How to ensure digital accessibility in business?

Have you ever stopped to think about how many people might be failing to access your website, system, or application due to a lack of accessibility? In an increasingly connected world, ensuring that digital solutions are inclusive is not just a matter of social responsibility — it’s also a strategic decision to expand reach, improve user experience, and promote purposeful innovation.

In practice, this involves thinking, developing, and maintaining products and services that can be used by everyone — including those with disabilities or temporary limitations. From the use of screen readers to color contrast and keyboard navigation, every detail makes a difference.

If you still think this is a theme restricted to niches, this article will change your perspective. We will demystify the concept, show why it is essential for business, and how your company can (and should) start applying inclusive practices from the conception of digital products.

What is digital accessibility?

It is about creating online environments and experiences that can be used by all people, regardless of their physical, sensory, cognitive, or temporary capabilities. Websites, systems, applications, and any other interfaces need to be designed to work well with assistive technologies such as screen readers, voice commands, alternative keyboards, and other tools.

But inclusion does not start in the code. It must be present from the strategy, through design, and continue to quality assurance. This means considering the needs of those with low vision, deafness, motor limitations, dyslexia, autism — and even temporary situations, such as an immobilized arm or a noisy environment.

In practice, good references are the WCAG (Web Content Accessibility Guidelines) — international guidelines that instruct how to make digital content accessible. Incorporating these principles from the origin of a project is the first step to delivering fairer, more efficient solutions aimed at an increasingly diverse audience.

What are the types of digital accessibility?

It is common to associate accessibility only with visual impairment, but the concept is much broader. It encompasses different ways of interacting with interfaces, considering a wide variety of human needs — permanent, temporary, or situational.

Below, we list the main types that must be considered in any digital project:

1. Visual

Includes people with blindness, low vision, color blindness, or other visual disorders.

Best practices:

• Compatibility with screen readers;
• Alternative texts in images and graphics;
• Proper contrast between elements;
• Adjust font sizes and spacing;
• Avoid images with important information without descriptions.

2. Auditory

Targeted at individuals with total or partial deafness.

Important actions:

• Synchronized captions in videos;
• Transcriptions of audio and podcasts;
• Visual alerts as an alternative to sounds.

3. Motor

Refers to limitations in movement, whether due to permanent or temporary physical conditions.

Best practices:

• Full keyboard navigation;
• Larger and well-spaced clickable areas;
• Compatibility with switches and voice commands.

4. Cognitive

Focuses on individuals with intellectual disabilities, ADHD, dyslexia, autism, among others.

Recommendations:

• Simple language;
• Predictable navigation;
• Standardized icons;
• Avoid information overload;
• Step-by-step instructions.

5. Communicational

Designed for those with difficulties in speaking or writing.

Solutions:

• Multiple forms of interaction (voice, text, sign language);
• Support pictograms;
• Virtual sign language interpreter.

6. Situational or temporary

Considers that we all may face barriers depending on the context.

Care:

• Responsive design;
• Functional interface on low connectivity;
• Good visibility under bright light;
• Integrated sensory alternatives.

These types do not exclude each other — on the contrary, they complement one another. The same user may need solutions from more than one of these categories simultaneously.

What damages does a lack of accessibility cause to a company?

Ignoring inclusion in digital environments may seem like a technical detail, but the impacts go far beyond that. Damages involve reputation, loss of market, legal risks, and operational hurdles.

Here are the main problems:

1. Exclusion of audience and loss of revenue

According to IBGE, more than 17 million Brazilians have some type of disability — about 8.4% of the population. When we add temporary or situational cases, this number grows even more.

By not considering these individuals in your digital channels, the company restricts its reach, reduces conversions, and compromises the experience of those interacting with the brand.

2. Legal risks

The Brazilian Inclusion Law (13.146/2015) requires accessibility in platforms providing services to the public. Non-compliance can lead to fines and sanctions.

Abroad, legislations like the ADA (Americans with Disabilities Act) have already led to multi-million dollar lawsuits against major companies.

3. Reputational damage

The absence of inclusion can position the company as outdated or insensitive — the opposite of what the market expects in times of ESG and social consciousness. Public criticism regarding a lack of accessibility can spread quickly and compromise institutional image.

4. Impact on SEO and digital performance

Accessible websites tend to rank better on Google. Correct heading structure, alternative texts, smooth navigation, and clean HTML favor both usability and indexing.

5. Increased rework and costs

Projects that leave inclusion for later face more corrections and future costs. Additionally, poorly designed systems require more technical support and increase the volume of user inquiries.

The lack of accessibility is not just a risk — it is a limitation for the sustainable growth of the business.

How to know if my company’s website or app is accessible?

Before making improvements, it is essential to understand the current scenario. Fortunately, there are several ways to conduct this diagnosis:

1. Automated tools

Solutions like Google Lighthouse, WAVE, axe DevTools, and Accessibility Insights help identify technical problems based on WCAG. They are ideal for initial analyses.

⚠️ Important: these tools do not replace tests with real people.

2. User testing

Inviting people with disabilities to interact with your system provides deep insights into barriers that are not always technical but related to language or flow.

3. Specialized consultancies

Companies that want to deepen the evaluation can rely on technical audits, validation of inclusive UX, and support in training internal teams.

4. Internal checklists

Applying best practices in daily operations also helps:

• Do all images have descriptions?
• Is it possible to navigate using only the keyboard?
• Do the videos have captions?
• Does the page structure follow a clear hierarchy?

Conducting this mapping is an act of responsibility and strategic vision. And it should be the starting point for a journey of continuous evolution.

With the diagnosis in hand, the next step is to turn learning into action. But how to make accessibility part of the development routine? That is what we will see next.

How to make accessibility part of your digital projects?

The good news is that making your products accessible does not have to be complicated or expensive. With a progressive, collaborative approach focused on best practices, it is possible to move forward consistently.

1. Start from the beginning

Avoid treating accessibility as something to be addressed at the end. Include inclusive criteria already in the conception phase, including:

• Diverse user research;
• Clear requirements in the briefing;
• Acceptance criteria focused on accessibility.

2. Train the team

Everyone involved must understand their role:

• Designers: visual hierarchy, contrast, color usage;
• Developers: semantic HTML, ARIA, accessible forms;
• QA/testing: validation tools and inclusion criteria in functional tests.

3. Use tools with native support

Frameworks like React, Angular, and libraries like Material UI and Tailwind already offer accessible components — just apply them correctly and avoid reinventing interactions.

4. Create an internal guide

Standardize the application of best practices with an accessible style guide. It can include:

• Approved color palettes;
• Expected behaviors for keyboard navigation;
• Examples of simple and direct language;
• Models of accessible forms and buttons.

5. Continuously improve

Do not wait for perfection. Advance in stages, prioritize the most used flows, and evolve with each version.

Set clear goals — such as reducing barriers in critical processes — and track progress with simple indicators.

Accessibility is not just a legal requirement or a social issue: it is a strategic pillar of innovation, user experience, and scalability.

Companies that adopt this vision can reach more people, strengthen their reputation, and build more resilient, sustainable, and relevant products.