An Introduction to Digital ADA Compliance
When people talk about “accessibility”, they usually refer to physical infrastructure such as curb cuts, ramps, elevators, and other accommodations. However, as universities expand their online presence, digital accessibility has also become the topic of much discussion, especially as the definition of website accessibility seems to be unclear, particularly within the academe.
This article will discuss the Americans with Disabilities Act (ADA) in relation to websites and other digital properties, particularly in the context of the Web Content Accessibility Guidelines (WCAG). It will also discuss why ADA compliance is no longer a mere option but a legal requirement for academic institutions that serve the general public.
What does the ADA say about websites?
Much of the confusion surrounding website accessibility comes from the fact that the ADA itself is silent about websites, apps, and other digital products. However, the US Department of Justice, through the ADA website, states that the law applies to websites operated by both government agencies and private entities. Since people are increasingly going online for public services and other needs, any barriers to accessibility in websites and apps should be removed so that people with and without disabilities can have equal access to these services.
For instance, an individual with disabilities should be able to apply for business licenses, file taxes, attend town hall meetings, and register for classes at the local community college. They should also be able to order a pizza, buy tickets for the homecoming game, shop for school gear, or watch public lectures without encountering any hindrances. All of these are possible through observing the WCAG, which the ADA website recommends as a helpful standard for digital accessibility.
Why should you comply with the ADA?
Complying with the ADA brings with it a host of benefits. First, it protects your website from potential accessibility lawsuits. The number of accessibility lawsuits filed in 2023 alone was expected to breach 4,200, and with more people becoming aware of digital accessibility rights, that number is expected to rise further. Top-ranked universities have found out the hard way that they are not immune to these lawsuits. For instance, both Harvard and MIT have recently been the subject of ADA-related lawsuits that resulted in costly settlements and an internal reckoning about the role that accessibility plays in disseminating information.
Aside from protection from lawsuits, ADA compliance has other positive effects. Studies show that entities with accessible websites perform better in terms of traffic, bounce rates, customer retention, and sales. Individuals with disabilities comprise around 20% of the US population, and accommodating their needs will allow your organization to tap into an underserved market.
Complying with WCAG standards will also give your website a boost when it comes to search engine rankings and visibility. Google and other search engines take accessibility very seriously, especially since they are in the process of optimizing algorithms for voice searches. A website that a screen reader user can browse easily will perform better in search results than another website that is not optimized for screen readers. You can achieve partial WCAG and ADA compliance by adding headings and subheadings, alt text, and support for screen readers and keyboard navigation, among success criteria.
ADA compliance: Your path towards full accessibility
While your institution might have invested heavily in physical accessibility infrastructure, it’s also important to remember that digital accessibility is a crucial component of campus inclusivity. The ADA itself might be silent about what makes a website accessible, but following the Web Content Accessibility Guidelines is a good starting point. WCAG compliance and ADA compliance are so closely linked that complying with the former almost certainly assures your institution will be protected from accessibility lawsuits while enjoying all the benefits of accessibility.