Digital Accessibility in A/E/C

If you've been an A/E/C marketer for a while, you probably have a core memory of that ONE proposal—the beast of all beasts. The one that made you question your sanity and every life decision that led to the moment it crossed your desk.

It's been several years, but my "proposal-from-hell" experience still evokes shreds of PTSD when I recall its insane requirements and impossible deadline. But it was THIS paragraph (which admittedly, I initially skimmed and dismissed as a standard requirement) that brought me to a standstill when I reread it 24 hours before the submission deadline:

“[CLIENT’S] Purchasing Agent must receive through [CLIENT’S] online procurement portal all required documents in a format that is in compliance with The Rehabilitation Act of 1973, 29 USC 701, Section 508, which requires that the document be readable by all, including those with disabilities, and marked as such.”

Yikes. I was today years old when I began to contemplate what this meant, and panic set in as I realized the gravity of what I had overlooked.

Enter my crash course in digital accessibility.

What is Digital Accessibility?

Digital accessibility refers to the practice of making digital content usable for people of all abilities and disabilities. This includes considerations for those with visual, auditory, motor, and cognitive impairments. Ensuring accessibility involves following guidelines and best practices that remove barriers, enabling everyone to interact with content in a meaningful way.

Prior to this experience, my privilege had limited my understanding of accessibility to things like wheelchair ramps and braille plates on signs or in elevators, etc. Like me, most people are unaware of the barriers faced by readers who use assistive technology when trying to navigate or understand digital content. 

Yet, a recent report from the World Health Organization (WHO) estimates that over one billion people worldwide live with some form of disability, many of whom use assistive technology to access digital content. In the U.S. alone, roughly 26% of adults have a disability, and many of them rely on assistive tools like screen readers, magnification software, or voice recognition systems. Moreover, the demand for assistive technology is expected to grow, with more than two billion people expected to need at least one assistive product by 2030.

Why It Counts

In today’s digital age, accessibility is becoming a cornerstone of ethical and inclusive design. Whether it’s a website, a document, or any digital content, ensuring accessibility is a moral imperative, and in more and more cases, becoming a legal obligation. As more aspects of life move online, the need to create content that everyone can access and use, regardless of their abilities, has never been more crucial.

Accessible websites and documents open your firm to a wider audience. By making your content accessible, you ensure that these individuals can engage with your brand, leading to greater reach and potentially expanding your customer base.

Accessibility and usability go hand in hand. When you optimize your content for accessibility, you are also enhancing the overall user experience. For example, adding alt text to images not only helps visually impaired users but also improves search engine optimization (SEO), making your content more discoverable.

Firms that prioritize accessibility demonstrate a commitment to inclusivity, which can significantly enhance their reputation. Consumers are increasingly drawn to brands that reflect their values, and inclusivity is a major factor. By making your content accessible, you position your brand as socially responsible and forward-thinking.

What You Can Do

When I think back to my sheer terror/frantic Googling moment, I thank my luck stars that I stumbled upon a series of YouTube videos by Dax Castro and Chad Chelius, the founders of CHAX Accessibility Training (www.accessibilityunraveled.com). Perhaps you’ve already heard of Dax and Chad or have seen them in person - they are well-known in the A/E/C space and have hosted trainings at several industry conferences, including SMPS.

Their training, tips, tricks, and resources are an invaluable starting point for learning how to develop and optimize your digital content (PDFs, websites, social media, etc.) for maximum accessibility.

I am by NO means an expert, and there is so much to learn. But a few practical steps for improving your digital accessibility include:

  • Develop and Use Accessible PDFs and Documents: This is what I encountered with my gnarly proposal. When sharing documents, ensure they are accessible by tagging headings, images, and other elements so that screen readers can easily interpret them.

  • Use Semantic HTML: Proper use of HTML elements helps screen readers interpret your content correctly. Headings, lists, and tables should be used appropriately to structure content.

  • Provide Alt Text for Images: Alternative text allows screen readers to describe images to visually impaired users, ensuring they don’t miss out on important information.

  • Ensure Keyboard Navigation: Users who cannot use a mouse should be able to navigate your website using just a keyboard. This includes ensuring that all interactive elements are focusable and operable via keyboard shortcuts.

  • Design with Contrast and Color in Mind: High contrast between text and background colors makes content readable for people with visual impairments. Avoid relying solely on color to convey information.

  • Caption and Transcribe Multimedia: Videos and audio files should include captions and transcripts to make them accessible to deaf or hard-of-hearing users

COOL HACK:

WAVE, which stands for Web Accessibility Evaluation Tool (wave.webaim.org),
is a free and easy way to identify accessibility issues on your website. Simply enter your web page address and WAVE will scan and identify issues.

The topic is vast, and considering accessibility in your digital content and media can be overwhelming. As digital accessibility becomes a bigger topic, a quick Google search reveals several resources at your avail to aid knowledge and understanding, and TikTok is also a great tool for learning more!

If this topic is new to you, I hope I've shed some light on the importance of accessibility. If you are considering a rebrand, a new website, or a refresh, make sure accessibility is a key factor in your planning.

 In a world where digital inclusion is increasingly important, accessibility should be at the forefront of every content creator’s mind. By taking these steps, you contribute to a more inclusive internet, where everyone has equal access to information and opportunities.

Questions?  Please reach out to me at [email protected]

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