The business case for accessibility in New Zealand

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Web accessibility is a crucial aspect of your organisation's digital presence, ensuring that websites and online services are usable by everyone. In New Zealand, the push for web accessibility is not just a matter of inclusivity and social responsibility, but also a smart business move. This article delves into the various benefits of web accessibility, from increasing market share to improving SEO, and why it makes good sense for New Zealand businesses to prioritize it.

Increase Your Market Share

The disabled community in New Zealand represents a significant economic force of $5.6 billion of disposable income per year. When you factor in the family and friends of people with disabilities, this number only grows. Research shows that disabled consumers tend to spend more money per transaction and are more loyal to brands than non-disabled users. By making your website accessible, you broaden your audience and tap into this substantial, loyal market.

Impact More Users

1 in 4 New Zealanders have a disability - that's over 1 million people! And this figure doesn't include temporary or unreported disabilities, meaning the number the people in New Zealand who benefit from web accessibility features is even larger. Among Māori, 26% identify as disabled, and 11% of children in New Zealand live with a disability. Additionally, 59% of people aged 65 and older have a disability. Given these numbers, it is no doubt that not meeting accessibility standards means you are creating barriers for your users.

Increase Revenue

Businesses that prioritize accessibility often see a positive impact on their bottom line. In fact, accessibility-mature companies report 28% higher revenue compared to their competitors. This revenue boost can be attributed to a wider customer base, enhanced user experience, and greater customer loyalty. By investing in web accessibility, you are not only complying with ethical standards but also creating a more profitable business model.

Reduce Click-Aways

Accessibility barriers on websites can be a major deterrent for users with disabilities. Studies indicate that 71% of users with disabilities will leave a site if they encounter access issues. This high rate of "click-aways" can be detrimental to your business, leading to lost potential customers and decreased user retention. Implementing web accessibility measures can help reduce these barriers, keeping users on your site and increasing the likelihood of conversions.

Avoid Lawsuits

Web accessibility is not just good practice; it's also a legal requirement in most countries. If your company plans to expand internationally to markets such as the United States, Canada, or the European Union, adhering to web accessibility standards becomes even more critical. These regions have stringent accessibility laws and regulations, and failure to comply can result in costly lawsuits and fines. By proactively addressing web accessibility, you can avoid legal pitfalls, protect your business from international legal risks, and succeed in your offshore ventures.

Improve SEO

Accessible websites tend to perform better in search engine rankings. This is because features that improve accessibility, like good alt text for images, proper heading structures and descriptive link texts are indicators of a good website, so search engines like Google prioritize them when it comes to SEO. By making your website accessible, you improve its visibility and searchability, driving more organic traffic and potentially increasing conversions.

Conclusion

Web accessibility is a win-win for New Zealand businesses. It not only opens up your services to a wider audience with substantial buying power, but also leads to increased revenue, reduced legal risks and better SEO performance. Prioritizing web accessibility is not just an ethical imperative but a smart business strategy that will allow you to unlock the full potential of your online presence.