Accessibility: Why It Matters for Your B2B Website

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Hello there! Kevin here!

In today’s newsletter, we will go over:

• The design principles.

• The 3 types of SEO.

• Essential pages for a B2B website.

• The importance of accessibility in your website.

And much, much more…

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[Deep Dive] Accessibility: Why It Matters for Your B2B Website

In the digital age, it’s easy to overlook website accessibility—but doing so can mean leaving a significant portion of your potential audience behind. Accessibility isn’t just about meeting legal compliance standards—it’s about creating an inclusive, user-friendly experience that opens up your services to everyone, regardless of their abilities.

For B2B websites, this is especially important. Your website is likely one of your most important marketing and sales tools. Ensuring it’s accessible not only expands your reach but also enhances your reputation as a company that cares about its clients. A huge bonus is that Google prioritizes accessible websites in search rankings, so having an accessible site will boost your rankings higher. Let’s dive into three key accessibility features every B2B website should implement.

1. Add Alt Text to All Images for Screen Readers

When you add images to your website, they enhance the visual experience. However, for users who are visually impaired or use screen readers, images alone aren’t helpful without alternative text (alt text). Alt text describes the image, giving context to what it shows.

Why it’s important: By providing alt text, you ensure that your site’s content is accessible to a wider audience. This includes users with visual impairments and those using mobile devices with images disabled to save bandwidth. For example, if you're showcasing a solution feature on your B2B website, you want users to know what the image is showing—whether it’s a screenshot, a product in use, or a graph.

What to do:

• Describe the image concisely but clearly.

• Keep alt text to 125 characters or fewer, as most screen readers will cut off longer descriptions.

• Avoid phrases like “image of” or “picture of”—the screen reader will already tell the user it’s an image.

2. Use Proper HTML Tags for Buttons & Links

It’s easy to think of buttons and links as just another design element, but accessibility requires them to be clearly defined and navigable, especially for keyboard and screen reader users. When you don’t use the right HTML tags, these elements may not be accessible at all.

Why it’s important: Accessibility guidelines suggest using the proper semantic HTML tags so that screen readers and other assistive technologies can interpret and interact with buttons and links effectively. For example, a link should use the <a> tag, not a <div> styled to look like a link.

What to do:

• Use <button> tags for clickable elements that perform actions.

• Use <a> tags for hyperlinks and make sure they are descriptive.

• Ensure each link or button has clear, action-oriented text like “Request a Demo” rather than vague “Click Here.”

3. Ensure Contrast Ratios Meet WCAG Standards

Good contrast between text and background makes reading easier for all users, but it’s especially crucial for those with low vision or color blindness. Websites that don’t meet WCAG (Web Content Accessibility Guidelines) contrast ratios may appear too faint for some users to read, causing frustration and abandonment.

Why it’s important: The WCAG standards require that text has a contrast ratio of at least 4.5:1 against its background for normal text and 3:1 for large text. By adhering to these standards, you ensure that your content is easy to read and accessible to users with visual impairments.

What to do:

• Use tools like the WebAIM contrast checker to ensure sufficient contrast between text and background.

• Avoid using color combinations like light gray text on a white background, which are difficult for many users to read.

• Test your website on different devices to ensure readability across various screen types and environments.

Accessibility is More Than Compliance—It’s About Inclusion

By improving your website’s accessibility, you’re not just checking a box for compliance—you’re ensuring that your services can be used by everyone, regardless of their abilities. In a B2B context, this can make a huge difference in reaching new clients, building trust, and positioning your company as a leader in inclusivity.

Think about it: if your website isn’t accessible, you're missing out on potential clients who can’t fully interact with it. Making these adjustments shows that you value all users and are committed to providing the best experience for everyone, no matter how they navigate your site.

Start with these simple fixes, and you’ll be well on your way to making your website more inclusive—and more successful.

Need help with web accessibility?
If you’re looking to improve your website’s accessibility but aren’t sure where to start, we’re here to help. Reach out today for a consultation, and let’s make your website work for all users.

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