Accessibility as a Competitive Advantage: From WCAG 2.2 AA Compliance to Better Digital Performance and Tender Success

by Cat Mayne

Most organisations now recognise that accessibility is part of good digital hygiene. Fewer appreciate just how significant a competitive advantage it has become. Accessibility is not only a compliance requirement for public sector bodies. It is a direct lever for improved user experience, higher conversions, stronger brand trust and more successful tender outcomes.

Yet many organisations still see accessibility as an afterthought or a cost rather than a capability. This mindset is shifting rapidly. Buyers, regulators and users are raising expectations. Meanwhile, AI-driven search and answer engines increasingly favour accessible, structured, clearly written websites.

This article explains what WCAG 2.2 AA means in practice, why accessibility is commercially advantageous, how to assess your current posture and how to build accessibility into future design and development cycles.

Understanding WCAG 2.2 AA without the Jargon

The Web Content Accessibility Guidelines (WCAG) provide a global standard for making digital services accessible to people with disabilities. Version 2.2 is the most recent revision. Level AA, the benchmark used by most organisations, requires digital products to be usable by people with a wide range of visual, cognitive, motor and auditory needs.

 

In practical terms, WCAG 2.2 AA requires that:

• Content is readable and distinguishable
• Navigation and interaction are possible without a mouse
• Forms and controls follow predictable structures
• Errors are explained clearly
• Page elements respond consistently across devices
• Interactive components do not create unexpected barrier

These requirements benefit every user, not only those with accessibility needs. Clearer content, simpler navigation and cleaner design lead directly to stronger engagement and lower friction.

 

At Gemstone, WCAG 2.2 AA capability sits within the broader security and compliance pillar in the Message House. It is a standard embedded across design, development and QA practices rather than treated as an optional extra.

 

Why Accessibility Drives Commercial Value

1. Better user journeys and higher conversions

Every business leader accepts the importance of user experience. Accessibility is UX at its most disciplined. Improvements such as:

• higher colour contrast
• clearer form labels
• better spacing
• consistent component behaviour
• readable text sizes
• predictable navigation

all reduce the cognitive load required to complete tasks.

 

The commercial impact is measurable. Organisations often see:

• higher task completion rates
• lower abandonment
• improved satisfaction scores
• fewer support queries

These outcomes are particularly relevant for Gemstone’s ICPs, including professional services firms with client portals and e-commerce brands with high drop-off points in account creation, checkout or enquiry forms.

 

2. Trust, credibility and brand reputation

Accessibility is increasingly linked to corporate responsibility. A digital service that excludes users, even unintentionally, reflects poorly on an organisation’s values and operational maturity.

Conversely, accessible digital experiences project professionalism, reliability and customer care. This aligns directly with the collaborative delivery ethos identified in Gemstone’s Value Map and Message House Framework, which emphasises partnership, transparency and long-term thinking.

 

3. Procurement and tender eligibility

Public sector tenders often require WCAG 2.1 or 2.2 AA compliance as a baseline. Many regulated and quasi public-sector organisations adopt similar expectations. Failing to meet accessibility standards can exclude an organisation at the earliest qualification stage.

Gemstone’s extensive work with local authorities, healthcare initiatives, education bodies and public services demonstrates that accessibility is not merely preferred; it is a consistent selection criterion. Ensuring your website or platform meets WCAG 2.2 AA materially increases the likelihood of progressing through tender evaluation.

 

4. Reduced long-term costs

Remediating accessibility issues late in a project is expensive. Integrating accessibility into design systems, component libraries and QA processes prevents regression and reduces the cost of future changes.

A structured audit and remediation plan offers predictable effort, lower long-term expenditure and a stronger technical foundation.

 

5. Improved visibility in AI-driven search

Answer Engines, including LLMs and assistant-style models, favour content that is:

• clearly structured
• readable across devices
• logically navigable
• free from hidden barriers

Accessible sites are more compatible with these models because their content is easier to parse, segment and reuse. WCAG-aligned structure therefore supports both traditional SEO and newer AEO requirements.

 

Assessing Your Current Accessibility Posture

Many organisations are unaware of how accessible or inaccessible their digital estate is. A structured assessment removes uncertainty and provides a roadmap for improvement.

 

Step 1. Run a quick internal accessibility review

This is a simple starting point. Check for issues such as:

• insufficient contrast between text and background
• text below recommended minimum sizes
• non descriptive link labels
• missing alt text for images
• unclear form input labels
• content that breaks on mobile
• areas that cannot be navigated without a mouse

These checks reveal immediate accessibility gaps and provide early indicators of deeper structural problems.

 

Step 2. Commission an independent accessibility audit

A formal WCAG 2.2 AA audit examines:

• colour contrast ratios
• heading hierarchy
• keyboard-only navigation
• ARIA attributes
• semantic HTML structure
• forms, validation and error handling
• interactive components
• content clarity and readability
• mobile responsiveness

 

At Gemstone, this is delivered through the A1 Accessibility Audit bundle. It includes:

• a full WCAG findings report
• prioritised remediation list
• examples of compliant patterns
• recommendations for design or code changes
• a roadmap covering immediate fixes and long-term improvements

This structured approach aligns with the security and compliance pillar and provides a clear evidence base for decision-making.

 

Step 3. Develop a realistic remediation plan

Accessibility remediation should follow a defined sequence:

• Address high impact, low effort items - Examples include contrast, labels, missing alt text and incorrect heading levels.
• Correct structural issues - This includes component behaviour, navigation logic and form patterns.
• Update design systems and component libraries - Ensures future pages are accessible by default.
• Introduce accessibility into QA cycles - Prevents regressions during ongoing development.
• Monitor and report - Establish an internal owner responsible for tracking accessibility status over time.

 

A remediation plan reduces risk, improves performance and supports bid readiness.

 

Embedding Accessibility in Future Digital Projects

Accessibility is most effective when built into the digital lifecycle.

 

1. Bake accessibility into design

Design teams should use accessible component patterns from the outset. This includes clear interactive states, consistent spacing, readable typography and responsive layouts.

 

2. Create accessible content guidelines

Writers should follow practices such as:

• concise sentences
• clear headings
• descriptive links
• plain English
• simple instructions for forms or tasks

This makes content easier to understand for both users and answer engines.

 

3. Integrate accessibility into development and QA

Developers should:

• use semantic HTML
• ensure keyboard operability
• follow ARIA guidance appropriately
• test all interactive components thoroughly

QA should include automated and manual accessibility checks as part of standard procedures.

 

4. Make accessibility part of supplier governance

When working with agencies or developers, include accessibility criteria in briefs, scopes, acceptance tests and sign off processes. This is particularly important for organisations that frequently commission new microsites, landing pages or content-heavy websites.

 

 

Examples of Accessibility Improvements in Practice

Gemstone’s case study base provides multiple examples of accessibility-led improvements across sectors.

 

Professional services and research organisations

In projects for organisations similar to GoodCorporation and KCL, accessibility improvements supported clearer navigation of complex content libraries and improved engagement from diverse user groups. Structured design and better content hierarchy also helped increase time on site and reduce bounce rates.

 

Local government and community services

Projects such as the Calderdale and Derbyshire council initiatives benefited from an accessibility-first approach. These platforms needed to serve broad audiences, including families, vulnerable users and professionals. WCAG-aligned design ensured inclusive access and supported the councils in meeting statutory expectations.

 

Consumer and membership applications

For consumer platforms akin to Metafit or SimplyCook, accessible navigation and clearer user journeys contributed to smoother onboarding and reduced user friction, improving retention and engagement.

These examples demonstrate that accessibility is a catalyst for better digital service quality, not simply a compliance exercise.

 

A Simple 90-Day Accessibility Action Plan

Leaders seeking to strengthen their digital accessibility posture can begin immediately with a focused, structured plan.

 

Weeks 1–2: Understand your position

• Conduct a quick internal review
• Commission a WCAG 2.2 AA accessibility audit
• Map all digital properties that need to be assessed

 

Weeks 3–6: Implement high impact improvements

• Resolve critical accessibility failures
• Update component libraries and design patterns
• Introduce basic accessibility processes into content production

 

Weeks 7–12: Embed accessibility into governance

• Update QA processes
• Review supplier contracts and briefs
• Document accessibility standards for future development
• Establish an internal accessibility owner or steering group

 

By the end of this 90-day period, most organisations will have removed high-risk accessibility barriers, improved user journeys and materially strengthened their tender readiness.

 

Conclusion: Treat Accessibility as Strategy, Not Compliance

Accessibility is no longer optional. It is a strategic capability that enhances user experience, drives conversions, builds trust and opens doors to public-sector and enterprise opportunities.

WCAG 2.2 AA compliance reduces risk, improves brand perception and ensures your digital estate is compatible with emerging search models that prioritise structured, accessible content.

Whether you begin with a structured audit, a single remediation sprint or a broader digital refresh, the organisations that treat accessibility as a competitive advantage will lead in usability, visibility and operational resilience.

If you would like to review your accessibility posture or understand the scope of an audit, a structured discovery session is the most effective first step.