The Americans with Disabilities Act (ADA) was signed into law on July 26, 1990. Over the years, there has been increasing legal pressure to treat websites as “places of public accommodation,” which means they would need to be accessible to people with disabilities. The Department of Justice is preparing guidelines for this and financial institutions around the country are trying to determine what measures they should implement.
ADA compliance can be intimidating. Depending on the size of your website and how recently the code was updated, it may involve hundreds or thousands of small changes to your content and markup. All of these changes need to be identified, performed, and checked over. In many cases, they require content specialists to weigh in. Why should you take on a project like this? There are some good reasons.
You probably don’t need to be reminded that competition in the banking market is fierce. Differentiating yourself amongst a staggering number of local, regional, and national banks, credit unions, and fintechs gets more challenging every year. Financial institutions everywhere are trying to incentivise and reduce barriers to conversions by implementing switch kits, online signups, and signing bonuses. But right now, as you read this, people with disabilities are shopping for financial institutions. Navigating the web can still be a frustrating experience for them, but if you take measures to improve your web experience for these individuals, you can start developing brand loyalty before everyone else jumps on the bandwagon.
Many visually impaired individuals use screen readers to view web pages instead of computer monitors. Screen readers will either utilize a speech synthesizer to read the content to the visitor or render it on a refreshable braille display. While a monitor will present the page information to the viewer by interpreting the styling of the page, a screen reader will present the information by interpreting the structure of the page. That structure is largely defined by correct use of html markup and meta information.
If you’ve set up your site properly, users of screen readers will not need to tediously wait for each word of a page to be read to them in order. Many screen readers offer features that provide the user with lists of hyperlinks or headlines on the page. This is why descriptive link text and logically structured headlines are essential to a modern content strategy.
Curious how your website experience translates to a screen reader? Try the Fangs add-on for Firefox.
There are three levels of compliance defined in WCAG (Web Content Accessibility Guidelines) 2.0: A, AA, and AAA. A is the most basic level and AAA is the most accommodating to individuals with disabilities. While we wait on guidelines from the DOJ, many financial marketers find themselves reading through the lists of requirements, trying to determine which level is appropriate for their institution. Unless you moonlight as a web developer, you may find it difficult to fully understand them. However, the general assumption is that level AA will become the official standard in 2018 and many financial institutions are moving to implement those guidelines now.
The WCAG 2.0 standards are organized into four sections: Perceivable, Operable, Understandable, and Robust. Below is a summary of the concepts in each section with a focus on AA level requirements. If you’d like to review all the requirements, you can find a comprehensive list here.
If you’d like to ensure your site complies with WCAG 2.0, the first step is to audit site content and markup. You’ll want to run an automated report to identify potential issues (at your chosen compliance level) and manually review them to assess any changes. Fixing the issues can be tedious work and reports should be run regularly to track progress. Once complete, we recommend monthly reviews of reports to ensure that no new issues arise as a result of ongoing content updates and site maintenance.
You may have a lot of work ahead of you, but you’ll be doing your part to help make the Internet better for everyone.
If you have any questions or are interested in having your website assessed for ADA compliance, please contact Nathan directly at firstname.lastname@example.org.
With over a decade of experience working with websites, Nathan helps clients by advising on UX, developing strategies to achieve their digital business goals, and coordinating teams with diverse skill sets.