4th June 2025

Accessible Web Design: Why It’s Critical for Public Sector and SME Websites

The web is for everyone – at least it should be. Accessible web design is the practice of building websites that can be used by people of all abilities and disabilities. This includes individuals who are blind or low-vision (using screen readers or braille displays), deaf or hard of hearing (needing captions or visual cues for audio), motor-impaired (using keyboard-only or assistive switches), cognitively impaired, and so on. For public sector organisations in the UK, web accessibility isn’t just a nice-to-have; it’s a legal requirement. The Public Sector Bodies Accessibility Regulations 2018 mandate that public sector websites and mobile apps meet WCAG 2.1 AA accessibility standards. But beyond compliance, accessible design improves overall user experience and expands your audience.

For SMEs, having an accessible site means you aren’t turning away potential customers due to avoidable barriers. It also demonstrates social responsibility and can enhance SEO (search engines often favor sites with accessibility best practices like proper semantic structure). This post will highlight why accessibility matters, key principles of accessible web design, and steps to ensure your site is welcoming and usable for all visitors. By prioritising accessibility, you not only adhere to ethical and legal standards but also create a more robust and effective web presence.

Why Accessibility Matters: Beyond Legal Compliance

1. Inclusive Service and Market Reach:
Roughly 1 in 5 people in the UK have some form of disability​. That’s a significant portion of the population. If your site isn’t accessible, you could be excluding 20% of your potential users or customers. For public sector, this undermines the mission of serving all citizens equally. For a business, it’s turning away potential revenue. For example, if an e-commerce site isn’t navigable by keyboard, a user with motor impairment might not be able to purchase products. If images of products lack alt text, a blind user won’t know what’s being shown and likely won’t buy. Accessibility ensures everyone can engage with your content or services.

2. Legal Risk:
Public sector bodies in the UK are required by law to meet accessibility standards (and publish an accessibility statement). Failure to do so can result in enforcement by the Government Digital Service or the Equality and Human Rights Commission. Even for private companies (SMEs), the Equality Act 2010 can apply – not having an accessible site could be seen as failing to make “reasonable adjustments” to accommodate disabled users, which is unlawful for service providers​​. Lawsuits and complaints have been on the rise globally. An investment in accessibility is much cheaper than dealing with a legal challenge or reputational damage from a discrimination claim.

3. Better User Experience for All:
Many accessibility improvements overlap with general usability and mobile-friendly practices. For instance:

• Sufficient color contrast (text easily readable against background) not only helps colorblind users but makes content clearer in bright sunlight for everyone.
• Captioned videos help not just the deaf, but also anyone in a noisy or quiet environment where they can’t play sound (ever watch a social media video on mute? Captions help).
• Clear, well-structured content with headings and labels benefits people using screen readers and also improves how quickly any user can scan and find info.
• Keyboard shortcuts or navigation can benefit power users without disabilities too (some prefer keyboard over mouse for speed).

A famous quote in accessibility circles: “Accessible design is good design.” It forces you to consider edge cases and clarity, which raises the bar for the whole user experience. For example, 88% of users are less likely to return after a bad UX​; a site that’s accessible is likely one that has thought through user flows and thus avoided many UX pitfalls.

4. SEO (Search Engine Optimisation):
Search engines essentially “see” your site like a screen reader would – they parse the code structure. Using proper headings, alt text for images, descriptive link text, etc., all help screen readers and search engine crawlers. Google’s algorithms favor sites that are mobile-friendly and fast, which accessibility work often entails (accessible sites avoid huge images without alt, avoid bloated inaccessible scripts, etc., which can slow pages). Also, providing transcripts for video/audio means search engines can index that content (since they can’t watch a video or listen to a podcast directly). So accessibility can indirectly boost your search rankings and visibility.

5. Brand Reputation and Corporate Social Responsibility:
For SMEs trying to build a positive brand image, showing that you care about accessibility can set you apart. It signals you value all customers. There have been instances where companies highlighting their accessibility efforts get positive media or community coverage. And conversely, companies have faced social media backlash when people with disabilities call them out for poor accessibility. Especially if your SME serves a broad consumer base or public interest, being accessible is part of good citizenry and can be a point of pride.

Key Principles of Accessible Web Design

The Web Content Accessibility Guidelines (WCAG) are the gold standard. They boil down to four principles (often remembered by the acronym POUR):

• Perceivable: Users must be able to perceive the information, meaning nothing is hidden from their senses. So, provide text alternatives for non-text content (images, audio, video). Ensure content is presented in ways that users can see or hear (e.g., make text big enough, ensure contrast, allow zoom/responsive design, etc). For example, an SME bakery’s website should have alt text for cake photos like “Chocolate cake with raspberry icing” so blind users know what the image is, rather than just “cake1.jpg”.
• Operable: Users must be able to operate the interface. This means all functionality is keyboard-accessible (some can’t use a mouse). Provide ways to navigate that don’t rely solely on precise mouse movements (like avoid hover-only menus that don’t work on keyboard or touch). Give users enough time to read and use content (no overly short timeouts). Avoid content that might trigger seizures (no rapid flashing). For instance, a dropdown menu should open on keyboard focus or down arrow, not just on hover.
• Understandable: Content and controls must be understandable. Use clear language, concise instructions. Form fields should have labels or instructions (don’t make someone guess what to input). Maintain consistent navigation and design across pages so users don’t get lost. If errors occur (like form validation), explain the error in text and how to fix it. E.g., highlight a form field in red and give a text message like “Please enter a valid email address” (colorblind users may not perceive red highlight, so text is key). Also consider reading level – write in plain English especially for public info.
• Robust: The content should be robust enough to work with various assistive technologies now and in the future. That means following web standards and not doing weird things in code that break compatibility. Using proper HTML tags (like <button> for buttons, not a clickable <div>) so that screen readers can identify elements correctly. Testing with different devices and software helps ensure this.

Some tangible things SMEs and public sector sites should implement:

• Provide captions or transcripts for multimedia (if you have a promo video on your SME homepage, upload captions for it).
• Ensure your content can be navigated with Tab key. Try it: go to your site, put away the mouse, hit Tab and see if you can reach all links/buttons in a logical order. If you get stuck or can’t see where you are (focus indicator), fix that with proper focus management or outline styles.
• Use ARIA landmarks or roles if needed to define regions of the page (like navigation, main content, footer) – many screen readers allow users to jump between these.
• For any important graphics or charts, provide a summary or data table alternative.
• If any content auto-plays (like a slideshow or video), provide controls to pause/stop.
• Test color contrast. There are free tools where you input your text color and background color and it tells you if it passes WCAG AA contrast. Low contrast text (like light gray on white) is trendy in design but terrible for many users (and honestly many fully-sighted users find it annoying too).
• Make link text descriptive (avoid just “click here” links – screen reader users often tab through links and hearing “click here” out of context is meaningless; instead “Download our 2025 Report (PDF)” as the link text is better).

Special Considerations for Public Sector

Public sector sites often serve a diverse populace including elderly (who might have low vision or dexterity issues) and others with varied needs. Moreover, UK public sector must publish an Accessibility Statement on their websites detailing how accessible the site is, any known issues (with rationale if something can’t be fixed easily), and how users can contact the organisation to report problems​. Keeping this statement up to date is part of compliance. It forces you to review accessibility regularly.

Public sector procurement also increasingly requires accessibility from suppliers (e.g., an SME delivering a service to government may need to prove accessibility of their digital products). Being versed in WCAG and having an accessible site might actually help SMEs win contracts or tenders.

There’s also a moral imperative: government information and services (like applying for permits, accessing health info) must be reachable by all citizens. If a public sector site isn’t accessible, someone might be unable to apply for essential services without help, which isn’t acceptable. We’ve seen cases where local councils had to urgently fix sites after users complained.

Achieving Accessibility (Process)

• Audit and Testing: Start with an audit of your current site against WCAG guidelines. There are free automated tools (like WAVE or AXE browser extensions) that catch common issues (missing alts, low contrast, missing form labels). Automated tests catch maybe 30-40% of issues. Also do some manual checks: try using the site with a screen reader (NVDA is free for Windows, VoiceOver on Mac is built-in), try keyboard navigation, try high zoom (does layout break at 200% zoom?), try with images off or with styles off to see if content order still makes sense. There are also professional accessibility auditors if budget allows, who can give a thorough report.
• Prioritise fixes: Some issues might be quick fixes (adding alt text if you have them handy, adding a label to a form field is usually one line of HTML). Others might need more work (redesigning a component for keyboard usability, or rewriting content in simpler language). Focus on high-impact pages (e.g., your main service pages, conversion flows) first.
• Incorporate into Design/Dev Process: If you’re redesigning or adding features, include accessibility from the start rather than bolt-on. For example, when designing a color scheme, check contrast at design stage. When developing, use semantic HTML and ARIA roles appropriately at code time, not as afterthought. Make accessibility testing part of QA checklist.
• Training: If you have in-house devs or content creators, train them on accessibility basics. Often content editors unknowingly introduce issues (like adding an image in CMS but skipping the alt text field, or using headings improperly because they like how H1 looks bigger than H2, messing hierarchy). A little training goes a long way to prevent regression.
• User Feedback: Encourage users with disabilities to give feedback. Put a note in your accessibility statement or contact page: “We strive to make our site accessible. If you encounter barriers, please let us know…” Then act on those comments. They can highlight things you didn’t consider. Also, consider usability testing that includes participants with disabilities; their insights can be eye-opening.
• Keep it up: Every time you add new content or features, think accessibility. It’s not a one-time project but an ongoing commitment.

Accessibility and SMEs: A Competitive Edge

Many SMEs assume accessibility is too complicated or only for big companies, so they ignore it. If you take the initiative to make your SME’s site accessible, you might capture customers who literally can’t use your competitors’ sites easily. For example, a competitor’s menu might be an inaccessible PDF (yes, some restaurants still do that), while yours is an accessible HTML page – a blind user will favor yours. Or a senior citizen might find your pharmacy’s website with large text option much easier than another’s tiny text site.

It’s also worth noting that some accessibility improvements like faster loading and mobile optimisation (key for accessibility) align with what all users prefer. So you could see improved engagement from everyone. There’s evidence that accessibility improvements can increase conversions – because simpler, clearer interfaces just convert better.

Conclusion

Accessible web design is not just a checkbox or altruistic endeavor; it’s a fundamental aspect of modern web best practices that benefits both users and organisations. For public sector sites, it’s non-negotiable – it’s about upholding citizens’ rights to information and services without discrimination. For SMEs, it’s an often underutilised opportunity to extend reach, improve SEO, and show commitment to serving all customers.

By prioritising accessibility, you ensure that no user is left behind when interacting with your website. The web has the power to be a great equaliser – providing the same information and services to someone regardless of their physical abilities or what technology they use. But that only holds true if we as creators build sites with that universality in mind.

The effort invested in accessibility pays off through improved site quality and user satisfaction. Yes, it might require learning and fixing things that weren’t originally considered, but numerous resources and tools are available to help (and many are free). The key is to start – any improvement is better than none, and accessibility is a journey of continuous improvement.

At Gemstone, we weave accessibility into our web development process from the ground up. We can help audit your existing site or build new digital solutions that comply with WCAG standards. Whether you need quick guidance on making a few fixes or a full accessible redesign, our team is ready to assist. Building an accessible web is building a better web, and we’re passionate about helping you achieve it.

In summary, accessible web design is critical because it’s about people – real people with diverse needs. Embracing it aligns your digital presence with inclusive values and reaps practical rewards. Let’s make the web a place where anyone who wants to engage with your business or service can do so independently and effectively. That’s a goal worth striving for.