Look, We Need to Talk About Your Website
I was sitting down with a bloke at the Paddo Tavern last week. He runs a decent-sized landscaping business here in Brisbane. He’s doing well, trucks are always out, but he was stressed. Why? Because someone had sent him a nasty letter claiming his website was ‘inaccessible’ to people with disabilities.
He looked at me and said, “Mate, it’s a website for digging holes and laying turf. Why does it need to be ‘accessible’?”
I get it. When you hear terms like WCAG or accessibility compliance, it sounds like some bureaucratic nonsense dreamt up by people who’ve never had to meet a payroll. It sounds like another way for tech companies to charge you for things you don’t need.
But here’s the honest truth I told him: making your website easy for everyone to use isn't just about being a good person. It’s about making sure you aren't leaving money on the table.
If a potential customer can’t read your phone number because the font is too light, or they can’t click your ‘Book Now’ button because it’s too small for their thumb on a phone, they aren't going to call you. They’re going to call the guy down the road whose website actually works.
Let’s break down what this actually means for your business, without the jargon.
What is This Accessibility Stuff Anyway?
Basically, it’s just a set of rules (the WCAG) that ensures people with vision issues, hearing loss, or even just a shaky hand can use your site.
Think about it like this: if you opened a physical shop in Milton, you’d have to have a ramp for wheelchairs. You wouldn’t think twice about it. It’s the law, but it also means anyone can come in and buy from you.
Digital accessibility is exactly the same. It’s the ramp for your website.
Most business owners think this only applies to people who are completely blind. It doesn't. It applies to the bloke trying to read your site in direct sunlight on a job site. It applies to the grandma with arthritis who can’t use a mouse very well. It applies to the 1 in 5 Australians who have some form of disability.
If you ignore them, you’re ignoring 20% of your potential market. That’s just bad business.
Is This Going to Cost Me a Fortune?
I’ll be straight with you. If you’ve got a massive, old website that’s been cobbled together over ten years, fixing everything at once is going to be a headache.
But for most small to medium businesses, it’s not about a total rebuild. It’s about making small website movements that actually move the needle.
We see a lot of ‘overlay’ tools being sold lately. These are little widgets you install that claim to fix everything instantly. My advice? Avoid them. They’re usually rubbish. They slow your site down and they don’t actually fix the underlying problems. They’re a band-aid on a broken leg.
Instead of spending thousands on a ‘magic’ fix, you’re better off spending a bit of time fixing the basics.
The Three Big Things That Actually Matter
If you want more phone calls and fewer complaints, focus on these three things first. They don’t require a degree in computer science, and they make a massive difference.
1. Can People Actually Read Your Words?
I see this all the time. A designer wants to be ‘fancy’ and uses light grey text on a white background. It looks sleek, sure. But it’s impossible to read if you’re over 40 or standing outside.
Make your text dark. Make your background light. Use a font size that doesn't require a magnifying glass. If people can’t read your offer, they won’t buy it. High contrast isn't just an accessibility rule; it’s a sales rule.
2. Does it Work on a Phone?
We’ve talked about this before, but if your site is a mess on a mobile, you’re dead in the water. People use their thumbs, not a precise laser. If your buttons are too close together, they’ll click the wrong thing, get frustrated, and leave.
Ensuring your site is easy to navigate on a phone is a huge part of being accessible. It’s also how you get more phone calls from people who are looking for your services while they’re out and about.
3. Clear Labels and Buttons
Don’t be clever with your buttons. ‘Submit’ is okay. ‘Get a Free Quote’ is better. ‘Click Here’ is rubbish.
People using screen readers (software that reads the site out loud) need to know exactly where a link is taking them. If every link says ‘Click Here’, they have no idea what’s going on. Be direct. Tell them exactly what happens when they hit that button.
Why Google Cares (And Why You Should Too)
Google isn't a person, but it tries to act like one. It wants to send its users to websites that provide a good experience.
If your site is easy to navigate, loads fast, and is accessible, Google is going to rank you higher. They’ve basically admitted that user experience is a massive ranking factor now.
If your site is a clunky mess that people bounce off of immediately, Google notices. A slow website is one of the biggest accessibility hurdles there is. If someone is on a poor connection or using an older device, and your site takes 10 seconds to load, they are gone.
By fixing these accessibility issues, you’re inadvertently doing exactly what Google wants. You get more traffic, and that traffic is more likely to turn into a customer.
The Legal Side of Things
I’m not a lawyer, and I’m not here to scare you into buying a service you don’t need. But I have to be honest: the legal landscape is changing.
In the US, website accessibility lawsuits are a massive industry. We’re starting to see a bit of that creep into Australia. Under the Disability Discrimination Act, you have a responsibility to ensure your services (including your website) are accessible.
Will a small plumber in Chermside get sued tomorrow? Probably not. But as your business grows, you become a bigger target. It’s much cheaper to build things right the first time than it is to pay a lawyer to defend a site that doesn't work.
My Prediction for the Next Couple of Years
Here’s my honest take on where this is going.
Right now, accessibility is seen as an ‘extra’. Most agencies will charge you a premium for it, or just ignore it entirely.
In two years, it’ll be the baseline.
Browsers are getting smarter. They’ll start warning users if a site is difficult to use. Search engines will push inaccessible sites to page five. And more importantly, your customers’ expectations are rising.
We’re moving toward a web where ‘good enough’ isn't good enough anymore. If your competitor’s site is easier to use than yours, you lose. It’s that simple.
Where Do You Start?
You don’t need to fix everything tonight. If you try to do that, you’ll just end up overwhelmed and do nothing.
Start by looking at your site on your own phone. Go outside in the sun. Can you read everything? Can you click the buttons easily with your thumb? If you struggle, your customers definitely will.
Next, check your images. Do they have ‘alt text’? This is just a short description of what’s in the photo. It helps screen readers, but it also helps Google understand what your business does. It’s a five-minute job that pays off in the long run.
Finally, talk to your web person. Ask them, “How are we doing with accessibility?” If they look at you like you’ve got two heads, or try to sell you one of those dodgy overlay widgets, it might be time to find someone who actually knows how the modern web works.
The Bottom Line
Accessibility isn't a ‘tech’ problem. It’s a customer service problem.
If you make it hard for people to give you money, they won’t. If you make it easy, you’ll win more jobs, stay out of legal trouble, and keep Google happy.
It’s not about being ‘compliant’ for the sake of a certificate. It’s about making sure your digital front door is open to everyone who wants to walk through it.
At Local Marketing Group, we don't treat this like a checkbox. We treat it as part of building a site that actually works. Because at the end of the day, if your site isn't making you money, it’s just an expensive hobby.
If you’re worried about your site or just want someone to take a look and tell you the truth, give us a shout. We’ll tell you exactly what needs fixing and what’s a waste of your time.
Let’s get it sorted.