Did you know that an estimated 15-20% of the world’s population lives with a disability, and another 15-20% is neurodiverse? That’s potentially 40% of your potential audience that might struggle to engage with your content if it’s not designed with accessibility in mind. And that’s before we even consider language barriers!
In today’s hyper-connected digital landscape, content is king—but only if people can actually access and understand it. Creating truly inclusive content isn’t just about checking boxes for compliance or feeling good about your corporate social responsibility. It’s about opening doors to massive untapped markets and building deeper connections with audiences you might be completely missing right now.
Think about it: Consumer companies with inaccessible websites lose an estimated $6.9 billion annually as frustrated users with disabilities take their business elsewhere. Meanwhile, 76% of online shoppers prefer to buy products with information in their native language. These statistics represent huge opportunities for growth.
The Hidden Costs of Inaccessible Content
When your content isn’t accessible, you’re not just excluding potential customers—you’re actively pushing them toward your competitors. Research from McKinsey found that blind internet users abandon approximately two-thirds of their e-commerce interactions because of inaccessibility issues. That’s not just a few lost sales; it’s a systematic exclusion of an entire market segment.
The problems extend beyond disability accessibility. Language barriers create similar exclusion patterns. CSA Research discovered that 40% of global consumers will never buy from websites in languages other than their own, regardless of how great your product or service might be. Even if they understand some English, they’re significantly less likely to convert if forced to navigate content in their non-native language.
Technical accessibility issues are pervasive as well. According to recent studies, 56% of images online aren’t accessible to people with visual impairments, and 64% of pages have links that aren’t clear to people with disabilities.
Beyond the immediate lost revenue, inaccessible content creates other business problems:
- Legal risks: Accessibility lawsuits are on the rise globally, with companies facing significant financial penalties for non-compliance.
- Brand reputation damage: In an era where consumers increasingly expect brands to be socially responsible, inaccessible content can harm your company’s image.
- Reduced organic reach: Search engines increasingly favor accessible websites, meaning inaccessible content may rank lower in search results.
The Business Case for Inclusive Content
The flip side of these problems reveals the tremendous business benefits of creating accessible, inclusive content:
1. Expanded Market Reach
Making your content accessible to people with disabilities and in multiple languages dramatically expands your potential audience. As mentioned previously, consumers are more likely to purchase the same brand again if customer care is available in their language, leading to increased acquisition.
2. Improved User Experience for Everyone
Accessibility improvements don’t just benefit those with disabilities—they create better experiences for all users. As Nimdzi points out, “If your website is written using easy language and the layout is divided into short paragraphs, you can make the content accessible not only to people who have different cognitive abilities… In fact, people who are not native speakers, or those who might feel tired after a long day staring at a screen, will also gain a better experience.”
3. SEO Advantages
Many accessibility best practices—like proper heading structure, descriptive alt text, and clear navigation—also happen to be SEO best practices. By making your content more accessible, you’re simultaneously making it more discoverable through search engines.
4. Brand Loyalty and Reputation Enhancement
Brands that prioritize accessibility demonstrate their commitment to inclusion, which resonates with today’s socially conscious consumers. This commitment builds trust and loyalty not just among those who directly benefit from accessibility features, but among all customers who value inclusive business practices.
5. Competitive Advantage
With so many businesses still failing to prioritize accessibility, making your content inclusive gives you a significant competitive edge. You’ll capture market share that your competitors are leaving on the table and position your brand as a leader in customer experience.
Real-World Success Stories
These benefits aren’t theoretical—they’re being realized by forward-thinking organizations across industries:
Harvard University made its educational resources more accessible by adding multilingual subtitles to videos and using color schemes friendly for color-blind users. This commitment to inclusive design created a more equitable learning environment for students of all abilities and backgrounds.
Mayo Clinic prioritized web accessibility by implementing automated testing tools and improved semantic markup, ensuring that critical healthcare information is available to all users regardless of ability. This focus on accessibility has led to increased patient engagement and a more inclusive healthcare experience.
Netflix has become a leader in accessibility among streaming platforms, investing heavily in high-quality closed captioning, audio descriptions for the visually impaired, and interface improvements that work well with screen readers. After enhancing their accessibility features, Netflix saw a dramatic increase in subscribers and revenue.
These examples demonstrate that accessibility isn’t just about compliance—it’s a strategic business decision that drives measurable growth.
Unlocking Audience Growth and Building Trust for All
Creating accessible, inclusive content isn’t just the right thing to do—it’s a smart business strategy that opens doors to new audiences and drives growth. By addressing both disability accessibility and language barriers, you can tap into markets that your competitors might be completely missing.
The statistics are clear: a significant portion of the global population either has a disability or speaks a language other than English as their primary language. By ignoring accessibility, businesses are leaving billions of dollars on the table and missing opportunities to build loyal customer relationships.
As digital experiences continue to evolve, accessibility will only become more important. Organizations that prioritize inclusive content now will be better positioned for future success, building a foundation of trust and usability that benefits all users.
The good news is that improving accessibility doesn’t have to be overwhelming. Start with small, incremental changes—like adding alt text to images, improving color contrast, or translating your most important content—and build from there. Each improvement not only makes your content more accessible but also enhances the experience for all users.
Ready to make your content more accessible and reach new audiences? Clearly Local specializes in creating inclusive, accessible content strategies that break down barriers and drive business growth.
