I’m embarrassed. As someone who is passionate about both marketing and helping others, my worlds were not colliding.
Recently, I worked with Brightfind’s Senior User Experience Designer Nina Amato to put on a webinar entitled Accessibility & 508 Compliance Explained. This subject matter truly piqued my interest. The event was designed to educate people on how to ensure their websites are accessible to all regardless of disability status. This webinar was going to better the world!
I began doing what marketers do. Pulling my targeted marketing lists, discussing content, writing promotional emails, Tweeting away. I was deep into the project when I sent Nina a promotional email draft to which she responded, “Lauren, the email is not compliant.” It stung. Content marketing is high in my job description. I write promotional emails as frequently as a teenager catches Pokemon. Yet, with all that I’ve published, never once have I ensured it was accessible. Ouch!
I allowed myself time to wallow in my own guilt, but not for long because quite frankly it wasn’t helping anyone (and guilt leads to over-chocolate-ing). Albeit late in the game, ensuring content is accessible to all, now remains in the forefront of my marketing mind. I’ve started educating myself about how people who are blind and/or have disabilities use the web. I encourage you to use a screen reader instead of your eyes to navigate your site. What do you envision when you read your alt text, but don’t see the actual image? Remember, this is how some of your members are experiencing your website.
Since the webinar aired, many have asked us if they are legally required to have a 508-compliant website. The answer is maybe. Brightfind suggests you check with The United States Access Board to see if you are legally required to be 508-compliant. However, having an accessible site goes beyond legal ramifications. When your website is not accessible you may not be reaching the 285 million people worldwide who suffer from visual impairments1, not to mention those with motor skill challenges, cognitive delays, epilepsy, the hearing impaired, and more. It may be too hard for such constituents to access your latest research, information, products, events and membership applications. You may unknowingly be holding back the very people in the industry you serve.
When creating marketing strategies, publishing content, and designing your website remember the importance of making it accessible to all. If not, you might be embarrassed.
1World Health Organization, http://www.who.int/mediacentre/factsheets/fs282/en/