Common website accessibility barriers and why they matter to small businesses
A factual overview, based on U.S. Department of Justice guidance, of the website barriers that affect customers with disabilities and that website owners are expected to take seriously. This is not legal advice.
This page is general information, not legal advice. Allie is not a law firm, and a scan or report does not certify that a site meets any law. If you have received a demand letter or complaint, or you need to know your obligations, speak to a qualified lawyer.
What the U.S. Department of Justice says
The ADA.gov web guidance says the Department of Justice has consistently taken the position that the ADA's requirements apply to the goods, services, programs and activities of businesses open to the public (Title III) and of state and local governments (Title II), including what they offer on the web. It also says the Department does not have a regulation setting out detailed technical standards for the web, that businesses have flexibility in how they comply, and that existing technical standards such as WCAG are helpful guidance. We link the page below so you can read it yourself, and we recommend checking whether newer requirements apply to your situation.
The barriers the guidance lists
These are the examples of website accessibility barriers listed on ADA.gov. Each is something a visitor may run into, and each is something you can check for.
| Barrier | What a visitor may experience | How to check |
|---|---|---|
| Poor colour contrast | People with limited vision or colour blindness cannot read pale text on a similar background. | A scan finds many contrast failures. Check images of text and unusual backgrounds by eye. |
| Colour used alone to give information | Required fields shown only in red are invisible to someone who cannot see the colour. | Look for any meaning that depends on colour alone and add text cues such as “required”. |
| Missing alt text on images | People who are blind do not know what a picture, chart or button image shows. | A scan finds missing alt attributes. A person must judge whether the text is useful. |
| No captions on videos | People who are deaf or hard of hearing miss the content. | Play your videos with sound off. |
| Inaccessible online forms | Fields without labels, instructions or error messages that a screen reader announces cannot be completed reliably. | A scan finds missing labels. Test error messages by submitting a bad form with a screen reader or keyboard. |
| Mouse-only navigation | People who cannot use a mouse cannot reach menus, buttons or forms. | Put the mouse away and use Tab, Shift+Tab, Enter and Space across your key pages. |
The guidance also mentions text size and zoom, real headings that help people navigate, and giving the public a way to report accessibility problems.
Check the pages that earn you money first
Test the pages where visitors buy, book, apply or contact you: home, product or service pages, checkout or booking, contact forms. Fix the highest-impact problems on those pages first. Keep dated records of what you tested and fixed.
About overlays and automated fixes
ADA.gov states that automated accessibility checkers and overlays can be helpful tools, but like spelling or grammar checkers they need to be used carefully. A clean report does not necessarily mean everything is accessible, and a report with a few errors does not necessarily mean there are barriers. It suggests pairing a manual check with automated checkers.
What a scan cannot do for you
A scan cannot tell you that your site is lawful or safe from complaints, and it does not certify anything. It can show you specific, fixable problems that automated rules can detect. Learn more in what automated testing can and cannot catch, and use the guide to fixing common issues to get started.
Frequently asked questions
Does the ADA apply to my small business website?
The Department of Justice says the ADA applies to the goods and services of businesses open to the public, including those offered on the web. How that applies to your situation is a legal question, so ask a qualified lawyer.
Will running an automated scan protect me from a complaint?
No. A scan shows some technical issues. It does not certify anything or prevent complaints, and ADA.gov notes that a clean automated report does not necessarily mean everything is accessible.
What should I fix first?
Start with the pages where customers buy, book or contact you, and fix problems such as missing labels, low contrast, missing alt text and keyboard access on those pages.
Check your own page now
Run a free preview scan against WCAG 2.2 A and AA. No install, no credit card.
Sources
We checked these pages when writing this guide.
More guides
- WCAG 2.2 checklist
- Accessibility for nonprofits
- Fixing common axe issues
- What automated testing can and cannot catch
This guide is general information, not legal advice, and Allie reports do not certify conformance with WCAG or any law.