Accessibility vs. Compliance

Accessibility Laws and Guidelines: The Basics

Digital accessibility isn't just good practice. It's increasingly a legal requirement. 

As more of our daily activities move online, governments worldwide have established laws to ensure that websites, apps, and digital services are usable by everyone, including people with disabilities. 

Understanding the legal landscape 

In many regions, accessibility compliance is driven by laws and regulations, the “rules of the road” for digital accessibility. 

The United States’ primary law is the Americans with Disabilities Act (ADA), which prohibits disability-based discrimination. Titles II and III of the ADA have been interpreted by courts to apply to websites and apps, even though the ADA itself doesn’t explicitly mention websites. 

The Department of Justice has indicated that ADA requirements do cover web content, and numerous court cases, like the infamous Domino’s Pizza case, have established legal precedent that websites must be accessible. 

However, the ADA doesn’t spell out technical standards for web accessibility, which is where the Web Content Accessibility Guidelines (WCAG) come in. 

WCAG and the role of the W3C

The World Wide Web Consortium (W3C), an international web standards body, publishes the WCAG guidelines. WCAG, short for Web Content Accessibility Guidelines, provides detailed web accessibility standards and best practices, like providing text alternatives for images, keyboard navigability, sufficient color contrast, etc. 

These guidelines are widely accepted as the baseline for making web content accessible. Many laws worldwide either directly reference WCAG or use similar criteria. 

• In the U.S., federal agencies and organizations receiving federal funds must comply with Section 508 of the Rehabilitation Act, which currently requires adherence to WCAG 2.0 AA standards for web and software. Many state and local governments follow similar standards.
• The ADA (for private businesses) doesn’t officially name WCAG, but courts often judge ADA compliance based on it. Practically speaking, a site that meets WCAG 2.1 AA is considered in compliance with the ADA in most cases, whereas failing WCAG guidelines puts a company at high risk of lawsuits.
• In Canada, the Accessibility for Ontarians with Disabilities Act (AODA) requires large private sector organizations and government sites in Ontario to meet WCAG 2.0 AA. This has been phased in over the years. New content had to meet Level A by 2014, and by January 1, 2021, all public- and private-sector websites in Ontario needed to be WCAG 2.0 AA compliant. Other provinces have similar regulations, and federally, the Accessible Canada Act is moving toward WCAG-based standards for national agencies and businesses.
• In the European Union, the EU Web Accessibility Directive requires public-sector websites and mobile apps to conform to EN 301 549, which is based on WCAG 2.1 AA. Even more sweeping, the European Accessibility Act (EAA) was adopted to cover many private-sector digital products and services by June 2025.
• EU member states are aligning their laws with the EAA, meaning that by 2025, many B2C and B2B digital offerings in Europe must be accessible.
• Other countries have their own laws: for example, the UK’s Equality Act and associated regulations mandate accessible websites (especially for public services), Australia’s Disability Discrimination Act has been interpreted to cover web content, and many others are following the lead of WCAG. 

In short, wherever you do business, the chances are that there is either a law in place or coming soon that expects your digital content to be accessible. 

Compliance vs. Best Practice

It’s important to note that WCAG is a guideline, not a law. 

In the U.S., there is still no single codified legal standard for private websites, but that doesn't mean "no rules." Instead, businesses are held to a reasonableness standard under ADA: if your site isn't accessible to people with disabilities, you can be found violating the ADA's general anti-discrimination provisions. 

The safest approach is to treat WCAG's success criteria as your compliance checklist. Meeting the latest WCAG guidelines is widely considered the floor of accessibility. It addresses the most common barriers. But as we'll explore, just checking those boxes doesn't automatically mean your site is truly usable or that you're leveraging accessibility to its full potential.

How the Two Approaches Differ

How you approach accessibility says everything about your organization’s priorities. Whether you settle for minimal compliance or aim for true inclusion will ripple through every aspect of your organization, from user experience to brand loyalty and beyond.

The Downside of Just Compliance

While minimal compliance addresses immediate pain points, it often leaves many accessibility barriers in place. Users with disabilities might still encounter confusing navigation, hard-to-use forms, or media without captions, even if those things technically pass a basic check. 

Compliance alone is a defensive move. It keeps you from drowning, but it won’t help you swim.

The Business Case for Proactive Accessibility (Going Above and Beyond)

Now, let’s talk about the upside. Why go beyond the minimum?  

Investing in proactive, inclusive digital accessibility can unlock significant business value. Here are key benefits and examples that make a strong business case for aiming higher: 

• Reaching a larger audience and unlocking new markets: By designing for accessibility, you make your website usable by the roughly 1 in 5 people who have disabilities, as well as millions of others who benefit from more accessible design. This isn’t a niche audience. In the U.S. alone, an estimated 26% of adults have some disability.
• Enhanced user experience for everyone: Many accessibility best practices directly translate into a better overall user experience. Clear navigation structure, descriptive link text, readable fonts, good color contrast, and keyboard-friendly controls make the site smoother for all users, not just those with disabilities. An inclusive design approach often uncovers usability issues that benefit other users once fixed.
• SEO gains and better discoverability: Proactive accessibility, SEO (Search Engine Optimization), and now Answer Engine Optimization (AEO) go hand in hand. Search engines prefer fast, well-structured, and user-friendly websites, which is precisely what accessibility improvements tend to do. For example, adding alt text descriptions to images makes them understandable to blind users. And, it gives search engines valuable information about the image, potentially boosting your visibility in image search results. Using proper heading tags (<h1>, <h2>, ...) to structure your content helps screen reader users navigate and helps Google understand your page content hierarchy, improving snippet generation and relevance. Accessible websites often achieve higher Google Lighthouse scores not just in Accessibility but in SEO and Best Practices, too.
• Reduced maintenance and tech debt: When you build with accessibility in mind, you tend to write cleaner code and content, which pays off in easier maintenance. Websites that follow standards, like using native HTML elements properly, are typically more interoperable across browsers and devices and require fewer hacks or re-dos later.
• Innovation and brand leadership: Companies that champion accessibility position themselves as innovators and leaders in their industry. For example, a software company that ensures its B2B SaaS platform is fully accessible might win press coverage or industry awards, distinguishing it from competitors. Internally, a culture of accessibility fosters creative problem-solving. Teams might experiment with new technologies like voice recognition, AI image descriptions, or other assistive tech integrations, which can lead to features that all users love. A classic example is voice-controlled interfaces like Siri and Alexa. These services, originally conceived to assist users who couldn't use traditional input, have become mainstream conveniences.
• Positive ROI and business outcomes: Proactive accessibility can drive higher conversion rates and customer satisfaction. If users can navigate your site more easily, they are more likely to complete goals, whether filling out a contact form, downloading a whitepaper, or completing a purchase. For example, one study noted that websites with an accessibility score of 75 or above (out of 100) tended to have higher revenue than those with lower scores. While correlation isn't causation, it stands to reason that a more accessible site loses fewer customers along the way.

The Bottom Line

Proactive accessibility is an investment that yields returns in expanded reach, customer loyalty, and often direct performance gains, leading to improved SEO and conversions. It transforms accessibility from a cost center into a competitive advantage. Companies that recognize this treat accessibility not just as “the right thing to do” (though it is) but also as a savvy business strategy. 

Opportunities Across B2B Sectors

No matter your industry, embracing accessibility can open new doors. Here’s how proactive accessibility creates strategic opportunities in several B2B sectors. 

Healthcare and Life Sciences

Patients, caregivers, and healthcare professionals of all abilities need to access information and digital tools. 

A healthcare or pharmaceutical company that makes its websites and patient portals accessible is not only meeting regulations (like Section 508 for any government-related healthcare services or the Affordable Care Act mandates for federally funded health programs, but also improving patient care. 

For example, accessible telehealth interfaces ensure that an elderly patient with low vision or a user with a motor disability can schedule appointments and consult with doctors online. This leads to better service outcomes and can be a selling point when healthcare providers consider new software or platforms. In B2B terms, if you develop health IT products or medical devices with digital interfaces, demonstrating WCAG compliance and usability can set you apart in a highly regulated market.

Moreover, healthcare organizations have a duty of care, and building inclusivity enhances their brand trust. Accessible health content, like clear, captioned instructional videos or readable online forms, can reduce errors and misunderstandings, which is critical in this industry.
 

Manufacturing and Industrial B2B

Manufacturing and industrial companies might assume accessibility isn't as necessary since they often target a niche professional audience. But, consider that many engineers, procurement officers, or facility managers using your site could have disabilities or benefit from a more accessible design. 

For example, an engineer with color blindness trying to read a product schematic needs good contrast in any downloadable materials. 

An older maintenance manager (nearing retirement) might appreciate larger text options or the ability to navigate your equipment catalog via keyboard. 

Beyond the user experience, accessibility improvements often align with industrial B2B SEO benefits. Many manufacturing websites are rich in data sheets and specs, and making those accessible helps search engines index them, increasing your reach to potential buyers searching for specific technical info.

Chemical and Energy Sector

Chemical companies and those in energy or utilities often operate across international markets and serve broad user bases for documentation, like safety data sheets, product usage instructions, investor information, etc. Accessibility here can have safety implications.

An employee with dyslexia should be able to read hazard guidelines on your site easily, and a visually impaired community member should be able to access environmental reports or outage maps. 

Being proactive in this sector demonstrates corporate responsibility, which matters because regulators and the public scrutinize these industries closely. On the B2B front, chemical suppliers who sell to manufacturers or labs might find that some clients, especially government or large corporate clients, now include digital accessibility in their vendor compliance checklists. Making your customer portals, spec databases, and reports accessible can smooth B2B relationships and avoid any friction in the sales or support process.

Finance and Professional Services

In finance, web accessibility is not just good practice. It’s often required by law or regulatory guidance. For example, the ADA has been used to sue many banks, and the U.S. SEC has signaled expectations for accessible investor websites. 

But beyond avoiding lawsuits, think of the client experience. A business banking portal or an insurance brokerage platform that is easy to use for a client with low vision or a trader with a motor impairment means that the client can do their work more efficiently. 

If you're selling B2B financial software or services, saying, "Our platform is fully accessible and meets WCAG guidelines," can be a unique value proposition as companies increasingly include accessibility in RFPs. 

Across all these sectors, a common thread is emerging: accessibility is becoming a mark of a forward-thinking, globally aware business. B2B buyers have choices. If your company demonstrates inclusive practices, it can tip the scales in your favor. Furthermore, many industries have their own specific accessibility needs or regulations. 

For instance, telecommunications firms must consider accessibility for communication tools per the FCC rules. Education technology providers have obligations under laws like the ADA/Section 504 for schools. Proactively addressing those needs positions you as a partner who “gets it” and can be trusted to meet diverse user requirements. 

Beyond Compliance: Hiring, Contracts, and Market Success

Up to this point, we've discussed accessibility for users and customers. Proactive accessibility has internal and market-facing benefits. A commitment to accessibility can positively impact hiring, B2B contracts, and overall market success. 

• Attracting and retaining talent: Embracing accessibility makes your company more attractive to prospective employees, not just customers. Talented individuals with disabilities represent a significant portion of the workforce, especially in technology, marketing, and other fields relevant to web development. Suppose your digital properties, like a careers page or internal tools, are accessible. In that case, you're more likely to attract job candidates with disabilities, and their skills can be a tremendous asset.
• Winning contracts and clients: As highlighted earlier, being accessible can help you land business. Large companies and government agencies increasingly include accessibility compliance as a line item in RFPs and vendor assessments. If a potential client asks, “Is your product/website accessible?” and your answer is a confident yes, perhaps backed by documentation or third-party certifications, you clear a hurdle that might trip a competitor.
• Market perception and brand differentiation: In crowded B2B markets, little things set you apart. Accessibility can be one of those differentiators. The word can spread if your website is an effortlessly usable experience for everyone, the word can spread. Customers might refer others to you because "their site was easy to navigate and had all the info in accessible formats." Especially within industries where accessibility is not yet the norm, being one of the first to champion it gives you a PR advantage.
• Resilience to legal and social changes: Markets change, and so do laws and customer expectations. Establishing an accessibility mindset prepares your company for the future. If or when accessibility regulations become stricter, you won't be scrambling to comply because you're two steps ahead. Similarly, social awareness of inclusion is only growing. Companies are frequently called out on social media for shortcomings. Having an accessible site turns that potential criticism into a strength. You can proudly say you've ensured your digital front door is open to all. 

Making accessibility a strategic priority creates a virtuous cycle. It helps you hire the best people, serve the widest customer base, win more deals, and protect and enhance your brand. It moves accessibility from a mere compliance task to a value-adding asset for your business.