Many Australian SMEs overlook website accessibility, seeing it as a ‘nice-to-have’ rather than a core conversion driver. However, we’ve consistently found that prioritising accessibility significantly impacts your bottom line. It’s not just about doing the right thing – it’s about unlocking a larger potential customer base and improving the experience for *all* visitors, which directly translates to higher conversion rates.

Think of it this way: a frustrating website experience pushes people away. Accessibility issues – things like poor colour contrast, missing image descriptions, or keyboard navigation problems – create those frustrations. These aren’t just barriers for people with disabilities; they impact anyone using your site on a mobile device, in bright sunlight, or with a temporary injury. A smoother, more usable website keeps people engaged and moving towards a purchase or enquiry.

Here’s how accessibility directly impacts conversion:

• Expanded Reach: Approximately 20% of Australians have a disability. Ignoring accessibility means excluding a substantial portion of the population – and their spending power.
• Improved SEO: Search engines favour websites that are well-structured and easy to understand. Many accessibility best practices (like alt text for images and clear headings) also improve your search engine ranking, driving more organic traffic.
• Enhanced User Experience (UX): Accessibility improvements often coincide with general UX enhancements. A site that’s easy to navigate for someone using a screen reader is also easier to navigate for everyone.
• Increased Time on Site: When visitors can easily find what they need, they spend more time on your website, increasing the likelihood of conversion.

We’re seeing a growing expectation from consumers for inclusive digital experiences. Businesses that demonstrate a commitment to accessibility are viewed more favourably, building trust and brand loyalty. While compliance deadlines for accessibility standards are evolving, proactively addressing these issues now positions you ahead of the curve and avoids potential issues down the track.

The first step is an accessibility audit. We recommend engaging a specialist to analyse your website and identify areas for improvement. This isn’t a one-time fix; it’s an ongoing process of refinement. By making accessibility a core part of your website strategy, you’ll unlock a significant opportunity to increase conversions and grow your business.