Imagine crafting the perfect message for your clients and potential new clients, but it misses a key percentage of your target demographic because they can’t access it. When it comes to marketing and communications, there are simple, thoughtful ways to ensure your entire audience can see and hear your key messages.

Americans with Disabilities Act (ADA) compliance in online marketing goes beyond legal obligation—it ensures your message is inclusive and accessible and resonates with all audiences. Taking the time and effort to address some important elements reflects your brand’s commitment to values prioritizing equality and accessibility, making it both a responsibility and an opportunity to connect more meaningfully with your clients.

Online ADA Compliance

The ADA was designed to ensure accessibility for people with disabilities, and that extends to digital platforms. It helps guide and enforce web accessibility and ensures equal access to information and services.

You can think of these measures like providing a wheelchair ramp or handicapped parking spaces in front of your business—it’s your responsibility to make sure everyone can access your content. This has implications for anyone who sends emails, has a website, or posts on social media. Here are a few key practices to boost your ADA compliance:

Website Accessibility and Emails

• For images, use alternate text so screen readers can describe the image to visually impaired users
• For multimedia and videos, provide captions and/or transcripts
• Use simple, readable fonts and high-contrast colors so visually impaired or colorblind readers can easily read your content
• Avoid flashing content

Social Media

• For videos, add closed captions so hearing-impaired users can consume all your messages
• Never rely on someone having to view the picture to understand your post; include a description of the image or reiterate any content written in the image in the accompanying text

Why ADA Compliance Matters

Twenty-six percent of adults in the U.S. live with a disability. You’re leaving this audience behind if your website, emails, and social media posts ignore these accommodations.

And beyond that, ensuring that everyone, regardless of ability, can interact with your content builds trust and respect for your brand. Demonstrating commitment to inclusivity strengthens customer loyalty and enhances your public image.

The Consequences of Non-Compliance

The Department of Justice (DOJ) oversees ADA compliance and investigates claims of discrimination. Individuals can file lawsuits or complaints with the DOJ if they believe their accessibility is being limited. If your business is cited for non-compliance, you could face hefty fines, sometimes reaching up to $75,000 for a first violation and $150,000 for subsequent violations. It can even lead to legal action, lawsuits, settlements, and legal fees—which can damage your brand’s reputation.

Make sure your message and your business are available to everyone. ADA compliance isn’t just about avoiding penalties. The benefits of improving the accessibility of your website, emails, and social media posts trickle down—more user-friendly content helps everyone! Start with small steps today and watch how your inclusivity leads to deeper connections with your audience.