before they go live, and include it in your regular site upkeep. Website Maintenance After Launch shows how to make that part of a routine.
Related guides
- Small Business Web Design: The Complete Guide
- What Is Responsive Web Design?
- 17 Web Design Tips
- What Should a Small Business Homepage Include?
- Our web design service
Book your strategy call
Webfactory Media is a Carlisle, PA agency that also works with businesses across the country. If you want a clear plan for your website, book your strategy call and we will look at your site with you. You can also see how we work on our web design page.
