When you run a small business, your website is often the first place people go to learn about what you offer. But if parts of your site are difficult to use, you could be turning away potential customers without realising it. Accessibility is about making your website work for everyone, including people with visual, hearing, motor or cognitive impairments. The good news is that many improvements are straightforward, cost-effective and benefit all your visitors.

Why Accessibility Is Good for Business

Accessibility is not just a nice-to-have. In the UK, around one in five people have a disability or long-term health condition. That is a significant portion of your potential audience. By making your site easier to use, you widen your customer base, improve your search engine rankings and reduce the risk of legal complaints. More importantly, you show that you care about providing a good experience for everyone. Simple changes like adding alternative text to images or checking colour contrast can make a real difference.

Start with Alt Text That Actually Helps

Alternative text, often called alt text, is a short description of an image. It is read aloud by screen readers and displayed if an image fails to load. Good alt text is specific and purposeful. Instead of writing "image of a dog", describe what the image conveys. For example, "A golden retriever wearing a red collar sitting beside a blue dog bowl" tells a blind user much more. Here are some practical tips:

• Describe the function of the image, not just its appearance. If an image is a button, say what the button does.
• Keep it concise. Most alt text should be under 125 characters.
• For decorative images that add no meaning, use an empty alt attribute (alt="") so screen readers skip them.
• For complex images like charts, provide a longer description in the surrounding text or a linked page.

Colour Contrast and Readable Text

Poor colour contrast is one of the most common accessibility problems. Light grey text on a white background might look stylish, but it is hard to read for people with low vision or colour blindness. The Web Content Accessibility Guidelines recommend a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text (over 18pt or 14pt bold). You can check your colours using free online contrast checkers. Also, never use colour alone to convey information. For example, instead of saying "click the green button", say "click the green button labelled 'Submit'". Other practical steps include:

• Ensure text can be resized up to 200% without losing content or functionality.
• Avoid using images of text, as they cannot be resized or read by screen readers.
• Use a clear, readable font and avoid long blocks of italic or all-caps text.

Make Keyboard Navigation Smooth

Many people cannot use a mouse. They rely on a keyboard, a switch device or voice control to navigate websites. If your site cannot be used with a keyboard alone, you are excluding a large group of visitors. Test your site by pressing the Tab key repeatedly. Can you reach every link, button and form field? Is there a visible focus indicator, such as a coloured outline, showing where you are? Here is what to check:

• Ensure the tab order follows a logical sequence, usually left to right and top to bottom.
• Provide a skip to main content link at the top of each page so keyboard users can bypass repetitive menus.
• Avoid keyboard traps, where a user cannot tab away from a component.
• Make sure any drop-down menus or modals can be closed with the Escape key.

Forms, Labels and Error Messages

Forms are often where accessibility falls apart. Whether it is a contact form, a checkout or a newsletter sign-up, every field needs a clear label. Placeholder text inside a field is not a substitute for a label, because it disappears as soon as the user starts typing. Group related fields, such as address lines, using a fieldset and legend. When an error occurs, explain what went wrong in plain English and suggest how to fix it. Do not rely on colour alone to highlight errors. For example, instead of just turning a field red, add text like "Please enter a valid email address". Also:

• Ensure error messages are announced by screen readers, often by moving focus to the error or using an alert role.
• Provide clear instructions before a form starts, especially for unusual inputs like dates.
• Allow users to review and correct their answers before submitting.

Test with Real People and Simple Tools

You do not need expensive software to start testing accessibility. Begin by using your own site with a keyboard only. Then zoom in to 200% and see if the layout breaks. Try a free screen reader, such as one built into your operating system or available as a free download, to hear how your content sounds. Ask a friend or colleague with different needs to try a few key tasks. Their feedback is invaluable. Accessibility is an ongoing process, not a one-off fix. Make it a habit to check new content as you add it. Small, consistent efforts will make your website welcoming for every visitor.