The Secret Benefit Of Accessibility: Part 1 - Increased Usability

Web accessibility has so many benefits that I really do wonder why such a large number of websites have such diabolically bad accessibility. One of the main benefits is increased usability, which according to usability guru, Jakob Nielson, can increase the sales/conversion rate of a website by 100% and traffic by 150%.

At which point you must surely be asking, "So if I make my website accessible its usability will increase and I'll make more money out of it?". Well, not quite. An accessible website is not automatically more usable but there are many areas of overlap:

1. Descriptive link text

Visually impaired web users can scan web pages by tabbing from link to link and listening to the content of the link text. As such, the link text in an accessible website must always be descriptive of its destination.

Equally, regularly sighted web users don't read web pages word-for-word, but scan them looking for the information they're after.

Link text such as 'Click here' has poor accessibility and usability as both regularly sighted and visually impaired web users scanning

the paragraph will take no meaning from this link text by itself. Link text that effectively describes its destination is far easier to scan and you can understand the destination of the link without having to read its surrounding words.

2. Prompt text assigned to form input

In order to make forms accessible we need to assign the prompt text to its form item. THis is especially useful when done with checkboxes and radioboxes, as the text becomes clickable too. Checkboxes and radioboxes are small and pernickety for even the steadiest of hands so by increasing the clickable region everyone benefits.

3. Large chunks of information divided up

There are a number of techniques that can be taken to increase the usability for visually impaired users, who have to listen to the information on each page and try to remember it. By structuring information into small, manageable groups, enhanced usability for these users can be achieved.

Methods to accomplish this can include using sub-headings to break up body content, grouping form items with the fieldset command and using lists. Breaking down groups of information is obviously highly useful for sighted web users too, as it greatly enhances our ability to scan the screen quickly.

4. Site map provided

Site maps can be a useful accessibility tool for visually impaired users as they provide a straightforward list of links to the main pages on the site, without any of the fluff in between. Site maps are of course useful for everyone as they provide us with a way of finding pages quickly and help us visualise the structure of the website.

5. Simple and easy language

From an accessibility point of view, this one's important for people with reading and/or cognitive disabilities and site visitors who's first language isn't the one you're writing in. From a usability point of view, well, it helps everyone. Reading from computer screens is tiring for the eyes and about 25% slower than reading from paper. As such, the easier the style of writing the easier it is for site visitors to absorb your words of wisdom. Wherever possible shorten your sentences. Use, 'apply' instead of 'make an application' or 'use' instead of 'make use of'.

6. Consistent navigation

Having consistent navigation across pages is also important for maximising accessibility to people with reading and/or cognitive disabilities, but again everyone benefits. Each time you visit a new website it takes you a few seconds to adjust to the unique layout and user interface of that page. Well imagine if you had to do that every time you follow a link to a new page!

By having a consistent interface across a website we can instantly locate the navigation and page content without having to look around for it. In reality, most sites do have consistent navigation across most pages. The main culprit for falling foul of this guideline is the homepage, which some websites structure quite differently to the rest of the site. By having a consistent interface across the entire website we can instantly locate the page content without having to look around for it.

7. No unannounced pop-ups

For web users utilising screen readers pop-ups can be a real accessibility nuisance. Screen readers read out the content of whichever window is on top of the others. Pop-ups display over the top of the main website so will always be read out first. For visually impaired users this can be frustrating as they may not realise that what they're hearing isn't the 'real' website.

So, pop-ups are bad for accessibility. As for usability, well I'm sure you hate pop-ups as much as I do. Many toolbars, such as the Google toolbar, now come packaged with a pop-up blocker so allow you to surf the web without the irritation of new windows popping up.

8. CSS used for layout

CSS-based sites are generally have a greater ratio of content to HTML code so are more accessible to screen readers and search engines. Websites using CSS for layout can also be made accessible to in-car browsers, WebTV and PDAs. Don't underestimate the importance of this - in 2008 alone there'll be an estimated 58 million PDAs sold worldwide (source: http://www.etforecasts.com/pr/pr0603.htm).

As well as improved accessibility, CSS-based websites have one large usability benefit: increased download speed. Broadband isn't as widespread as you may think. In the UK for example, just one in four web users are hooked up to broadband (source: http://www.statistics.gov.uk/pdfdir/intc0504.pdf) so improving the download speed of your web pages could provide a great usability advantage over your competitors.

9. Transcripts available for audio

One group of web users with special accessibility needs that doesn't get much press is hearing impaired users, who need written equivalents for audio content. Providing transcripts is in fact highly beneficial to all users. Many of your site visitors probably can't be bothered to wait for your 3Mb audio file to download and start playing. They may prefer just a quick outline of what's contained in the audio content.

By providing a transcript, broken up by sub-headings and with the key terms highlighted, non-disabled site visitors can skim through it and get a general idea of the content. They can then make a more informed decision about if they want to wait for the 3Mb audio file to download.

10. Screen flickering and movement avoided

Some epileptic web users must be careful to avoid screen flicker of between 2 and 55 Hz. Web users with reading and/or cognitive disabilities and those using screen magnifiers will struggle to keep up with scrolling text (if you do have scrolling text be sure to provide a mechanism to stop it).

In addition to being a bad idea for accessibility, neither flickering nor scrolling text are good for usability either. The former can be distracting when you're trying to read something and you see flashing out the corner of your eye; the latter isn't good either as you have to wait for the content to slowly appear. When you see scrolling text do you usually bother to stop what you're doing so you can read it as it gradually materialises? Or do you ignore it?

The other disadvantage of scrolling or changing text is that you might see something you want to click on, but before you know it it's gone. And now you have to wait 30 seconds for it to re-appear again!

Conclusion

With all this overlap between web usability and web accessibility there's no excuses for not implementing basic accessibility on to your website. Outside of the ethical argument there are many reasons to make your website accessible, one of the main one being that its usability will be improved. No one can argue with that.

This article was written by Trenton Moss. He's crazy about web usability and accessibility - so crazy that he went and started his own web usability and accessibility consultancy ( Webcredible - http://www.webcredible.co.uk ) to help make the Internet a better place for everyone.

---

Your Website Reflects Your Business

Some left shoes are in isle 5, while the right... Read More

Web Design for the Professional Magician Part I - Selecting the Perfect Domain Name

Selecting the Perfect Domain NameThe first issue I have with... Read More

How Does Your Website Make Me Feel?

When people think about the Internet, they think about technology.... Read More

Frequent Business Question: How Do You Start a Web Business?

Today it seems everyone is jumping on the entrepreneur bandwagon,... Read More

HTML Editors - How to Choose the Right One for Building Your Websites

There are lots of HTML editors on the market, however,... Read More

Build or Buy a CMS?

Creating a content management system either from scratch,... Read More

If You Build It, They Will Come?

Building a new website can be a lengthy task. From... Read More

Wheres Your Focus, Money or Customer?

Is your website Really useful?I had a 'rep' in yesterday... Read More

Conceptualize, Build and Publish a Web site

Conceptualize, Build and Publish a Web site - What's required... Read More

6 Steps To Your Own Website

A lot of people these days are interested in getting... Read More

You Need To Treat Your Website Like An Employee - Heres 5 Ways To Do It

People often come to me in a state of crisis... Read More

5 Tips For A Better Website

Having an eye catching website is great, but are you... Read More

How to Draw Icons or Images on a Mapserver Generated Map

In this example I have used the map of the... Read More

My Yahoo Search - Beyond Bookmarks

Yahoo has long offered email, an online calendar, notes, bookmarks,... Read More

Creating Websites that Cater to Exam Preparations

One of the things that Internet excels is disseminating information... Read More

12 Essential Tips to a Professional Business Website

1. Choose a big enough font size. A size 12... Read More

Website For The Company Store

If your company own one or more stores, you might... Read More

Setting Up A CGI Script On Your Web Site

Before you set up any scripts you will need some... Read More

UK Online Shopping with an Edge, for Buyers and Sellers Alike

Any new website competing on the internet, needs to take... Read More

Adding Word Rich Content to Your Website

You have permission to publish this article electronically, in print,... Read More

The Power Of CPanel

cPanel is a control panel for your website and allows... Read More

Art, Artists and the Web: Part 3--What to Put on an Artist?s Website

What to put your the website if you are an... Read More

Beware the Software Siren

I've heard several prominent web marketers mention in their classes... Read More

What is Blogger.com?

In the late 1990's three San Francisco based web developers... Read More

Achieving Differentiation With Your Website

Internet Marketing is not a miracle marketing strategy ? competition... Read More

Benefits Of Making Your Website Accessible To Disabled Users ? Part 2: The Business Case

The Disability Discrimination Act states that service providers must not... Read More

Why A Simple Counter is Never Enough for Your Website

A simple website stats counter is not enough if you... Read More

How to Handle Web Surfers Who Disabled JavaScript

There are hundreds of millions of Web surfers today. Each... Read More

The Evolution Of Search

There have been many significant changes to the face of... Read More

Why You Need A Web Site

"I have a small business with just a couple of... Read More

Why You Need a Website

You hear a great deal about the Internet these days... Read More

Do This One Thing to Create a Powerful Product-Selling Web Site

Spend time planning your Web site. Before you design a... Read More

In Business? 10 Reasons Why You Need a Website -- Now!

1) Word of Mouth The single most powerful form of... Read More