Digital accessibility and UX: How to boost brand reputation and reach

A brand’s website is often the first, potentially only, chance available to make a meaningful impression. This is what the user experience (UX) is all about: meeting real user needs and delivering intuitive, seamless interactions for all users.

Digital experiences continue to fall short for those with disabilities, with nearly half of people with complex disabilities reporting to struggle to access and engage with services online. That’s a clear call to action.

Accessibility is not a niche concern– it’s a core aspect of inclusive design that universally enhances UX for everyone. And yet, it is still overlooked by many brands, unintentionally preventing millions from interacting with their products and services.

Below, we explore how your brand can incorporate empathy and accessibility into UX, so you meet European Accessibility Act (EAA) best practices.

Business Benefits of Accessible UX

Incorporating digital accessibility into brand UX isn’t just a box to tick – it’s a strategic advantage that can drive tangible results for your business.

1. Expand your audience

Organisations with inaccessible digital products are missing out on 20% of the potential market share. Designing with accessibility in mind opens the door to millions of users with disabilities as well as older adults and other demographics. Keep in mind this general rule: the wider your audience, the greater your growth potential

2. Boost SEO performance

Google may not specifically rank on accessibility but it values UX. Accessible content is structured, clear and informative – all things that make it easier for search engines to rank a site better. Keeping to this formula, as well as E-E-A-T guidance, can lead to increased organic traffic, lower bounce rates and longer time spent on site.

Failing to implement UX-focused design features in line with the European Accessibility Act may even negatively impact SEO.

3. Build reputation and loyalty

Inclusivity signals value and allows your brand to stand out as leaders in social responsibility. Customers remember when businesses get it right,and this lays the groundwork for brands to foster trust and loyalty.

4. Avoid legal risks

Digital accessibility isn’t optional – if your brand serves EU audiences, it’s a legal obligation. Failing to integrate accessibility into your digital products before the EAA comes into force could result in financial and legal consequences. This includes fines, reputational damage, SEO penalties and legal action. You can find out more about these penalties by reading our EAA blog.

Integrating empathy into digital UX 

User research and development

Understanding user needs, goals and challenges is the first step to factoring empathy into your online services. Conduct thorough research to create comprehensive user personas, including those with different accessibility needs. This will guide the design process and enable you to cater to a variety of accessibility levels, ensuring your brand speaks to real people - not just idealised users.

Regular testing and maintenance

Accessibility is a moving target, and brands need to keep an eye on evolving tech and regulations. Conducting frequent audits and keeping your design teams trained on the best practices means your business is never caught by surprise when new developments are announced.

It will also promote a culture of empathy, equipping designers with the knowledge necessary to create accessible digital experiences.

Guidelines can help lay the groundwork for compliance, but keep in mind that disabilities cover a broad spectrum,so guidelines won’t always cover them all.

Unlocking accessible UX with IDHL

If you are looking to bring your brand’s digital products in line with the EAA’s best practices, please get in touch with our experts. We can advise you on how to optimize your digital accessibility, improve audience reach and how to be more compliant in line with the new legislation.