Target stores was hit with a lawsuit this week because their web site is not accessible to those who are blind and use assistive devices to access the internet. This lawsuit could change the face of corporate web sites. Could your web site lead to a lawsuit?
What is an accessible web site? How are they used?
Most people are surprised by the idea of a blind person using the internet, an inherently visual media. However, the internet is essentially a content media with a visual layer. One’s lack of eyesite should not prevent them from accessing internet-exclusive coupons, be able to purchase a product, download the latest driver to a computer, or even check the latest scores.
Unfortunately, there are many roadblocks to accessing this information on most web sites. The Target web site not only makes it difficult, but impossible to navigate successfully and purchase a product online. The Americans with Disabilities Act requires businesses to offer information and services to all customers, regardless of their abilities. That is why companies have had to retrofit entrances for wheelchair ramps, install braille signs, and more.
Accessible web sites are also more effective and profitable. It’s important to remember that Yahoo! and Google are your most important blind visitors. Your search engine rankings depend on your site’s accessibility.
Is your site accessible?
It’s easy to test your site’s accessibility. Your first step is the Cynthia Says online tester. This free tool will analyze your site and give you a detailed report of what you are doing properly and what needs to be fixed.
Chris Pederick’s Web Developer Extension for Firefox is one of the most essential tools of any website developer. Patrick Lauke has published an excellent article on how to use this toolbar to check your sites accessibility and correct any mistakes.
How do you fix your site’s problems
All information on your site must be made available to a text reader. While this sounds simple, it’s the most common problem.
Does your site have an animated Flash component? Is your site entirely Flash? Does it have a Flash-based navigation? Has your Flash developer provided alternate content to those without a flash plugin? More than likely, they have not. The Unobtrusive Flash Object script is the best method for providing the visual Flash movie to those with adequate computers and providing basic textual information for those that don’t.
Alt attributes
Are you using images in your navigation? Do you have a stylized logo? Do you have a banner for that upcoming Spring Sale? If so, have you provided alternate text content?
Every image must have an ‘alt’ attribute in its code. It should provide a textual description of the image, i.e. alt=”Bayside Networks”, alt=”Spring Sale Starts Saturday”, alt=”products”, … Further, you must use an empty alt attribute (alt=”") if the image is simply used for decoration and has no text or contextual value.
Your next steps
The ADA act requires businesses make an effort towards accessibility. You should document the steps you are taking to make your site more accessible. Begin your transformation towards an accessble site by adding alt attributes to your images. This will give your site the most improvement for the dollar. Ask your developers what they are doing to make your site as accessible as possible. Are they familiar with the regulations?
Resources
- Web Accessibility Initiative
- Facts and Opinions About PDF Accessibility
- A List Apart: Accessibility
- Accessify.com
- Post-Next: Accessibility
The Bullseye Design and Target are registered trademarks of Target Brands, Inc.
many thanks for linking to my little article on using the firefox web developer toolbar.