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March 16, 2017

7 Web Accessibility Predictions for 2017 and Implications for You

By Cassi Price

This time last year, many healthcare business owners and internal marketing teams were hearing about WCAG or Web Content Accessibility Guidelines for the first time, sparked by an announcement made by the Department of Justice (DOJ) that they were planning to adopt WCAG 2.0 AA standards as part of the Americans with Disabilities Act. Ultimately, this meant web accessibility would be a requirement for all private businesses by as early as 2018 and all publicly entities immediately.

What resulted from that DOJ announcement was a chain of events that helped us plan for 2017, giving us the groundwork for removing barriers to content online moving forward and providing a more inclusive experience for all, an initiative that is actually long overdue.

To help you prepare, here are our predictions for the rest of 2017.

There will be many more lawsuits.

Even though the government has stated time and again that they will not enforce web accessibility until 2018, this doesn’t protect your healthcare facility from litigation before 2018. Over 240 businesses have been sued by visually impaired users in federal court over website accessibility since 2015, according to a recent article in the Wall Street Journal.

You will see adjustments to what will be required.

While the Department of Justice has stated that it will likely adopt the WCAG 2.0 AA standards as its requirements, we know that isn’t always how things end up.

We’ll see recognition for accessible websites skyrocket.

In 2016, Penn State received national attention for their dedication to making all University systems accessible, the State of Georgia was recognized by the National Association of State CIOs for its Accessible Platform Initiative and Cornell University promoted its initiative to provide a “standard of web accessibility” for all Cornell websites to support their “equality” and “antidiscrimination” standard.

A clear line will be drawn between accessible and inaccessible websites.

Just like we now easily notice when a brick and mortar business is not wheelchair accessible, it will be made clear which websites are accessible and which are not.

Accessible websites will take over prime real estate in search listings.

Since many of the recommended accessibility changes for a website are also considered best practice for search engine optimization, we will see accessible websites take over top search listings.

Advocacy groups will join the fight against websites that are not accessible.

This 2016 article in Inside Higher Ed discussed a “shift in activism” where advocacy groups are starting to push much harder for legislation on websites that discriminate against people with disabilities.

The illusion of quick fixes will start popping up.

When the need for a mobile website option really came into the limelight five years ago, we saw many “quick fix” solutions appear that seemed to convert your website to a mobile-friendly solution in mere minutes, but those of us who were in digital marketing knew it’s wasn’t that easy.

Next Steps

Here are five things you can do next:

Find out where your website stands.

Get an audit done that provides all the areas of accessibility opportunities on your website.

Educate your leadership on web accessibility.

Show them this article. Ask them to research the history of WCAG.

Prioritize the changes that need to happen on your site.

Making your site compliant will probably be a large project, but it doesn’t have to be done in a month. Just start chipping away at the changes, but DO NOT let others add content to your website without first becoming educated on added compliant content!

Document all efforts.

To keep your website compliant, create a schedule of regular audits and review those with your team.

If you have questions about accessibility, please ask in the comments below or reach out to me directly!

Cassi Price, manager of marketing strategy at VGM Forbin, is a premium member of the Mayo Clinic Social Media Network.

Tags: Accessibility, ADA, Legal & Ethical Issues, WCAG

Liked by Bob West, Cassi Price, Dan Hinmon, MCSMN Director


Bob West

Posts: 206
Joined: Feb 07, 2011
Posted by @westr, Apr 3, 2017

Please understand that colorblindness is not just a joke, it is a TRUE blindness. Not of all light of course, but COLOR-CODED light, whether natural (apple in a tree) or synthetic (using red and green color-coding in charts and power-point presentations). This absolutely means that 8% of males and 0.5% of females (including one of my two daughters) might not be able to understand your next PowerPoint presentation because we didn’t SEE what you intended us to see. I think you can appreciate that this is not just a mere annoyance, but a true disability. Not as bad a blindness, to be sure, but a disability nonetheless!

Cassi Price

Posts: 25
Joined: Jan 14, 2016
Posted by @cassiprice, Apr 3, 2017

Thank you for your response. Color blindness is a huge focus of the newly enforced standards with WCAG 2.0. It’s crazy how many company websites are not using proper color combinations or contrast ratios in their design to be received effectively by individuals of all vision abilities.

Bob West

Posts: 206
Joined: Feb 07, 2011
Posted by @westr, Apr 3, 2017

Thanks for your reply, Cassi. I don’t blame people who think it’s just a joke, I likely would myself if I were in their shoes. When PowerPoint presentations became the norm, it became impossible to keep up with the information flow (I was in academia at the time). Many such presentations make it to common web sites in one form or another. Thus, the problem is perpetuated across learning domains. I truly appreciate your having posted this piece!

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