Web Accessibility: 3 Critical Mistakes That Could Cost You Customers [Guide]

Imagine walking into a store that’s completely dark, with no signs, no lighting, and no staff to help you find what you need. It’s not just inconvenient—it’s a complete barrier to your experience. Now, think of your website in the same way. If it’s not accessible, you're essentially turning away potential customers, regardless of their background or abilities.

Web accessibility is more than a trend—it’s a fundamental part of modern digital marketing. In fact, the World Wide Web Consortium (W3C) estimates that over 1 billion people globally live with some form of disability. Ignoring accessibility isn’t just unethical; it’s a missed opportunity to reach a vast audience. But even with good intentions, many businesses unknowingly make critical mistakes that hinder accessibility and, in turn, their bottom line.

A Strategic Cpluz Perspective

At Cpluz, we’ve worked with numerous clients across industries, from fintech to e-commerce, and we’ve seen firsthand how accessibility can be a powerful differentiator. While many businesses focus on aesthetics or speed, the true measure of a great website lies in its ability to be used by everyone. That’s where the Cpluz “3 Pillars of Accessible Design” come in: Inclusivity, Intuitiveness, and Performance. By prioritizing these, you not only meet legal standards but also create a more seamless, user-friendly experience for all.

Let’s break down the three most common accessibility mistakes that could be costing you customers—and what you can do to fix them.

1. Ignoring Keyboard Navigation

Did you know that over 20% of internet users rely on keyboard-only navigation due to physical limitations or personal preference? If your website doesn’t support keyboard navigation, you’re excluding a significant portion of your audience.

Many websites are designed with mouse users in mind, which means they often lack proper tab order, focus indicators, and keyboard shortcuts. This makes it nearly impossible for users who rely on keyboards to navigate your site effectively.

What they did: A local e-commerce client in Tamil Nadu had a beautifully designed website, but it wasn’t accessible to users who couldn’t use a mouse. After a Cpluz audit, we implemented proper tab indexing and added focus states, making the site fully navigable with a keyboard.

Why it worked: The change not only improved accessibility but also enhanced the overall user experience for all visitors, including those using touchscreens or mobile devices.

Lesson for your business: Ensure that all interactive elements—buttons, links, and form fields—are keyboard-accessible. Test your site using only the keyboard to identify and fix any issues.

2. Poorly Designed Forms

Forms are one of the most critical parts of any website, yet they’re often the most overlooked when it comes to accessibility. A poorly designed form can lead to confusion, errors, and even frustration, especially for users with visual or motor impairments.

Many forms lack proper labels, error messages, and clear instructions. This can result in users being unable to complete the form or submitting incorrect information. Additionally, without proper contrast and font sizing, users with low vision may struggle to read the form content.

What they did: A SaaS startup in Bangalore had a form that was difficult to use. After a Cpluz review, we redesigned the form with clear labels, auto-fill support, and high-contrast color schemes, which significantly improved user satisfaction and form completion rates.

Why it worked: The changes made the form more intuitive and accessible, resulting in a 40% increase in conversions within a month.

Lesson for your business: Always provide clear labels, error messages, and instructions for your forms. Use high-contrast text and ensure that all form elements are properly labeled and accessible via screen readers.

3. Lack of Alt Text for Images

Images are a powerful way to convey information, but they can also be a barrier to accessibility if not used correctly. Screen readers, which are used by people who are blind or visually impaired, rely on alt text to describe the content of images. Without it, these users are left in the dark.

Many businesses assume that images are self-explanatory, but this isn’t always the case. Even a simple image of a product needs a descriptive alt text to convey its purpose and value. In some cases, alt text is completely missing, leaving users with no context at all.

What they did: A local fashion brand had a website with hundreds of product images without alt text. Cpluz helped them add descriptive alt text to each image, which not only improved accessibility but also enhanced search engine optimization (SEO).

Why it worked: The addition of alt text made the site more inclusive and helped the brand rank higher in search results for relevant keywords.

Lesson for your business: Always add descriptive alt text to your images. Make sure it’s concise, relevant, and provides value to users who cannot see the image.

Why Accessibility Matters for Your Business

Accessibility isn’t just about compliance; it’s about creating a better experience for all users. When your website is accessible, you’re not only reaching more people—you’re also building trust, improving your brand reputation, and driving more conversions.

Moreover, accessibility is a key factor in search engine optimization (SEO). Google prioritizes websites that are accessible and user-friendly, which means that improving accessibility can also boost your search rankings and visibility.

Finally, accessibility is a legal requirement in many countries. The Americans with Disabilities Act (ADA) and the Web Content Accessibility Guidelines (WCAG) set standards that businesses must follow to avoid legal issues and fines.

Frequently Asked Questions

Q: Is web accessibility only for businesses with a large budget?
A: No. Many accessibility improvements are low-cost or even free, such as adding alt text, improving contrast, and ensuring keyboard navigation.

Q: Can I test my website’s accessibility on my own?
A: Yes. There are free tools like WAVE, AChecker, and axe that can help you identify and fix accessibility issues.

Q: What are the most common accessibility mistakes in India?
A: In India, common issues include poor contrast ratios, lack of keyboard navigation, and missing alt text for images. These are often overlooked in small and medium-sized businesses.

Q: How long does it take to make a website accessible?
A: It depends on the size and complexity of the site. A basic audit and fix can be completed in a few days, while a full accessibility overhaul may take longer.

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About the Author

Rajendaran is the Lead Digital Strategist at Cpluz, where he blends creative design with data-driven marketing strategies to help Indian businesses build powerful and profitable online presences. Rajendaran has led numerous accessibility audits and digital transformation projects, focusing on inclusivity and user experience.

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