♿ The "Hidden" Audience Your Marketing is Missing
Your Website is Blocking 25% of Potential Customers
You spend good money on SEO, email campaigns, and paid ads to drive traffic. You obsess over conversion rates and cart abandonment. But what if I told you that a significant chunk of the customers you successfully guide to your site are simply unable to buy from you?
It’s true. One in four adults in the U.S. has some type of disability. This isn't just about wheelchairs; it includes visual, auditory, cognitive, and physical limitations that affect how they interact with digital content. When your website isn't built with accessibility in mind, you are effectively locking your doors to 25% of the market.
This isn't a compliance problem; it's a marketing opportunity you are ignoring.
The Money Behind the Movement
Marketing is about finding and serving your audience. The disability community holds trillions in disposable income globally. As the Website Guy, I always advise clients to look for maximum reach and minimum friction. An accessible site achieves both.
When a customer arrives at your site, they need:
Clear Navigation: Can they tab through your menu using only a keyboard?
Understandable Forms: Do your forms clearly tell a screen reader what information is needed?
Visible Contrast: Can someone with color blindness clearly distinguish your CTA button?
If the answer to any of those is "no," that potential customer—who you paid to acquire—is leaving. The cost of an inaccessible site isn't just a lost sale; it's wasted marketing budget.
Turn Friction into Fandom
Customers who feel seen and served become the most loyal. By actively prioritizing accessibility, you demonstrate that your brand cares about everyone. This builds loyalty that goes far beyond a single transaction.
In a competitive market, being the brand that makes the shopping experience easy for everyone is a powerful, authentic differentiator. Don't look at accessibility as a heavy lift or a complicated compliance issue. Look at it as the biggest untapped market waiting for a welcome mat.
Action Item for Your Business: Use an online accessibility scanner today to see how many of your key pages (homepage, product page, checkout) are truly open for business. Once you see the gaps, you can decide on the most efficient way to close them.